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A few months ago, on my podcast Nudge, Jonah Berger told me about the power of pausing.

The act of pausing seems like a small thing. But recent studies show that pausing can make you more persuasive and can improve outcomes.

In this blog, I’ll share some of the science behind this phenomenon and how to apply it to your next negotiation.

Pausing shows confidence.

He shared how highly successful speakers often use a surprising amount of pauses when they talk.

Jonah shared this clip from an Obama speech and told me to listen for pauses. You can see the speech here:

That clip is just 45 seconds long, yet Obama pauses for one second or more eight times.

Jonah says this isn’t by accident. Obama has taught himself to slow down and pause more often. Why? Well, according to Jonah, it makes the former president sound more confident.

Jonah has conducted studies that prove this (cited in his book Magic Words).

He and his colleagues showed a group of participants a speech recording. 50% of the participants heard the presenter talk without pauses. The other 50% of participants listened to the exact same presentation but with pauses included.

The two different groups of participants were then asked what they thought of the speaker, how they rated the content, and how positively they felt about the talk.

Jonah Berger discovered that the pausing speaker received better scores across all different questions.

Remember, the content of the speech was identical — the tone, the style, the accent — it was all the same. The only difference between the two speeches was the pauses, and those pauses dramatically changed how the speech was perceived.

Pauses can be strategic.

Pausing won’t just help political candidates. It has helped one of the world’s greatest footballers, Lionel Messi.

Pausing is one counterintuitive thing Lionel Messi does that makes him great. Unlike his peers, Messi spends the first three minutes of a match doing nothing. He doesn’t sprint, tackle, or pass; he strolls around the pitch.

But why?

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Adam Alter shared the reason while chatting with me on a recent episode of Nudge.

He explained that Messi struggled as a youngster. He was extremely anxious when he first set foot on the pitch. Often, he was physically sick as the game started and had to leave the field to recover. His anxiety made it impossible for Messi to play to the best of his ability.

Maradona famously said Messi would never succeed because he’s too anxious and too nervous.

It seemed like Messi was destined for a career of missed opportunities until one Barcelona youth coach gave him some advice.

He told him to pause at the start of the game, not feel pressure to run or tackle, and not start playing the game until minute three. Just amble around, take in your surroundings, watch the opponents, and calm yourself down.

Pausing worked. Rather than frantically starting the game like every other player, Messi took the time to settle his nerves. And this inaction became a surprising advantage.

Having time to pause gave Messi the space to analyze his opponents quickly. Is there a weakness in their set-up? Is there space somewhere in the defense? Usually, there is, and Messi, after settling his nerves, would have no trouble taking advantage of it.

The Power of Silence in Negotiation

Pausing has a strategic benefit for Lionel Messi and Barack Obama, helping both reach the top of their game.

But is it useful for the rest of us? Can we apply it if we don’t play professional football or deliver professional pitches?

Well yes. Evidence suggests it might be worthwhile to try this approach during your next negotiation.

In one study (cited in Anatomy of a Breakthrough), a team of psychologists studied the value of pauses during negotiations. Specifically, the researchers focused on wage negotiations. They hypothesized that pausing could persuade hiring managers to offer higher wages.

For the test, the researchers recruited 60 pairs of university students. Students were assigned one of two roles. Half were hiring managers, half were job candidates. All were given 45 minutes to negotiate over pay for the hypothetical jobs.

But here’s the twist. 50% of the job candidates were explicitly directed to pause during the negotiation.

So, half negotiated as normal, but the other half were forced to pause.

The pausing worked. The job candidates who paused received a larger pay packet offer from the hiring manager.

Those who paused negotiated better deals (for both parties). According to Adam Alter:

“They inspired superior outcomes for both parties and encouraged negotiators to see that some issues could be negotiated to the benefit of both parties rather than competitively.”

It’s common to feel like Messi at the start of his career — anxious and sick with energy. In a negotiation, we feel a need to showcase our strength quickly and dismiss problems promptly, fueled by a rush of adrenaline that makes us speak louder, faster, and without pauses.

Yet studies in the lab find that this natural response has notable downsides. Those who energetically rattle off points will get worse negotiation outcomes than those who take their time.

Pausing might feel counterintuitive or wrong, but if it works for Barack Obama and Lionel Messi, it should work for you.

You can have the best product, the most data, and the biggest advertising budget, but if you can’t tell a compelling story, none of it matters.

One of my favorite quotes on storytelling comes from Morgan Housel’s book Same as Ever, where he says, “Storytelling is leverage.”

It’s such a simple yet powerful idea: no matter how great your marketing plan is, it’s always the best story that wins. Just look at companies like Nike, Apple, Disney, and Dove, whose storytelling has turned products into household names for decades.

But how do you craft the types of narratives that emotionally resonate and stick with your audience?

In a recent episode of Marketing Against the Grain, I break down Vonnegut’s three story arcs and give brand storytelling examples of how you can apply them to your marketing strategy. I also dig into popular story archetypes and tactics for keeping your brand narrative authentic and compelling.

What is a Story Curve and Why is it Important for Marketing?

A story curve, also known as a story arc, maps the emotional highs and lows of a narrative.

While commonly used by novelists and screenwriters, marketers use story arcs to create content, campaigns, and messaging that engage audiences by tapping into their emotions at key moments.

Kurt Vonnegut famously mapped out three of the most popular story arcs:

Image Source

Vonnegut’s three story curves show how different narratives flow from one emotional point to another.

Let’s break down these three story curves in more detail.

Story Curve #1: Man in a Hole

In this arc, the main character starts in a good situation, but something goes wrong, and they fall into trouble (“the hole”). After struggling to overcome the challenge, they emerge not just back to where they started — but in an even better position than before.

This story curve is particularly popular in marketing due to its universal theme of overcoming adversity. For example, Nike’s first commercial in 1988 featured Walt Stack, an 80-year-old marathon and ultramarathon runner, reinforcing the message of pushing past limits to achieve greatness.

Story Curve #2: Boy Meets Girl

This arc begins with a person in an ordinary situation. They encounter something wonderful — whether a person, opportunity, or experience — but then they lose it. Through persistence, they eventually regain it, leaving the hero in a permanently improved state.

Story Curve #3: Cinderella

This arc follows a person who begins in a very low or oppressive state. Through a series of fortunate events, often involving luck or external help (ex: a fairy godmother), they rise dramatically to infinite happiness or success.

Also referred to as the “rags to riches” arc, this is one of the most enduring and popular narratives in Western storytelling.

Choosing the Right Story Curve for Your Brand

The key to effective storytelling in marketing is deciding which curve best aligns with your audience, industry, and company mission.

For example, one of the most iconic examples of the “Man in a Hole” narrative is Apple’s “Think Different” campaign, which positioned Apple as the brand for misfits and rebels.

At the time, Apple was a misfit, facing a challenging market that was dominated by traditional tech companies like Microsoft and IBM. Instead of emphasizing technical features of their product like everyone else was, Apple’s marketing team went the opposite direction, leaned into their underdog status, and embraced an emotional narrative: if you’re different, Apple is for you.

By turning adversity into strength and elevating it into a story, Apple went from being the brand for the overlooked to becoming synonymous with innovation and creativity.

Tips for Improving Your Marketing Story Curve

Once you’ve identified the right story curve for your brand, the next step is to expand and refine it. Here are 4 tips to get you started.

