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Producing high-quality content on a consistent basis is no small feat.
Even seasoned content teams struggle to handle the pressure of churning out work that resonates, converts and ranks (especially with Google’s slew of algorithm updates 🥲).
At companies with smaller in-house marketing teams without specialized content professionals? That pressure can feel…crushing.
As an agency owner, I’ve helped a ridiculous number of clients who are desperate for relief from what feels like a cosmic beat down of content demands. What’s the first thing we recommend? Find ways to streamline your content process wherever possible.
I know. You’ve heard this all before right? “Use ChatGPT,” they say. “Improve your content review process,” they say. “Optimize existing content,” they say.
Those aren’t necessarily bad things, but they are broad, and frankly, not helpful.
Instead, I’m here to tell you this: I firmly believe that Breeze—a comprehensive suite of AI features, Agents, Copilots and Intelligence across the entire HubSpot platform—can transform content marketing at companies big and small.
I’ll break down how teams can ideate, write, repurpose and optimize content faster using HubSpot’s powerful features.
Disclaimer: I love AI. You love AI. We all love AI. Sometimes AI does not love us back. Check—and double check—everything AI does. Think of it like a fresh baby intern, not a Senior Content Manager.
At INBOUND 2024, HubSpot announced the launch of Breeze, and while many parts of the tools are in Beta at the time I’m writing this, they are incredible. These tools enhance far more than Content Hub and each one helps marketers do more with content in less time—without sacrificing quality.
Overall Breeze is baked into every nook and cranny of your HubSpot portal, from smaller tools like those that appear with the ever present diamond star, to powerhouses like copilots and agents.
We talked through tons of these content tools before they were cool (and before they were called Breeze) in our HubSpot Helper video about Content Hub:
You can find tons of AI tools that help you with the content process just by looking for the diamond star: ✨.
These are everywhere in your portal—regardless of the hub(s) you have—and can boost your brainstorming, get you out of writer’s block and optimize existing content with conversion and SEO-friendly language.
The first step to ensuring all your AI works seamlessly? Head to your Settings > Account Management > AI > Data sources.
This area is going to fuel all of the amazing Breeze tools because it requires you to customize:
Pro tip: To easily track the real impact of these tools on your content metrics, head over to Databox’s HubSpot dashboard examples and templates. Explore a library of pre-built metrics and dashboards specifically designed to track the performance of your HubSpot content efforts. See how Breeze is helping you streamline your workflow, generate more leads, and improve your content ROI!
With Breeze, you can effortlessly generate landing page copy, optimize existing content and create SEO-optimized meta descriptions or page titles. All those little bits and pieces can turn hours of research and copywriting into a much more seamless brainstorming and generation experience.
Plus, if you keep your eye on the performance tab of your landing pages, you’ll see there are tons of recommendations to improve your page. This isn’t a Breeze feature, but it will show you what to change, the impact it will have and whose help you might need to get it done!
Utilizing Breeze to speed up those improvements, whether it’s shortening a meta description or refining a page title, will speed up your optimization and improve your metrics fast.
Breeze tools help you generate catchy, relevant and engaging emails based on keywords or the content topic, sparking new angles or campaign ideas.
Instead of spending hours brainstorming, input a few keywords and you’ll receive multiple suggestions to refine headings, subject lines, preview text, CTA copy and more. These tools also allow you to take existing emails and tweak content for new angles or even for different audiences.
Pro tip: utilize HubSpot’s smart content and Breeze in tandem and prepare to be blown away.
Take your best-performing content and give it a new life with the Content Remix feature. This tool is a godsend for repurposing and rejuvenating existing content across various formats and platforms, ensuring your message reaches a wider audience without the need to create new content from scratch.
When it can take days to complete a single asset, repurposing it for multiple channels and audiences can often mean it’s already dated by the time it reaches your target audience. Use this feature to turn blogs into social copy, marketing emails and more to minimize the dreaded content creation bottleneck.
The great part is you can start with a number of different formats: create a blog first and generate a promo email and socials or start with an email before generating a landing page. It’s truly up to you!
My take? Start with a chunkier piece of content first. Sure you can try to take a shorter social post and generate an email, but you’re more likely to get a good result that meets your expectations by giving the tool more to work with!
