Leveraging AI for SEO: Lessons Learned from HubSpot
In B2B digital marketing, staying ahead of the curve is essential for success. One of the most significant developments in recent years has been the rise of generative AI and its potential to revolutionize content creation and SEO strategies. In this blog post, we'll explore some valuable insights shared by Kieran Flanagan, current CMO at Zapier and former SVP of Marketing at HubSpot, on how he leveraged generative AI to drive growth and engagement.
AI: The Catalyst for Scale
The advent of AI has provided an unprecedented opportunity to fill content gaps at scale. For organizations with strong domain trust, like HubSpot, the impact on traffic can be substantial. However, Flanagan cautioned that it's crucial to navigate this landscape wisely. A rushed or unrefined use of AI runs the risk of leading to a saturation point, diminishing returns over time.
Beyond Quantity: Opting for Quality with AI
To truly leverage AI, it's vital to focus not just on quantity, but on the quality of the content generated. Inspired by Brian Dean's SkyScraper Technique, Flanagan shared that HubSpot saw the best results by fine-tuning AI models to not just generate content, but to enhance it. This includes adding context, integrating video and imagery, and overall, creating a richer, more engaging content experience. This approach not only serves the immediate goal of filling content gaps but does so in a way that is more likely to generate engagement and add real value for your audience.
Engagement: The Key to Long-Term Success
It's well-documented that Google's algorithm favors engaging content, utilizing engagement signals to refine search results. Therefore, creating content that fails to resonate with your audience is not a viable strategy for long-term success. That's why HubSpot's strategy pivoted to using AI in order to create content that not only ranked well but also meaningfully engaged and solved for the user.
Lessons for B2B Marketing Teams
For B2B marketing teams, the message is clear: generative AI holds immense potential for content generation and repurposing, but its power must be wielded with care. Lazy or untargeted use of AI is unlikely to yield the results you're looking for. Instead, focus on strategies that prioritize user engagement and content quality. Some key takeaways include:
- Use AI to enhance content, not just generate it. Add context, multimedia elements, and create a richer user experience.
- Focus on engagement metrics, not just traffic. Create content that resonates with your audience and solves their problems.
- Continuously refine your AI models based on performance data to improve the quality and relevance of your content.
- Stay ahead of the curve by experimenting with new AI tools and techniques, but always keep the user experience at the forefront.
The use of generative AI in content creation and SEO is not just about automating processes, but about enriching the user experience. By following the example set by HubSpot and focusing on quality, engagement, and continuous improvement, B2B marketing teams can harness the power of AI to drive growth and stay ahead in the competitive digital landscape. As AI continues to evolve, it's crucial to stay informed, experiment wisely, and always keep the needs of your audience at the heart of your strategy.
Stay up to date with the latest marketing tips and tricks
Other articles in this category
Harnessing Generative AI for B2B Marketing Success: A Strategic Guide
Five essential tips for integrating generative AI into your B2B marketing strategy.
.svg)
4 Ways CMOs Can Win in the AI B2B Marketing Boom
Discover four ways CMOs can harness the power of generative AI to drive success in the new era of marketing. From embracing early adoption and creating original content to leveraging customer insights and personalizing the journey, learn how AI is redefining the rules of engagement for B2B marketing teams.
Overcoming Top B2B CMO Challenges with Generative AI
How generative AI content creation tools can help B2B CMOs overcome their top challenges, from finding new customers to boosting engagement and adopting emerging technologies. Learn how AI-driven insights, personalized content, and streamlined tech integration can boost your B2B marketing strategy.
Long-Form Content in B2B Marketing: How Generative AI is Changing the Game
Generative AI is revolutionizing long-form content creation for B2B marketers, enabling them to produce high-quality, informative content at scale while saving time and resources. In this post, learn how generated long form content can help you engage your audience and drive results.
7 Ways to Transform Your B2B Marketing and Sales Strategy with Generative AI
Here are seven powerful ways generative AI is revolutionizing B2B marketing and sales, from streamlining content creation to crafting personalized customer experiences. Explore how this technology can help your team save time, enhance creativity, and drive innovation.
From Bland to Brand: Revolutionizing Brand Building with Generative AI
Discover how generative AI is revolutionizing brand building in the B2B marketing landscape. By leveraging AI-powered tools to support the five essential tasks of building a brand, marketers can create emotionally resonant brands that drive long-term success.
7 Simple and Impactful Ways to Leverage Generative AI in Content Marketing
Seven innovative ways to revolutionize your content marketing strategy with generative AI. From repurposing case studies into blog posts to personalizing email campaigns, this post explores how AI can help you create engaging, high-performing content that resonates with your target audience.
5 Ways to Convince Your CEO to Invest in AI Content Tools
Five ways to convince your CEO to invest in generative AI content tools for B2B marketing. Learn how these tools can revolutionize your content creation process, enable cost-effective personalization at scale, improve content ROI, provide a competitive advantage, and ensure scalability and consistency across multiple channels, ultimately contributing to your company's growth and success.
Unleashing the Power of Wedge Marketing with Generative AI
Broad-spectrum B2B marketing is losing its effectiveness, and "wedge marketing" - targeting narrow niches with tailored content - is taking its place. Here's how Generative AI tools can supercharge your team's ability to leverage this strategy and create highly specific, resonant content at scale.
Want to give tofu A try?
Request a custom demo to see how Tofu can supercharge your GTM efforts.
ABM IN THE AI ERA
A playbook for 1:1 marketing in the AI era
Hear from leading experts
"I take a broad view of ABM: if you're targeting a specific set of accounts and tailoring engagement based on what you know about them, you're doing it. But most teams are stuck in the old loop: Sales hands Marketing a list, Marketing runs ads, and any response is treated as intent."
"ABM has always been just good marketing. It starts with clarity on your ICP and ends with driving revenue. But the way we get from A to B has changed dramatically."
.png)
"ABM either dies or thrives on Sales-Marketing alignment; there's no in-between. When Marketing runs plays on specific accounts or contacts and Sales isn't doing complementary outreach, the whole thing falls short."
"In our research at 6sense, few marketers view ABM as critical to hitting revenue goals this year. But that's not because ABM doesn't work; it's because most teams haven't implemented it well."
"To me, ABM isn't a campaign; it's a go-to-market operating model. It starts with cross-functional planning: mapping revenue targets, territories, and board priorities."
"With AI, we can personalize not just by account, but by segment, by buying group, and even by individual. That level of precision just wasn't possible a few years ago."
%201%20(1).png)
What's Inside
This comprehensive guide provides a blueprint for modern ABM execution:
6 interdependent stages that form a data-driven ABM engine: account selection, research, channel selection, content generation, orchestration, and optimization
6 ready-to-launch plays for every funnel stage, from competitive displacement to customer expansion
Modern metrics that matter now: engagement velocity, signal relevance, and sales activation rates
Real-world case studies from Snowflake, Unanet, LiveRamp, and more
Transform your ABM strategy
Sign up now to receive your copy the moment it's released and transform your ABM strategy with AI-powered personalization at scale.
Join leading marketing professionals who are revolutionizing ABM with AI