1. Follow a Story Archetype

A story archetype is an expanded narrative structure that forms the more detailed backbone of your story. Think of it as the key plot points in a novel or the major beats of a film, which can then be mapped against the emotional journey of your story arc.

While there are seven major story archetypes, the two most commonly used in marketing are:

• The Quest: this archetype frames the customer as the hero, on a mission to achieve something valuable, like a new skill or growth, with the brand as the “guide” or tool that helps them along the way.

• Rebirth: commonly used in B2B campaigns, this archetype shows a customer undergoing a significant transformation, like turning their business around or improving their team, using the brand’s product for success.

2. Sharpen Your Core Message

Your core message is the single most important takeaway you want your audience to remember. It should be a short, clear statement that conveys the emotion or belief you want to evoke.

Take Nike’s “Just Do It” campaign, for example. They didn’t bog down their messaging with product specifications or details — they gave you three simple words that perfectly captured the spirit of determination, while also pushing people to take action.

3. Check Emotional Resonance

Cross-check that your story arc, archetype, and core message align with your audience’s needs, emotions, and values.

For example, Dove’s Real Beauty campaign didn’t just sell soap. It tapped into a deeper conversation about beauty standards and self-esteem. By rejecting unrealistic stereotypes and highlighting real women, Dove made its audience feel seen and understood.

4. Double Down on Authenticity

Audiences can spot a contrived narrative from a mile away, so you need to tell them a story that your brand is qualified to tell.

Patagonia is a great example of authentic brand storytelling. They don’t just talk about environmental sustainability; it’s built into everything they do, from their products to their activism. That’s why their environmental stories resonate: they live their values.

To learn more about how to build an outstanding brand story, check out the full episode of Marketing Against the Grain below:

This blog series is in partnership with Marketing Against the Grain, the video podcast. It digs deeper into ideas shared by marketing leaders Kipp Bodnar (HubSpot’s CMO) and Kieran Flanagan (SVP, Marketing at HubSpot) as they unpack growth strategies and learn from standout founders and peers.

The irony doesn‘t escape me that I’m currently writing a how-to guide on … how-to guides.

But I’ve had my fair share of experiences writing them for HubSpot, like How to Give a Persuasive Presentation, How to Develop a Content Strategy: A Start-to-Finish Guide, and How to Write a Request for Proposal. So, it came naturally.

If you’ve never written a how-to guide, however, they can be pretty intimidating. They’re meant to be tactical and usually must be very detailed and specific to be effective. But this doesn’t mean they have to be hard to create.

In this article, we‘ll explore how to structure and write a comprehensive how-to guide. We’ll also look at some impressive examples of how-to guides for inspiration and tips to take yours to the next level. Let’s dive in.

Table of Contents

• What is a how-to guide?
• How to Make a How-to Guide
• 9 Tips for Writing Effective How-to Guides
• Why Creating a How-to Guide Is Important
• How-to Guide Template
• How-to Guide Creator
• How-to Guide Examples

A great how-to guide comes with many benefits for businesses. You can use them internally to train staff and standardize operations or as part of your content marketing. In this article, we’re focusing on the latter.

Why Creating a How-to Guide Is Important

Today, people have more access to information than ever before.

They expect to find everything they need with a few clicks on their smartphones, and businesses are no exception to this expectation.

Here are some of the biggest benefits that come with it for businesses.

Benefits of How-to Guides

They support and empower customers.

People want to be able to do things on their own (make a purchase, set up a product, learn a skill, etc.) without asking for guidance. In fact, 44% of B2B customers opt for self-service channels, according to a report by Heretto.

This is one of the areas a well-crafted how-to guide can help.

How-to guides can help customers troubleshoot issues and answer common questions on their own. For example, I recently found this guide from Apple super helpful when trading in an old iPhone.

By providing these resources, customers don’t have to wait in line for a live chat or phone call or sit in frustration. They can simply visit your website and access the information they need when they need it.

They offer 24/7 access to help.

Your customer service and tech support staff can’t be available 24/7, especially if you’re a small business. Thankfully, how-to guides can provide help even when a person can’t. Customers don’t have to wait around and can solve their issues faster.

They save your support team time.

In my experience, having how-to guides available also helps free up your support team to focus on issues that really require their attention.

Rather than answering simple questions like “How do I set up my new computer?” or “How do I use the automation tool?” they can send along a guide to hopefully help and then move on to solving more difficult, user-specific problems.

Some of these guides can even be used for sales enablement, but that’s another topic to cover. Learn more about it here.

They educate your audience.

How-to guides are also valuable opportunities to reach new audiences with applicable, high-quality content. Consider how many people search “How to…” on Google each day:

These search queries alone demonstrate just how vast the opportunities to reach an audience with “how-tos” is.

If your business can reach your consumers with informative, relevant answers to their questions, those users will begin to see your brand as an authority on the topic.

You’ll offer them valuable knowledge and help build their trust in your brand in the process. Down the road, those readers could become customers and loyal brand advocates who spread the word about your products or services.

Challenges of How-to Guides

Clearly, how-to guides offer brands a wealth of opportunity, but they are not without their challenges. Here are some potential drawbacks to consider.

They need to be detailed and specific.

One glance at the bookshelf by my desk and I have angry flashbacks to how vague and incomplete the assembly instructions were. I’m sure many of us have had similar experiences, so don’t let your brand be the one to cause them.

When creating a how-to guide, be as specific and detailed as possible. Include visual descriptions or, better yet, images or examples for people to follow. You may even want to opt for a video over text, depending on the topic.

The more precise you can be with your instructions in a how-to guide, the more effective it will likely be. This is all part of having a good customer experience.

They can be time-consuming to create.

Because great how-to guides need to be so thorough, they can be extremely time-consuming to create. If your team is going to create one make sure they allocate enough time and resources.

They need to be easily accessible.

A how-to guide is only valuable if it can be easily found and consumed by your audience when they need it. That means you have to publish and promote it effectively.

Will you include a link or QR code in related materials? Will you have a section on your website dedicated to how-to guides? Have a plan in place for how you will get your how-to guides in front of the people who need them.

Popular ways to share your guide include:

• Email newsletters
• Downloadable offer on your website
• Social media carousel

They can become dated quickly.

Lastly, how-to guides can quickly become dated, especially if they are related to tech or software. I can’t tell you how many social media how-to guides I’ve written that have become obsolete in months as the apps made updates and best practices evolved.

If you invest in how-to guides, ensure your team is ready to make the necessary updates as needed.

Now that you know what you’re getting into when creating a how-to guide, let’s break down the steps involved.

Note: If you still need assistance, HubSpot’s Guide Creator is here. It’s a new tool providing a quick, easy-to-use solution for creating how-to guides. The Guide Creator is excellent for documenting your business’s products, systems, and processes — and it’s free.

1. Identify your topic.

Start with online community forums like Quora or feedback from your community to figure out the top concerns or challenges your target audience might have.

That information will help you determine what content to include in your guide.

For instance, if you’re writing “How to Create a Content Marketing Strategy,” for example, you could follow these steps:

• Start by looking at responses to “What is content marketing?” on Quora and other online forums. These user-generated responses can help you identify common themes, misconceptions, or confusion around content marketing.
• Contact your network for common pain points about content marketing. For example, you might find that most of your audience says content marketing is their priority — but they don’t know how to do it on a budget.

This research will give you the information you need to create a how-to guide that addresses relevant concerns about your topic. The video below is an example of a how-to guide for content marketing that addresses specific audience pain points.

