Whether you believe that AI tools are the future of your industry or that it is soon to take over the world, there is no doubt that it is revolutionising how business is done.
As HubSpot Platinum Partners, we are at the forefront of innovation - always searching for the latest in unlocking the potential of B2B. HubSpot’s latest offering promises to do just that, with new AI Tools to assist you in content creation.
Introducing the AI-powered assistant - ChatSpot
ChatSpot is the new Artificial Intelligence assistant from HubSpot, and while it is powered by OpenAI’s ChatGPT, this language model is designed specifically with business in mind. Although ChatSpot is accessible to all users, its full potential is unlocked when integrated with your HubSpot CRM. ChatSpot can assist you by assessing your customer data, including past interactions, preferences and behaviour to provide you with insights and suggestions for creating content that addresses their specific needs. Further to this, it can provide real-time analytics on content performance by integrating with HubSpot's reporting and analytics tools. It can track metrics such as engagement, click-through rates, conversions, and lead generation, allowing marketers to measure the effectiveness of their content strategies and make data-driven decisions.
Unlike some other content generators, ChatSpot prioritises the security and privacy of its users - it does not use your prompts to train AI models nor share your data with third parties.
Realising your creative potential with ChatSpot
HubSpot's AI capabilities offer a range of innovative features that can assist you in enhancing and optimising your content - empowering users to create comprehensive marketing campaigns. These include:- Content Assistant for landing pages, social posts, marketing emails, CTAs and SMS
- AI Content Writer for core product and service pages, blog articles, pillar pages and other longer forms of writing
- Social Media Copy Creator
- AI Email Writer
- AI Blog Title Generator
So, how do we effectively harness the power of AI for content creation? It is important to understand that while machines can save time in the research and analysis stages, the interpretation of the results and application of creativity and brand voice is still essential to bring your unique customer experience to life. Generative AI tools should be seen as an addition to the content creators toolkit, similar to a thesaurus or spell checker, rather than a replacement for human copywriters.
Goal
What do you want to achieve with your content?
This should be the first question you ask before starting any content creation process, especially before you bring in an AI assistant. You may want to generate more leads or create brand awareness, bring attention to a new product, demonstrate your expertise in your particular field, or shout about an event that you are holding. This depends on the gaps or weak points in your existing customer journey. But, whatever your reasons for creating content - you know that you need it to be compelling and capture your intended audience.
Now you know what your blog, or social media post needs to achieve - HubSpot can help you bring these ideas into compelling reality.
Getting Started
HubSpot's AI capabilities can encourage creativity by offering suggestions for engaging blog topics and generating impactful social media posts.
Overcoming Writer's Block
HubSpot's AI can serve as a valuable aid in overcoming writer's block by providing prompts and ideas to inspire content creation. When faced with a creative roadblock, users can rely on the AI to suggest interesting angles, perspectives, or trending themes to kickstart their writing process. Even if you disagree with the suggestions, this can help with the creative process!
ChatSpot assists in content creation by providing topic suggestions based on popular search queries, trending topics, or frequently asked questions. By leveraging data-driven insights, the AI can help you identify relevant and engaging topics that resonate with their target audience.
Organising Thoughts
Another way HubSpot's AI can encourage creativity is by helping users organise their ideas. By leveraging its natural language processing and machine learning algorithms, the AI can analyse and categorise content ideas, making it easier for users to structure their thoughts and create cohesive pieces of content.
Enhancing Human-Written Content
HubSpot's AI can simplify, expand, or rework your human-written content to improve its quality, impact or change the tone of voice. By analysing your existing content, the AI can suggest edits, provide alternative phrasing, or offer recommendations to enhance the overall readability and effectiveness of the content.
ChatSpot has a unique feature to input an example of your writing, so that AI generated content matches the same tone, allowing you to create more, and save time!
ChatSpot can aid in generating blog post outlines or even draft content based on user input. This feature allows users to collaborate with the AI in creating initial drafts, which can then be seamlessly synced with HubSpot's content management system for further refinement and publishing.
Human Touch
Does the AI-produced content make sense? Is the information correct and up-to-date?
The human touch is essential when it comes to AI-produced content. While AI technology has made significant advancements in generating content, it’s not perfect and should not be blindly trusted. It is crucial to check references, proofread and edit AI-generated content to ensure that it makes sense and flows naturally - better yet use it in conjunction with your own, human generated copy. This is considered best practice to keep your content unique and ensure your information is correct and current, and has the right tone of voice and messaging for your client.
Content creation doesn't have to be a daunting task. With tools like ChatSpot and HubSpot, you can unlock your creative potential and streamline your content generation process. From idea generation to optimisation and analysis, these tools provide solutions for content creators of all kinds. ChatSpot provides dozens of prompts and templates to get started - so why not give them a try!