Trying to create content that stands out among competitors with larger budgets and more content-dedicated manpower is so much easier using Content Remix. You can increase your output and reach without having to stretch your budget or run your team ragged trying to refine pieces across channels.
Even with that in mind, I never recommend that companies overextend themselves by posting everywhere all the time in a million formats. Be wary of your audience, traffic and results.
Remember how I said Google is a pain in our you-know-what? HubSpot’s Content Agent helps you sift through the craziness and improve the time-consuming process of blogging by helping with everything from trending blog topic ideas to SEO-friendly titles, meta descriptions and copy.
This feature is also backed by all that lovely information you had to input in your portal so you can expect full blog drafts that are tailored to your audience and keywords.
Even with that in mind, I attended an INBOUND session that graced me with some additional blogging tips to trick Google algorithms:
(How are we doing on all of those above tips, btw?)
Boosting your organic blog traffic isn’t just about packing in SEO keywords. Ensuring your content is relevant and helpful will keep folks engaged longer on your page, telling Google “hey, this blog is helpful, be sure to promote it!”
We know social proof is so powerful not only to prospects, but to existing clients as well. The problem is that we don’t always prioritize gathering that information to showcase our strengths and results.
I’ll be so honest with you: case studies are freaking hard across the board. We as an agency are even guilty of taking ages to gather materials, forgetting to ask for testimonials and kicking the proverbial can down the road on writing them.
Content Agent makes this so much easier by consolidating project materials into a compelling case study. It takes CRM information, background intel, documents/work samples and your ICP (remember how we added that earlier?) to create an optimized case study page. Cool, right?
If you’re trying to differentiate yourself by mixing up content formats, you’re not alone: podcasts can be a great way to get out of the eBook and whitepaper rut. Content Agent allows you to create, manage and distribute podcasts to places like Spotify and Apple Podcasts all within the Content Hub ecosystem.
You can use your own audio file or upload a script that an AI host of your choosing will read. You can then upload imagery, episode notes and more for a complete episode.
Pro tip: Keep in mind the fact that it will use the exact wording from your script, so if you have any difficult-to-pronounce words or tricky technical language, it’s worth simplifying!
Content Agent takes the general ideation and writing process that the general Breeze tools offer one step—okay, more like a mile—further by building the entire landing page for you.
You heard me: copy, meeting links, images and forms all designed to meet your specific conversion goals. Is it perfect? Of course not. Will it shave time off your landing page creation process? Abso-freakin-lutely.
My take? This one still has some time and tweaks to go before it can truly shine, but the idea of inputting something as simple as your goals and benefits and letting AI create a UX and SEO-optimized landing page is a minor miracle. Even if it gets you past the rut of designing or you only use it as inspiration for your developer to modify your existing landing page templates, it’s worth it.
Keep in mind, the templates you use and brand identity you enter will have an impact here. Don’t be surprised if your output isn’t great if you haven’t built these out!
This handy little sidebar tool is a fantastic way to help boost the ideation and writing process for various forms of content. Much like its predecessor ChatSpot, this ChatGPT-esque tool allows you to pick from pre-made prompts and customize them.
You can use this for anything:
Copilot, in my opinion, is something that checks all the boxes of ideating, writing, repurposing and optimizing—it basically made a baby between all the general Breeze AI features and Content Agent.
It does much more than this, but you can pull up Breeze Copilot on emails, landing pages and so much more and simply…talk.
Move out of the way ChatGPT!
Utilizing HubSpot’s Breeze AI tools is going to make content marketing easier and easier. Plain and simple.
I’m a sucker for simplifying tech stacks. For integrated tools. For making people’s lives easier with AI. After all, that should be the entire point of using it.
So even though all these tools are still in Beta with kinks and quirks…
Even though all these tools are built to assist, not replace…
Even though it will take time to integrate them into your larger content marketing process…
…I believe they are worth it to save your sanity and boost your competitive edge in a world where content is—and will always be—king.
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Jen Lombardi is the owner of Kiwi Creative, a HubSpot Platinum Solutions Partner and digital marketing agency for B2B software and technology companies. As a designer-turned-marketer, she has a passion for marketing ops and a hatred of Comic Sans.
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