2. Understand your target audience.

Who’s reading this guide? Are they a new customer or user? Are they a beginner in the subject matter? You audience and what they want to accomplish will inform everything else about your how-to guide, so make sure you fully understand them. It’s their behavior you need to replicate and influence.

Reviewing your buyer persona with your topic in mind is a good place to start.

3. Research your topic thoroughly.

Even if you know a topic incredibly well, do your external research. Understanding a topic well can make writing a how-to guide on the subject more difficult, as you might make assumptions about what to cover. Challenge your bias.

Follow these tips for your research:

• Look at your competitors to see how they write their guides.
• Conduct keyword research to see the words people who want to learn this skill use to search for instructions.
• Use Ahrefs, SEMrush, or another SEO tool to find more similar keywords and queries. This can help you create a well-rounded piece that will answer all your readers’ questions and help you rank on Google.
• Seek out expert opinions, popular books, and other resources that can give you details to make your how-to guide stand out.

To illustrate, say you’re writing a blog post on “How to Make an Omelette.” Upon researching, you will find Simply Recipe’s post at the top of your Google search.

Diving into the post, you’ll see Simply Recipe has sections including:

• French Vs. American Omelettes
• The Best Pan for Making Omelettes
• Ideas for Omelette Fillings

If you want your how-to guide on omelettes to be the best, you’ll want to cover as much as — if not more — than what Simply Recipe has in its post. This may mean including more omelette types, approaches to making them, or expert tips from well-known chefs.

As you research, remember to fact-check your sources. You want to ensure that your guide is trustworthy and will not cause you legal or other challenges later.

4. Create a step-by-step outline.

Now that you‘ve researched, it’s time to organize your ideas.

If you know the process well, write down all the steps you would take from memory. Then, combine this with any new ideas you learned during research to create a step-by-step outline for your guide.

Remember: Many readers will use your how-to guide as a list of instructions. So, you may need to revise your outline several times to ensure that each step in your strategy is straightforward.

But what do you do if things aren’t so clear-cut?

For example, according to this how-to guide from CNET, there are several four different ways to take a screenshot on a Mac computer.

The proper instructions for the user will depend on their computer and operating system. In situations like this, you need to decide which approach your focus on and make it clear to the reader or be prepared to cover all of the options.

5. Add valuable images, videos, and descriptions.

Use visuals like GIFs, images, screenshots, and videos to supplement your instructions.

The best visuals make your instructions more straightforward and quicker to understand.

For example, in the Great British Bake Off technical competitions, bakers are often asked to bake recipes they’ve never seen before.

If a baker isn’t sure what the final product should look like, they rely on instructions to get it right.

Written instructions can be interpreted differently, and if they get something wrong, they have to start over, which takes up more of their time.

This is an excellent example of what can happen when users can’t picture what they should do. Images and videos can help avoid this confusion.

This is even easier if you opt for a video like Purple does here:

Pro tip: Save screenshots as you go.

You can save yourself a lot of time and trouble by taking screenshots of your steps as you test them out, rather than trying to go back and do it later.

You can save even more time and trouble by automating the process. Tools like HubSpot’s free Guide Creator can automatically capture both the steps and the images as you complete the task.

Make sure you include one for each step, and think about what image would most accurately represent that step. Remember that a minor task that may be obvious to you, a seasoned user, may not be obvious to everyone.

6. Review your outline and research from the reader’s point of view.

Ask yourself: “Why do my readers need, or want to know, this?”

Understanding the high-level purpose behind a topic can encourage you to write with empathy. Additionally, it will help you create content that accurately meets your reader’s expectations and needs.

For instance, when writing “How to Create a Facebook Group for Your Business,” I took some time to learn that readers might search this topic if:

• They are seeking out new ways to connect with customers
• They want to create a stronger sense of brand community
• They want to raise awareness about their products or services

As a result, I wrote:

“A group is a good idea if you‘re interested in connecting your customers or leads to one another, you want to facilitate a sense of community surrounding your brand, or you’re hoping to showcase your brand as a thought leader in the industry.

However, a group is not a good idea if you want to use it to raise awareness about your products or services or simply use it to post company announcements.”

In the example above, I targeted a few different segments of readers with diverse purposes to help them determine whether this how-to guide would even help them meet their goals.

Ultimately, understanding the purpose behind your how-to guide is critical for ensuring you target all the various components or angles of the topic.

7. Test the process.

Once you‘ve finished writing your guide, it’s time to test it out. Follow the instructions exactly as written and look for opportunities to add more clarity.

Pro tip: If you can, have someone else test the process out for you. You never know how a word choice or set of instructions will impact another person, so it’s wise to test it with a small group of friends or colleagues.

Clearly state what you’re looking for, expect questions and critical feedback, and connect with a diverse group of people for the most valuable insights.

8. Link to other resources.

It’s also a good idea to point readers to other valuable resources if they want to learn more. Link to other relevant blog posts, pillar pages, or ebooks so readers can find follow-up information on topics mentioned in your how-to guide.

They can be by you or from other creators so long as your cite your source. This is another way to build trust and authority with your audience.

How-to Guide Template

If you’re unsure how to structure your how-to guide, here is a simple template you can follow.

Section 1: Overview

This is a summary/introduction to what your guide will cover. Include the purpose of the guide, why the information matters, and what the reader can accomplish after reading it.

You can also use this part of the guide to go into background information like I did with pros and cons.

Section 2: Materials Needed

List any materials or tools that will be needed to complete the process outlined in your guide. They could be digital or tangible.

Section 3: Step-by-Step Instructions

Break down the process into clear, concise steps. Include formatting to make it easy to follow and images or videos to help you explain further.

Optional Section 4: Tips

Know some extra tips, tricks, or hacks that can help someone get the most out of your process? Share them here for added value.

Optional Section 5: Troubleshooting/FAQs

What are some common questions or issues people run into when going through this process? Address them here.

Optional Section 6: Additional Resources

Are there any other educational resources someone going through this guide would find valuable? Share them here.

Section 7: Conclusion

Sum up the guide and reiterate the benefits of following the steps outlined. Use this time to build your audience’s confidence in their ability to act after completing this guide and also give them next steps or a call-to-action, if relevant.

How-to Guide Creator

If the process you’re covering is web-based, HubSpot’s Guide Creator takes all the busy work out of creating guides.

Download for Free

Whether they be for customers, prospects, or colleagues, all you have to do is install the free Chrome extension, click “start capturing,” and go through your process. The tool will automatically take screenshots and document the steps you take.

When you hit “finish capturing,” you will be taken to a page where you can edit the instructions and publish the guide.

Once you’re ready to start writing your how-to guide, you might wonder if your tone or style should differ from other kinds of writing.

In short: Yes, it should.

Here are some more tips and best practices to keep in mind when writing a how-to guide:

1. Open with an overview.

A great how-to guide begins with a clear overview or description of what the audience can expect from it. This overview should include:

• A quick summary of your guide
• What your audience will need to use it
• What they’ll achieve once they follow the directions
• Why it’s worth doing

Pro tip: It’s usually easier to write the first paragraph of any piece of content last — including how-to guides. This way, all the details are complete and you just need a few quick attention-grabbing sentences to attract your readers.

Check out this post if you need help writing introductions.

2. Start each step with a verb.

Verbs put your instructions in motion. These active words can help your readers visualize themselves doing the task as you teach them how to do it. They are also direct and require less thought by the reader.

Consider, for example, “Write a company background” versus “Your RFP should start with a brief background on your company.”

