Why Hubspot Acquired The Hustle: A Practical Guide for Marketers

Hubspot surprised many marketers when it acquired The Hustle, a media company best known for its daily business newsletter and original content. This move offers a clear playbook for brands that want to grow with a content-first strategy instead of relying only on ads or short-term campaigns.

This article explains the strategic thinking behind the acquisition, what it teaches about audience building, and how you can apply similar principles to your own marketing approach.

Hubspot, The Hustle, and the Power of Media-Led Growth

The acquisition joins a software platform with a media business built on storytelling and audience loyalty. Instead of only creating product-centric content, the combined strategy focuses on:

• Owning an audience instead of renting attention through ads
• Publishing content that feels like a daily habit for readers
• Blending education with entertainment to keep subscribers engaged

The Hustle built a strong brand by delivering concise, witty, and highly relevant business news. Hubspot brings the technology, distribution, and long-term monetization model.

Why Hubspot Chose a Newsletter-First Media Brand

The Hustle is more than a newsletter. It is a full media operation with podcasts, events, and original reporting that speaks to entrepreneurs, builders, and business leaders. Several factors made it a strong fit.

Audience Fit for Hubspot’s Core Customers

The Hustle’s readers are professionals who build and grow companies. They care about:

• Business trends and startup stories
• Technology and software
• Practical advice for growth and execution

This overlaps closely with the audience that uses CRM, marketing, and sales platforms. Aligning audiences means content can naturally support brand education without turning into ads.

A Daily Touchpoint That Builds Trust

The Hustle’s email consistently lands in inboxes every weekday. That daily rhythm is powerful. It:

• Builds long-term trust through repetition
• Makes the brand part of a reader’s routine
• Provides an always-on channel to share new content and insights

For a software company, gaining a trusted channel that audiences actively open is more valuable than sporadic campaigns.

How the Hubspot Strategy Shifts From Lead Gen to Audience Building

This move reflects a shift in marketing: from chasing leads with gated content to building a loyal audience with open, high-quality media. Instead of pushing traffic into forms, the focus becomes:

• Create content people would miss if it disappeared
• Use stories and news to frame business problems
• Introduce products as natural solutions, not forced pitches

Rather than treating content as a support function for sales, the model treats content as a core product that earns attention every single day.

From Content Marketing to Full Media Operation

Many companies run blogs, webinars, and resource centers. A media operation adds additional layers:

• Editorial standards and voice
• Dedicated reporters or creators
• Multiple formats: newsletters, podcasts, live events

By investing in a proven media team, Hubspot accelerates this transformation instead of building it slowly from scratch.

Hubspot and the Value of Owning Distribution

Owning distribution means having direct access to your audience through channels you control. In this model, email lists and subscribers matter more than social algorithms.

Key benefits include:

• Less dependence on paid acquisition
• More predictable engagement and traffic
• Better insight into what topics and formats resonate

With The Hustle’s subscribers, Hubspot gains an owned distribution engine that can fuel long-term growth.

Lessons Marketers Can Learn From the Hubspot–Hustle Play

You may not be acquiring a media company, but the same principles can reshape how you approach content in your own business.

1. Start With a Clear Audience and Niche

The Hustle grew by speaking directly to ambitious professionals interested in business and technology. You can apply a similar approach:

1. Define a specific type of reader or listener.
2. Identify the questions, challenges, and curiosities that drive them.
3. Create recurring formats that address those needs.

Specificity helps content stand out in crowded markets.

2. Build a Flagship Content Product

Instead of launching ten channels at once, create a flagship property first. Examples include:

• A daily or weekly email briefing
• A deeply researched weekly podcast
• A recurring series of in-depth blog articles

This approach mirrors how The Hustle turned its main newsletter into the center of its business.

3. Treat Content Like a Product, Not a Task

Think of your content as something customers actively choose, not something they endure. That means:

• Investing in editorial quality, design, and voice
• Measuring retention and engagement, not only clicks
• Asking whether your content would be missed if it ended

When content is treated as a product, every piece must deliver real value, not just support a campaign.

4. Align Content Topics With Business Outcomes

The Hustle covers stories that naturally connect to larger business and technology trends. You can follow the same pattern by:

• Choosing themes that match your ideal customers’ goals
• Explaining industry shifts in clear, human language
• Linking back to educational resources when relevant

This creates a pathway from story to solution without heavy-handed promotion.

How to Implement a Similar Strategy in Your Company

You can begin adopting a media-inspired model without a large acquisition. Use these steps as a starting framework.

Step 1: Audit Your Existing Content and Channels

Review what you have today:

• Blog content and performance
• Email lists and newsletter engagement
• Podcast or video series metrics

Look for signs of consistent, repeat consumption. Those are the seeds of a media property.

Step 2: Choose One Primary Channel to Scale

Pick the channel with the strongest traction and lean in. For example:

• Turn an irregular newsletter into a weekly must-read
• Develop a recognizable series format and voice
• Promote sign-ups or subscriptions across all touchpoints

Consistency is more important than launching multiple channels at once.

Step 3: Borrow Media Workflows

Adopt practices that established media teams use:

• Editorial calendars planned weeks in advance
• Clear roles for writers, editors, and producers
• Post-publication analysis of what worked and why

These workflows help transform ad hoc content into a strategic operation.

Step 4: Connect Content to a Value Ladder

While the media is free to consume, it should ladder into deeper value:

• Newsletter to guides, templates, or tools
• Podcast to webinars or events
• Articles to product education and onboarding

This keeps the reader journey natural while still supporting revenue.

Where to Learn More About the Hubspot–Hustle Story

To explore the full background and original announcement, review the detailed explanation on the Hubspot blog about why the company acquired The Hustle at this article on the official marketing blog.

If you need help designing a content or media strategy modeled on this approach, you can also consult specialized growth and SEO partners such as Consultevo for implementation support and strategic planning.

Key Takeaways From the Hubspot Acquisition

The acquisition of The Hustle signals a larger shift in how software and B2B brands think about growth. The most important lessons for marketers include:

• Owning an audience is more durable than renting attention.
• Newsletters and media products can become central growth engines.
• Content that entertains and educates earns trust over time.
• Aligning audience, distribution, and product creates long-term advantage.

By studying this move and adopting a media-first mindset, you can build a more resilient marketing strategy that turns your brand into a trusted, daily resource for the people you serve.