For the past three months we've written a chronological list of HubSpot updates, with the goal of bringing you up to speed on each month’s developments.
This month, however, we’re going for a different approach. We’re grouping the updates together thematically, so you can see at a glance what has changed with regards to the area(s) you’re interested in.
For this new format you can thank in equal measure our ingenuity, and HubSpot’s decision to release a whopping seventeen updates last month.
Improved topic suggestions will make writing for SEO easier, by removing (or at least reducing) the need to do extensive keyword research. Instead, keyword variations, questions, and related terms will be shown for subtopics you create, pulled from search results in real-time by AI. This means that suggestions will be relevant and effective.
Changes are also being made that will make assigning topics and subtopics to content pieces more simple: now you can create and edit topics and subtopics within the content editor, rather than having to rummage around in the SEO app. This means your content will cover the right stuff required to rank.
Existing knowledge hub articles can now be imported into HubSpot’s Service Hub, taking the pain out of transferring existing knowledge hubs to the platform. This slick tool, called ‘Now Live’, works with Zendesk, Intercom, Freshdesk, and Helpscout, and once given a knowledge hub URL to work with, automatically scours articles and prepares them for import. Once imported they can be published automatically too, or stored as drafts.
The import screen
In a similar vein, links to pillar pages can be added automatically from content. This change is designed to reduce the effort required when structuring content on your website, by automatically inserting relevant internal links, and by keeping them up to date.
Content partitioning is being updated, too, with changes being made to bring the functionality more in line with user expectations. We would say the changes simplify the process, but unfortunately it takes a while to get your head round them. The key concepts are introduced below, and they’re broken down in more detail in the announcement post:
- Content is unassigned and visible to all users by default, only becoming hidden to users outside teams after it is assigned elsewhere.
- Permissions are enforced as soon as they are set, rather than needing to be enabled separately.
- The use of teams is being actively encouraged, by preventing assignment of content to an individual user unless it is shared with a team already.
- Members of parent teams can assign content to their child teams, a privilege previously reserved only for admins.
Did you get all that?
Slightly simpler is another change to permissions: access to blogs can now be restricted to signed-in users.
LinkedIn ads are now available through HubSpot’s ads tool. Audiences and leads can be synced between LinkedIn and HubSpot, providing synergy between the two platforms; and LinkedIn ads can be managed through HubSpot, making it easier to maintain a consistent marketing narrative across different platforms.
Engagement with adverts on Facebook and LinkedIn can now be tracked more effectively, too, further enhancing the scope of reports, the insights they offer, and the usefulness of the connectivity between HubSpot and other platforms. ‘Likes’ and ‘engagements’ are the metrics available for reporting.
Two tweaks have been made to workflows with the aim of making them more intuitive. Both are designed to reduce the friction in locating errors in workflows, the first by showing you the action associated with each event; the second by allowing you to filter by action type. As an example, you could filter to see only events whose action was ‘email sent’, which would aid in locating email send issues.
The updated workflow interface
Along with those additions, basic auth will be phased out of workflows from 1st April. This is due to a security concern associated with basic auth, which will be addressed by the use of request signatures instead. Information on setting up request signatures can be found here.
Although technically separate from workflow functionality in HubSpot, the follow-up emails that can now be sent through pop-up forms serve a similar purpose. That is, to respond to customers who engaged with your brand in a bespoke manner.
Scoring of contacts is being updated. Instead of being a completely separate metric, your contact score is being brought into the same fold as other contact properties. This is intended to simplify contact management. The amount of user levels with the ability to create scoring properties for contacts is being expanded, too. Previously only Marketing Hub Professional accounts had the option; but now Professional customers in any HubSpot hubs can do it.
It’s now possible to clone reporting dashboards, drastically reducing the time needed to set up reports similar to those you have already. Instead of having to create a new report, then manually assign all the same values and settings, you can now just duplicate a report containing the required options.
The HubSpot platform
You can require SSO (Single Sign-On) login for all users. SSO gives your team members one account to use across all systems. It's easier for them because they have fewer credentials to remember; and it's safer for you, because there are fewer passwords to protect. Having the option to require team members to use SSO gives you more control over your organisational security.
It’s no longer possible to send mail to manually-added aliases. Again, this change is prompted by a security concern, and is designed to make the HubSpot platform safer and less susceptible to abuse. HubSpot explained in the announcement that although some users often use manually-added aliases, the ratio is low, and the difficult decision was made in favour of the majority.
HubSpot have released their traditional update update video, which you can find here if our update update was not sufficient.
Lots to digest, as usual, but HubSpot will be stronger and more useful for it.
Thanks for reading. Check back next month!