Modern consumers are bombarded with content and quick to tune out what doesn’t resonate. That’s why you should match your content to your audience’s interests.

HubSpot Content Hub can help you do that. It’s a tool that simplifies understanding what your audience cares about and aligning your content to meet their expectations.

Let’s talk about why tailoring your content matters, the challenges marketers face, and how you can use HubSpot Content Hub to create content that genuinely connects.

Why You Should Match Content with What Your Audience Wants

In marketing, you first should understand your audience—because if you don’t, your efforts won’t connect or deliver results. 80% of consumers are likelier to choose brands that provide personalized experiences, but irrelevant content can quickly push them away. 

In fact, 67% of people feel frustrated when brands miss the mark with generic messaging.

Matching content to audience interests has benefits that go beyond engagement:

• When your content feels relevant and valuable, it builds credibility with your audience.
• Personalized content drives action—clicking “Buy Now” or signing up for your newsletter.
• By focusing on your audience's wants, you avoid wasting time and budget on campaigns that won’t work.

The challenge is in consistently delivering this level of personalization across multiple channels. This is where tools like HubSpot Content Hub step in, making it easier to craft, manage, and optimize content that truly resonates with your audience.

Challenges in Matching Content to Your Audience

If matching your content to audience interests were easy, more businesses would excel at it. 47% of marketers see audience research as a leading factor in content marketing success.

This isn’t because businesses don’t try; adapting to audience preferences often has hurdles. Here are some common challenges you might have faced:

1. Understanding Audience Preferences

The first hurdle is simply knowing what your audience wants. Preferences shift constantly based on trends, current events, or evolving customer needs. 

For example, during the holiday season, audiences may lean toward gift guides, while in January, they might seek content on goal-setting or fitness.

Adding to this complexity is data overload. Marketers can access website analytics, email open rates, and social media insights, but extracting actionable trends from all this information can feel overwhelming.

2. Creating Content at Scale

Modern audiences consume content across multiple channels, from blogs and social media to podcasts and emails. This demand for multichannel content leaves marketers struggling to keep up without sacrificing quality.

For instance, a SaaS company launching a new feature might need to create a blog post, email announcement, how-to video, and multiple social media graphics while maintaining a consistent brand voice.

60% of marketers find it challenging to produce engaging content, especially under tight deadlines consistently.

3. Keeping It Personal

Audiences expect personalization, but delivering it can be resource-intensive. 91% of consumers are more likely to shop with brands that provide personalized offers and recommendations.

However, tailoring content for different buyer personas or stages of the customer journey often requires extensive segmentation and messaging variations.

An e-commerce company trying to send personalized emails might have to create separate campaigns for first-time buyers, repeat customers, and dormant users. Without the right tools, this process can become chaotic and error-prone.

4. Measuring What Works

Creating content is just one part of the equation; understanding its effectiveness is another. Marketers often struggle to connect content performance metrics like traffic, clicks, and conversions to business outcomes like sales or lead generation.

A B2B company might notice high engagement on its educational webinars but struggle to determine how many attendees eventually convert into customers. This lack of visibility makes it challenging to refine future content strategies.

How to Use HubSpot to Match Content to Audience Interests

HubSpot’s Content Hub can help you align your content with what your audience truly cares about by offering tools like audience segmentation, content analytics, smart personalization, and automation. 

These features simplify creating, managing, and optimizing content tailored to your audience’s preferences. Here’s how to use these tools to create content that connects:

1. Start with Audience Segmentation

If you want your content to hit the mark, you should understand who you’re speaking to. Audience segmentation helps you group your contacts based on shared traits or behaviors to make your messages more relevant. 

Let’s say you’re a fitness brand. New subscribers may appreciate a beginner’s guide to home workouts, while those who just bought a yoga mat might want tips on advanced poses. 

You’re giving each group exactly what they’re interested in rather than offering the same content to everyone.

You don’t have to limit segmentation to basic info like location or age. You can also use behaviors—like what they’ve clicked on or what stage they’re at in their buying journey. 

The more you understand their origin, the better your content can speak to them.

How to do it:

• Use HubSpot’s contact properties, like location or past purchases, to break your audience into smaller groups.
• Create lists based on behavior, like people who opened a promotional email or downloaded a free guide.
• Set up smart lists that update automatically when someone takes action, like downloading a resource or filling out a form.

Once your audience is segmented effectively, you can ensure that every piece of content aligns with their unique needs—whether they’re just starting with your product or are ready to make a purchase. This makes your content far more impactful.

2. Leverage Content Analytics for Insights

Before you create new content, you should know what your audience already likes. HubSpot’s analytics tools show you exactly which content is getting attention so you can double down on what’s working.

For example, if your “how-to” blog posts get the most views, that’s a sign to create more content. Or, if a product page is driving traffic, you might want to feature that product more in your content.

HubSpot helps you track your content’s performance right away. If something’s working, you know exactly where to focus your efforts next.

How to do it:

• Check out the Traffic Analytics dashboard to see which pages and blog posts are getting the most views.
• Look at email campaign metrics to see which ones have the highest open and click rates.
• Analyze your social media engagement to see which posts get the most interaction.
• Track conversion paths to see which content is pushing people toward actions, like signing up or purchasing.

