HubSpot and the decline of a volume-based strategy
HubSpot is, without a doubt, one of the biggest names in the world of content marketing. This company, founded in 2006, has not only been a pioneer in popularizing the concept of Inbound Marketing , but it has also developed tools specifically designed to execute it successfully. Beyond its well-known CRM, HubSpot has a CMS designed for companies to create, publish and position content on Google , attracting organic traffic and, with it, generating leads that then feed their sales ecosystem. That is, HubSpot not only preaches content marketing, but has practiced it brilliantly for years, becoming a role model for thousands of businesses.
That is why it is so surprising The blow he has received recently. Between March 2024 and January 2025, HubSpot has lost close to the 80% of your organic traffic . For a company that once generated more than 30 million monthly visits from Google, falling to less than 10 million is a radical change. And we're not talking about any kind of traffic : This was the engine that fueled their customer acquisition strategy.
How did HubSpot get to this situation? This is where things get complicated. For years, their approach was based on creating large volumes of content on topics that weren't always directly related to their core offering. They would post everything from "sales phrases" to "resignation letter examples" to "small business ideas." This content attracted massive traffic, but it was mostly disconnected from its purpose as a company. In a context where Google prioritized volume, this strategy worked. However, the rules of the game have changed.
Google's Turn: Quality, Authority, and User Experience
In recent years, Google has taken a turn toward quality and authority, penalizing sites that publish superficial or irrelevant content, even if it attracts visitors. The objective of the search engine is clear: to privilege pages that really add value and that are a reliable reference in their main topics. In this new paradigm, HubSpot's content strategy began to show cracks. What was once an advantage – publishing a lot and covering broad topics – has now become a disadvantage.
This blow does not only tell us about an algorithm that changes. It reminds us how fragile a strategy that relies too heavily on a single channel, no matter how successful it may seem in the short term, can be. HubSpot, a company that for more than a decade was synonymous with success in content marketing, is now facing a harsh reality: even giants must constantly rethink their approach to remain relevant.
The question is not only what HubSpot will do to recover, but what other companies need to learn from this case. If one thing is clear, it is that the future of content marketing will not be for those who bet on volume, but for those who create relevant, authentic content aligned with the purpose of their brand.
The impact of artificial intelligence on content generation
The change in Google's algorithm is not an arbitrary decision, but a response to two major forces that are transforming the digital landscape: the emergence of models such as ChatGPT and the democratization of content generation thanks to the artificial intelligence . These dynamics are putting pressure on Google to reinvent itself, and the recent blow to HubSpot is one of many signs that content marketing, as we knew it, is changing.
On the one hand, the arrival of tools such as ChatGPT has begun to displace searches that were traditionally carried out on Google. When a user needs quick answers, definitions, examples, or even inspiration, they can now go straight to generative AI that gives them clear, straightforward content, without the need to explore links or navigate between pages. This weakens Google as the first choice for solving simple queries and forces it to redefine its value proposition. It is no longer enough to show relevant results; Google must ensure that the content it ranks actually offers depth, authority, and a unique experience that an AI can't replicate as easily.
On the other hand, generative AI is leveling the playing field. What once required large teams of copywriters, editors, and content strategists can now be accomplished with a fraction of the effort and resources. A small startup, with access to tools like ChatGPT, can generate detailed, engaging, and SEO-optimized articles in a matter of minutes, competing directly with giants like HubSpot on their own turf. This change has led to a saturation of content on the internet, where quantity is no longer a differentiator. Google, aware of this phenomenon, is adjusting its algorithm to prevent this avalanche of automatically generated content from degrading the quality of its results.
Google's new approach seems to revolve around three main pillars:
- Thematic relevance : Instead of rewarding sites that span a large number of topics, Google is prioritizing those that demonstrate clear authority in specific niches. It's no longer about writing about everything that can attract traffic, but about mastering specific areas and building trust in them.
- Quality over quantity : With so many tools capable of generating massive content, Google is fine-tuning its ability to distinguish between the superficial and the deep. Articles that provide real value, backed by data, experiences or experts, have a better chance of being positioned.
- User Experience : This is perhaps the biggest twist. Google is evaluating not only what you say, but how users interact with your content. Do they stay on your page? Do they find what they are looking for or do they return to the search engine? These indicators now weigh more heavily than ever.
In this context, content marketing must evolve. It is no longer a question of competing by quantity, but by impact. Businesses will need to bet on content that truly solves problems, educates or inspires their audience, and is designed to deliver a superior experience.
The paradox is that while tools like ChatGPT have made content creation more accessible, they have also raised the bar for what is considered valuable. Generating quality texts is no longer enough. The challenge now is how to stand out in an environment where anyone can create good content, but few can build trust, authority, and a real connection with their audience.
In this new landscape, companies like HubSpot are no longer just competing against other marketing giants. They now have thousands of small competitors who, with fewer resources but with artificial intelligence on their side, can challenge their dominance. The question that remains is: how will they respond? And more importantly, how will other companies prepare not to suffer the same blow?
Brand strategy, keywords and technology in the new content marketing
At Proportione, we understand that the content marketing landscape is changing radically. The model based on the volume of articles and relying on algorithms like Google's to attract massive traffic is being left behind. Now, what is valued is the depth, authority and expertise that brands are able to build around their digital presence.
Our work philosophy is based on three fundamental pillars: Strategy, Technology and People , and precisely at times like this – when the digital environment is redefined – this approach proves its strength. From the very first moment of a project, we set the course clearly through three key documents that act as the brand's strategic compass for years:
- Digital Corporate Identity Manual
This document lays the foundation for branding in the digital environment. It's not just about logos and colors, but about how the brand should express itself, what tone to use, how to interact with its audience, and most of all, how to reflect its purpose at all touchpoints. In an environment where trust and authority are essential, a well-defined identity becomes a strategic asset. - Technology Strategy Paper
Technology is not just a tool, it is the basis of every digital experience. We analyze and define which platforms and tools are best suited to meet the brand's objectives, from the CMS that will be used to manage content to integrations with CRM, analytics tools, and more. This approach ensures that the technology is aligned with the strategy, not the other way around. - Keyword Mapping and Content Tree
In a world where Google prioritizes topical relevance and user interaction, we started with an in-depth semantic study. This analysis allows us to understand how the audience speaks, what they are looking for and how we can connect with them. From there, we created a Content Tree that organizes strategic keywords around thematic pillars. This not only guides content creation, but also site structure, internal linking, and inbound linking strategies.
With these three documents, we set the strategic course for several years, allowing companies to adapt to changes in the environment without losing coherence or purpose.
In this new scenario, where volume is no longer enough, our strategic approach is strengthened. UX (user experience), content quality, inbound links, interaction design, and technology alignment are all elements that generative AI, no matter how advanced, cannot mimic on its own. It's about building something bigger than an article or a set of keywords – it's about building a digital experience that connects with people and generates real value.
The apparent "death" of mass content marketing is not the end, but an opportunity to rethink how we work. At Proportione, we believe that with a well-designed strategy, strong technology, and a focus on people, brands will not only survive this change, but emerge stronger. The key is to think long-term, with vision, coherence and, above all, purpose.