The first is very clear about what you need to do. The second takes a little longer to digest.

As you write, you’ll avoid passive verbs like the examples below:

• “Flour and water were stirred together.”
• “The page tab has been opened, so we can click the box at the top.”

Rather, go for active alternatives:

• “Stir together flour and water.”
• “Open the page tab and click the box at the top.”

If you often slip into passive voice as you write, use a grammar-checking tool to catch and fix your errors.

3. Show examples all the way.

You can make your instructions clearer if you include images or examples.

Of course, you want to use sensory details and action to create a picture in their head as you write your how-to guide. But from there, pair images with the written text so your audience doesn’t have to guess or interpret what you meant.

We regularly include examples in articles here at HubSpot. You can even find several in this article.

4. Keep the steps simple and concise.

Simplicity will make your guide easier to understand and execute, but how do you ensure you’re not overcomplicating things?

A good best practice is to think of your process in stages — the beginning, the middle, and the end — and then define the steps within those. This will help you get specific and be wary of combining multiple actions into one step.

Pro tip: Don’t hold back in your first draft. Write out every detail, then go back and scan for extra content that could be distracting and can be removed.

Also, aim to remove extra words. Writing concise copy takes a lot of practice. If your guide is longer than it needs to be and you’re not sure how to cut the extra text, these tips can help:

• Cut “the” and “that” when it makes sense
• Limit adverbs and adjectives like very, really, and literally
• Replace three and four-syllable words with shorter alternatives

5. Make your how-to guide easy to skim.

In my experience, many people skim guides. This means they quickly skip text that includes stories, data, or more extended details and look for the actions.

Catering to this habit can create a more delightful user experience.

People tend to pay attention to introductions, summaries, or a paragraph’s first and last sentences, so focus on these areas. Also, use bolded, underlined, or highlighted text to guide their eye to key information.

Numbered lists, headers, and bullet points can also help summarize text, making your guide easier and faster to digest.

6. Write for a specific skill level.

If you’re a subject expert, you might combine beginner and advanced terms in your writing without realizing it. This creates inconsistency that can confuse your audience and make your guide tough to understand.

If this concerns you, scan your how-to guide for jargon as you proofread. You can also ask proofreaders from other niches and industries to check that your vocabulary is appropriate for the target audience throughout.

7. Tell an exciting story.

The best how-to guides are more than just practical; they are fun to read. To keep your guide engaging, tell a story. Ensure you have a clear message throughout the guide, add personal experiences, and use conflict to add interest.

For example, say you‘re writing a how-to guide about adding software to a computer. A potential point of conflict could be not having enough disk space to finish installing.

That doesn‘t sound like a big deal, but it can be frustrating if you’ve ever experienced it. If you can paint that picture vividly for your audience, they’ll be more likely to follow your directions.

8. Write with empathy.

People who turn to how-to guides are looking for help. So, be sure to acknowledge that you understand where they are coming from. Doing this will help you resonate with your audience and build trust.

You’re saying you know it can be frustrating when learning or refining a new skill and you are there to help.

For example, in the how-to guide “How to Plan Your Facebook Ads Budget (And Make The Biggest Impact),” HubSpot Principal Marketing Manager Ramona Sukhraj immediately connects with her audience, saying, “If budgeting stresses you out, we have a lot in common, my friend.”

9. Stay positive.

Anyone seeking a how-to guide is trying to expand their knowledge about the world. That seems straightforward, but it‘s also a considerable risk.

Many people stop trying new things because they don’t want to look foolish. So, as you write, remember that learning is exciting, but it’s often uncomfortable, too.

Keeping your writing positive can help make your readers feel more at ease as they venture into the unknown. Uplifting stories, word choices, and tone can make complex instructions seem more manageable. They can inspire and motivate.

You can also add some positivity by softening negative information. For example, instead of saying, “You‘ll probably fail at this the first time,” try saying something like, “This skill may take some practice before you’re an expert.”

How-to Guide Examples

B2B How-to Guide Examples

“How to Write the Perfect 90-Day Plan”

Why I like this example: This B2B how-to guide offers important contextual details to the 90-day plan, including “What is a 90-day plan?” and “What should be included in a 90-day plan?” The piece is well-researched and written with empathy.

The guide provides a downloadable 90-day plan PDF so readers can immediately use Atlassian’s program with their team.

Takeaway: Consider what ebooks, PDFs, charts, Canva designs, or Google Sheets you can create internally and offer to readers to download. Readers will appreciate the option to apply what they’ve learned immediately.

“How to Build Brand Consistency“

Why I like this example: Partnering with complementary businesses and services can add depth and perspective to your how-to guide. This example is comprehensive and packed with valuable resources from HubSpot and Brandfolder. It also uses relevant data to highlight key sections.

Takeaway: Look for creative ways to add value to your how-to guide, especially when writing about a topic your audience already knows.

“How To Drive More High-Quality Leads With Google Ads”

Why I like this example: When creating guides for more advanced topics, creating a foundation for your readers is essential.

This guide begins with a detailed introduction to the case that cites current statistics and trends. Then, it covers relevant topics at each stage in the buyer journey. Next, it offers a helpful checklist, links, and resources to implement this learning.

Takeaway: A clear structure makes challenging topics easier to understand. So, consider the ideal start and end points for your expert readers when writing about specific and advanced topics.

B2C How-to Guide Examples

“How to Master Lead Generation in HubSpot”

Why I like this example: This video takes a popular topic relevant to our buyers, lead generation, and delivers all of the foundational knowledge someone needs to get started with it.

It then uses the video format to show viewers exactly how to complete common lead generation tasks like creating landing pages, within the HubSpot tool.

Software tutorials are one of the best use cases for video how-to guides.

“How to Become a Freelancer”

Why I like this example: This guide does an excellent job of providing relevant links and data to create a comprehensive overview of what freelancing is. Additionally, the post uses action verbs to inspire the reader.

Under “How to Start a Freelance Business,” you’ll see tips such as “Do Your Homework,” “Create a Brand,” and “Plan Ahead.” The language used in this post goes a long way toward encouraging readers to get started quickly.

Takeaway: Use action verbs and concise language to keep a reader engaged. Start with a verb instead of a noun when listing out steps.

“How to Start a Successful Blog”

Why I like this example: This is an excellent guide for beginners because it includes resources that offer multiple ways to take in the material. This guide is packed with checklists, links to courses, templates, and tools that can help anyone start a blog.

Takeaway: There are many different learning styles. The more choices you give your students to take in the information you share, the more likely they will get value from your guide.

“How to Be a Leader”

Why I like this example: This example offers a personal perspective on leadership that goes beyond typical advice.

It also uses creative headers like “Beyond the Paycheck: What We Wish For,” “Doubtliers: Dangers Learning From the Exceptional,” and “Great companies don’t always make great decisions” to engage the reader in the content.

Takeaway: Teach broad how-to topics from a unique perspective and add interest with relevant stories.

Lifestyle How-to Guide Examples

“11 Ways to Quickly Stop Stress in Your Life”

Why I like this example: I clicked on this post expecting a few quick, easy tips for stopping stress. Instead, I was engrossed in the first section of the post, “The Effects of Stress in Your Life.”

While I previously mentioned the importance of starting with a quick answer to the searcher’s how-to question, there are exceptions to that rule. In this case, readers must understand the why before the how.

Takeaway: Play around with structure. Consider what your readers need to know for the rest of the post to matter to them.

