The need for companies to produce new and engaging content has grown exponentially in recent years, raising new needs and demands on those involved in its creation.
From generative AI come several solutions such as the Content Assistant by HubSpot, an aid, not a substitute, in the creative process,which saves a great deal of time by halving the runtime.
You can use Content Assistant on blogs, landing pages, website, email marketing, conversations, within the HubSpot app for iOS and in the HubSpot Sales extension with Chrome for Gmail.
Generative AI, how does it work?
Generative AI, as the name suggests, is used to generate content such as text, images, and video on human input.
Artificial intelligence learns by exploiting language learning patterns to produce new content.
The information collected is used to complete thoughts or to reprocess input provided by a human being.
Because it enables connections between ideas to be made more quickly, generative AI is a candidate as a radically transformative technology for productivity and creativity.
AI does not work on its own, however; it needs human guidance to figure out what content to generate. The more detailed the information, the higher the quality of the generated text will be and will reflect the intended result.
A valuable assistant thanks to HubSpot
Directly integrated within your HubSpot instance from now on you will find help for content creation, from blog pages, to informational articles, through CTAs, to marketing and sales emails.
With the use of the content assistant you are able to generate paragraphs for specific topics or simply rephrase an existing text by giving it a new focus.
You can make something you have already written simpler or give it a different reading tone.
Like all new tools you will have to learn how to use it to make it functional.
At Super admnins, when they first log in to HubSpot, a dialog box will appear containing a request to activate Content assistant for all users.
In case you want to change some settings later, you just need to go to HubSpot's general settings, click on the Content Assistant item, activate the button and finally change the features of your assistant to your liking.
Tips for getting the perfect text
Texts obtained by generative artificial intelligence are always a starting point with respect to the final content, and often need thorough revision before publication.
Edit your content with your tone of voice and business register, to make the text more in line with an appropriate communication style.
The ideal paper should be a mix of text written by the AI and text written by you.
Always be sure to proofread the text and correct any words and phrases that are incorrect in your readers' language.
A final step, perhaps the most important one, is verification of information.In fact, AI does not collect and analyze information on the Web, and the concepts that are part of its training are not always reliable or true, especially if they are statistics or events. So remember to verify the texts through the right sources.
Use generative AI for all teams
Generative artificial intelligence can be used in a wide range of scenarios, from generating marketing copy and writing sales emails to creating product descriptions and writing blog posts.
In particular it can be useful for:
- Generate interesting insights to use as a starting point in generating content. AI alone cannot give you new ideas, unless you properly guide it during the generation phase.
- Simplify texts that are too long or written in a complex way. Sometimes the processed content does not have the right form, so you can reformulate it making it more readable and fluent.
- Create multiple variations of advertisements. AI can help you speed up the process by producing several variations with different styles and tones.
- Create nurturing emails and dedicated landing pages. You can enter data about leads and customers so the AI can generate personalized content for each category of users based on their characteristics, needs, interests, and interactions.
- Translate text or create more content in different languages. Generative AI allows you to correctly express concepts and ideas in another language, and is especially useful if you have to deal with teams from a different country than your own.
Generate text from existing content or based on your directions
With HubSpot's Content assistant you can generate new text from content already within your site, from your blog posts to emails. This could be a first approach to better understand how to use AI in the right way.
Once you have chosen the piece you are interested in from those on your page, you can highlight it and click on the content assistant icon. Here you can choose from four different functions:
- Write text
- Elabor an additional paragraph based on what has been highlighted
- Synthesize
- Change the tone of the sentence, choosing from: Friendly, Informal, Formal, Informational, or Educational.
If instead you want to create text directly from scratch, you can choose the section you are interested in and within the dialog box indicate the content you would like.
To succeed in getting the best result, try to be as specific as possible in your directions and use simple, unambiguous language. You can also give examples or add information to make your content assistant better understand the final content.
You can regenerate the same text up to five times to get the one most in line with your ideas.
The content assistant also allows you to create titles and meta descriptions for your posts in just a few clicks.
Integrating HubSpot with Gmail for sales
Thanks to the HubSpot Sales Chrome extension, you can quickly generate texts for Gmail, creating customized emails based on your business.
Once you have logged in to the inbox, within the writing space, click on "Write for me" and select the type of email you prefer.
You will now be asked for a brief description of the text to be generated, followed by an indication of your target audience and the information you wish to include within the email.
As a final step you will need to select the tone to be used and click on generate template.
You can use this feature either from your pc or from the HubSpot phone app available for iOS.
Prejudices about generative AI
The functions of artificial intelligence are not endless. It is an incredibly useful but new and fallible system.
You must always keep in mind that AI is just a tool, like a pen, an aid in your work, not a substitute, precisely because without human intervention it would not be able to function on its own.
HubSpot has integrated generative AI in order to simplify and lighten the workload, halving the contained production time.
Thanks to Content assistant, your CRM is enriched with a versatile tool that makes everyday life easier.
If you are looking for a platform that allows you to manage contacts, automation, email and content, with a step into the future, then HubSpot is for you.
Our team of multi-certified experts will guide you in configuring the two tools and connecting them in an easy, fast, and guaranteed process based on many other installations in settings and companies similar to yours.
We are ready to solve any challenge: what are you waiting for? Contact us to request more information.