WordPress vs HubSpot CMS Hub: Which is the better CMS?

Stefano Viani


18 Dec 2023 Digitisation CMS

We compare the two popular content management systems WordPress and HubSpot CMS Hub. Find out which CMS is better suited to your individual needs and the goals of your company.

WordPress vs. HubSpot: Welches CRM ist das richtige für Sie und Ihr Unternehmen?

What is a content management system (CMS)?

A content management system (CMS) is software that is used to create, manage and edit digital content. It allows you to publish and organise content on websites without programming knowledge. CMS systems simplify the process of content management and offer functions such as adding images, videos, audio and other media.

A CMS usually consists of a user interface that allows users to create and edit content and feed it from a database that stores the content. It also enables the management of user rights to control access to certain functions or content.

Has the end of content management systems arrived?

Gartner, a leading research and consulting company, has abandoned the "magic quadrant" for web content management (WCM). There are many reasons for this: Content management systems have become more and more comparable over time and the products differ less and less in terms of their functions. At the same time, customer requirements have changed. Today, content has to be played out on different channels such as Alexa, chatbots and in-store displays.

King content is dead, long live king content

Content plays a decisive role along the customer journey. From visibility to making contact and making a decision to finalising a purchase, content is irreplaceable in digital marketing and digital sales would be unthinkable without it. However, thanks to the maturity of CMS systems, it is no longer a challenge for marketing experts to manage content and publish it online. Rather, the perspective has broadened and the user experience, for which content is still of central importance, is at the centre of interest. As a result, interest has shifted from CMS systems to DXP platforms. In addition to content management, these also offer functions for personalised customer experiences, the integration of various digital touchpoints (such as apps, social media, e-commerce, etc.) and the analysis of user data across different channels.

WordPress was originally designed as a blogging platform and gradually developed into a content management system. WordPress still lacks powerful user management and integrated management for multilingual content. HubSpot CMS Hub, on the other hand, is an all-in-one platform that offers integrated tools for marketing, sales and customer service. HubSpot was originally used as an add-on for third-party content management systems to extend the customer journey to the point of sale and beyond with the introduction of the Service Hub. Both systems therefore have very different roots. In summary, it can be said that HubSpot's goal from the outset was to optimise the customer journey, while WordPress' goal was to publish content on the internet.

Advantages and functions of WordPress

WordPress is one of the most popular CMS systems and offers numerous advantages and functions. First and foremost among the advantages is the large community of developers and users, followed by the high level of user-friendliness and a variety of plug-ins and themes that can extend the functionality and design of the website.

WordPress allows users to easily create, edit and manage content. It offers an intuitive user interface that is easy to understand even for beginners. There are also thousands of free and paid plugins and themes that allow you to customise the functionality and design of your website. WordPress is also optimised for search engines and offers good opportunities to help your website achieve better rankings on search results pages.

If on the one hand the extensibility of WordPress through plug-ins and themes is a great advantage, the downside of this extensibility must also be pointed out:

  1. Themes and plug-ins from different manufacturers often follow different concepts in terms of user guidance. This can quickly complicate the operation of WordPress.
  2. Additional programme code often makes WordPress very slow. In particular, popular page builders with fancy visual effects or extensions for managing multilingual content drag down performance and thus prevent good rankings on search results pages, among other things.
  3. Once you have decided on a theme, it may no longer be possible to change it later without losing content that has already been entered.
  4. Many extensions are subject to a charge. This should be taken into account when comparing the operating costs of a WordPress website and the costs of a Software-as-a-Service (SaaS) CMS.

Advantages and functions of HubSpot CMS Hub

HubSpot CMS Hub is an all-in-one platform for content management and also offers a variety of features and benefits. It allows you to easily create, edit and manage content. HubSpot CMS Hub offers integrated tools for improving customer loyalty, such as email marketing, analysing individual marketing measures or entire campaigns and much more.

HubSpot CMS Hub allows users to create and manage personalised content for their target audience. It also offers features such as email marketing automation to maintain customer relationships without much effort. HubSpot CMS Hub also offers extensive analytics tools that allow users to measure and improve the success of their content.

There are also many themes and extensions for HubSpot. However, due to the fact that HubSpot is a SaaS solution, it is not possible for developers to run their own programme code on the HubSpot platform. Instead, the HubSpot Marketplace offers apps for functional enhancements that communicate with HubSpot via APIs. This solution has many advantages, but there are also some disadvantages to consider:

  1. The use of APIs often means a dependency on external services and their availability, reliability and (data) security.
  2. Some APIs, especially from popular services, can be chargeable, which means additional expenses for use.
  3. APIs can have restrictions in terms of functionality, customisation options and usage limits.

Comparison of user-friendliness

When it comes to ease of use, WordPress may be easier for beginners to learn and use. At its core (see above), it offers an intuitive user interface and a large community of users who can help with questions and problems. There are also numerous resources and guides online to help you get started.

However, HubSpot CMS Hub offers a more comprehensive suite of tools and features that may require a steeper learning curve, but one that is well worth mastering. It may take more time and effort to familiarise yourself with the various features and capabilities. However, if you are already familiar with the HubSpot ecosystem, it can provide a seamless integration and enable a consistent experience for your marketing and sales activities. HubSpot offers a free online academy with many helpful courses on how to use the software and on numerous digital marketing topics.

Which CMS is better for your needs?

The choice between WordPress and HubSpot CMS Hub depends on your individual needs and requirements. If you are looking for a simple and user-friendly CMS that offers a wide range of customisation options, WordPress may be the better choice. It's also a good option if you already have experience with WordPress or want to utilise a large community of developers and users.

However, if you're looking for a more comprehensive all-in-one solution that offers integrated tools for marketing, sales and customer service, HubSpot CMS Hub may be the right choice. Especially if you want to manage content in multiple languages and a large number of employees with different access rights. It enables seamless integration with other HubSpot tools and offers extensive features for customer engagement and analytics.

Ultimately, you should consider your individual needs, budget and technical capabilities to make the best decision for your organisation. If you would like detailed advice on choosing the right CMS system for your business, please contact us.

About the Author

As Executive Director of Blackbit digital Commerce GmbH, Stefano Viani manages all areas of the agency in the offices in Göttingen, Hamburg, Berlin and Kiev. His passion is the development of marketing strategies and their implementation in concrete measures.

In his free time, Stefano is passionate about riding his motorbike or working out in the gym.