Content marketing tools - HubSpot vs. Scompler

"Aren't HubSpot and scompler competing products? What's the difference?" I am often asked this question. In this article, I would like to briefly discuss this and indirectly address the difference between content marketing and inbound marketing.

This article originally appeared on Mael Roth's blog.

I spent quite some time as both a HubSpot consultant and a Scompler consultant (and user of both platforms). One question I was often asked was: "But aren't Scompler and HubSpot competing products?

The short answer is: no. In fact, they complement each other (almost) perfectly.

I am asked this question more and more often, which is why I would like to briefly introduce the two tools to you, dear reader, and highlight the differences. In the background, it's also about the distinction between strategic content marketing and inbound marketing...

HubSpot - The all-around solution for inbound marketing

Content is used here as a means of attracting users to your website. This is done by means of freely accessible and "gated" content, i.e. content that can only be accessed by filling out a form) and from then on the process is geared towards involving interested visitors in a sales process.HubSpot is a complete solution for inbound marketing based on a specific reference system (namely: the inbound methodology). The focus is clearly on the sales aspect. In other words, marketing is a lead supplier for sales. (I'll save the fact that marketing shouldn't just be this for a later post)

As a HubSpot-certified user (as well as a HubSpot partner in Germany with KammannRossi), I have spent many hours internalizing HubSpot's training courses. What I like here is the focus on clearly defined, sales-oriented processes. The tool itself is very intuitive and it's just so much more convenient to have SEO, web analytics, CRM, CMS, lead management / marketing automation in a single tool - which also significantly improves data quality - than a tool for each of these aspects. Believe me, I speak from experience ...

You can find out more about the individual features in the following video from HubSpot (which also shows features that are only available if you also use the HubSpot CMS/COS):

As great as I think HubSpot is, the tool was developed for operational marketing, i.e. very tactical aspects - not at all for content strategy & strategic planning of content. Which brings us to the next tool.

Scompler: a tool for strategic planning, operationalization and analysis of content

The content marketing tool scompler, founded by Mirko, has a broader base and is based on the SCOM framework (Strategic Content Marketing). In this sense, it is not only strong for the operationalization of content marketing, but to my knowledge unique.

Source: Mirko Lange, SlideShare

More broadly positioned and offers the possibilities that HubSpot does not offer... Among other things

  • The content strategy can be documented and transferred into processes - and even differentiated per persona, topic and/or story
  • Workflows & roles within teams (approval processes, etc.)
  • Content analysis ("Why was content successful?") - Based on the parameters defined in the strategy
  • Topic & editorial planning (there is nothing comparable in HubSpot)

If you are interested, here is a complete brochure with the features and possibilities that the tool offers.

Conclusion: These content marketing tools complement each other well!

Of course, there are aspects where scompler offers the same functions as HubSpot, for example publishing on social media channels or the calendar for planning individual content. In this sense, they overlap to a certain extent.

I would summarize it as follows: Scompler is ideal for strategic planning including topic planning, workflow coordination and analysis (from a "content perspective") and HubSpot is a tool that is strongest when visitors come to the site and these are then converted into leads - very strong for sales-oriented companies.

However, there is a clear lack of "support" and training in the area of content strategy.

So the answer to the question in the title is: no, the two tools are by no means competing products. In fact, they complement each other (almost) perfectly.

[bctt tweet="Hubspot & Scompler = pretty much best friends!"]

If you would like a demo of one or the other tool: I am happy to help.

The author

Photo of the author

Mirko Lange

Founder Scompler

Mirko Lange has been a communications consultant for 27 years and a lecturer at several universities since 2001. In 1999, he founded one of the first consulting firms for online PR in Germany and made a name for himself as the first specialist for corporate communications on the social web in 2008. In 2010, he advised Deutsche Bahn ("Facebook Ticket") and Nestlé ("Kitkat"), among others, on crisis communications, which were hit by the first "shitstorms" in Germany. As a result, Deutsche Bahn, for example, aligned its entire communication to the social web, a process that Lange accompanied. This project resulted in the communication management software Scompler. Scompler now has more than 300 customers, including 6 DAX companies.