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No marketer can successfully do their job today without having a content management system (CMS) in place. Today content management systems allow you to not only edit, optimize, schedule, track, and format content, but also create websites and email campaigns. These platforms offer a collaborative environment where multiple users can work on accounts. However, each CMS varies in terms of its strengths. Whereas one platform may be the best for web design, another may be superior when it comes to blogging.

Arguably, the two most popular CMS platforms for marketers are HubSpot and WordPress. HubSpot was started in 2006 with the intent of helping smaller businesses compete, while WordPress began in 2003 as a personal publishing system. Both have evolved over time into full-fledged content management systems, offering a host of different tools to help anyone market their business.

If you’re wondering which platform you should use, look no further. In this article, we will evaluate both platforms by taking a look at 4 main factors: customer base, ease of use, personalization, and cost.

Customer base

Today, WordPress powers more than 30% of all sites on the internet according to wpbeginner.com. It’s used by some of the most notable brands, including Disney, Sony, and Microsoft. This large customer base means tech providers are likely to offer some type of integration or compatibility with the platform, meaning companies can save considerable time and frustration on tech integration when they use WordPress. Because of this, a company’s ability to be versatile is magnified with this platform.

According to a recent press release, Hubspot has 44,500+ customers in over 90 countries. This pales in comparison to WordPress’s massive ecosystem of 511,000+ active members, but it’s important to remember that HubSpot is a newer platform. However, being relatively new, HubSpot lacks the flexibility and advanced features that a more established platform provides. For this reason, HubSpot is largely still used by smaller organizations ranging from 1-10 employees per iDatalabs’ report.

HubSpot Graph

Source: https://idatalabs.com/tech/products/hubspot

Ease of use

With thousands of themes, templates, and plugins to choose from, WordPress allows anyone to easily build a website without learning code. In fact, WordPress offers more than 55,000 plugins to improve your site’s functionality according to SoftwareFindr. If you’d like to add something to your site such as complex gallery or forum, there are likely multiple plugins available for you to choose from. Find yourself stuck? Don’t worry- there are a gazillion YouTube videos at your disposal that show step-by-step how to use WordPress features.

WordPress Plugins

Source: https://wordpress.org/plugins/

Unlike WordPress, HubSpot has built-in tools and features so there’s no need for plugins. This limits the number of feature options a business has, but typically isn’t a problem considering HubSpot is largely used by small, enterprise companies in need of a simple site they can get up and running quickly. In addition, Hubspot offers a ton of resources in the form of blogs, ebooks, guides, reports, courses, and online groups. However, they are largely marketing-focused which can be a disadvantage if you’re looking for technical advice about design or development.

Personalization

Personalization is the key to converting leads. It offers the customer something that is relevant to them, which keeps them coming back to your website. While WordPress is great for creating beautifully designed websites, you’ll need to download additional resources in order to add personalized content on your site. Depending on what you want to personalize and how you want to personalize it, you may need to do some research to find the correct plugin.

When it comes to personalization, HubSpot has “smart content” and personalization built into their websites. This allows you to deliver content to customers based on where they are in the buying process. HubSpot even allows you to add your buyer personas to a contact list where you can then assign them a “smart rule” or personalized message. HubSpot research shows that “calls-to-action that are targeted to individuals had a 42% higher view-to-submission rate than calls-to-action that were generic,” thus proving targeted messages are extremely beneficial in reaching customers.

HubSpot Personalization

Source: https://www.hubspot.com/products/how-personalization-works

Cost

WordPress

There are two options when it comes to WordPress: WordPress.com or WordPress.org. WordPress.com handles everything for you- software, hosting, and managing a web server. It includes a variety of plans you can choose from ranging from free to $25 per month. Each plan offers essential features, free themes, and design customization.

On the other hand, WordPress.org is completely free and allows you to download software so you can host your own site. However, this option requires a separate web hosting account. The advantage is it offers more flexibility because you can install your own plugins, customize backend code, and upload your own custom themes.

Since WordPress is one of the most common content management systems, there are tons of developers and designers that specialize in the platform. Because of this, the cost to hire a WordPress developer is competitive and can be pricey.

HubSpot

In order to create a website on HubSpot, you’ll need to purchase their CMS. It’s available as a standalone product or an add-on to the sales, marketing, or service hub. It costs $300 a month but also gives you access to all HubSpot CRM features such as contact management, email integration, and Facebook & Instagram lead ads. Unfortunately, many of the features are limited. For example, you can only create up to 5 email templates per account and view contact activity for the first 7 days after a new contact is added.

Conclusion

When it comes to picking a website platform, WordPress is the best in terms of design and development. It offers versatility because of its large user base and advanced functionality with thousands of available plugins. In addition, people can enjoy greater ownership of their websites by downloading the WordPress.org software. However, if you’re mainly concerned with marketing and analytics, HubSpot is definitely a frontrunner due to its built-in optimization tools and in-depth marketing data.

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