HubSpot COS, like eCMS, is another excellent WordPress alternative. What you’re about to learn, however, is that HubSpot is much more.
Superior security with HubSpot
In a recent blog article, eCMS vs. WordPress, I compared WordPress to the internally developed eCMS from Corporate Web Services (CWS). In that article, I discussed the big WordPress security and vulnerability issues. Because WordPress is open source and popular, it is an easy target for hackers.
The HubSpot COS is not open source, nor is it prone to attacks. CWS battles WordPress attacks regularly, while clients on HubSpot COS have been attacker-free. HubSpot also has one-click SSL enablement, a must-have feature if you collect any sensitive data online.
WordPress and the CMS Model
CMS stands for “content management system.” A CMS is designed to manage content, specifically content in the form of blog posts. It does this quite well. It might even be argued that WordPress is the best blogging platform available.
Somewhere along the line, however, people realized that they could build entire websites with WordPress. Not very well, but it could be done.
Today, there are many themes and plugins that help you build entire websites with WordPress. But because it was designed to manage content, not design websites, WordPress is still a very imperfect tool for web design.
HubSpot and the COS Model
COS stands for “content optimization system.” Content optimization is far more powerful than mere content management. HubSpot realized that content is not an island; it does not exist separately from the rest of your marketing. In fact, content is at the heart of inbound marketing and needs to be treated that way.
If you’ve read our Inbound Marketing Basics series, you know that your content is part of a much larger system that includes landing pages, offers, emails, social media, and, of course, your blog. All of these places where you engage your customers are tied together with a common thread—content.
The HubSpot COS also has optimization assistance so it displays a checklist of all the items you should include in your content and web pages to make sure you have the greatest opportunity to rank well.
Where does “optimization” come in, you ask? That’s what Smart Content is about.
HubSpot’s Smart Content
The HubSpot COS model with Smart Content is the future of web development. Imagine your website displaying something different for every person who visits. You could have different content based on the language someone speaks, what part of the country they live in, if they’ve been to your website before, even what buyer persona they fall into or what stage of the buyer’s journey they are in. All of this is possible with Smart Content.
This model of customizing your content for each visitor doesn’t just apply to your website; it also applies to your blog posts, landing pages, calls-to-action, and emails. Your content is optimized to be the most useful—therefore, the most effective—for everyone. One size no longer needs to fit all. You can tailor your content to fit each person exactly.
HubSpot COS is not just a CMS alternative, it’s an entire marketing system that includes content management as a small piece of what it offers.
A complete marketing system
Your marketing system includes far more than your blog. It includes everything from attracting new leads to closing the sale.
- Social Media
- Lead Management
- Landing Pages
- Marketing Automation
The HubSpot CRM is very robust and is 100% free. All form data submitted from leads and subscribers is placed in a well-organized, web-based CRM.
HubSpot ties all of these pieces together so your content is optimized by your marketing system, and your marketing system is optimized by your content. Everything works together seamlessly.