Using data to guide your content means you can focus on what’s really driving results, not just what you think might work.

3. Create Personalized Content with Smart Features

Personalizing content can take a lot of time, especially when you have a large audience. But HubSpot makes it easier by automating personalization, so you don’t have to customize everything manually.

For instance, you can use email personalization tokens to address each customer by name or show them product recommendations based on past purchases. 

Instead of sending out generic emails, you’re creating a personal experience for each person—helping you build a deeper connection and boost engagement.

How to do it:

• Use personalization tokens in emails and landing pages to address people by name or include details like company name.
• Create dynamic content blocks that change based on audience behavior, like showing different offers depending on what they’ve downloaded.
• Use smart CTAs that adjust to where someone is in their buyer’s journey, like offering a demo for a lead but a discount for a customer.

Personalization helps ensure your content hits the right notes, without manually creating a custom experience for everyone.

4. Schedule and Automate Your Content

It’s easy to lose track of content across different platforms. Instead of scrambling to post on the fly, HubSpot lets you schedule and automate your content, helping you stay organized and consistent without the stress.

Instead of scrambling to post content at the last minute, you can schedule everything in advance. Whether it’s blogs, social posts, or email campaigns, HubSpot lets you map out your content calendar and automate your distribution. 

Plus, it frees your team to focus on strategy and creativity rather than repetitive tasks.

For example, let’s say you’ve got a series of blog posts lined up for the next month. You can schedule them all in HubSpot, so they’re automatically published on time, no matter how busy you get. 

Or, if someone fills out a form, you can automate a follow-up email to keep the conversation going.

How to do it:

• Use the content calendar to plan and schedule blog posts, emails, and social media updates all in one place.
• Automate follow-up emails for actions like form submissions, downloads, or webinar sign-ups.
• Schedule social media posts in advance to keep your presence active across all platforms.

Scheduling and automation help you stay consistent and save time to focus on bigger-picture tasks.

5. Test and Optimize with A/B Testing

If you’re not sure which version of your content will perform best, A/B testing can help. HubSpot lets you test different variations of emails, landing pages, and more, so you can figure out what resonates with your audience and keep refining your approach.

Imagine you’re sending out an email campaign. You can test two different subject lines to see which one gets the most opens, or compare two different calls to action (CTAs) to see which one drives more clicks.

For example, if one version of your landing page leads to more sign-ups, you know exactly what to do next time. Testing gives you concrete insights, so your content continues to improve and delivers better results.

How to do it:

• Test different email subject lines to see which one drives the highest open rate.
• Compare CTA button text or design to see which version gets more clicks.
• Experiment with landing page layouts to find the most effective one for conversions.

A/B testing lets you optimize every piece of content, so each campaign can perform better than the last.

6. Use Your Brand Voice to Scale Content

When creating content for different platforms, keeping your brand voice consistent can be tricky, especially as your content scale increases. 

HubSpot helps you maintain that unified voice across all your channels with Brand Voice, so your content speaks with the same personality no matter where it’s posted.

Maintaining a consistent tone helps reinforce your brand identity and builds trust with your audience, whether they’re reading your blog, receiving an email, or engaging with you on social media. 

If you have a clear and consistent brand voice, your audience will feel more connected to your brand, no matter how much content you produce.

How to do it:

• Set up brand voice guidelines in HubSpot, so your team can stay aligned on tone and style across content.
• Use the content editor in HubSpot to review every piece of content before it’s published, ensuring consistency.
• Check that every post, email, or landing page aligns with the established voice, whether writing a quick social update or a detailed blog post.

A consistent voice builds a more substantial brand presence and helps you connect with your audience on a deeper level.

7. Repurpose Content to Align at Scale

When managing multiple platforms, repurposing content becomes a smart way to stay on-brand while ensuring your content aligns with audience interests at scale. 

HubSpot’s content remix features help you adapt successful pieces to different formats, extending their reach without reinventing the wheel.

For example, a blog post that resonates with your audience can easily be turned into a video for social media or an infographic for a visual breakdown. 

This way, you're not creating brand-new content for each platform but still delivering personalized, relevant information tailored to your audience’s preferences.

How to do it:

• Take high-performing blogs and repurpose them into social media posts, videos, or downloadable resources.
• Convert written content like eBooks into email sequences or webinars that drive engagement on different platforms.
• Use HubSpot’s marketing tools to distribute remixed content at the right time and through the proper channels to reach the right audience.

Repurposing your best-performing content helps you maintain consistency across multiple channels while saving time and effort—which is important when you're scaling your content strategy.

Your Turn to Align Content with What Your Audience Wants

At the end of the day, creating content that truly resonates with your audience is about understanding them and delivering what they’re looking for—whether that’s through segmentation, personalization, or making use of smart tools like HubSpot. 

Keep refining your approach, using data to inform decisions, and automating where possible to stay on top of it all. With the right strategies and tools in place, you can make content that speaks directly to your audience and helps drive better engagement and results.

Get the Most Out of HubSpot Content Hub with Origin 63

If you need help aligning your content with your audience’s preferences, work with Origin 63 to leverage HubSpot Content Hub more effectively. 

We’ll help you optimize your content strategy and workflows to ensure your content always hits the mark. Let’s make sure your audience sees what they care about, at the right time, and in the right way.