How HubSpotters Are Enhancing Their Content material with AI

AI has undoubtedly upended the way in which professionals throughout the group work.

And content material creation is not any exception.

Advances in synthetic intelligence (AI) are providing new methods for entrepreneurs to create simpler and interesting content material. From automating content material creation to enhancing customized suggestions, AI is reshaping the content material advertising and marketing panorama.

However when you’re uncertain the way to leverage AI to create higher content material, you are not alone. At HubSpot, we have been exploring the positive line between utilizing AI to boost our content material with out relying too closely on it.

Right here, let’s discover a number of the methods HubSpotters throughout the advertising and marketing group are leveraging AI to boost their content material and drive higher outcomes.

How HubSpotters Are Enhancing Their Content material with AI

1. HubSpotters Are Utilizing AI to Determine Out Which Sort(s) of Content material to Make

Probably the most highly effective use instances for AI is determining what content material you need to create within the first place.

For example, AJ Beltis, HubSpot’s Senior Content material Strategist of Media Conversion, advised me, “A part of my group’s tasks is to create content material presents on high-traffic weblog posts that convert guests into leads at as excessive of a price as doable, which we then promote on that weblog by means of CTAs. Understandably, some weblog posts are more difficult to create content material with a dependable conversion path.”

He continues, “For example, when our weblog group writes a put up about advertising and marketing planning technique, we all know a downloadable advertising and marketing plan template will work as a CTA. Nevertheless, a few of our extra technical subjects on our Web site Weblog aren’t as simple in relation to our conventional conversion technique.”

Which is the place AI is available in.

He says, “Right here, we flip to AI and ask prompts like ‘What would someone studying a weblog put up about (Subject X) need to study subsequent?’ or ‘What’s a template, information, or guidelines that someone would discover helpful after studying a weblog put up about (Subject Y)?'”

Equally, you may leverage AI chatbot instruments like ChatSpot in your personal content material technique. Past brainstorming weblog subjects that relate to your core services or products, you need to use AI to find out which kinds of downloadable presents take advantage of sense for every particular person piece of content material.

As Beltis places it, “AI helps us with content material ideation and outlining for areas the place our group lacks familiarity. We are able to then run these supply concepts by our specialists and writers – the identical approach we’d with another define – and take it upon ourselves to create this content material with HubSpotty design and tone-of-voice.”

2. HubSpotters Are Utilizing AI to Uncover The Proper Audiences — And The right way to Converse to Them

Justin Graci, HubSpot’s Advertising and marketing Fellow, Companion GTM & Product Readiness, makes use of AI in his position to find out who his viewers is and what issues most to them.

He advised me, “I leverage generative AI to alter the tone of my writing by informing ChatGPT who my viewers is and what they care most about. In a short time, I can adapt my copy to be extra tailor-made to the completely different audiences I’m writing for with out having to analysis whether or not one viewers prefers shorter versus longer type, deep context versus excessive degree, or casual versus skilled.”

Probably the most troublesome points of content material creation is shifting your tone relying in your viewers and the platform for which you are creating content material. For example, your tone will change relying on whether or not you are creating content material for an Instagram put up versus a weekly e-newsletter.

Reasonably than spending hours finessing your content material to suit the platform and viewers, you need to use generative AI to hurry up the method and spend extra time on what issues most: The content material itself.

Moreover, you may contemplate leveraging AI to assist hit the correct tone along with your purchaser persona.

As Graci places it, “I’m additionally utilizing AI for gross sales enablement … With the ability to generate templates and phrases which might be efficient and confirmed to have interaction consumers has been immensely useful when creating gross sales e-mail templates and collateral.”

3. HubSpotters Are Utilizing AI As Their Personal Artistic Co-Pilots

HubSpot’s Affiliate search engine marketing Strategist Josh Blyskal is a giant fan of AI.

As he places it, “Once I use AI in my position, I am amplifying what I already know I can do. Once I get caught or have a psychological block, that is once I open up my AI instruments. AI is like my inventive co-pilot — it is not going to every part completely, and I do not anticipate it to. AI has been most helpful in enabling me to rapidly define, plan, and get the ball rolling.”

His colleague, search engine marketing Strategist Bianca Anderson, agrees. She advised me, “For me, AI has served as the last word digital assistant. I have been utilizing AI each day to enhance my inner communications with stakeholders and have discovered that it is notably efficient in enhancing for tone and readability. It even helped me write out this quote!”

She provides, “Moreover, AI has grow to be a beneficial useful resource for me in outlining memos for bigger initiatives. It offers a strong basis for me to construct upon and refine, which vastly streamlines my workflow.”

Notice that neither Blyskal nor Anderson use AI to exchange their position within the content material creation course of — as an alternative, they use it to amplify their content material in a lot the identical approach you’d flip to a colleague when you had been caught on a paragraph or idea.

