Free Assessment: How does your inbound marketing measure up?

Get Started

Free Assessment:

How does your inbound marketing measure up?
Take this free, 5-minute assessment and learn what you can start doing today to boost traffic, leads, and sales.
Get Started

Free Assessment:

Hubcast 185: Content Throwdown with HubSpot Academy's Jorie Munroe & Justin Champion

By Carina Duffy

Hubcast 185: Content Throwdown with HubSpot Academy's Jorie Munroe & Justin Champion

On this week's episode of the Hubcast, we flush the format to bring you a conversation with two HubSpot Academy Professors: Jorie Munroe (Conversion Rate Optimization and Reporting & Analytics) and Justin Champion (Content Marketing).

Check out the full episode audio below, OR watch the full video episode below that!



The Basics of Pillar Content & Topic Clusters: What Are They and What's the Difference?

With HubSpot's recent push for pillar content and topic clusters, some of the definitions of those terms have gotten wishy-washy.

Thankfully, Jorie recently published a post on the HubSpot User Blog outlining exactly that: what pillar pages are, and what their relationship is to landing pages. Read that here.

Here are two pillar page examples that Justin mentioned in this episode:

Gated vs. Ungated Content: Which is Better?

With the rise of pillar content and topic clusters, many companies (take Drift for example) have publicized how they've gone completely ungated with their content.

To a traditional inbound marketer, this seems completely ridiculous at face value.

How do you generate leads if you don't gate any of your content? How can I nurture leads if I'm not getting them into my CRM at the top of the funnel?

Well, the proof is in the pudding.

While the three of us don't think that gated content should necessarily go away completely, we all agree that everyone, in every industry, should be testing (the keyword here is testing!) progressively ungating their content.

We discuss many reasons why, in this episode, but one of the foundational reasons if for search engine optimization.

If we're hiding our best content behind a form, search engines won't be able to find it, and they won't know how great of an educational resource we are!

How Do Marketers Adjust?

Ultimately, marketers need to think critically about the content they produce and where it fits into their overall content strategy.

Is this educational content that will help show search engines that we are the authoritative resource on the topic? Build it into your topic clusters and keep it ungated.

Is this proprietary information or information that we don't want search engines to find? Keep it gated.

While not all instances are that black and white, when thinking critically about the purposes we want our content to serve, the decision to gate it or ungate it, to incorporate it into pillar content or use a landing page, becomes much clearer.

Until Next Time

If you enjoyed this episode, and want to hear more from Justin and Jorie, leave a comment below and let us know!

Until next time, happy HubSpotting!

Free Assessment:

How does your inbound marketing measure up?
Take this free, 5-minute assessment and learn what you can start doing today to boost traffic, leads, and sales.


Lead Generation
Content Marketing
Published on July 19, 2018

Recent Articles

35 Landing Page Examples to Inspire Yours in 2023
January 26, 2023 • 11 min read
Should You Still Gate Your Content in 2023?
January 23, 2023 • 5 min read
Here's Why You Keep Getting Garbage Inbound Marketing Leads
December 19, 2022 • 6 min read
How To Grow Your Email List: 13 Savvy Tips To Try in 2023
November 22, 2022 • 9 min read
Demand Generation vs. Lead Generation: What’s the Difference?
June 6, 2022 • 5 min read
Increase Landing Page Conversion Rates With These 3 Simple, Powerful Hacks
June 2, 2022 • 10 min read
20 Tips for Optimizing Your Business Blog Articles for Conversions
April 21, 2022 • 14 min read
How To Make Each Lead Capture Form a Conversion Powerhouse
April 8, 2022 • 7 min read
The Selling 7: 5 Best Landing Page Video Examples
December 23, 2021 • 7 min read
Rethinking Your Approach to B2B Lead Gen, ft. Chris Walker (Inbound Success, Ep. 200)
June 21, 2021 • 36 min read
What is the Content Marketing Funnel and How Does It Work?
June 2, 2021 • 10 min read
What is Lead Nurturing?
May 28, 2021 • 9 min read
88 compelling words and phrases to prompt website visitors into action [Infographic]
April 24, 2021 • 3 min read
What is Conversion Rate Optimization? (Definition, Examples, and Tips)
March 31, 2021 • 12 min read
What is a good average landing page conversion rate?
March 12, 2021 • 10 min read
Call-To-Action Examples: 31 Designed to Earn Clicks and Generate Leads
March 11, 2021 • 10 min read
6 Reasons You're Not Generating Leads With Your Blog Content
November 9, 2020 • 7 min read
9 keys to building an effective landing page [Infographic]
October 3, 2020 • 3 min read
5 effective strategies for decreasing bounce rates on a blog article
August 25, 2020 • 8 min read
7 savvy tips to boost conversions in your retail e-commerce store
July 17, 2020 • 6 min read
6 most common lead generation website problems (and how to fix them)
January 28, 2020 • 8 min read
Facebook ads help: Why are my ads not converting?
January 20, 2020 • 5 min read
11 Best Examples of Lead Generation Website Designs
January 20, 2020 • 9 min read
Top 9 proven lead generation ideas you need to try in 2020
December 3, 2019 • 3 min read
New study reveals which Google My Business features boost conversions
November 4, 2019 • 4 min read