For instance, you might start with a section, “What is XYZ?” and “Why XYZ matters” before diving into “How to do XYZ.” This way, your readers are fully invested in discovering how these tips can improve their lives in some small (or big) way.

“How To Make Honey Pie”

Why I like this example: This guide is neatly organized so readers can quickly determine a) what makes this recipe unique, b) the ingredients they’ll need, and c) how to make it.

If a reader already knows the ingredients necessary for honey pie, they can click “Jump to Recipe” immediately.

Takeaway: As you’re structuring your how-to guide, consider best organizing it so readers can jump straight to what they need.

“How to Be More Productive”

Why I like this example: How-to guides are more than written instructions. Useful images, break-out pages highlighting external links, and infographics are potent additions to this example.

Its outstanding balance of features and white space makes this guide easy on the eyes and quick to skim.

Takeaway: It doesn’t matter how great your how-to guide writing is if it needs to be well-designed. Take a look at how-to guide examples to get inspiration for the look and feel of your guide design.

Create a how-to guide worth sharing.

The right how-to guide can change someone’s life. It can also significantly boost your business, improve the customer experience, and more.

Creating a great step-by-step guide takes some planning, research, and know-how. Your experience can help someone make a difference; just create a direction that makes your knowledge worth sharing.

Editor’s note: This post was originally published in March 2021. It has been updated for freshness and accuracy.

With how quickly the internet changes, people can argue all day about how often to post on social media. Which networks should you use? How frequently should you post? And does the time you post really matter?

Read on to get the answers to key questions about how often to post on social media for business, or jump to the topic or network you’re curious about:

• Should I publish more or less often on social media?
• When’s the best time to post on Facebook?
• When’s the best time to post on Instagram?
• When’s the best time to post on TikTok?
• When’s the best time to post on X (Twitter)?
• When’s the best time to post on LinkedIn?
• When’s the best time to post on Pinterest?

Should I publish more or less often on social media?

How frequently you post on social media will depend on a number of factors, namely, how the platform works and the ecosystem on each platform you choose.

When algorithms were chronological, it used to be that a higher frequency was always better. However, as algorithms have evolved, higher frequency doesn’t always equal high performance, and too many posts can also cannibalize performance.

This rule of thumb corresponds with how businesses have adapted their social media publishing schedules to meet audience demands.

According to HubSpot’s 2024 State of Social Media Report, marketers post a different amount on each platform they use.

In this post, I’ll explore different social media platforms and share the ideal number of times to post each week and the best times to share content when you do post.

Pro tip: When you know what frequency works for your business, Social Inbox can help you stay on top of your schedule. You can plan out content for each channel, schedule it, and it’ll automatically go live exactly when you want it to.

When is the best time to post on Facebook?

Facebook is the most used platform among social media marketers. So, it’s safe to assume they’re actively posting on it.

Our survey results showed that the best time to post on Facebook is between 12 and 3PM. 9AM-12PM and 6-9PM tie for the second-best times to post.

Which is the best day to post on Facebook?

Social media marketers report that Saturday is the best day to post on Facebook. It’s 24% more popular than Friday, the second-best day.

How often should you post on Facebook?

Most social media marketers (35%) post on Facebook multiple times per day, and a quarter post multiple times per week.

I write for a living. While I love allowing creative work space to breathe, grow, and develop, deadlines don‘t allow me the luxury of writer’s block. At some point in the project timeline, I‘ve got to get moving beyond that blank page.

It doesn’t happen often, but when I’m really struggling to do this, I’ll enlist AI to help me ideate and get the juices flowing.

I think in the case of writing something as extensive as a video script, AI should — at least in theory — help speed up the process when you‘ve hit a wall. But the real art is to balance production speed with overall quality. (That’s not always easy!)

Hopefully, the process I’ve outlined for generating video scripts with AI should help you do just that. I get into all that and more below.

Table of Contents

• How to Write Video Scripts With AI
• Best AI Video Script Generators

How to Write Video Scripts With AI

Here’s some inside baseball for you: To learn how to get AI to write a video script first-hand, I tested a bunch of tools first. That way, I could show you everything you need to know to use the tech with absolute confidence.

Why do I bring this up? Well, the article layout doesn’t reflect this order of events. But I think it’s important for you to know that everything I’ve outlined below is based on my genuine experience using AI tools for this context.

Hopefully, the lessons I learned along the way will save you some time and reduce your own learning curve.

Anywho, enough preamble. In the true spirit of AI, let’s “dive” in.

1. Get specific about the goal(s) of your video script.

I picked up this lil’ tidbit while experimenting with a bunch of AI video script writers for this piece (see below!). I noticed that when I specified the purpose of the video during the input stage, the AI’s output was better. By “better,” I mean more specific to what I actually needed from the video script.

This step may seem kinda obvious. However, your chosen tool might not prompt you to input the purpose of your video at all. And if the tool works based on an open-ended prompt from yourself, you might forget to state the video’s objective. That will negatively impact the output.

Having a goal in mind from the start will also make you more focused on what you want the video to achieve. In turn, the instructions you give the AI tool will be more tailored towards achieving that end goal. This will save you a lot of time refining your prompts and/or editing the AI output.

Example: In my testing scenario, I wanted to create a video sharing the best skincare routine for oily skin. More specifically, I wanted my video script to:

• Educate young people and adults with oily, acne-prone skin about the best skincare routine to follow.
• Sell our moisturizer with zinc PCA to regulate oily skin.

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2. Choose your target audience(s).

Aside from being specific about the actual goal of your video script, you want to get specific about your target audience, too. As with the purpose of your video, this will frame your thinking and, as a result, frame how you instruct the AI.

In general, when writing a video script, your target audience can dictate things like:

• The length and format of your video.
• Stage directions, lighting, set design.
• The tone of your script.

The above suggestions are just some elements your chosen AI video script generator will likely tweak based on your target audience. Plus, many of these tools (at least in my experience) may not have an input box for your target audience. In that case, you need to come prepared with this in your prompt.

Example: In my testing scenario, I set my target audience as young people and adults with oily, acne-prone skin.

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3. Decide on the tone of your video.

I tested five tools; three had a “tone” input option. So, there’s a high chance the AI tool you use will require you to add your preferred tone in a specific input field. If your chosen tool doesn’t instruct you to do this, you can add your preferred tone within your prompt.

Aside from being a preset feature in many AI tools, why is choosing the right tone for a video script important? Your tone can dictate how your reader feels when viewing your content. How your reader feels can influence their actions (i.e., purchasing, finding out more, etc.).

Pro tip: In my experience using AI video script writers, tone options can range anywhere from “professional” and “engaging” to “inspirational” and more. If you’re unsure what tone you’d like to use, try a simple test prompt to see what each tone looks like in practice.

Example: In my testing scenario, I chose “empathetic” as my desired tone. In one case, I picked “friendly” because it was the closest option available within that tool.

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4. Define any key points you want to cover.

Only one of the AI tools I tested had a dedicated input field where I could add any key points for the video script. That worked well in terms of the AI output.

In short, the output reflected the specific points I wanted the video script to highlight. Luckily, it was the first tool I tested, so I added these “key points” when prompting the rest of the tools.

Example: In my testing scenario, I wanted to cover the following key points:

1. Find the right products for your skin type, including a moisturizer with zinc PCA to regulate oily skin.
2. Avoid products with ingredients that increase oil production.
3. Double-cleanse to remove dirt and excess oil at the deeper layers of the skin.

