{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"95% Content","title":"How HubSpot Runs Content Like a Media Company","html":"<iframe width=\"100%\" height=\"180\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://share.transistor.fm/e/4fb1c6d9\"></iframe>","width":"100%","height":180,"duration":3135,"description":"Most B2B companies still treat content as a channel.\nHubSpot treats it like media.\nIn this episode, Erik Jacobson sits down with Kyle Denhoff, Senior Director of Marketing at HubSpot, to break down how HubSpot built a media-first content operation across newsletters, podcasts, and YouTube to reach future buyers long before they’re ready to purchase.\nKyle shares why HubSpot shifted away from channel-first thinking, how audience research drives every content investment, and what it actually takes to succeed on YouTube as a B2B brand. The conversation also covers how HubSpot measures reach vs demand, why attribution is breaking down, and how media-led content compounds over long buying cycles.\nA practical look at how one of the most recognized B2B brands builds content systems designed for attention, trust, and long-term growth.\nKey topics covered:\n[00:00] Intro\n[02:41] Audience First Content Strategy\n[06:01] Investing in Media Products\n[08:25] Audience Content Offer Match Framework\n[11:06] HubSpot's 20 Year Content Evolution\n[14:31] Measuring Media Success at Scale\n[18:38] 3 Person Content Team Structure\n[22:08] Brand Impact Beyond Attribution\n[24:12] HubSpot's Media Brand Portfolio\n[29:00] YouTube as B2B Blue Ocean\n[32:08] YouTube Native Production Requirements\n[37:08] Creator Partnership Strategy\n[38:47] Incentivized Newsletter Sign Up Tactics\n[41:42] Editorial Grade vs AI Content\n[46:06] LinkedIn Video Trends\n[48:42] Small Team Content Execution\n––\nThis episode is brought to you by Hatch.\nHatch is a video-first content agency that helps B2B marketing teams create video podcasts, video series, and short-form video content so they can run an efficient content engine, and be seen as experts in their industry.\nTo see how we can help your company, go to https://hatch.fm.","thumbnail_url":"https://img.transistorcdn.com/UUCEZC_17ePo_hwOZPlHuTCzYFoG4EgdS9P9ySnvtNY/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9hYTE5/ODkxYzhlMDYwODg3/ZDRjYzVjOTlhNDE5/YTczYi5qcGc.webp","thumbnail_width":300,"thumbnail_height":300}