Import your blog into Hubspot with an XML file
Migrating your existing blog to Hubspot is straightforward when you use an XML export from WordPress or Squarespace. This guide walks you through each step so you can move posts, authors, and core content into your new Hubspot-hosted blog with confidence.
Before you start your Hubspot blog import
Before launching the import tool in your Hubspot account, you need to prepare your source blog and make sure you have everything ready.
Requirements for using the Hubspot import tool
- Access to your current WordPress or Squarespace site.
- Ability to export an XML file from that platform.
- A Hubspot account with permission to manage website content.
- An existing Hubspot blog or the ability to create a new one.
The XML import in Hubspot focuses on blog posts and related data. Layout, design, and some custom fields may have to be recreated inside your new theme or templates after import.
Export an XML file from WordPress
If your current blog runs on WordPress, you will first generate an XML export file. This file is what Hubspot reads during import.
Steps to export WordPress content
- Log in to your WordPress admin dashboard.
- In the left sidebar, go to Tools > Export.
- Select Posts if you want only blog posts, or All content if you want a broader export.
- Use filters if available to limit by category, author, or date range.
- Click Download Export File to save the XML file to your computer.
Keep this XML file handy. You will upload it into Hubspot in the next stage of the migration.
Export an XML file from Squarespace
Squarespace uses a built-in export feature that produces a WordPress-compatible XML file. Hubspot can also read this format when importing blog content.
Steps to export from Squarespace
- Log in to your Squarespace site.
- Navigate to Settings from the main menu.
- Click Advanced, then choose Import / Export.
- Select the Export option and choose the WordPress format if prompted.
- Once the export completes, download the XML file to your computer.
Not all Squarespace content types are included, but your blog posts are contained in this XML file, which is what you will move into Hubspot.
Start a blog import in Hubspot
Once you have your XML file, you can begin the blog import process from within your Hubspot portal.
Open the Hubspot blog import tool
- Log in to your Hubspot account.
- In the main navigation, go to Marketing > Website > Blog (or Marketing > Website pages, then access your blog area).
- Look for an option such as Import blog or Import content on the blog dashboard.
- Choose the XML file import option, which is recommended for WordPress or Squarespace migrations.
The interface may change slightly over time, but the overall flow inside Hubspot remains similar: select import type, upload your file, then review mappings.
Upload your XML file to Hubspot
Next, you will upload the XML export that you downloaded earlier from WordPress or Squarespace into Hubspot.
Upload and scan the XML file
- On the XML import screen, click Choose file or Upload.
- Select your exported XML file from your computer.
- Confirm the upload to let Hubspot scan the file.
- Wait for the scanning process to complete. Hubspot will detect posts, authors, and basic fields such as title, content, and publish date.
After scanning, Hubspot displays a summary of what it found. Review the counts of posts, authors, and any warnings before moving forward.
Map XML fields to Hubspot blog properties
The next onboarding step is mapping the data in your XML file to the corresponding properties in Hubspot so that posts are imported correctly.
Configure basic field mappings in Hubspot
Typical field mappings include:
- Post title → Hubspot Title
- Body content → Hubspot Post body
- Publish date → Hubspot Publish date
- Author → Hubspot Author
- Categories / tags → Hubspot Tags or Topics
Hubspot attempts to auto-map common fields, but you should confirm every mapping one by one. Adjust anything that does not match your preferred structure.
Handle authors and tags during import
- If your XML includes authors that do not yet exist as blog authors in Hubspot, you can often create new authors during the mapping step.
- Categories and tags from WordPress or Squarespace may be imported as tags or topics. Clean up naming where needed for consistent taxonomy in Hubspot.
Taking time to map authors and topics carefully helps you maintain strong organization and SEO signals after the migration into Hubspot.
Select or create a Hubspot blog for imported posts
You must choose the destination blog where imported posts will live inside Hubspot.
Choose the correct destination in Hubspot
- Pick an existing blog from the dropdown if you already have one set up.
- Alternatively, create a new blog in Hubspot specifically for the imported content.
- Confirm the language and region settings for the blog, matching your original site where possible.
This selection determines which templates and modules will display your posts once the Hubspot import concludes.
Run the Hubspot import and review results
After mapping and choosing a destination blog, you are ready to start the full import and then review the results in Hubspot.
Complete the blog import process
- Click the button to start the import job.
- Allow Hubspot time to process the XML file and create posts.
- Monitor any progress messages or notifications during the import.
When the import completes, Hubspot shows a summary with the number of posts created, skipped entries, and any errors encountered during migration.
Verify imported posts in Hubspot
- Open the blog listing in Hubspot and filter by recently imported content.
- Spot-check several posts for:
- Correct titles and body content.
- Accurate authors and publish dates.
- Proper tags or topics applied.
- Working internal and external links.
If anything looks incorrect, you can edit individual posts directly in Hubspot or adjust settings and re-run a refined import if appropriate.
Limitations of XML blog import into Hubspot
While the XML import is powerful, it is important to understand what it does and does not move into Hubspot.
Content that may not fully transfer
- Custom shortcodes and some embedded widgets.
- Theme-specific layout, sidebars, and design settings.
- Certain custom fields or SEO plugins metadata.
- Comments, depending on platform and export format.
These elements may require manual recreation or additional integration work after the import is complete in Hubspot.
Best practices to finalize migration in Hubspot
- Apply a clean, responsive blog template inside Hubspot.
- Review on-page SEO elements such as titles, meta descriptions, and headings.
- Fix broken links or missing images that did not carry over properly.
- Test a few posts on mobile and desktop to confirm layout and performance.
Following these steps ensures your migrated content is optimized for search and user experience within the Hubspot ecosystem.
Helpful resources for your Hubspot blog migration
You can consult the official documentation that describes how to import your blog using an XML file directly in Hubspot by visiting this Hubspot knowledge base article. For strategic help planning your migration or improving technical SEO as you move to Hubspot, you may also want to work with a specialist agency such as Consultevo.
With a well-prepared XML export and careful mapping into Hubspot, you can efficiently migrate your blog while maintaining structure, authorship, and core SEO value.
Need Help With Hubspot?
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