You’re scrolling LinkedIn, and something eery falls over you. The voice of your favorite thought leader just feels…off. There are tell-tale signs: too many emojis, way-too-expressive adjectives, and the lack of genuine connection. Where did my person go?
What does this feeling point to? You might’ve guessed it – Artificial Intelligence (AI) in content.
We’re not saying AI is bad. It’s a tool like anything else. It’s evolving every day, and we’re all trying to figure it out together.
As a word nerd and writer who’s spent decades honing my craft, I might have a little beef with AI’s writing skills, but I know that writers who use AI will outperform writers who don’t. Now, what’s important is not if we will use AI in marketing content, but how. AI is capable of great writing, so it’s our job to get it there.
Artificial Intelligence (AI) refers to systems that can perform tasks typically requiring human intelligence. These tasks include problem-solving, learning, perception, and understanding natural language.
Now that we’ve got the foundation, let’s look at how to approach AI in marketing content.
“You’re in marketing? What do you think about this whole AI thing?” Raise a hand if this sounds familiar!
AI is a huge topic right now in the marketing/content/tech space as it makes its way into webinars, conferences, and now, your daily tasks. It’s been around longer than you may realize, but since OpenAI became accessible to the general public, AI has made an obvious debut.
Anything can be negative when used to an extreme – people are nervous over the loss of jobs or even AI taking over humanity, so we need to understand it and its uses as it evolves.
Technology is constantly advancing, and AI is a tool just like anything else! It can increase efficiency, productivity, and innovation.
AI won’t replace writers/marketers. Individuals who use AI will replace those who don’t!
You’ve likely heard of ChatGPT or other AI writing tools – maybe you’ve used them or avoided them altogether. And what’s HubSpot doing about AI?
HubSpot is constantly evolving to stay ahead of the latest tech advances, so the platform has some new tools that allow you to implement AI right inside your account – check out AI in HubSpot here.
We touched on some of the new AI platform updates released at INBOUND23 here: HubSpot Releases AI Updates at INBOUND: 7 Tools You Should Use – so let’s dig into the content uses.
The following tools are free for all HubSpot users upon general release, with additional features included in premium plans.
CHATSPOT
ChatSpot enables you to get tasks done faster using AI-powered, chat-based commands. It’s a tool that uses your CRM to leverage prospect and client data for sales and marketing use cases, and it also has writing capabilities.
CONTENT ASSISTANT
Content Assistant is HubSpot’s tool that helps you create AI-powered content, all in one place. You’ll find Content Assistant directly within your Marketing Hub account, and it’s working its way into the new Sales Hub tools as well!
HubSpot’s Content Assistant AI tools give users the ability to:
HOW CONTENT ASSISTANT WORKS:
Type "/" to get started with slash commands within HubSpot's blog, landing pages, and website pages. Or, you can edit the knowledge base, web page, landing page, blog, or marketing email copy by highlighting the text you want to change and letting Content Assistant surface suggestions for you.
With a simple forward slash in Marketing Hub, you can:
As AI blossoms, tools and platforms are increasing monumentally. They run through OpenAI technology with different interfaces and outputs.
POPULAR AI WRITING TOOLS:
Many of these tools have multiple uses, so I’m coming from a content perspective here, and I haven’t used all of them in depth! You’ve got to ask the robots about the specifics. 🤖
The most important aspect of implementing AI for your content efforts is how you leverage it. It’s the garbage in, garbage out idea – if you’re not prompting the tools well, they will give you poor results; whereas if you learn how to hone your prompting skills, they will provide better outputs (that will still need edits).
We all know the tools are out there – whether you’re using ChatGPT, HubSpot, or another AI platform, it’s not beneficial if you don’t know how to put it into action. What I’ve noticed is that AI doesn’t understand puns & logic, and it makes up facts! They all have disclaimers for a reason – so don’t take anything it spits out as truth – always fact-check and edit.
BEST PRACTICES FOR AI IN WRITING:
CONTENT USE CASES FOR AI:
HELPFUL PROS TO CHECK OUT:
The world of AI is constantly changing, so marketers need to stay on top of what’s happening to increase efficiency and automate processes.
Whenever you use AI, don’t forget that human creativity & intellect are key. Remember, “Today you are You, that is truer than true. There is no one alive who is Youer than You” (Dr. Seuss).