Hupspot Guide to Blogs vs Advertorials
Understanding how Hubspot differentiates between a blog post and an advertorial helps you create ethical, high-performing content that builds trust and drives conversions.
The original explanation on the Hubspot blog breaks down both formats so marketers can choose the right one for each campaign. This how-to article translates those insights into a step-by-step process you can follow.
What Hubspot Says a Blog Post Is
According to the Hubspot resource, a blog post focuses on educating, informing, or entertaining. Selling is not the main goal, even if conversions remain a long-term objective.
Typical traits of a blog post include:
- Helps readers solve a problem or answer a question
- Places the audience’s needs ahead of the brand’s pitch
- Uses a neutral or helpful tone rather than sales copy
- May include calls to action, but they are secondary
In other words, a blog post is publishing first, promotion second. Hubspot highlights that this type of content strengthens brand authority and organic visibility over time.
How Hubspot Defines an Advertorial
The same Hubspot article explains that an advertorial is paid advertising that is written to look and feel like editorial content.
Key features of an advertorial include:
- Created to promote a product, service, or brand directly
- Purchased placement in a publication, platform, or site
- Blends the style of the host publication with ad goals
- Contains prominent calls to action and brand mentions
The Hubspot breakdown shows that an advertorial must still provide value, but its primary purpose is to sell.
Hubspot Criteria: Blog vs Advertorial at a Glance
Based on the Hubspot guidance, you can compare both formats with a simple checklist.
Hubspot blog-style content characteristics
- Goal: educate or inform
- Traffic source: often organic search, email, or social
- Disclosure: usually not labeled as sponsored
- Structure: how-to guides, opinion pieces, tutorials, or explainers
Hubspot-inspired advertorial characteristics
- Goal: sell or generate leads
- Traffic source: paid media or sponsored placements
- Disclosure: clearly labeled as sponsored or advertisement
- Structure: story-driven or problem-solution copy linked to a specific offer
This quick view reflects how Hubspot advises marketers to think about intent and transparency when choosing a format.
How to Decide Which Format to Use (Hubspot Method)
You can apply the Hubspot logic in four simple steps.
Step 1: Clarify your primary goal
Ask yourself:
- Do I want to build long-term trust and search visibility?
- Or do I need direct response results from a campaign?
If your main goal is education and awareness, follow the blog model used on the Hubspot site. If immediate leads or sales are the top priority and you have media budget, the advertorial format is more appropriate.
Step 2: Map the reader journey
Hubspot emphasizes matching content to buyer stages. Consider where your audience is:
- Awareness: use educational blog posts
- Consideration: publish comparison or solution-oriented blogs
- Decision: run advertorials that connect problems directly to your product
Step 3: Choose the right distribution channel
The Hubspot approach looks at how each content type is promoted:
- Blog articles: SEO, email newsletters, organic social, internal links
- Advertorials: paid placements in online magazines, news sites, or niche blogs
Your distribution plan should align with the format from the start, not as an afterthought.
Step 4: Set expectations and KPIs
Using the Hubspot model, define different success metrics for each format:
- Blogs: organic traffic, time on page, backlinks, subscribers, assisted conversions
- Advertorials: direct conversions, cost per acquisition, click-through rate on calls to action
Tracking the right metrics makes it easier to optimize each type of content.
How to Write a Blog Post Using the Hubspot Style
You can mirror the Hubspot style for helpful, non-promotional blog content with this simple process.
1. Start with a reader problem
Identify a pain point, confusion, or goal your audience has. The Hubspot blog uses this technique across its marketing and sales content.
2. Research and structure your outline
Create an outline with:
- An introduction that frames the problem
- Several clear sections that break down the solution
- Short paragraphs and skimmable subheadings
- A conclusion that summarizes takeaways and suggests a next step
3. Provide detailed, neutral advice
Hubspot posts generally keep the tone informative and avoid hype. You can still mention your product, but most of the content should be objective, practical guidance.
4. Add a soft, relevant call to action
End your post with a CTA that feels like a natural extension of the article, such as downloading a template, joining a webinar, or reading a related guide.
How to Create an Advertorial the Hubspot Way
The Hubspot article notes that advertorials must be both useful and honest. Follow these steps:
1. Disclose sponsorship clearly
Label the piece as sponsored or advertising. Transparency, as highlighted by Hubspot, prevents confusing or misleading readers.
2. Match the host publication’s style
Use similar formatting, tone, and structure to the site where the advertorial will appear, but keep your brand voice consistent.
3. Tell a story that leads to your offer
Many successful advertorials use:
- A relatable customer scenario
- A problem and failed attempts to solve it
- The introduction of your product as the resolution
- Proof points: testimonials, numbers, or case details
4. Use strong calls to action
Because the primary goal is conversion, end with a direct CTA such as starting a trial, booking a demo, or claiming a limited-time promotion.
Ethical Best Practices Highlighted by Hubspot
The Hubspot content stresses several ethical principles you should follow.
- Always disclose sponsorship: readers must know when content is paid.
- Deliver real value: even advertorials should teach or inform.
- Avoid deceptive formatting: do not hide logos or fine print.
- Protect reader trust: long-term credibility matters more than one campaign.
Next Steps for Your Content Strategy
To apply these concepts, audit your current articles and campaigns. Classify each piece as either a blog or an advertorial using the Hubspot guidelines above. Then adjust disclosure, tone, and calls to action where needed.
For deeper strategic support integrating this approach, you can review services from specialist agencies such as Consultevo.
To read the original explanation and examples in full, visit the Hubspot resource at this article about blogs versus advertorials.
Need Help With Hubspot?
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