5. Craft your prompt.

Every AI video script generator is different. Some require you to fill out a simple blank box with your prompt. Others require you to fill in specific input fields. In any case, it’s best to draft a prompt factoring in:

• The topic of your video.
• The goal(s) of your video.
• Your target audience(s).
• Your preferred tone.
• Any key points you’d like the video script to cover.

Pro tip: I’d recommend being somewhat fluid with your prompt. Because each tool is different, there might not be a specific place to add some information specified above.

For example, I encountered a character limit for one tool, so I had to cut out some of the information. Then, other tools didn’t have specific input fields for some elements outlined above. But it will save you some time to have a prompt in the hopper if needed.

Plus, in my experience, having a prompt covering the above is helpful when working with AI video script writers that start with a blank box. (See image below.) It’ll also provide a checklist to cross reference when editing, refining, or regenerating your script.

Example: In my testing scenario, I used variants of the following prompt:

6. Find the right AI video script writer.

Before you start generating AI scripts with a single tool, I highly recommend testing what’s available on the market first.

You’ll want to get a feel for how easy the tool is to use, what the AI output is like, and whether it genuinely meets your needs. The good news is that most of these tools will allow you to test them out for free first.

Pro tip: Need some tooling inspo? No worries! I test-drove a bunch of AI video scriptwriters to give you a head start. Check out what I found in the next section.

Example: I tested five AI video script writers (see below), and each one was different in its own way. For example, Synthesia was the only tool that specifically required an objective for the video. That definitely enhanced the AI video script output.

Then, some tools like Writesonic had a specific input option for video duration; others didn’t. Some of the tools also gave detailed stage directions. Some reverted the narration portion only.

My point? It’s super important to test the tools first to find exactly what you need.

7. Input your instructions, review, and refine.

Once you‘ve covered the above and (hopefully!) found the best AI video script generator for your needs, it’s time to input your instructions.

As I highlighted above, the input options for each tool will be different. So, you’ll likely need to switch up your prompt to suit your chosen tool.

After the tool provides the script output, you‘ll want to double-check it for accuracy. You’ll also want to make sure that the script reflects the goals you set, the target audience, and any other specifics you input.

If you want to make any amendments, you can refine your prompt and try again, edit it manually, or work with any edit/regeneration options the tool provides.

Example: The video script output example below is from my test using CoCoClip.AI. If I were to re-prompt this for a better result, I‘d ask for it to add stage directions like lighting or instructions for the camera.

I’d also edit out the “Shine on!” sign-off. As we’re targeting folks with oily skin, I don‘t think that’s appropriate.

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Best AI Video Script Generators

Now it’s time to road-test five AI video script writers.

To make it fair, I’m going to use the same video concept for each tool. The specific inputs, however, may change depending on the layout of each tool.

Because of this, I might not be able to use all of the information below, but the general topic will always remain the same.

Here’s what I’m running with:

Topic	A video script about following the best skincare routine for oily skin.
Goals	Educate young people and adults with oily, acne-prone skin about the best skincare routine to follow. Sell our moisturizer with zinc PCA to regulate oily skin.
Key points	Find the right products for your skin type, including a moisturizer with zinc PCA to regulate oily skin. Avoid products with ingredients that increase oil production. Double-cleanse to remove dirt and excess oil at the deeper layers of the skin.
Target audience	Young people and adults with oily, acne-prone skin
CTA	Try our Zinc PCA moisturizer at 20% off.
Duration	2 minutes
Tone	Empathetic

Let’s get into it!

1. Writesonic

Writesonic is an AI content-creation platform for marketers, agencies, and enterprise organizations.

To get started with Writesonic’s AI video script writer, you only need to input any key details (think topic, tone, and content length), click Generate, and get your script.

The platform also allows you to edit the content after, which is a big time saver.

What I like: Because of the straightforward layout, I found the Writesonic platform easy to use. I also like that you don’t have to sign up to test the tool. That’s ideal if you want to get a feel for what’s on the market before committing to a specific platform.

That said, the AI script Writesonic generated cut off mid-way. I’m guessing you have to sign up to get a full script? I still think even a short script is enough to get a feel for the content capabilities of the tool, though.

It’s pretty impressive how Writesonic’s AI has taken key points from the instructions and ran with them to create a more fleshed-out script. I would definitely want to edit and expand upon this. But the video script text itself is a good jumping-off point. I especially like the addition of stage directions.

2. Ahrefs

Ahrefs is an all-in-one marketing intelligence platform. Marketers use the tool to create data-backed digital strategies. I predominantly know Ahrefs as an SEO tool. So when I saw that they offered an AI video script generator, too, I was curious to test it out.

What I like: Ahref’s AI video script generator was pretty easy to use. But I think if I hadn’t experimented with Writesonic first, I wouldn’t have known where to start.

Because Writesonic had specific input boxes, I’d already thought about key points to include and the target audience. Otherwise, I’d be staring at an open-ended, blank screen. And with my basic prompting skills, that might’ve been a disaster.

That said, I actually prefer Ahref’s video script output to Writesonic’s. It’s more fleshed out, and the tone of the writing is better suited to the purpose of the video.

It also comes across as more educational than promotional. But the script still includes a naturally placed CTA directing folks to get 20% off the zinc PCA moisturizer.

Note: I did prompt Writesonic and Ahrefs slightly differently. Here’s how:

• Writesonic’s topic description = “Skincare routine for oily skin.”

• Ahref’s topic description = “Following the best skincare routine for oily skin.”

I think the “following” in my topic prompt for Ahrefs could’ve made the difference because it added further context to the instructions.

3. Synthesia

Synthesia is an AI video generator that helps you turn text into video. The tool has different AI avatars and the option to voice over your content in over 140 languages. Synthesia’s target audience includes businesses of all sizes who use video for multiple purposes.

What I like: As with Writesonic and Ahrefs, Synthesia’s AI video script-writing platform was intuitive, making it super easy to use. That’s a big plus, as getting to grips with the tool takes less time.

I also love how Synthesia had an input option to share the objective of the video script. That’s a nifty input field that helped focus the tone and content of the AI output.

Here’s what I wrote in that field: “To educate young people and adults with oily, acne-prone skin about the best routine to follow. Sell our moisturizer with zinc PCA to regulate oily skin.”

Regarding the actual script, the writing is competent for a first draft. I like how conversational the text is. I also think this is the most natural product placement of the zinc PCA moisturizer so far. That could be the “What is the objective of your script?” input field making the difference there!

Note: Synthesia doesn’t have “empathetic” as a tone, so I picked “friendly,” which was the next closest option. This slight change could also be why the product placement was slightly more natural.

4. Edworking

Edworking is predominantly a project management tool that connects remote teams. In that context, I’m guessing the AI video script generator would be helpful for educational content about completing specific tasks.

(Kinda like how you might create a Loom video and attach it to a relevant Asana task, but you can do that all in one tool.)

Edworking seems to be marketing the AI video script writer aspect of the tool to filmmakers, YouTubers, marketers, and content creators. That seems like disparate audiences and use cases compared to the tool’s main focus.

What I like: I love how easy it is to get started with Edworking. Still, I have similar feedback to what I mentioned when testing Ahrefs.

Long story short? If I hadn’t used other AI script generators that had specific input fields first, I don’t think I’d hit the ground running because it’d take me longer to tailor the prompt to be specific enough.

I’ll level with you; with Edworking being a project management tool first and foremost, I was a little skeptical about the platform’s AI-video capabilities.

