Content marketing tools – HubSpot versus Scompler

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

I spent quite some time working 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, so I would like to briefly introduce you, dear reader, to both tools and highlight the differences between them. Ultimately, it is also about distinguishing between strategic content marketing and inbound marketing...

Content is used here as a means of attracting users to the company's 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 there, the process is geared toward engaging 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 argument 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 countless hours internalizing HubSpot's training courses. What I really like here is the focus on clearly defined, sales-oriented processes. The tool itself is very intuitive, and it's so much more convenient to have SEO, web analytics, CRM, CMS, lead management, and marketing automation all in one tool—which, incidentally, also significantly improves data quality—than to have a separate 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 much as I love HubSpot, the tool was developed for operational marketing, i.e., very tactical aspects—not for content strategy and strategic content planning. Which brings us to the next tool.

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

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 by persona, topic story.
• Workflows & roles within teams (approval processes, etc.)
• Content analysis ("why was content successful?") – Based on the parameters stored in the strategy topics& editorial planning (there is nothing comparable in HubSpot)

If you're interested, here's a complete brochure detailing the features and capabilitiesoffered by the tool.

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), while HubSpot is a tool that is most effective when visitors come to the site and are then converted into leads—making it very powerful 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.

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