HubSpot has transitioned from a content marketing provider to a full-fledged media company, according to VP of Media Jonathan Hunt. Speaking in a recent interview, Hunt outlined how the company has expanded beyond traditional inbound marketing content to build owned media properties. This shift reflects a broader strategy to engage audiences through multiple content formats.
The company now operates a range of newsletter publications targeting different segments of its audience, including marketing professionals and business leaders. These newsletters serve as core distribution channels for original reporting, insights, and industry analysis. HubSpot has also launched podcast series that feature interviews with entrepreneurs, marketers, and industry thinkers, further strengthening its media presence.
Behind these efforts is a dedicated creator operations team responsible for content production, distribution, and audience growth. This team functions similarly to those at digital-native media companies, managing editorial calendars, talent relationships, and performance analytics. The move signals HubSpot’s commitment to becoming a trusted media brand rather than just a software provider.
By investing in original content across formats, HubSpot aims to deepen audience trust and expand its reach beyond its CRM user base. The company’s media initiatives are designed to attract creators, marketers, and business builders who value high-quality, independent storytelling. This evolution aligns with trends in the creator economy, where brands increasingly act as publishers.
Jonathan Hunt emphasized that the transformation is not about replacing existing marketing tools but about layering media authority onto HubSpot’s ecosystem. The company continues to support its core platform while using media to drive engagement and brand affinity. As more B2B firms explore media strategies, HubSpot’s approach offers a case study in how software companies can build lasting audience relationships through content.
The shift underscores a growing belief that trust and attention are best earned through consistent, valuable media—not just promotional content. For creators and marketers, HubSpot’s evolution highlights new opportunities to collaborate with brands that operate as media entities. As the creator economy matures, such models may become more common among tech companies seeking to stand out in crowded markets.