How to Rebrand Blog Content in HubSpot CMS

Rebranding a company is exciting until you open your HubSpot blog and realize the old brand name is embedded in 200 published posts. Every case study, product announcement, team update, and thought leadership piece from the last three years references the company name you're about to retire. Some posts mention the old domain. Others link to pages that are moving to a new URL structure.

Updating blog content during a rebrand is one of those tasks that seems straightforward but becomes daunting when you confront the scale. This guide breaks down the process — what needs to change, what can stay, and how to handle it efficiently.

Assessing the scope

Before changing anything, understand what you're working with.

Content audit

Start by answering these questions:

1. How many blog posts exist? Navigate to Marketing > Website > Blog in HubSpot. Note the total count. Filter by "Published" to see only live posts.

2. How many mention the old brand name? Without a search tool, you'd have to manually check each post. With HubSpot's blog editor, there's no "search all posts" feature — you'd need to open each one individually. A search-and-replace tool that connects to HubSpot can scan all blog post content in seconds and give you an exact count.

3. What types of references exist? Common brand references in blog content include:

   • Company name in body text ("At Acme Corp, we believe...")
   • Company name in author bios
   • Old domain in links (https://acme-corp.com/product)
   • Old domain in image URLs (if images are hosted on your old domain)
   • Brand-specific terms or product names
   • Case study references to your own company
   • Footer or sidebar content (if embedded in post templates)

4. What's the SEO impact? Some of your blog posts probably rank well in search. Changing their content has SEO implications. We'll address this below.

Categorizing your posts

Not every post needs the same treatment. Categorize your blog content into these groups:

Active, high-traffic posts. Posts that get regular organic traffic, are linked to from other pages, or are part of content offers. These need careful updating to preserve SEO value.

Evergreen reference posts. How-to guides, tutorials, and documentation-style posts. These should be updated to the new brand and kept published.

Time-stamped announcements. Press releases, event recaps, and quarterly updates. These are inherently dated. Consider whether updating the brand name in a 2023 press release makes sense — sometimes adding an editor's note is more appropriate.

Underperforming posts. Posts with zero traffic and no backlinks. These might be candidates for archiving rather than updating. A rebrand is a good excuse to prune dead content.

What to update in each post

Text content

The most obvious change: every mention of the old company name in the body text. This includes:

• Headlines and subheadings that reference the company
• Body paragraphs that mention the company name
• Quoted material — if you're quoting a team member who says "At Acme Corp, we..." decide whether to update the quote (with a note) or add an editor's note
• Author bios at the bottom of posts, if they reference the company
• Meta descriptions — editable in the blog post settings panel in HubSpot
• Alt text on images — if any images have alt text containing the old company name

Links and URLs

Internal links in your blog posts may point to URLs that are changing:

• Links to your website (homepage, product pages, pricing page)
• Links to other blog posts (if the blog URL structure is changing)
• Links to landing pages (if they're moving to a new domain)
• Links to resources (PDFs, downloads hosted on the old domain)
• Embedded CTAs that link to old-domain URLs

Broken links after a domain migration are a significant SEO and user experience problem. Updating links in blog content is as important as updating the brand name text.

Images

If your blog posts contain brand images — logos, branded graphics, screenshots with old branding — these need to be replaced with new versions. Unlike text, images can't be search-and-replaced. You'll need to:

1. Create new versions of branded images
2. Upload them to HubSpot's File Manager
3. Update each blog post to use the new images

For logos that appear in a blog template (header/footer), updating the template handles all posts at once. For images embedded in individual post content, it's a per-post task.

Blog template and theme elements

HubSpot blog templates have their own branded elements that apply to every post:

• Blog header: Usually contains the logo and navigation. Update this in the Design Manager.
• Blog sidebar: Widgets, CTAs, and text that might reference the old brand.
• Blog footer: Footer content below each post.
• Author profile pages: If these display company information.
• Blog listing page: The main blog index page's header and description.

Updating template-level elements is high-leverage — one change affects every post. Do this first.

The bulk update approach

For text content changes (company name, URLs), the most efficient approach is bulk search and replace. Here's what a brand name replacement looks like across blog content:

Here's the workflow:

Step 1: Backup

Before making any bulk changes, export your blog content as a backup. In HubSpot, you can export blog posts from the blog listing page. This gives you a record of the original content in case you need to reference or restore it.

