AI has undoubtedly upended the way professionals across the organization work.
And content creation is no exception.
Advances in artificial intelligence (AI) are offering new ways for marketers to create more effective and engaging content. From automating content creation to improving personalized recommendations, AI is reshaping the content marketing landscape.
But if you’re unsure how to leverage AI to create better content, you’re not alone. At HubSpot, we’ve been exploring the fine line between using AI to enhance our content without relying too heavily on it.
Here, let’s explore some of the ways HubSpotters across the marketing organization are leveraging AI to enhance their content and drive better results.
How HubSpotters Are Enhancing Their Content with AI
HubSpotters Are Using AI to Figure Out Which Type(s) of Content to Make.
One of the most powerful use cases for AI is figuring out what content you want to create in the first place.
For instance, AJ Beltis, HubSpot’s Senior Content Strategist of Media Conversion, told me, “Part of my team’s responsibilities is to create content offers on high-traffic blog posts that convert visitors into leads at as high of a rate as possible, which we then promote on that blog through CTAs. Understandably, some blog posts are more challenging to create content with a reliable conversion path.”
He continues, “For instance, when our blog team writes a post about marketing planning strategy, we know a downloadable marketing plan template will work as a CTA. However, some of our more technical topics on our Website Blog aren’t as straightforward when it comes to our traditional conversion strategy.”
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By: Caroline Forsey
Publication Date: 2023-06-05