The 2017 HubSpot Blog Redesign: A Detailed Look At What’s New

The 2017 HubSpot Blog Redesign: A Detailed Look At What’s New

The 2017 HubSpot Blog Redesign: A Detailed Look At What's New. And before I was a guest contributor to this blog, I was a fan of this blog -- I learned from this blog. Why We Redesigned the Blog (And What's New) Reason #1: To set the stage for new mediums. During the back half of last year, we started to incorporate more video and audio content into our editorial strategy. How the redesign solves for this: To create some contrast around all of the different types of content we were creating, we decided that the redesign would offers three distinct post formats: written, video, and audio. This section pulls in articles from the cluster, allowing for more intentional link distribution. That's why, when it came time to plan this redesign, we knew that we had to find a way to incorporate Slack into the blog's functionality. How the redesign solved for this: The redesign introduces both Slack and Facebook Messenger as two new channels for sharing content. Reason #4: To refresh our branding. If you're starting to think that it might be time for your own redesign, we've got just the thing.

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I have a long, interesting relationship with the HubSpot Marketing Blog.

Before I became editor, I was a full-time writer for this blog. And before I was a writer for this blog, I was a guest contributor to this blog. And before I was a guest contributor to this blog, I was a fan of this blog — I learned from this blog.

So when it came time to kick off the blog redesign I’m about to walk you through, I had a lot of strong opinions (and arguably too many ideas). You see, our last redesign launched in December 2014. To give you some context, since December 2014:

  • Blog.hubspot.com has more than doubled its monthly traffic, growing from under 2 million monthly views in December 2014 to over 4.5 million.
  • Snapchat has more than doubled its monthly active users, scaling from 71M at the end of Q4 2014 to 166M at the end of Q1 2017.
  • Facebook Live has been invented, released to influencers, and launched to the general public.

It’s safe to say, even though it’s only been a few years, we’re living in an entirely different time than we were back then. Our team is fresh-faced. Our editorial strategy is new and improved. And our audience is continuing to grow and demand new things.

We’ve been overdue for a change for a while now, so a change is what we brought. Now let’s talk about what’s new — and why.

Why We Redesigned the Blog (And What’s New)

Reason #1: To set the stage for new mediums.

During the back half of last year, we started to incorporate more video and audio content into our editorial strategy.

We’ve experimented with “posts as podcasts”:

Posts-as-podcasts.png
And short video recaps of popular articles:
This shift in strategy came at a time where you couldn't visit a marketing or tech blog without bumping into a headline like, "Why 2017 Is the Year of Video." But that wasn't the only driving force.

Around this same time, we’d just started to think about overhauling our email subscription, too. In doing so, we collected a lot of feedback from our subscribers that suggested they’d been craving different content formats — such as audio and video — for a while now.

It quickly became obvious to us that this was long overdue. We needed to refresh the blog in a way that lent it to more than just written content. We needed brand new post-level designs that were specific to the medium we were using to tell a story, teach a lesson, share a finding, etc.

How the redesign solves for this:

To create some contrast around all of the different types of content we were creating, we decided that the redesign would offers three distinct post formats: written, video, and audio.

Prior to the redesign, this was the only post type we had — though it lacked pizzazz. The new written post design incorporates large block quotes for highlighting key quotes and stats, easily shareable text, and a whole lot of white space to make for a clean, inviting experience.

written-post-features.png

This new post format allows our video content to take center stage, so it feels less like a secondary element. The best part? When you start to scroll, the video shrinks and hops to the side of the screen so you can keep working through the content while staying tuned in.

Screen Shot 2017-07-30 at 7.09.59 PM.png

Between our own audio experiments on the blog and the steady stream of amazing audio content coming from our podcast team, we needed a place to show it off. Our new audio-centric post type includes a sleek audio player that puts the focus…

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