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How to Leverage HubSpot's AI Content Assistant Tool

Learn how to leverage AI in your HubSpot instance.

June 30, 2023

By Kira Renee

AI is transforming marketing, equipping professionals with a growing suite of tools to create content more efficiently. With its increasing integration into daily business, numerous opportunities arise to harness the power of AI, such as HubSpot's new AI content assistant tool.

Creating content is crucial for generating revenue and attracting visitors, but it can be resource-intensive and time-consuming. HubSpot's content assistant, powered by OpenAI's GPT model, provides a convenient solution for effective content creation, saving you time and resources. From enhancing existing copy to targeting your audience effectively, this tool can truly make a difference!

Our team at SmartBug has explored HubSpot's AI content assistant tool to discover the best use cases. So let's dive into how you can use it to boost your business!

Understanding HubSpot's AI Content Assistant Tool

HubSpot's AI content assistant tool uses OpenAI's GPT model but differs significantly in features and capabilities. Rather than using a chat interface, it enhances copy by refining writing and generating new ideas.

The content assistance must be accessed within the rich text editor, where you can use highlight and slash commands to elevate your content and develop the perfect assets.

Highlight Commands

Highlight any piece of content on your page, and you'll see a lightning bolt icon. Click the icon to reveal options for rewriting the selected text, expanding or summarizing it, or even altering the tone to match your brand.

1. Rewrite

To use the HubSpot AI tool to enhance your content, simply highlight the chosen copy and click "rewrite." Keep in mind that the tool only recognizes the highlighted section, so for the best results, make sure your main point is clear.

2. Expand

The “expand” command enables you to elaborate on the selected text, adding relevance and depth to the topic. For instance, if you're in the finance industry and want to educate your audience about the benefits of investing in a debt consolidation loan, HubSpot's AI tool can expand on your original sentence and provide a more detailed explanation.


Our original copy is: "A debt consolidation loan can help you manage your debt and help put you on a faster track to total payoff."

After asking HubSpot's content assistant to expand on this sentence, here is the result it provided: "Debt consolidation loans are a great solution for individuals who are struggling with multiple debts and high interest rates. By combining all of your debts into one manageable payment, you can simplify your financial situation and potentially save money on interest charges. This type of loan can also help you pay off your debts faster, allowing you to achieve financial freedom sooner. With a debt consolidation loan, you can take control of your finances and make a plan to achieve your financial goals."

3. Summarize

The “summarize” command condenses text, making it ideal for streamlining too-wordy content while still effectively communicating the main point.


Using the same example as above, we told HubSpot's AI tool to summarize the paragraph it wrote for us, and this is what it provided: "Debt consolidation loans simplify your financial situation by combining multiple debts into one manageable payment, potentially saving you money on interest charges and helping you achieve financial freedom faster."

4. Change Tone

Infuse your content with various tones to connect with your audience and create a memorable reading experience. Use this command to quickly switch up the tone of your copy and cater to specific use cases.


Let's take the summarized version of our debt consolidation copy and ask HubSpot AI to change the tone to "witty."

HubSpot AI output: "Say goodbye to the headache of juggling multiple debts! Debt consolidation loans combine all of your debts into one easy-to-manage payment, potentially saving you big bucks on pesky interest charges and helping you reach financial freedom even faster."

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Slash Commands

Type a forward slash (/) in the rich text area, choose an option to generate new content—such as crafting paragraphs, outlines, or ideas—and quickly develop fresh copy. 

1. Generate Paragraph

This command functions similarly to the one you may be familiar with in ChatGPT: You provide HubSpot AI with a prompt, and it will generate a paragraph based on your instructions.


My command: Write a paragraph that educates millennials on what exactly a debt consolidation loan is.

HubSpot AI output: A debt consolidation loan is a financial tool that millennials should be aware of. Essentially, it combines multiple debts into a single loan with a lower interest rate, making it easier to manage and pay off debts by eliminating the need to juggle numerous payments with varying interest rates and due dates. 

2. Generate Outline

The outline command helps you kick-start a piece of content by providing a clear and modifiable structure to guide your writing.


My command: Write a blog outline for the topic "What is debt consolidation" targeted toward millennials and younger account holders.

HubSpot AI output:

   H2: Understanding Debt Consolidation

    H3: What Is Debt Consolidation?

    H3: Types of Debt Consolidation

   H2: Benefits of Debt Consolidation

  H3: Lower Interest Rates

   H3: Simplified Payments

    H2: Considerations Before Consolidating Debt

   H3: Credit Score

   H3: Fees and Charges

3. Generate Ideas

The idea generator command can help you brainstorm topics for new content.


My command: Give me ideas for blog posts targeted toward millennials on the topic of debt consolidation.

    HubSpot AI Output:

   "5 Reasons Why Debt Consolidation Is a Smart Choice for Millennials"

   "How to Consolidate Your Student Loans and Save Thousands"

   "The Pros and Cons of Debt Consolidation: Is It Right for You?"

4. Generate Conclusion

Writing a conclusion paragraph can often feel repetitive. HubSpot's AI feature can help you summarize your final thoughts and even incorporate a specific call to action (CTA).


My command: Write a conclusion paragraph for a blog post about debt consolidation for millennials, including a call to action to sign up for a free financial consultation.

HubSpot AI output: Debt consolidation is a valuable tool for millennials seeking to manage and reduce their debt burden. By understanding the benefits, limitations, and various options available, you can make informed decisions about your financial future. Don't let debt hold you back any longer. Take control of your finances today by signing up for a free financial consultation with our experts, who will guide you on the best path toward a debt-free life.


Creating High-Quality Content with AI Assistance

Now that we understand HubSpot's AI content assistant's features and usage, what are its specific use cases? It can enhance content and improve readability, but it needs accurate information about your company and the topics you’re writing about. Here are some of the best use cases we've found for HubSpot's AI tools.

Design Engaging Marketing Emails 

Elevate your email marketing campaigns by using the AI content assistant tool to craft captivating subject lines, persuasive body content, and tailored messaging that resonates with your audience segments.

Craft Captivating Social Media Copy

Enhance your brand's social media presence by generating eye-catching headlines, intriguing captions, and share-worthy content that encourages engagement and drives traffic to your website or landing pages.

Pen Persuasive Prospecting and Sales Emails 

Boost your sales outreach efforts by leveraging HubSpot's AI tool to create personalized, compelling emails that pique your prospects' interest and inspire them to take action.

Generate Inspiring Blog Ideas and Craft Informative Articles

Use the AI content assistant tool to keep your content pipeline full! Brainstorm fresh blog topics and write insightful articles to position your brand as a thought leader and help address your audience's pain points.

Develop Irresistible CTA Buttons and Text

Boost conversion rates with powerful CTAs that inspire clicks, sign-ups, downloads, and purchases. The AI content assistant tool creates action-driven language that aligns with your brand voice and marketing objectives.

Get the Most from Your HubSpot Instance

Leverage HubSpot’s AI content assistant tool to enhance your marketing and content strategy on multiple channels. To streamline your marketing efforts even more, reach out to SmartBug for expert guidance on fully leveraging HubSpot and taking your content to the next level!


Why choose SmartBug out of the dozens of full service digital marketing agencies? Check out how our industry expertise, platform knowledge and top-tier talent combined generate the best results for our clients.

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Topics: HubSpot, Content Marketing, Test Kitchen, AI