Content is a valuable asset that can drive engagement, build communities, and even generate revenue. HubSpot Content Hub (formerly HubSpot CMS) offers a powerful but often overlooked feature—Website Memberships. This functionality enables businesses to create exclusive, gated content tailored to specific audience segments, offering a seamless and personalised user experience.
What is HubSpot Website Memberships?
Website Memberships in HubSpot Content Hub allows businesses to control who accesses specific content by leveraging contact properties stored in their HubSpot CRM. This means you can create content that is only available to registered users, paying customers, or internal teams. Whether you're looking to provide premium resources, build a community, or monetise exclusive content, Website Memberships is a versatile tool that makes it easy to do so.
How Website Memberships Work
Using HubSpot’s native functionality, you can:
- Restrict access to web pages, landing pages, blog posts, and knowledge base articles.
- Create personalised content experiences by segmenting users based on their CRM properties.
- Automate membership approvals, logins, and password resets to ensure a smooth user experience.
- Integrate with HubSpot’s marketing and sales tools for lead nurturing, upsells, and customer engagement.
10 Ways to Use HubSpot Website Memberships
If you're wondering how to maximise this feature, here are ten powerful use cases:
- Exclusive Thought Leadership
- Offer premium research, reports, and insights behind a membership wall, ensuring only your most engaged users gain access.
- Lead Nurturing in Long Sales Cycles
- Create a members-only hub with deep-dive content, case studies, and video tutorials to guide prospects through the decision-making process.
- Event & Conference Portals
- Provide attendees with exclusive access to event recordings, speaker presentations, and networking tools, extending the value of in-person or virtual events.
- Monetised Content Subscriptions
- Develop a paid membership model for high-value content such as market research, industry reports, and expert analysis. (see case study below)
- Build a Community Hub
- Foster engagement by creating a private content area to boost peer collaboration and knowledge sharing.
- Beta Testing & Early Access Groups
- Offer select customers or brand advocates early access to new products, features, or content to gather valuable feedback before public release.
- Customer Onboarding Portals
- Streamline onboarding with dedicated training materials, FAQs, and support resources accessible only to new customers.
- Premium Learning & Certification Programs
- Deliver gated e-learning content, assessments, and certification programs to educate and upskill your audience.
- Partner & Reseller Hubs
- Equip partners with exclusive sales enablement materials, training content, and marketing assets to ensure brand consistency.
- Sales Enablement Libraries
- Securely store and distribute sales collateral such as product sheets, proposal templates, and demo videos to support your sales team.
Case Study: Longview Economics' Premium Research Portal
Growth London recently helped Longview Economics, a leading macroeconomic research firm, transform its research portal using HubSpot Content Hub and the memberships functionality. Their challenge was managing complex research access tiers and ensuring seamless content delivery for paying subscribers.
Our Solution:
- Implemented HubSpot Website Memberships to manage tiered content access.
- Developed smart content rules to personalise the experience for different subscription levels.
- Designed a custom membership portal with advanced search and filtering features powered by HubDB.
- Integrated subscription upgrade prompts to increase engagement and drive additional revenue.
Results:
- Enhanced user experience with intuitive content discovery and seamless access.
- Improved content management for Longview’s editorial team.
- Increased subscription engagement and customer retention.
If you'd like to learn more about how we built Longview’s membership site, read the full case study here.
Ready to Build Your Membership Site?
HubSpot Content Hub provides everything you need to create a powerful, scalable membership site. Whether you want to gate premium content, nurture leads, or build an exclusive community, Website Memberships can help you deliver personalised and high-value experiences to your audience.
Interested in exploring how this could work for your business? Book a meeting with our team—we’d love to help you design a membership site tailored to your needs!