Despite my skepticism, the output is a lot better than I expected. I like the clear and thorough stage directions. Unlike other AI tools, the output is really in-depth for this element, rather than just providing the verbal script.

5. CoCoClip.AI

CoCoClip.AI is an AI video editor for YouTube Shorts, TikTok, and Instagram Reels. You can also use the platform to generate AI images and create scripts.

CoCoClip.AI is aimed at beginner, intermediate, and advanced social media content creators.

What I like: It’s quick to get started, and you don’t need to sign up to test the tool. However, this is the only AI video script generator I’ve tried with a character limit for the prompt. So, I had to cut out a few aspects from the prompt, like asking for a specific duration and CTA.

While the steps in the skincare routine aren’t as detailed as other AI outputs, the text itself reads okay, and the tone works.

The tool has also included the key points I specified, like mentioning double-cleansing and choosing the right product ingredients while avoiding harmful ones.

Is an AI video script writer right for you?

After testing the tools first-hand and creating a process based on this experience, I’m struggling to think of an instance when an AI video script writer wouldn’t at least save you time.

If you’ve been following any of my other content about AI, you might appreciate the gravity of that statement. And if you haven’t, know that I’ve typically remained skeptical about most (but not all!) use cases for the tech.

In this instance, I’m picturing a busy content marketer. Maybe they’re working for an agency and have a lot of projects on the go at once. If that were me, I’d 100% be reaching for a tool like this.

I don’t think I’d use the output exactly as is. Still, I’d massively appreciate having a jumping-off point. Overall, I think that’s the main benefit of these tools.

So, rather than asking if AI video script writers are right for you, ask yourself: Would you rather be staring at a blank screen watching your project timeline evaporate in real time?

Or would you rather have something to expand upon and improve?

Welcome to The Perspective, a series where HubSpotters weigh in on the latest business and marketing trends.

“We are not your mom’s Facebook.”

This bold statement was passed around at Facebook’s event for younger creators in NYC earlier this summer.

As the social giant turns 20 this year, they know a big chunk of their future relies on Gen Z. Especially considering only 52% currently rank Facebook as their favorite platform, and only 33% of teens aged 13-17 use it at all.

(By comparison — 72% of Gen Z rank TikTok as their favorite platform, and 63% of teens are actively using it.)

Can Facebook actually show younger generations there’s more to it than “old” people and outdated memes?

To find the answer to that question, we have to start by unpacking why Gen Z decides to spend their social energy elsewhere.

And who better to ask than a member of HubSpot’s fantastic social team and one of my amazing Gen Z colleagues.

Featured Voices:

• Justina Thompson, Associate Marketing Manager at HubSpot
• Reece Callaway, Brand and Social Content Manager at HubSpot

Here’s Why Gen Z Isn’t on Facebook

“I think it comes down to the type of content on Facebook,” says Reece Callaway, Brand and Social Content Manager at HubSpot.

“Since Facebook is one of the oldest social media platforms still around, we see a lot of Millennials and Gen X on Facebook who regularly post content that doesn’t resonate with Gen Z. Gen Z wants to see the latest culturally relevant content on their feeds, and Facebook just isn’t the place for that.”

And Callaway brings up a great point. The other part of Facebook’s attempted rebrand is to position themselves as a “hub for all things culturally happening” in the platform’s underground.

Creating a culturally relevant space for younger generations is an important first step — but it’s not necessarily an easy one to accomplish.

The Gen Z Perspective

Justina Thompson, Associate Marketing Manager at HubSpot (and Gen Z baddie herself), feels like Gen Z isn’t on Facebook like other generations because it has a reputation for being family-focused rather than a true social platform.

“When I was growing up, my Facebook was monitored by my mom and I primarily used it to stay connected with aunts, uncles, and middle school friends whose profiles were also monitored by their parents,” says Thompson.

“Over time, I began to crave more autonomy over my online presence, which I couldn’t do through Facebook.”

These are also reasons why I no longer have Facebook, and I’m a millennial.

My timeline was a mix of random posts from family members along with the occasional “hbd” from someone I haven’t interacted with since elementary school.

It became hard to curate my timeline and my following to align with my interests.

Thompson also says that Gen Z wants to excavate their own identities online — especially where no one they know is watching. That’s why TikTok is so popular for this age group.

“People from anywhere can interact with your content and not have to know you IRL. There’s no pre-existing impression that they have of you.”

Thompson continues, “Facebook represents having an attachment to communities that already know you. Places like Instagram and TikTok have proven that you don’t have to come bearing proximity to anyone you know in order to build connections. That’s the hurdle I think Facebook has yet to overcome.”

I second that — Facebook has to make that leap in order to compete. Channels like Instagram and TikTok have high-quality algorithms that make it easy for users to curate their feeds and find new people.

So, now, this all begs the question … 

Can a ‘rebrand’ work … or is it too late?

In theory, Thompson thinks a Facebook revamp could work. And I’m inclined to agree. But she says it’s going to take a lot more than shifting what we see on our feeds to get Gen Z back there.

“I do think investing in what’s already on the platform, like Facebook Marketplace, is a good place to start — especially because I have personally had positive experiences with that part of Facebook,” says Thompson.

And she’s not alone. Our research shows that social media is Gen Z’s #1 channel for product discovery, and 43% have bought something via social media in the past three months.

Plus, Facebook Marketplace is in fact Gen Z’s big draw to the platform right now.

“However, Facebook isn‘t just its Marketplace. It’s an amalgamation of many things, and all of those pieces have to speak to each other in a way that makes sense,” says Thompson.

She continues, “I think TikTok does a great job at this. Although I‘m not the biggest fan of TikTok’s monetization efforts, they‘re done well because they’re integrated into the content you see as you scroll.”

And because other channels like TikTok are already so popular among Gen Z, Callaway says it’s going to be difficult to reroute their attention.

“It’s going to be very hard to take Gen Z off of other platforms that they are already on,” he argues. “I think there is an opportunity for [Facebook] to rebrand themselves. However, they have 20 years of reputation to work against.”

He’s right — Gen Z still sees Facebook as the social channel for older generations, filled with inspirational quotes and boomer humor. It’s not impossible, but that rep is going to be pretty hard to shake.

So, what’s the key to bringing Gen Z back?

Facebook says they’re focusing on three key features to get Gen Z to buy in: the feed, reels, and creators.

They plan to highlight more relevant content including Facebook Marketplace, Facebook Dating, and groups and events to attract younger audiences.

From my perspective, this isn’t a bad strategy. Earlier, Thompson called out Facebook Marketplace as a positive, and serving tailored, audience-driven content always wins.

Callaway says, “I think they would need to get a lot of the biggest creators that Gen Z enjoys to consistently post content on Facebook and do it in a way that makes Gen Z choose Facebook to watch that content over a different platform.”

He continues, “Along with that, Facebook needs features that are unique to Facebook, not just a copy of a popular feature from a different platform.”

Thompson echoes the need for unique features to draw in younger users. Here are three ideas she thinks Gen Z would be interested in:

• A customizable timeline: “Make the timeline more customizable so Gen Z can filter through random posts from family while also getting the information we actually want.”
• Easier content monetization: “TikTok has the Creator Fund but it’s incredibly hard to get into … maybe Facebook could make some of those guidelines more accessible.”
• App integrations: “I love that Tiktok has become more integrated with other apps — like CapCut — to make it easier for folks to produce quick, ready-to-post content. I think some sort of integration like that would be awesome.”

Someone at Facebook, probably:

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Facebook + Gen Z = 🫶🏽?

