Hupspot Guide: Blog vs Knowledge Base
Hubspot users often wonder whether a new piece of content belongs on the company blog or in the knowledge base. Making the right choice affects SEO, user experience, and how efficiently your support team can help customers.
This guide explains how to decide between a blog article and a knowledge base article, following best practices inspired by the original Hubspot Service blog resource.
How Hubspot Frames Blog vs Knowledge Base Content
According to the original Hubspot article on this topic, the core difference is intent. Your blog attracts and educates a broad audience, while your knowledge base helps existing users solve specific problems.
To see the original explanation, review the source from Hubspot here: Hubspot: Knowledge Base vs. Company Blog.
Before creating content, ask: is this for acquisition and thought leadership, or for support and self-service? The answer will steer you to the right format.
Key Differences Highlighted by Hubspot
Use these characteristics to classify your idea.
Typical Hubspot-Style Blog Content
Content that fits a blog usually:
- Attracts new visitors through search and social
- Educates readers on broad topics and trends
- Shares opinions, frameworks, or best practices
- Supports top-of-funnel and mid-funnel marketing goals
From a Hubspot perspective, blog posts often:
- Answer “what” and “why” questions
- Tell stories and include examples or case studies
- Promote downloadable resources or offers
- Encourage subscriptions, demos, or trials
Typical Hubspot-Style Knowledge Base Content
Knowledge base content is usually:
- Task-focused and product-specific
- Highly structured and step-by-step
- Written to reduce tickets and calls to support
- Targeted at existing customers and active users
Aligned with Hubspot service practices, knowledge base articles focus on:
- “How do I…” product questions
- Troubleshooting common issues
- Clear prerequisites and definitions
- Screenshots, short videos, and precise steps
Decision Checklist for Hubspot Users
Use this simple checklist to decide where your new content belongs.
Step 1: Identify the Primary Audience
Ask who needs this information the most:
- Prospects and general readers → Likely a blog post
- Existing users working inside your product → Likely a knowledge base article
Hubspot encourages teams to segment content clearly by audience to avoid mixing marketing and support goals.
Step 2: Clarify the Main Intent
Decide what success looks like:
- Education or inspiration on a broad topic → Blog
- Task completion or issue resolution → Knowledge base
Hubspot-style support content should have one clear outcome, such as completing a setup flow or fixing a specific error.
Step 3: Define the Question Type
Map your idea to one of these patterns:
- What is X? → Blog definition or guide
- Why does X matter? → Blog thought leadership piece
- How do I do X in the product? → Knowledge base tutorial
- How do I fix X error? → Knowledge base troubleshooting article
This simple question-type framework comes directly from how teams working with Hubspot separate editorial content from product documentation.
How to Structure a Hubspot-Style Blog Article
When your idea belongs on the blog, follow a structure similar to leading Hubspot blog posts.
1. Start With a Clear, Benefit-Driven Title
Your title should:
- State the core topic and benefit
- Use simple, reader-friendly language
- Match the search intent you are targeting
2. Open With Context and Empathy
In the introduction:
- Describe the reader’s problem or question
- Explain why the topic matters now
- Preview the solution or framework you will share
Hubspot’s style often combines empathy with authority in the opening paragraph, building trust quickly.
3. Use Scannable Sections and Visuals
To make your blog post easy to read:
- Break content into short sections with H2 and H3 headings
- Use bullet lists and numbered steps for clarity
- Add relevant images or diagrams if helpful
4. Close With Next Steps and Conversion
End your blog article with:
- A brief recap of the main points
- A clear next step, such as a checklist or template
- A call-to-action aligned with your funnel strategy
Many teams that follow Hubspot best practices also link to deeper resources like webinars, templates, or tools from the conclusion.
How to Structure a Hubspot-Style Knowledge Base Article
When your topic is clearly product-focused and task-oriented, use a knowledge base format.
1. Write a Precise, Action-Oriented Title
Examples include:
- “Set Up Two-Factor Authentication in Your Account”
- “Connect Your Email Provider to the Platform”
- “Resolve Error XYZ When Importing Data”
Titles in the support library of a platform like Hubspot are typically direct and descriptive.
2. Provide a Short Overview
Begin with a quick explanation:
- What the reader will accomplish
- Which users or plans it applies to
- Any important warnings or limitations
3. List Prerequisites
Before the steps, include:
- Required permissions or roles
- Tools or information the user must have ready
- Any setup steps that must be completed first
4. Add Step-by-Step Instructions
Write each step clearly:
- Use numbered steps for actions in sequence
- Keep each step to one key action
- Reference on-screen labels and buttons exactly
- Add screenshots or GIFs where clarity is needed
Knowledge base writers for platforms like Hubspot aim for accuracy and consistency, so keep terminology and formatting uniform across all help articles.
5. Include Troubleshooting and Related Articles
At the end of the article:
- Add a short troubleshooting section for common errors
- Link to related documentation or advanced guides
- Suggest contact options if the steps do not work
Practical Workflow for Teams Using Hubspot
If your organization uses Hubspot for marketing and service, align your editorial and support teams around a shared process.
Recommended Workflow
- Collect ideas from support tickets, sales questions, and search data.
- Classify ideas using the audience, intent, and question-type criteria above.
- Assign owners: marketing owns blog topics; support or product education owns knowledge base topics.
- Maintain guidelines for tone, structure, and formatting for each content type.
- Review performance regularly to find gaps and overlaps.
Agencies that help clients implement systems around tools like Hubspot, such as Consultevo, often build shared content calendars that include both blog posts and knowledge base updates.
When to Use Both Blog and Knowledge Base
Sometimes the best approach is to publish in both places with different angles.
- Blog: Broad strategy and best practices around a topic.
- Knowledge base: Exact steps to execute that strategy in your product.
For example, you might publish a blog article on “How to Design Effective Onboarding Emails” and a companion knowledge base article on “How to Build an Onboarding Email Sequence in Your Tool.” This mirrors how Hubspot separates thought leadership from in-app documentation.
Summary
Choosing between your company blog and your knowledge base is easier when you focus on audience, intent, and question type. Follow the structural patterns outlined above, take cues from how Hubspot organizes its own service content, and you will create helpful resources that support both growth and customer success.
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