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HubSpot replaced CMS Hub with Content Hub back in April 2024. That's over two years ago. And yet, from time to time we receive some version of the same question: "Wait — what's Content Hub exactly? Is that the same as what we had before? Did something change with our subscription?"
It's actually a very reasonable question, and the fact that it keeps coming up says something about how easy it was to miss if you weren't actively following HubSpot product news at the time.
Here's the short version of an answer: this was not just a rename. HubSpot didn't slap a new label on the same product. They restructured what the platform does, what it includes, and what it's designed for. The CMS you knew is still inside Content Hub — but Content Hub is a significantly larger thing, built around a different idea of what "content management" means nowadays.
If you're still fuzzy on the difference, or if you've been nodding along to "Content Hub" in conversations without fully tracking what changed under the hood — this post is for you.
To understand the shift, it helps to look at how content marketing has evolved. A few years ago, "managing content" meant publishing blog posts and updating landing pages. Website = CMS. Simple.
That model doesn't reflect reality anymore. A modern marketing team manages blog articles, social media posts, video scripts, podcast episodes, gated resources, email sequences, and localized variations of all of the above — often simultaneously, often with a lean team. The tools to do all of that were scattered across multiple HubSpot hubs: some features lived in CMS Hub, others in Marketing Hub, others required third-party integrations entirely.
HubSpot's answer was to pull everything under one roof and rebuild it with AI at the center. On April 3rd, 2024, they announced Content Hub as an all-in-one, AI-powered content marketing platform designed to help teams create and manage content across the entire customer journey.
The underlying CMS didn't go away. The website builder, hosting, themes, custom modules, HubDB — all still there. But the product's scope expanded significantly, and the positioning shifted: from "a tool to manage your website" to "an operating system for your content."
So why are people still confused two years later? Here's the tricky part: HubSpot migrated everyone automatically. If you were on CMS Hub, you're now operating inside Content Hub — the platform, the interface, the navigation. That part happened without you doing anything.
What didn't change automatically was your subscription tier. Existing CMS Hub customers kept their legacy pricing and feature set. Which means you might be sitting inside Content Hub right now and still not have access to Content Remix, Brand Voice, or the AI content tools — because those require a Content Hub Professional subscription, not just the platform migration. The interface looks the same. The name changed. But the features available on your plan? Those stayed exactly where they were.
That gap — between being "on Content Hub" and actually having access to what makes Content Hub different — is the source of most of the confusion we see. And the name doesn't help either: "Content Hub" sounds like a content library or a media asset manager, not a full CMS with an AI content layer built in.
This is still the question we hear most often — even from teams that have been on HubSpot for years. Here's a clear breakdown.
Everyone who was on CMS Hub was automatically moved to the Content Hub platform. The day-to-day workflow didn't change at all: the drag-and-drop editor, your themes, templates, and custom modules are intact, and your SEO recommendations, A/B testing, and CDN hosting are all still there, working the same way. All website management tools — pages, blogs, landing pages — are now found inside Content Hub rather than a separate CMS Hub menu.
What stayed the same is the subscription tier — and with it, the feature ceiling. Existing CMS Hub customers continue on their legacy plan and can renew it. They just won't see the new Content Hub features (Content Remix, Brand Voice, AI tools) unless they actively upgrade their subscription.
Several content-related tools that lived inside Marketing Hub have migrated into Content Hub. This includes blog management, certain landing page features, and content analytics. If your team was buying both Marketing Hub and CMS Hub partly to cover these overlapping areas, the new structure makes more sense — and potentially reduces redundancy.
This is where the product becomes a different beast. Content Hub introduces a new layer of capabilities specifically for creating and managing content: Content Remix, Brand Voice, an AI Blog Writer, Memberships, and Video & Podcast Hosting. None of these existed in CMS Hub.
The key distinction: Content Hub builds on CMS Hub by introducing AI-driven features and consolidating tools into a unified platform — simplifying content operations and providing enhanced capabilities for creation, management, and personalization.
Here's what each major addition actually does for your team.
The most talked-about feature in Content Hub. Content Remix transforms a single blog post into social posts, emails, landing pages, and podcast scripts — all maintaining your brand's consistent tone. It accepts inputs ranging from PDFs and videos to existing web pages, and can output up to six formats simultaneously.
In practice: you publish a long-form article, run it through Content Remix, and get a LinkedIn post, an email teaser, and a short-form video script without writing any of it from scratch. For teams producing content at volume, this is genuinely useful — not just as a curiosity, but as a workflow change.
