Interviews with marketing experts offer invaluable insights into current trends and effective strategies. But how do you translate those insights into actionable plans using readily available tools? We’ll show you how to use HubSpot’s Content Strategy tool to transform expert advice into a data-driven content plan that drives results. Are you ready to stop guessing and start growing?
Key Takeaways
- You’ll learn how to use HubSpot’s Content Strategy tool to map out a year’s worth of blog topics based on keywords identified in expert interviews.
- We’ll show you how to use the “Subtopics” feature in HubSpot to drill down into specific angles for each core topic, ensuring a diverse content calendar.
- You’ll discover how to integrate keyword research from tools like Semrush into your HubSpot content strategy for maximum SEO impact.
## Step 1: Gathering Insights from Marketing Expert Interviews
Before you even open HubSpot, the most important step is conducting thorough interviews with marketing experts. This isn’t just about casual conversations; it requires a structured approach. For more on this, see our guide to interviewing your way to growth.
### 1.1: Identify Key Interviewees
Look for experts with a proven track record in your specific niche. For example, if you’re in the real estate tech space, consider interviewing the CMO of a successful property management software company or a seasoned realtor who’s embraced digital marketing. Don’t just go for big names; look for people who are actively doing the work and seeing results.
### 1.2: Prepare Targeted Questions
Generic questions yield generic answers. Develop questions tailored to their expertise and your audience’s needs. I like to start with broad questions like, “What are the biggest challenges marketers face in [your industry] in 2026?” and then drill down with specifics: “What specific tools or techniques have you found most effective for overcoming those challenges?”
### 1.3: Document and Transcribe
Record every interview and transcribe it accurately. Services like Otter.ai can save you hours. The transcription provides a searchable record of valuable insights. I had a client last year who skipped this step, and they missed out on several key ideas that were only mentioned in passing during the interview.
Pro Tip: Use a mind mapping tool like MindManager to visually organize the key themes and topics that emerge from your interviews.
## Step 2: Setting Up Your Content Strategy in HubSpot (2026 Interface)
Okay, time to get into HubSpot.
### 2.1: Accessing the Content Strategy Tool
In the 2026 HubSpot interface, navigate to Marketing > Planning and Strategy > Content Strategy. If you’re a new user, you might see a prompt to create your first content strategy. Go ahead and click the “Create Content Strategy” button.
### 2.2: Defining Your Core Topics
This is where the insights from your interviews come into play. Based on the recurring themes and keywords mentioned by the experts, identify 3-5 core topics that are relevant to your audience.
For example, let’s say you interviewed three marketing experts who all emphasized the importance of personalized marketing. “Personalized Marketing” becomes one of your core topics. Other potential core topics might include “AI-Powered Marketing Automation” or “Video Marketing for Lead Generation.”
Pro Tip: Don’t overthink this step. You can always adjust your core topics later. It’s better to start with something and refine it as you go.
### 2.3: Adding Core Topics in HubSpot
Click the “Add a Topic Cluster” button. In the “Enter a Topic” field, type in your first core topic (e.g., “Personalized Marketing”). HubSpot will suggest related keywords. Review the suggestions and select the ones that are most relevant to your audience and your business goals. Click “Create“. Repeat this process for each of your core topics.
## Step 3: Expanding Your Content Strategy with Subtopics
Now that you have your core topics, it’s time to brainstorm subtopics. These are the individual blog posts, articles, and other content pieces that will support your core topics.
### 3.1: Identifying Subtopic Ideas
Again, refer back to your interview transcripts. What specific aspects of each core topic did the experts discuss? What questions did they answer? What problems did they solve?
For example, under the “Personalized Marketing” core topic, potential subtopics might include:
- “How to Segment Your Audience for Personalized Email Campaigns”
- “Using AI to Personalize Website Content”
- “Personalized Video Marketing: Examples and Best Practices”
### 3.2: Adding Subtopics in HubSpot
Click on one of your core topics (e.g., “Personalized Marketing”). You’ll see a section labeled “Subtopics.” Click the “Add a Subtopic” button. In the “Subtopic Title” field, enter your first subtopic idea (e.g., “How to Segment Your Audience for Personalized Email Campaigns”). In the “Description” field, add a brief summary of what the content will cover. Click “Save“. Repeat this process for each of your subtopic ideas.
### 3.3: Connecting Subtopics to Core Topics
HubSpot automatically connects your subtopics to their respective core topics. This creates a visual representation of your content strategy, showing how all your content pieces are related. This is critical for SEO. A tightly clustered content strategy signals to search engines that you’re an authority on a particular topic. If you need help with Atlanta SEO, we can help.
Common Mistake: Neglecting to add a description for each subtopic. The description helps you stay focused and ensures that your content aligns with your overall strategy.
