Blog and content strategy
This domain tests blog publishing and content strategy in HubSpot: blog templates, authors, tags, campaigns, and topic-cluster planning. The exam expects you to connect editorial choices to discoverability and reporting, not just to write posts.
Core rules and concepts
- Blog templates control listing and post layouts. A post template renders individual posts; the listing template renders the blog home and tag and author listing pages.
- Authors and tags are structured metadata. Tags create filtered listing pages and help readers browse; they are not a substitute for keyword research or a full taxonomy.
- Blog settings cover comments, subscription emails, notification recipients, RSS, and post defaults.
- Topic clusters pair a broad pillar page with subtopic posts linked to it. Internal links, canonical tags, and shared campaigns make the cluster measurable.
- Content strategy work should map clusters to audience questions and to a campaign; otherwise reporting cannot show business impact.
- Every post needs a clear title, meta description, featured image, author, tags, and internal links.
Worked example
A team wants to own the theme “inbound marketing for manufacturers.” They create a pillar page defining the topic and six subtopic posts: lead capture, content audits, sales alignment, trade-show follow-up, CRM hygiene, and measurement. Each post links to the pillar with descriptive anchor text; the pillar links back; all assets share one campaign and tag. Reasoning: the cluster builds topical coverage and internal-link depth, while the campaign and tag make traffic and conversion reporting possible.
Traps that cost marks
Creating dozens of near-duplicate tags; treating tags as keywords; publishing posts with no internal links; leaving author bios empty; forgetting to add posts to a campaign; using a landing-page template for a blog post.