Hupspot Guide to Using Substack Effectively

Many marketers who love how Hubspot streamlines email and content marketing are now exploring Substack to build direct relationships with readers. This guide walks you through launching, growing, and monetizing a Substack publication using a structured, data-driven approach similar to what you would apply in a modern marketing platform.

What Is Substack and Why It Matters to Hubspot-Style Marketers

Substack is a publishing platform focused on newsletters, with built-in tools for email delivery, subscriptions, and paid memberships. Instead of managing complex infrastructure, you publish posts that are delivered to subscribers’ inboxes.

For marketers used to working in a Hubspot-like environment, Substack offers:

• Fast setup with minimal technical overhead
• Built-in audience tools like comments and recommendations
• Native subscription and payment features
• A blog-like archive pages that can rank in search engines

This makes it attractive for creators, journalists, and businesses who want to validate ideas, test new content formats, or run a lean newsletter operation alongside their main marketing stack.

How to Set Up a Substack Publication with a Hubspot Mindset

Getting started on Substack is straightforward. Approach it as you would a new campaign in a marketing automation platform, but with a stronger editorial focus.

Step 1: Create Your Account and Publication

1. Go to Substack’s how-to guide for reference and then open Substack in a new tab.
2. Sign up with your email address or existing social login.
3. Choose a publication name and URL that clearly communicates your niche and value.
4. Add a short description that explains who the newsletter is for and what readers will get.

Think of your publication as you would a new Hubspot list or campaign: it should have a clear audience, goal, and message from day one.

Step 2: Customize Branding and Layout

Once the publication is created, refine your branding so it looks professional and consistent with your broader marketing presence.

• Upload a logo or wordmark for your header.
• Choose brand colors that align with your existing website or product.
• Write a compelling tagline that appears on your homepage and email header.
• Set an about page or welcome post that introduces your story and mission.

Marketers who come from a Hubspot background know that consistent branding raises trust and helps subscribers recognize your content instantly in a crowded inbox.

Planning Content Like a Hubspot Campaign

To get meaningful results, treat your Substack like a strategic content program rather than a casual side project.

Define Your Audience and Positioning

Clarify the specific reader you serve and the problem you solve. A simple framework:

• Audience: Who are they, and what stage of expertise are they in?
• Problem: What questions or pains show up repeatedly in their work or life?
• Outcome: What transformation should subscribers expect after reading for a few months?

This mirrors how you might define personas and lifecycle stages in a Hubspot-driven strategy.

Build a Content Calendar

Substack works best with predictable, high-quality publishing. Plan at least four to eight weeks ahead.

1. Choose a cadence, such as weekly or twice per month.
2. List pillar topics that you’ll return to often.
3. Map each issue to a specific angle, example, or case study.
4. Include space for timely or reactive content when news breaks.

Even without the automation tools of Hubspot, a simple calendar (spreadsheet or project tool) keeps your publishing consistent.

Writing and Formatting Posts for Reader Engagement

Substack posts double as web articles and email newsletters, so clarity and scannability are essential.

Structure Each Post for Easy Reading

• Start with a short hook that states the problem or promise.
• Use descriptive headings and subheadings so readers can skim.
• Break up long text with bullet points and numbered steps.
• Add images or screenshots when they clarify instructions or examples.

This approach feels familiar to anyone who has created educational content in a platform like Hubspot, where formatting heavily affects engagement metrics.

Include Clear Calls to Action

Every post should guide readers toward a simple next step. Examples include:

• Reply with a question or story.
• Share this issue with a friend who needs it.
• Sign up for a free resource or checklist.
• Upgrade to a paid subscription for deeper content.

Calls to action help you collect feedback and encourage sharing, which is essential for organic growth on Substack.

Growing Your Audience Using Hubspot-Inspired Tactics

Audience growth on Substack benefits from the same strategic thinking and experimentation that marketers apply in sophisticated tools.

Optimize Your Signup Experience

• Write a concise signup headline focused on the main benefit.
• Add 3–5 bullet points describing what subscribers receive.
• Highlight how often you send emails so expectations are clear.
• Consider offering a free resource, such as a guide or template, as an incentive.

Create a simple welcome post or series that new subscribers see right away, giving them a quick win and explaining how to get the most from your newsletter.

Promote Your Substack Across Channels

Leverage your existing presence so the newsletter is integrated instead of isolated.

• Add your Substack link to social profiles and bios.
• Share excerpts or key insights on social platforms with a link to subscribe.
• Mention the newsletter in podcasts, webinars, and live events.
• Cross-promote with adjacent creators or newsletters you respect.

If you already work with consultants or agencies to optimize owned channels, you can also coordinate promotion. For example, Consultevo provides growth and optimization services that can support the distribution side of your content strategy.

Turning On Paid Subscriptions

Once you have traction and a clear value proposition, you can enable paid subscriptions directly inside Substack.

Decide What to Keep Free vs. Paid

• Free content attracts new readers and builds trust.
• Paid content delivers deeper, more specialized value.

Common approaches include:

• Weekly free issue, plus an extra paid-only issue each month.
• Free commentary, with paid access to premium analysis or templates.
• Free general list, with paid private community or Q&A sessions.

As with any conversion strategy inspired by platforms like Hubspot, test pricing, messaging, and offers based on subscriber feedback and performance data.

Communicate the Value of Going Paid

Before turning on paid subscriptions, publish a clear announcement that covers:

• Why you’re introducing paid tiers now.
• What paid members get that free readers do not.
• How pricing works (monthly vs. annual options).
• How existing free readers can continue enjoying content.

When readers understand the value and feel included, they are more likely to support you financially.

Measuring Performance and Iterating

Substack provides metrics such as open rate, click-through rate, and subscriber growth. While it doesn’t mirror the full depth of tools like Hubspot, you can still make informed decisions.

Key Metrics to Watch

• Open rate: Indicates how strong your subject lines and sender reputation are.
• Click rate: Shows how compelling your calls to action and links are.
• New subscribers per post: Helps identify which topics attract the most readers.
• Churn: Reveals when content misses expectations or cadence is off.

Review metrics at least once a month and adjust your topics, frequency, or format accordingly.

Collect Qualitative Feedback

Beyond analytics, ask readers:

• Which issues they found most helpful.
• What they want to see more or less often.
• What challenges they’re currently facing.

Use comments, polls, and direct replies to guide your editorial roadmap. This mirrors how customer feedback loops inform content and campaign planning inside mature marketing ecosystems.

Bringing It All Together

Substack gives creators and businesses a streamlined way to run powerful newsletters without building complex systems. By approaching it with the strategic mindset often used in platforms like Hubspot—clear positioning, structured content planning, data-informed iteration, and thoughtful promotion—you can build a publication that reliably grows, engages, and converts readers over time.