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How HubSpot’s Hustle Team Uses AI

AI Content Series NNP 2023
September 12, 2023/by
How HubSpot's Hustle Team Uses AI If you aren‘t familiar with The Hustle, it's a media entity known for its offbeat and irrelevant spin on the news (case in point: The Corporate Marriage of Pop Tarts and Crocs). Fans of The Hustle have struck content gold. They can subscribe to their daily newsletter, now 2+ million subscribers strong. They can listen to their podcast, or watch their YouTube videos. And if they still need an extra fix, they can hit "follow" on one (or all) of their social media accounts. It's no secret that The Hustle is a content engine – but with the emergence of AI, their workflow is starting to change. Here, I spoke to the team at The Hustle to learn how they're using AI to supercharge their content. How The Hustle Team Uses AI Repurposing content across social media. The Hustle is everywhere on social media, enabling them to reach an audience that spans every corner of the internet. As Taryn Varricchio, Editorial Manager of The Hustle's YouTube channel, puts it, "Not every YouTube viewer is a dedicated TikToker, and vice versa. By sharing different forms of our content, we can reach these audiences and give extended life to our long-form stories," she told me. However, adapting their content to different platforms can be a time-consuming process. This is where AI can help. Varricchio uses AI to convert long-form content into bite-sized YouTube Shorts. Using the tool vidyo.ai, she enters the URL from...
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Why Customer Connection Matters

Uncategorized
September 7, 2023/by
Why Customer Connection Matters At INBOUND 2023, HubSpot CEO Yamini Rangan introduced changes to the customer journey driven by the recent surge of AI technology. Where people spend their time, how they buy, how they share information, and how they expect to receive customer service is all changing. What's not changing, however, is the importance of connection. The advent of AI makes this an extremely exciting time. The businesses that can effectively leverage technology to drive deeper connections will ultimately be the companies that grow better. AI will help level the playing field with features that give you incredibly powerful content creation tools. For example, HubSpot AI features such as Content Assistant and ChatSpot. Both leverage the same large language model that OpenAI’s ChatGPT, but conveniently packaged directly within your HubSpot portal. At HubSpot, we affectionately refer to our top 20% of growing customers that prioritize the art of forging deep customer connections in their growth strategies as “Connectors.” These remarkable businesses understand that meaningful engagement with customers is not just a buzzword, but a powerful catalyst for driving sustainable growth and building lasting relationships. But how do we know customer connection leads to growth? We decided to dig into the data and find out. I lead Product Analytics at HubSpot; our mission is to understand how using HubSpot helps our customers grow. With over 184,000 customers spanning 120 countries and 149 different industries, we’ve built a strong point of view on the importance of connection — and have...
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KFC Reminds Us of the Importance of Culturally Sensitive Marketing

Marketing News
September 7, 2023/by
KFC Reminds Us of the Importance of Culturally Sensitive Marketing In addition to chicken, KFC is frying up controversy. On August 24 Azim Akhtar, KFC Canada’s Director of Marketing, tweeted a few billboard images from the company’s new “It’s finger lickin’ good” campaign. Sorry Utensils, It's Finger Lickin' Good. Latest campaign, I couldn't be more proud!! pic.twitter.com/ktmN5TrHOS— Azim A. (@AzimAkhtar_) August 24, 2023 While the ads are supposed to be playful, suggesting that utensils aren’t needed to enjoy KFC, X users quickly pointed out that all of the images featured Black people eating fried chicken and feed into harmful stereotypes. Upon receiving the pushback, Akhtar took to X to clarify that the print images were part of a broader campaign and shared a video version of the ad that featured a diverse group of actors casting aside utensils to enjoy KFC with their hands. My earlier post didn't capture the full diversity of our latest campaign and I personally apologize for not being more thoughtful in my excitement to share the campaign and only sharing certain photos. Here is the 60-second spot that is more representative of Canada's diversity… pic.twitter.com/HpeO3nc0f2— Azim A. (@AzimAkhtar_) August 26, 2023 Though sharing the video was an attempt to provide broader context, it left social media users wondering why the creative used on the billboards didn’t reflect the...
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Which Types of Content to Lean into Ahead of Google’s SGE — and What to Avoid

