The battle for customer attention has never been so intense.
We have seen an explosion in brands using online channels to promote their services and products to potential customers.
The problem with this model is that you don’t just battle other competitors for that attention. They compete with any website that publishes informative videos, the latest trends, and educational content that suits their audience’s needs.
We built HubSpot on the belief that you deserve attention by being of value. That belief is at the heart of HubSpot’s success. Creating remarkable content is what makes a remarkable brand. That’s why we’ve invested in publishing the blogs, courses, e-books, templates, and videos that help ensure HubSpot gets millions of hits every month.
We cannot stop there, however. Just as the product requirements of growing companies have changed over time, so have their content requirements. Newsletters, podcasts, premium content and other media are becoming increasingly popular with startups and scaleups looking for best practices and technical news.
How can companies adapt to this change? We believe the next generation of software companies will invest in media that grab their audience’s attention. Instead of the traditional model of embedding a software company in a media company, we anticipate that the next generation of technology companies will have the opposite – a media company embedded in a software company.
We’re taking our first steps in this direction today with an acquisition that we believe will help HubSpot meet the diverse content needs of entrepreneurs, startups and scaleups in the media they love.
HubSpot has signed an agreement to acquire The Hustle, a popular media company whose mission is to inspire the next generation of entrepreneurs and innovators.
Traditionally, a B2B company’s marketing plan has centered on putting its product in the hands of decision makers and persuading them to buy it. Most of the content published consisted of white papers, feature specifications, and content that helped their buyers make purchase decisions. Companies spent their time and resources building relationships with a small group of people who were actively seeking a product to buy.
The way B2B companies approach media has changed significantly over the past decade. The popularity of those who develop media products combined with inbound marketing to build relationships with large audiences at all stages of their business flywheel (attract, hire, convert, delight).
Nowadays, B2B brands can be a daily part of their customers’ lives before they even use their product. They can become a daily source of education and information for their customers. You can get a huge audience for this content by creating it for the people who will buy your product and the many others who will use it. You can get your audience’s attention by continuously creating value for them.
As we began to think about how we could continue to meet our customers’ needs, we knew there was a way to diversify the content we published and the media through which we delivered that content.
We looked for potential opportunities to attract media companies who had the talent and experience in the media we wanted to invest in. We realized that The Hustle met all of these requirements perfectly.
We loved the content on The Hustle. They have a daily newsletter that reaches over 1.5 million subscribers every day with the latest technical and business news. They recently launched a premium content subscription called Trends, which offers thousands of business ideas for the next generation of entrepreneurs and innovators. And they have a very successful business podcast, “My First Million”.
We were also incredibly impressed with the entire Hustle team – led by founder Sam Parr. Together, the Hustle team built an incredible product and a loyal customer base. You can expect the same great content you’ve come to expect from The Hustle, and HubSpot is excited to be a part of it.
We live in a busy world; It’s not easy to build a business to scale and keep track of all of the critical content that can help you be more successful. With this acquisition, we want to offer our viewers and customers the content they need in the medium they are most concerned with, whether it’s blogs, YouTube, newsletters or podcasts. We are excited about the current media products from The Hustle and the new ones that we want to bring to market together in the coming year.
It’s never been a more exciting time for a software company to become a daily part of their customers’ lives through media, and we can’t wait to innovate as we get our audience’s attention.
Find out more here.