95% Content How HubSpot Runs Content Like a Media Company
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Jan 22, 2026 Kyle Denhoff, Senior Director of Marketing at HubSpot, leads the charge in transforming how B2B companies approach content. He shares insights on HubSpot's media-first strategy, emphasizing audience research as the backbone of content creation. Kyle discusses the importance of YouTube as a fertile ground for B2B brands and highlights the unique challenges and opportunities that come with it. He also addresses measuring engagement beyond direct attribution and the necessity of high-quality, editorial standards in content production.
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Audience-First Content Strategy
- Start with the audience, not the channel, to design content that truly reaches them.
- Research where your audience spends time and pick an anchor media product to invest in.
Build One Asset, Multiply It
- Invest deeply in one anchor media product and repurpose its assets across channels.
- Use transcripts, short clips, and utility takeaways to extend one long-form piece into many assets.
Plan Offer Match In Pre-Production
- Match every piece of content to a relevant, useful offer during pre-production.
- Design premium offers that deliver utility and map directly to the content's topic.