HubSpot’s Senior Advertising and marketing Technical Supervisor – AI, David Groechel, agrees that AI is a catch-all in relation to content material creation. He advised me throughout the Advertising and marketing division he is seen all groups leverage AI to create copy: “We throw copy into ChatSpot and have it give us iterations or provide you with concepts we will riff on.”

(Bonus: In case you’re a HubSpot buyer, you may entry your personal inventive co-pilot – Content material Assistant – which is natively built-in in HubSpot’s platform and may successfully generate copy for you.)

4. HubSpotters Are Utilizing AI to Off-load Time-consuming Duties

Probably the most highly effective benefits of utilizing AI is how a lot time it frees up so that you can concentrate on duties that, fairly merely, want a human contact.

Entrepreneurs, gross sales professionals, and repair professionals can now offload route, mundane, and repetitive duties to AI — and save the work that requires extra creativity, innovation, and empathy for themselves.

As HubSpot’s Senior Advertising and marketing Supervisor Pernilla Jungåker places it, “Since I am the one marketer for seven international locations (Nordics and Benelux), I take advantage of AI to assist me with simpler but time-consuming duties to take some workload off my plate and save time. For example, it could possibly be summarizing a webinar touchdown web page I’ve created and utilizing that textual content in an e-mail. Or creating variations of adverts textual content so the adverts group can check the completely different texts towards one another.”

Justin Graci agrees, including, “My writing course of usually requires me to get lots of ideas on a web page earlier than tightening it up in a approach that makes it clearer to a reader (making each phrase battle to be on the web page is vital). With instruments like ChatSpot I’m in a position to paste in my lengthy paragraphs and ask it to shorten the copy with out shedding its depth … and Voila!”

He provides, “I additionally use AI every day to recover from author’s block. For instance, I’m within the means of writing a brand new content material supply and for every part I’ve come towards a mind block on the way to articulate sure factors … So off to ChatSpot I’m going for inspiration as an alternative of mulling over it for hours.”

As a author myself, I am well-aware of the time-suck that author’s block can grow to be. With AI, the times of staring out the window and ready for inspiration to strike are gone. That, in itself, can rapidly grow to be a simple solution to save hours of time.

The identical goes for social media content material, as effectively. As Nicole Phillip, The Hustle’s Senior Social Media Supervisor, advised me, “Working as a one individual present has its challenges, however generative AI has made it a bit simpler. I’ve began utilizing ChatSpot for assist with content material ideation, textual content summaries and script-writing.”

She provides, “After all, generative AI remains to be imperfect, so there’s fact-checking and rewriting that must be completed, nevertheless it takes what would normally be hours of brainstorming and reduces the time wanted to develop content material like TikToks, particularly.”

5. HubSpotters Are Leveraging AI to Edit Their Work & Analysis Quicker

HubSpot’s Product Advertising and marketing Supervisor Irina Nica’s position requires her to get the newest information out about HubSpot’s product launches — which incorporates writing weblog posts, product updates, and gross sales supplies rapidly.

Leveraging AI within the enhancing course of has been monumental for Nica.

She advised me, “One in every of my favourite go-tos is the Content material Assistant’s weblog writing characteristic. It is like having a second pair of eyes that helps me undergo my drafts, tidy them up, and get them on the market quicker. Don’t get me incorrect … Writing is a big a part of my job and one thing that AI cannot take over, nevertheless it positive helps to hurry up the nitty-gritty bits like enhancing. Plus, it is a lifesaver in relation to brainstorming catchy titles primarily based alone drafts.”

Past the enhancing course of, AI can even supercharge your analysis course of. Reasonably than spending hours on Google, now you can ask a chatbot to give you a quick, compact paragraph with all the data you could get began.

Nica says, “I additionally like to make use of ChatSpot for getting fast suggestions for merchandise, books, or any sort of useful resource actually. Say I am in search of the most effective product advertising and marketing guide for SaaS corporations; usually, I might be knee-deep in Google searches, studying articles and trying out suggestions on Goodreads. However with the correct immediate, ChatSpot can get me there 10X quicker. I nonetheless give its ultimate suggestion a fast Google examine, nevertheless it’s a brilliant useful shortcut.”

Whereas these are a number of the best methods HubSpotters have been utilizing AI of their roles, I am positive this listing with evolve – and increase — over time. We’re within the early days of AI, so it is important you’re taking the time to experiment inside your personal position and decide how AI can work finest for you.

And also you may attempt changing into comfy with AI outdoors of your skilled life, too. As Nica advised me, “AI is not only for work. It is nice for private stuff, too. For instance, it might assist me discover the most effective stops on a street journey or whip up a recipe for toddler-friendly, no-sugar, oat flour, banana muffins.”