Artificial Intelligence
September 6, 2023/by
Which Types of Content to Lean into Ahead of Google's SGE — and What to Avoid Once Google releases its search generative experience, one thing is for certain: The types of content that encourages traffic to your website will change tremendously. Straightforward, cut-and-dry topics like "How to create a social media strategy" might not drive as much traffic to your website anymore. Instead, users will find the answers to queries like that directly on Google through the generative AI snapshot. Which is an alarming thought. If some of your content is made redundant by generative AI, what could happen to your traffic and leads in a post-SGE world? Fortunately, HubSpot's SEO team has taken some of the guesswork out of it. Here, learn from HubSpot’s SEO experts on what types of content you'll want to start leaning into in 2023 to continue directing traffic to your website — and what to avoid. Which Types of Content to Lean into Ahead of Google's SGE 1. Lean into personality-driven, thought-provoking content. AI has a lot going for it. But, due to the nature of it being a robot, it inherently lacks one thing: A perspective. Which is why you'll want to ensure you start leaning into personality-driven thought leadership content that offers personal lessons, examples, and novel concepts that drive conversations forward. As Aja Frost, HubSpot's Director of SEO Global Growth, puts it, "As a result of the AI evolution, there is an exponential increase in the amount...
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13 Best Portable Apps in 2023

Public Relations
September 6, 2023/by
13 Best Portable Apps in 2023 Downloading and installing software is tedious. Portable apps solve that problem. These tools run on a computer without installation. These apps can help you switch between your work and home computer and handle projects from different devices. They allow you to work on the go if you can't install software on public computers. Plus, these apps won't bog down your device. Whatever the reason, portable apps can also come in handy in many other situations. Check our list of the best portable apps for every device and browser. But first, let’s address the big question. Are portable apps safe? Like any software, portable apps can spread viruses to your computer. But if you follow the same anti-virus protocol you do for the rest of your computer, including using anti-virus software, scanning your portable drive for viruses, and backing up your system, downloading and using portable apps is safe. Best Portable Apps for Different Devices and Browsers 1. Google Chrome Portable — Best Portable Browser App for Chrome Image Source If you do most of your work on Chrome, you’d love its portable version. Let’s face it, Chrome software takes a lot of disk space, and if you don’t clean the cache regularly, it can slow down your device. And since you use Chrome already, the best part is that the portable version is identical. It links to your Google account, offers bookmarks, and supports extensions. However, it won’t save passwords by default, as...
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25+ Web Design Statistics that Are Essential to Know in 2023

Website Design
September 5, 2023/by
25+ Web Design Statistics that Are Essential to Know in 2023 Did you know that website design can improve time on site by 84% and YoY online revenue by 132%?  That happened to Swiss Gear after The Good executed the conversion audit and implemented changes to the website design and content upon the findings. So, gear up with the latest handpicked data on web design and analytics to benchmark your site’s performance. After all, the world is crowded, with over 1.5 billion websites to date. Web design is where you can stand out to grab a bigger slice of the market share pie. Web Design Statistics Mobile Web Design Statistics 1. In May 2023, mobile devices generated 65.49% of global website traffic. (SimilarWeb, 2023) Mobile traffic has been hovering around the 50% mark since the beginning of 2017. That means optimizing your website for mobile devices, and desktops is more important than ever. It’s also important to consider whether offering a mobile app would provide a better experience to your users. Image Source 2. 32% of small businesses already have a mobile app, and 42% plan to build one in the future. On the other hand, 26% of small businesses are unlikely to ever release one. (Top Design Firms, 2021) Some small businesses have already created a mobile app, while others plan to improve their customer service or streamline the purchasing process for their customers. But over a quarter of some small businesses aren’t planning to —...
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Copywriting 101: 15 Traits of Excellent Copy Readers Will Remember

Copywriting
September 5, 2023/by
Copywriting 101: 15 Traits of Excellent Copy Readers Will Remember Mad Men fans everywhere remember the pivotal first scene where we learn just how talented Don Draper is at his job. Faced with an almost-impossible copywriting task, he rose to the occasion to solve a huge problem for his client, Lucky Strike. In spite of research warning customers of the dangers of cigarettes, Draper delivered the iconic slogan -- "It's toasted" -- to differentiate the brand from its competitors. Now, we definitely aren't advocating for smoking cigarettes (or many of Draper's health choices). But fictional or not, you can't deny the memorability and catchiness of that tagline. It's easy to recognize good copywriting when you see it, but there are actually several characteristics that really separate outstanding writing from the rest of the pack. Want to know them? Read on below to find out. What is copywriting? Copywriting is one of the most critical elements of any and all forms of marketing and advertising. Copywriting consists of the words, either written or spoken, marketers use to try to get people to take an action after reading or hearing them.  Copywriting is like a call-to-action, but on a bigger scale: Copywriters are trying to get people to feel, think, or respond -- or, ideally, to Google the slogan or brand to learn more about the campaign. And where a blog post like this one has the luxury of hundreds of words with which to make a case, copywriters...
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