Brand Voice AI learns your organisation's distinctive tone from a minimum 500-word writing sample, then applies this voice consistently across all AI-generated content. The Spring 2025 update expanded this with "Brand Identity," which automatically extracts tone, visual style, ICP characteristics, and competitive positioning from your existing content.
This matters because most AI-generated content sounds like AI-generated content. Brand Voice is HubSpot's attempt to fix that at the platform level — teaching the system what "your brand" actually sounds like before anything gets written.
Both tools let you generate a draft from a prompt or an outline, with Brand Voice applied automatically. When generating landing pages with AI, you control your image source — choosing between placeholder images, AI-generated images, or assets from your file manager. The output is a starting point, not a finished product, but it compresses the blank-page phase significantly.
This one often gets overlooked. Content Hub Professional includes native membership functionality — you can gate any page or content resource behind a login, create member tiers, and manage access without any third-party tool like MemberPress or a separate SaaS subscription. For B2B companies running communities, partner portals, or premium content programs, this is a real cost and complexity reduction.
Content Hub includes video and podcast hosting, allowing you to record and embed video and podcast content across your website, emails, and other marketing programs — all within HubSpot. No more Wistia or Buzzsprout just to keep media inside your CRM context. Analytics, engagement data, and contact activity all flow back into HubSpot automatically.
Content Hub has four tiers:
The important thing to know: the AI content tools are not available on Free or Starter. Content Remix, Brand Voice, Smart Content personalization, Memberships, and the AI generators all require Professional or above.
The Professional plan is where Content Hub really starts for content marketing teams — it adds the full AI content creation suite, advanced personalization via Smart Content, A/B testing, and membership capabilities. Starter is suited to basic websites; Professional is for scaling content operations.
For CMS-focused needs beyond the Starter tier, Content Hub Professional at $450/month is more affordable than the Customer Platform Professional bundle at $1,300/month — making it a reasonable standalone choice for teams whose primary need is content management, not full CRM expansion.
One nuance worth flagging: being on the Content Hub platform and having a Content Hub Professional subscription are two different things. Everyone is now on the platform — but if you were on CMS Hub Professional before, your subscription tier stayed there. The new AI features require upgrading the subscription itself, not just the platform.
This is the most common situation we encounter. You were on CMS Hub, the platform migrated automatically, and you're now inside Content Hub — but on a legacy subscription tier that predates the new features. Everything works. Nothing broke. You just don't have access to Content Remix, Brand Voice, or any of the AI content tools.
If your team publishes content at a moderate pace, mostly manages a website and blog, and doesn't have a pressing need for AI-assisted content creation — staying on the legacy tier is still a perfectly reasonable choice. Nothing has been taken away from you.
The moment to seriously consider upgrading your subscription is when you notice your team spending significant time reformatting content for different channels, struggling with brand consistency across AI-assisted output, or piecing together a membership or gated content setup with external tools. Two years of features have accumulated on the Content Hub Professional side — it's worth auditing what you're currently building around HubSpot rather than inside it.
If you're starting fresh in 2025–2026, there's no reason to look at CMS Hub at all. Start with Content Hub. Even if you don't use the AI features immediately, the architecture is forward-compatible in a way that CMS Hub no longer is. HubSpot is investing in Content Hub — that's where the new features will appear.
This is Content Hub's home territory. If your marketing team regularly adapts the same core content for blog, email, social, and sometimes video or podcast — the combination of Content Remix, Brand Voice, and unified analytics will save material time each week. At that level of output, Professional tier pays for itself quickly.
If your website is mid-redevelopment, your team is in the middle of a HubSpot implementation, or you're still building out the CRM foundations — don't rush the Content Hub upgrade. Get the core setup stable first. Content Hub Professional delivers the most value when your CRM data is clean and your workflows are running, because that's what makes personalization and smart content actually work.
Two years after the launch, Content Hub is no longer a new product — it's the current state of HubSpot's content infrastructure. If you haven't revisited your setup since the transition, now is a good time.
The CMS Hub → Content Hub shift was not just a naming change. It reflected a real change in what HubSpot is trying to solve: not just managing a website, but managing the entire content operation — creation, distribution, repurposing, personalization, and measurement — from a single platform.
Whether you need all of that today is a fair question. But the longer your team keeps working around HubSpot rather than inside it — maintaining separate tools for media hosting, gated content, AI writing, or content localization — the more the case for Content Hub Professional builds up quietly in the background.
The clearest signal it's time to upgrade: you're paying for three or four tools that Content Hub already includes.