Issue #32: Get WAY Better at ChatGPT with This Prompting Framework, How to Use Google Trends for SEO, and Optimizing Your AI Settings in HubSpot

Do you thank ChatGPT for a job well done?

I was raised on good manners — holding doors, keeping your elbows off the table, and of course, saying "please" and "thank you" were core parts of my mom's curriculum.

Last week, I was on a call with a group of marketers discussing generative AI. It was funny to hear how many of us have been adding please and thank you to our prompts.

And honestly? It’s probably a good idea. If AI remembers everything, who’s to say that your polite requests won’t be what saves you when the robots inevitably gain sentience and start taking names?

When the Singularity hits, everyone who asked their AI nicely might just get fast-tracked to the "Do Not Obliterate" list, while the rest of us, who got bossy with our prompts, will be wondering why we’re suddenly out of Wi-Fi.

Something to consider. ??

Anyway, onto this week's edition of WIN-Bound Weekly.

Get WAY Better at ChatGPT - An Easy-to-Use Prompting Framework

Your boss says AI will help you streamline the social content from the marketing department, but you’re finding those “time-saving” posts sound more like a robot than your brand.

No, it’s not time to tell your boss it’s not a good fit - there’s a better way to balance the efficiency of AI and still sound human and on-brand.

Last week, Brooke B. Sellas blew the Boston HUG away with her session on better ways to use AI tools like ChatGPT for social media.

I think HUG member Carl Blume said it best here about the event:

In her session, Brooke shared AI Prompting Frameworks that are absolute gold for marketers looking to optimize their AI-driven social media efforts.

These frameworks help you give ChatGPT the right instructions to get WAY better output.

Click here to enlarge the AI Prompting Frameworks tool.

To get the most out of this helpful tool, make sure to check out the replay. Brooke takes the time to walk through each framework and show it in action.?

I’ve used it myself and I can tell you it rocks!

How to Use Google Trends for Smarter SEO

Google Trends is a powerful, free tool that helps digital marketers understand search trends to develop effective content strategies and tailor messaging for their audience.

This week, Google Search Central published a new guide for how to best use Google Trends for SEO and search marketing.

Here are my biggest takeaways:

First, Know How Google Trends Works

Google Trends offers insights into search behaviors worldwide, showing anonymized, categorized Google and YouTube searches. You can analyze interest in specific terms across locations and timeframes, which is particularly helpful for seasonal content planning or regional targeting.

Then, Try the Key Tools in Google Trends

Google Trends offers two powerful tools:

• Explore Tool: Analyze terms and topics of interest over time, see their popularity by region, and find related topics. Perfect for customized keyword insights.
• Trending Now Tool: Discover currently popular search topics and their estimated search volume. Apply filters to refine these for your niche.

And Finally, Apply It To Your SEO - Here’s How

Identify Trends for Your Content

Trends can reveal timely opportunities, but it’s crucial to ensure they align with your audience’s needs and your business goals.

For example,”vikings rams” is one of today’s top trends, but just because it’s trending doesn’t make it a good fit.

To learn about trends specific to your audience and websites, use both general and industry-specific terms to identify trends.

For example, if you owned a landscaping company, you could check what services people are searching for, like lawn mowing, mulching, seasonal planting, garden design, and snow plowing.

Being aware of the seasonal spikes in these keywords will help you plan your content accordingly.

Pro Tip: Use the filters for trend location, timeline, and sorting options to dial in your search even more.

Keyword Research

Use the Explore Tool to identify high-interest terms related to your business.

• Add up to 5 keywords into the search box of the Explore tool.
• Check the Related Queries card.
• Sort by Top for the related topics of most interest.

• Sort by Rising to see which queries are trending.

• Use this information to dial in your keyword target list and content calendar.

Pro Tip: For starting keyword ideas, consult your own Google Search Console performance reports.

Create a Content Calendar

The explore tool will show you the interest over time for your keyword. Some keywords will include seasonal spikes and you can plan seasonal content by analyzing when topics peak in popularity.

For example, if we extend the timeline of “snow plowing” over the last 5 years, you can see the predictable seasonal spikes over time. Use this information to determine when to publish your content targeting that keyword.

Benchmark Your Brand

Google Trends can help you gauge how you’re performing compared to industry trends. To do this, search for terms relevant to your industry and competitors, then use these insights to adjust your content focus and understand market shifts.

For example, if your landscaping website sees a sudden increase or decrease in interest for the keyword “lawn mowing”, you may be wondering if it’s due to a seasonal shift or increased competition. Understanding the overall trend of the keyword can help you figure this out.

Monitor Brand Sentiment

Track searches related to your brand to see what people are discussing. Identify opportunities to respond directly to audience needs—whether it’s answering common questions, sharing new offers, or clarifying information.

1. To monitor, enter your business name in the Explore tool.
2. Adjust the timeframe to the past thirty or ninety days.
3. Review both the Rising and Top terms in the query list.
4. Consistency is key - try to do this exercise on a recurring basis to monitor how your brand sentiment is changing over time.

Click here for the full guide from Google.

Optimizing Your AI “Command Center” in HubSpot

You've seen the power of generative AI in marketing—it helps you create content faster, easily analyze data, and just get more done in less time.?

And if you're a HubSpot user, you're excited to see how the HubSpot Platform is transitioning with AI integrated into many new tools and features.

Recently, HubSpot pulled together all of the AI settings in the platform into one place and added a bunch of powerful new options. In this short video, my guy Sean McGauley will walk you through how to access your AI settings, manage user permissions, and set up key data sources.

By optimizing the AI settings in HubSpot, you're fine-tuning the tools to your brand, aligning with your goals, targeting your ideal customers, and more.