1. HubSpot Hacks
  2. Content Marketing

HubSpot Marketing: How to use smart content to tell better stories

Use HubSpot’s smart button CTA tool to enable dynamic storytelling.

Stories are persuasive. But everyone’s story is different. 

As marketers, we go to lots of effort to personalise our content and make it as relevant as possible to our buyers. 

By using HubSpot’s smart button CTA tool in conjunction with your contact data, you can create blog content that changes depending on who is reading it for truly immersive storytelling experiences that resonate with the people your business needs to grow.

Step 1: Visit the Contacts page

The strength of this hack hinges on the health of your contact records. In the menu at the top of your HubSpot portal, click the ‘Contacts’ button, then select ‘Contacts’ from the drop-down menu. 

This should take you to a list of your contact records. 

At time of writing, you can create smart CTAs based on country, device type, referral source, preferred language, contact list membership, and lifecycle stage. But to do this, you’ll need to make sure that each contact is labelled with the relevant information.

Step 2: Review contact records

Clicking into each contact, review the data to make sure it contains the relevant information. 

Some fields, like Lifecycle stage, can be edited by clicking the drop-down menu beneath where it says ‘Lifecycle stage’ and selecting the appropriate stage, but it is usually the responsibility of Sales to keep this information updated. 

If there is information missing, liaise with the people with the relevant permissions within your organisation to update your contact records with the required information. 

Step 3: Create a smart button CTA

Navigate from the contacts page to Marketing, then click Lead Capture, then Button CTAs.

Hover over the CTA you want to make smart and click ‘Actions’, then ‘Create smart version’.

When a visitor doesn’t meet your smart rule criteria, for example if data is missing from their contact record or they don’t yet have a contact record, this is the default version they will see.

In the right panel, select the radio button next to the criteria on which you want to base your smart rules.

Then click the drop-down menu to configure your smart CTA rules. 


You want to select ‘Lifecycle stage’ as the rule type for your contacts. Select the lifecycle stages you would like to target in the dropdown menu.

Step 4: Continue creating your button CTA

At the bottom left of the page, click ‘Next’.

This is where you can customise the messaging, colours, and other factors unique to the smart CTA rule.

Adapt the copy and the button design based on what you want the contact to see when they visit your content.

Afterwards, click ‘Save’ to complete creating your smart button CTA.

To add a new smart button CTA, click ‘Add another smart version’ and repeat the process. When you're done, click ‘Finish’.

Step 5: Insert CTA in relevant places throughout your blog content

You now have smart button CTAs with text and conversion points specific to contacts with certain criteria.

Insert these CTAs into your blog content wherever you wish to personalise the narrative and drive a certain action relevant to a specific contact type. Best practice advises placing one near the beginning of your content and at the end to capture the reader who skims your content and the reader who engages with it fully respectively, but stories take all kinds of twists and turns and you might find other relevant points within your content where it makes sense to appeal to a certain contact type with precision and specificity. 



Author: Dr. Thomas Brown

Principal Copywriter