The Hypha Wire: Recap | 4/5/24 Edition
Hypha HubSpot Development
Hypha is a purpose-driven, New York-based HubSpot Agency specializing in solutions that help B2B organizations grow.
Do April showers?really bring May flowers?
They better! We’ve had nonstop rain here in NY for days, but the sun has finally peeked out a bit. Can’t wait for that spring air to fully creep in.
Anyway! A couple of weeks ago I shared a few of my favorite NPR Tiny Desk concerts that inspire me when my head’s not in the game.
Today, I’m feeling in the game, but a topic is eluding me. So [Carrie Bradshaw voice] I couldn’t help but wonder, where should I turn when I’m looking for something to write about?
Thankfully, I do have a few trusted tools to spark my creativity and guide me in the right direction:
Google Trends: According to Google, the platform “tells us what people are searching for, in real time. We can use this data to measure search interest in a particular topic, in a particular place, and at a particular time.”
Exploding Topics : From the ET team, the website “analyzes millions of searches, conversations and mentions across the internet…[Their] trend-spotting algorithm identifies under the radar industries, products, and categories… months or years before they take off.”
Hashtag Trends: Depending on what social platform you’re posting on, there are sites and guides that will help you track trending hashtags. From TikTok to LinkedIn to Instagram, you’ll be covered.
Check these out to peruse some topics, and let me know what inspires you!?
- Sage Levene , VP of Marketing, Hypha HubSpot Development
Open Mic ??
A Creative’s Guide to Embracing Tech
By Rebecca A. , Senior Inbound Content Developer, Hypha HubSpot Development
Everybody does some tech, right? Chances are you use a smartphone for all sorts of tasks, shop on your computer, or pre-program your IoT thermostat to optimize for today’s forecast. For professional creatives like me, however, it can seem like technical-expertise-creep is meddling in areas where only ‘artists’ once ambled: ideation, creativity, expression, emotion, and tone.
With the mainstreaming of generative AI, writers, designers, and other creators are now juggling how to incorporate large language models (LLMs) for text creation; generative adversarial networks (GANs) for images, art, style transfer, and musical composition; and maybe even Variational Autoencoders (VAEs) for just about everything else (whew).
Yet, this technological renaissance in art creation is not a dilution of human creativity but an amplification of it. Tools like these open new horizons, enabling us to push boundaries and create with a depth and speed previously unimaginable. Just consider how digital editing software revolutionized film.
Sure, this means a few headaches sharpening our technical skills, but it’s worth it if it means enhancing our creative toolkit. After all, being technical is being creative.?
Of course, HubSpot had us moving in this direction for a while with its forward-thinking suite of apps that make creating for our digital landscape easier, more efficient, and impactful. Content Hub, discussed in depth in this newsletter, is its latest and most powerful iteration yet.
I won’t go into the details here, but think of Content Hub as a creative-tech mashup that’s all about making your life more creative and easier. Imagine having one space where you can control your whole content game, from brainstorming to hitting publish and doing it with style.?
Which brings me, naturally, to Beyoncé.
As a creative, I’m out here channeling the cosmos, looking for signs in the tea leaves to guide my next masterpiece. So, it’s no coincidence that Beyoncé decided to drop her genre-smashing new album Cowboy Carter right when HubSpot unveiled Content Hub.?
Clearly, the universe is getting its synapses in sync, overlaying the whimsical with the digital, hip-hop with folk, opera with country.?
Both HubSpot and Queen Bey are game-changers, right? Proving that when you mix a little bit of genius with a dash of innovation, magic happens.
So here’s the plan: I’m going to grab my keyboard, put on my best poker face for “Texas Hold ’Em,” and dive headfirst into Content Hub. Who knows? I might just crack the code to the next big hit.
Second Hand News ??
