BGO publishes constantly, and it isn't one kind of content: deal announcements, press releases, market insights, award wins, sustainability and research reports, and video. Each needed to behave differently, be found differently and be subscribed to separately, and BGO's own team needed to publish all of it without a developer.

So we built a resource hub where news, press releases, insights, awards, reports and multimedia each run as their own content type, powered by HubSpot's blog tool and HubDB, with their own commenting and their own subscription route, in English and French. That's one publishing workflow covering six content types across two languages, feeding around ten brand entities including BGO Cold Chain, BGO DataCenters, IREIT by BGO and the listed trusts, all on a single HubSpot platform.

The subscription routes are now the highest-converting element on the site, with the main subscription page turning 43% of its visitors into contacts.