## Step 4: Keyword Research and Integration
While expert interviews provide valuable insights, it’s also important to back up your content strategy with data. That means conducting keyword research.
### 4.1: Using Semrush for Keyword Research
Semrush is a powerful tool for keyword research. Enter your core topics into Semrush’s Keyword Magic Tool to identify related keywords with high search volume and low competition.
For example, if your core topic is “AI-Powered Marketing Automation,” Semrush might suggest keywords like “AI marketing tools for small business” or “best AI email marketing software.”
### 4.2: Integrating Keywords into Your Subtopics
Once you’ve identified relevant keywords, incorporate them into your subtopic titles and descriptions in HubSpot. This will help you optimize your content for search engines and attract more organic traffic.
For example, instead of “Using AI to Personalize Website Content,” you might change the subtopic title to “AI Website Personalization: Drive Conversions with Smart Content.”
### 4.3: Tracking Keyword Performance
HubSpot’s Content Strategy tool allows you to track the performance of your keywords over time. This will help you identify which keywords are driving the most traffic and leads, and which ones need improvement. After publishing, navigate to the Content Strategy dashboard. Click on your topic cluster. You’ll see a “Performance” tab. There, you can monitor metrics like page views, backlinks, and ranking keywords. And for more insight, consider a deep dive into data secrets to drive results.
Pro Tip: Don’t stuff your content with keywords. Focus on creating high-quality, informative content that provides value to your audience. Search engines are smart enough to recognize keyword stuffing, and it can actually hurt your rankings. A Nielsen study found that users are 70% more likely to trust content that feels authentic and not overly promotional.
## Step 5: Creating a Content Calendar
A content strategy is useless without a plan for execution. That’s where a content calendar comes in.
### 5.1: Using HubSpot’s Marketing Calendar
HubSpot has a built-in marketing calendar that you can use to schedule your content. Navigate to Marketing > Planning and Strategy > Calendar.
### 5.2: Scheduling Subtopics
Drag and drop your subtopics from the Content Strategy tool onto the calendar. Assign a publish date to each subtopic. Consider the frequency and timing of your content. A good rule of thumb is to publish at least one blog post per week.
### 5.3: Assigning Tasks and Responsibilities
Assign tasks to your team members for each subtopic. Who will write the content? Who will edit it? Who will promote it on social media? Make sure everyone is clear on their responsibilities.
We ran into this exact issue at my previous firm. We had a great content strategy, but we didn’t have a clear process for assigning tasks and responsibilities. As a result, some content pieces were never published, and others were published late. For a deeper dive, see our post on why content marketing might not be working for you.
Expected Outcome: A well-organized content calendar that ensures a steady stream of high-quality content that supports your core topics and drives results.
## Step 6: Monitoring and Refining Your Strategy
Your content strategy is not a set-it-and-forget-it exercise. It requires ongoing monitoring and refinement.
### 6.1: Tracking Key Metrics
Use HubSpot’s analytics tools to track key metrics such as page views, bounce rate, time on page, and lead generation.
### 6.2: Analyzing Performance
Analyze your data to identify what’s working and what’s not. Are your subtopics driving traffic and leads? Are your keywords performing well? Are your blog posts resonating with your audience?
### 6.3: Making Adjustments
Based on your analysis, make adjustments to your content strategy as needed. This might involve changing your core topics, refining your subtopics, targeting different keywords, or adjusting your content calendar.
Here’s what nobody tells you: your first content strategy will probably not be perfect. That’s okay. The key is to learn from your mistakes and continuously improve your strategy over time.
How often should I update my content strategy?
I recommend reviewing and updating your content strategy at least quarterly. The marketing is constantly evolving, so it’s important to stay on top of the latest trends and adjust your strategy accordingly.
What if I don’t have access to marketing experts for interviews?
While interviews are ideal, you can also gather insights from industry reports, online forums, and social media groups. Look for patterns and recurring themes in the conversations and discussions.
How many core topics should I have?
Start with 3-5 core topics. It’s better to focus on a few key areas and do them well than to spread yourself too thin across too many topics.
How long should my blog posts be?
Aim for at least 1,000 words. Longer content tends to rank higher in search results. However, focus on providing value to your audience, not just hitting a word count. According to IAB reports, longer form content has a demonstrably higher engagement rate.
Is HubSpot the only tool I can use for content strategy?
No, there are other tools available, such as Semrush’s Content Marketing Platform. However, HubSpot’s Content Strategy tool is well-integrated with its other marketing tools, making it a convenient option for HubSpot users.
By following these steps, you can transform insights from interviews with marketing experts into a data-driven content strategy that drives results. Don’t be afraid to experiment, iterate, and adapt your strategy as needed. The marketing world is constantly changing, and the best marketers are those who are willing to learn and evolve.
Ready to put this into action? Start by scheduling just one expert interview this week. You’ll be surprised by the new ideas and insights you uncover.