Step 2: Company name replacement

Search for the old company name across all blog post content and replace with the new name. Things to consider:

• Case sensitivity: "Acme Corp", "acme corp", "ACME CORP" might all appear in your content. Run separate searches for each variation, or use a case-insensitive search if your tool supports it.
• Partial matches: If the old company name is part of other words or phrases, make sure you're not inadvertently changing things you shouldn't. Searching for "Acme" when you have references to "Acme Corp" and "Acme Toolkit" requires different replacement strategies.
• Context-dependent changes: In some contexts, you might want to add a note rather than silently changing the name. A case study that says "Acme Corp achieved 200% growth" might warrant an editor's note: "[Editor's note: Acme Corp rebranded to Apex Industries in 2026.]"

Step 3: URL replacement

Search for old domain URLs and replace with new domain URLs. Common patterns:

• https://acme-corp.com to https://apex-industries.com
• https://blog.acme-corp.com to https://apex-industries.com/blog (if the blog URL structure changed)
• https://acme-corp.com/resources/ to https://apex-industries.com/resources/

Be methodical about URL replacements. It's better to run multiple specific replacements than one broad replacement that might catch URLs you didn't intend to change.

Step 4: Verification

After bulk updates, spot-check a sample of posts:

• Open 10-15 posts across different categories (high-traffic, old, recent)
• Verify the company name was updated correctly
• Click through links to ensure they work
• Check that the post renders correctly (no broken formatting from the search-and-replace)

SEO considerations

Rebranding blog content has SEO implications. Here's how to handle them:

Keep URLs stable. If possible, don't change the URLs of your blog posts. If your blog lives at blog.acme-corp.com and is moving to apex-industries.com/blog, set up 301 redirects from every old URL to its new equivalent. HubSpot's URL Redirects tool (Settings > Website > Domains & URLs > URL Redirects) handles this.

Update meta titles and descriptions. If your old brand name appears in page titles and meta descriptions, update them. But be strategic — if a post ranks for "Acme Corp case study," changing the title might temporarily affect rankings. For high-value posts, consider a gradual transition.

Maintain internal linking. As you update URLs in blog posts, make sure internal links still point to correct pages. A blog post that links to "/acme-corp/product" needs to link to "/apex-industries/product" (or wherever the target page moved).

Resubmit your sitemap. After bulk content changes, resubmit your XML sitemap through Google Search Console and Bing Webmaster Tools. This prompts search engines to re-crawl your updated pages.

Monitor rankings. After the rebrand goes live, track keyword rankings for your highest-value blog posts weekly for 2-3 months. Some temporary fluctuation is normal. Significant drops may indicate broken redirects or other technical issues.

Avoid "noindex" during the transition. Some teams consider temporarily hiding pages from search during a rebrand. Don't. Removing pages from the index, even briefly, can cause lasting ranking damage. Keep everything live and redirect properly.

Handling historical content

The trickiest editorial question during a blog rebrand is how to handle historical content. A blog post from 2022 that says "Acme Corp launched its new platform today" is historically accurate. Changing it to "Apex Industries launched its new platform today" is technically inaccurate — the company was called Acme Corp when that happened.

Different companies handle this differently:

Option 1: Update everything. Replace the old name everywhere. This creates a consistent brand presence but sacrifices historical accuracy. Works best for company names that were always somewhat arbitrary (a startup renaming to something catchier).

Option 2: Add editor's notes. Keep the original company name in historical content and add a note at the top: "Editor's note: Acme Corp is now Apex Industries. This post reflects the company's name at the time of publication." This preserves accuracy but adds a layer of complexity.

Option 3: Hybrid approach. Update the company name in evergreen content (guides, how-tos, product pages) but add editor's notes to time-stamped content (press releases, event recaps, quarterly updates). This is the most common approach and balances consistency with accuracy.

Post-rebrand blog maintenance

After the initial rebrand push, establish a process for catching stragglers:

• Schedule a 30-day review. Run the same search for the old company name across all blog content. Anything still referencing the old name was missed in the first pass.
• Update your editorial guidelines. Make sure your content team knows the new brand name, any style preferences (capitalization, abbreviations), and that the old name should no longer appear in new content.
• Set up monitoring. A simple monthly search for the old brand name across your CMS content catches any regressions (for instance, a republished draft that had the old name).

A blog rebrand is a big project, but it's a finite one. With the right approach and tools, you can update hundreds of posts in days rather than weeks — and end up with a clean, consistently branded content library.

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