How HubSpot Runs Content Like a Media Company

Most B2B companies still treat content as a channel.

HubSpot treats it like media.

In this episode, Erik Jacobson sits down with Kyle Denhoff, Senior Director of Marketing at HubSpot, to break down how HubSpot built a media-first content operation across newsletters, podcasts, and YouTube to reach future buyers long before they’re ready to purchase.

Kyle shares why HubSpot shifted away from channel-first thinking, how audience research drives every content investment, and what it actually takes to succeed on YouTube as a B2B brand. The conversation also covers how HubSpot measures reach vs demand, why attribution is breaking down, and how media-led content compounds over long buying cycles.

A practical look at how one of the most recognized B2B brands builds content systems designed for attention, trust, and long-term growth.

Key topics covered:

[00:00] Intro
[02:41] Audience First Content Strategy
[06:01] Investing in Media Products
[08:25] Audience Content Offer Match Framework
[11:06] HubSpot's 20 Year Content Evolution
[14:31] Measuring Media Success at Scale
[18:38] 3 Person Content Team Structure
[22:08] Brand Impact Beyond Attribution
[24:12] HubSpot's Media Brand Portfolio
[29:00] YouTube as B2B Blue Ocean
[32:08] YouTube Native Production Requirements
[37:08] Creator Partnership Strategy
[38:47] Incentivized Newsletter Sign Up Tactics
[41:42] Editorial Grade vs AI Content
[46:06] LinkedIn Video Trends
[48:42] Small Team Content Execution
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This episode is brought to you by Hatch.

Hatch is a video-first content agency that helps B2B marketing teams create video podcasts, video series, and short-form video content so they can run an efficient content engine, and be seen as experts in their industry.

To see how we can help your company, go to https://hatch.fm.