This piece details a recent study by Bynder that explored how consumers engage with AI-generated content compared to human-made content in 2024. Findings indicate that 50% of consumers can accurately identify AI-generated copy, with millennials being the most successful at spotting it. US consumers are more adept at recognizing AI copy than UK consumers, potentially due to higher awareness of AI tools like ChatGPT. Despite this, over half of consumers preferred AI versions in a blind comparison, but expressed concerns about its impersonal nature, perceiving brands using AI as less trustworthy and lazy. Bynder’s CMO, Warren Daniels , emphasizes the importance of maintaining a human touch in marketing despite the benefits of AI, advocating for responsible AI use.
For a maximum meta experience, I used ChatGPT to generate that summary. Could you tell?
“Participants were asked how they felt about reading AI-generated content on various platforms. In terms of website copy, 26% of participants would feel the brand is impersonal if the copy does not feel human-written, and 20% would feel that the brand is lazy.?
“Similarly, for social media copy which appears to be AI-generated, 25% of consumers would feel the brand is impersonal, 20% untrustworthy, 20% would feel they are lazy and 19% would think they are uncreative.”
In the age of a 24/7 news cycle, social media and ChatGPT, misinformation abounds. That’s why media literacy is so important. Google produced a guide of features that aid in fact checking and sourcing, in honor of International Fact-Checking Day.
“Curious about a rumor you heard on a group chat? Independent fact-checking organizations may have already looked into it. We make it easy to find fact checks published by independent, authoritative sources on the web.”
领英推荐
Hypha Highlights ???
In a bid to help businesses broaden their outreach amid changing online habits, HubSpot, the company that pioneered the concept of content-fueled inbound marketing, announced its latest software innovation, Content Hub.
The news comes as brands have noticed a significant shift in how their audiences are consuming content and the need to streamline workflows amid the explosive growth of generative AI.
To simplify content workflows and enable seamless multi-platform publishing, the software provides a one-stop-shop for users to reach their audiences.
In order to help businesses expand their brand, HubSpot is integrating its content management system (CMS) into Content Hub. This will enable businesses to easily create landing pages and other site content while also engaging with audiences at different stages of the customer journey.
HubSpot is effectively telling us that user behaviors are evolving, and so should we.
Heard On Slack
Phil Stott : I don’t know how I feel about Google employees advising SEOs “to work out how you can grow alternate sources of traffic, so that when search engines revamp their opinion of your site, you’ll have less strong fluctuations.”
On the one hand: seems unnecessarily dismissive when they know full well that revenues and livelihoods depend on their algorithm.
On the other: it underlines everything we’ve been saying about the importance of publishing in different places.
HubSpot Hacks
“CMS stands for content management system. It also may be the solution you’re looking for to quickly make a website with limited technical knowledge and resources.
“In this post, we’ll define what a CMS is and how it works. Then we’ll look at how you can use a CMS to handle the infrastructure of your site so you can focus on creating exciting, delightful content that results in more conversions and leads.”
Cover to Cover ??
The titles team Hypha can’t get enough of.
A personal favorite in my collection as a fellow Deadhead:
“The Grateful Dead broke almost every rule in the music industry book. They encouraged their fans to record shows and trade tapes; they built a mailing list and sold concert tickets directly to fans; and they built their business model on live concerts, not album sales. By cultivating a dedicated, active community, collaborating with their audience to co-create the Deadhead lifestyle, and giving away "freemium" content, the Dead pioneered many social media and inbound marketing concepts successfully used by businesses across all industries today.”
How can we help you?
Industry Spotlight: Manufacturing
Nearly 30 percent of manufacturing marketers characterize their strategies as “outdated.”?
HubSpot’s industry-leading platform helps manufacturers reduce marketing costs and meet and engage customers directly where they are—increasingly online.?
A powerhouse CRM improves lead nurturing, streamlines data collection, and helps you fully leverage highly personalized, automated B2B marketing campaigns that speak directly to the needs and pain points of your target customers.?
Paired with an intuitive, easy-to-use CMS, any manufacturing company can become a publisher, developing content strategically aligned with your broader marketing and sales objectives.
Ditch long and opaque sales cycles and outdated marketing principles for better insights and a more dynamic digital footprint?with HubSpot’s all-in-one marketing platform ?
Thanks for reading! We’ll catch you in next week’s edition. -Team Hypha
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