As Thompson shared, “Facebook has to understand that Gen Z‘s priorities are rapidly changing. We’re interested in getting uncensored access to the information we need to problem solve and live life enjoyably.”

It’s an uphill battle, and not a guaranteed win, but I think Facebook can take steps to bring Gen Z back — as long as they take notes from the competition and refine the platform to meet their social needs.

Want to hear our thoughts about a specific topic? Drop your idea in this form, and we may just feature it in an upcoming post.

Recently, a good friend came to me for advice on hiring. She was unsure how to start looking for content writing talent. And, honestly, even as someone in the industry for about 12 years, I can say she was right to be a little lost.

Content writing can mean many different things to different companies. Crafting social media copy, drafting press releases, posting opinionated essays — they all have their little nuances but fall under the umbrella of content writing with a shared purpose.

Content in marketing is anything we create for our target audience to consume and deepen their connection with our brand. But great content writing is crucial to setting this all in motion.

Table of Contents

• What is content writing?
• Getting Started with Content Writing
• Content Writing Tips to Level Up Your Work
• Examples of Great Content Writing
• Generative AI in Content Writing

In a recent report, Semrush found 90% of businesses worldwide have a content marketing strategy in place — ninety percent.

This means the role of a content writer is more in demand than ever before.

However, what it actually entails depends on both industry and business needs. In fact, my first question to my friend was, “Well, what do you want them to write?”

Some businesses invest heavily in a social media strategy, while other companies prefer creating content in the format of blog posts or ebooks. Content writing is a wide spectrum, including:

• Long-form articles
• Video scripts
• Video descriptions
• Email newsletters
• Keynote speeches
• Social media posts
• Podcast titles or show notes
• White papers, ebooks, and guides
• Web and landing page copy
• Product descriptions
• Ad copy
• Press releases

Regardless of format, however, high-quality content that represents and strengthens a brand’s voice can help:

• Build brand awareness
• Increase website traffic
• Generate leads
• Improve search engine rankings
• Establish credibility and trust
• Delight customers

Overall, content writing is your opportunity to tell your brand’s story. Great content writers convey meaningful, helpful, and insightful messages to inspire and move an audience to take action.

When done right, that action is marketing a purchase. Content writing can convert readers into prospects and prospects into paying customers. But that’s easier said than done.

Getting Started with Content Writing

Before writing content for your marketing, your team must have a few foundational pieces in place.

There’s no way to cover it all in one article, but here are some resources to review if you’re just starting out:

• The Ultimate Guide to Content Marketing in 2024
• Free Content Marketing Certification Course: Grow Better with Content
• To create a content strategy: How to Develop a Content Strategy in 7 Steps: A Start-to-Finish Guide
• To create a content calendar: What is an editorial calendar? Your Guide to Editorial Calendars [Examples + Templates]
• The Ultimate Collection of 200+ Best Free Content Marketing Templates

Now, let’s explore some of my favorite content-writing tips.

Content Writing Tips to Level Up Your Work

1. Answer your audience’s questions.

Effective content is rooted in helping people fulfill a need. And more often than not, that need is an answer to a question. I mean, there’s a reason they call them search “queries.”

When writing content, aim to answer people’s questions about your product, service, industry, or any relevant topic you choose to discuss. Addressing these concerns (good or bad) helps you stand out as a trustworthy, honest resource.

It also makes your brand appear more helpful and, in turn, makes people more inclined to buy from you.

Don’t believe me? An experiment by Conductor has found consumers who read early-stage educational content are 131% more likely to buy from a brand immediately after than those who don’t.

Point of sale company Toast does a great job of answering common questions for restauranteurs on its blog.

Pro tip: Not sure what questions your buyers are asking?

When it comes to shopping, most audiences are looking for pricing information, product comparisons, and reviews — just think about your own buying behavior.

But the best way to find out what questions your specific audience is asking is to talk to your salespeople and front-line team members.

You can also try social listening to see what questions or concerns come up in conversation. (HubSpot’s social inbox can help here.)

2. Offer a unique perspective and voice.

Whenever I write a blog article, I do online research — even if it’s a topic I know well, like “content writing.” However, content will never rank, let alone keep people engaged if you just rehash the same information that already exists online.

(That’s part of why AI content writing can be dangerous, but more on that later.)

For content writing to be successful, it needs your unique perspective, expertise, and voice. This is what your audience can’t find anywhere else.

That said, when I know a topic well, I start by outlining everything I would discuss off the top of my head. Then, I’ll search the topic to see what’s already out there and if perhaps there are any ideas I missed worth mentioning.

It’ll also give me insight into how I can approach my content differently, even if there is overlap.

But of course, I don’t know every topic well. In those cases, I‘ll contact internal HubSpotters who are experts on the subject or conduct external outreach via social media to find a reputable source willing to provide tips, quotes, or original examples.

Additionally, I‘ll research sources like YouTube, LinkedIn, Reddit, Quora, and even podcasts, then reflect on and explain the ideas from my point of view.

Bottomline: I always come back to my personal knowledge and tips. I try to give my audience something original, even if it’s simply my opinion or a twist on common advice.

This is your differentiator. It’s what gives people a reason to stay on the page rather than go elsewhere.

Neil Patel is a master of this in content writing. For instance, this article on getting YouTube subscribers does not reinvent the wheel, but Patel leaves no stone unturned when leaving his signature voice (and face) throughout the piece.

3. Be thorough.

Great content doesn’t scratch the surface of a topic; it goes in-depth to address all of the questions someone may have.

As an editor at a previous employer, this was always my criteria when determining whether an article was ready for publication.

This didn’t mean every piece of content had to be a novel, but it did have to offer clarity or guidance via a link or additional resource.

This is something we do commonly at HubSpot:

In this snippet from one of my articles, you see I overtly recognize that the reader may want even more than what is covered in this piece and give them suggestions on where to turn.

This is all about creating a good user experience. Quality content writing anticipates a user’s needs and intentions and ensures it delivers that value.

Internal linking also keeps people on our website and signals to search engines that these pages are related.

4. Aim for clarity.

Listen, I love wordplay. The center of my universe is the pun, not the sun.

(I’ll pause for your laughter.)

But despite this deep-rooted love, I know clarity is non-negotiable when it comes to content writing.

To effectively offer value to an audience and have them grasp a message, they need to understand it. So, minimize the jargon and complicated sentence structure.

Whenever possible, write in the simplest terms so that anyone — familiar with your industry or not — can understand what you’re trying to say.

Complicated writing risks your message not being received and can even frustrate a potential buyer to the point of bouncing off your website and to a competitor.

But hey, it can be powerful if you can find the happy balance between clever and clear. Few brands do this better than Apple, in my opinion.

5. Use a hook to grab your reader’s attention.

The introduction and hook of your content are often your best opportunity to inspire, move, surprise, and delight your readers. Moreover, it’s your only chance to convince them to stick around and keep reading. To “hook” them if you will.

Sometimes, writing a good hook is easy — particularly if the topic is intriguing or exciting to you, but what about more boring, mundane topics?

My HubSpot teammate Caroline Forsey explains, “Sometimes, writing a good hook requires pulling back and looking at the bigger picture.”

She continues, “For instance, while rel=nofollow isn‘t the most fascinating topic (in my opinion), what is interesting to me is SEO and how SEO can directly impact a company’s ability to reach new audiences — plus how Google has needed to change regulations in recent years due to an increase in illegitimate sites.”

“This means when I started writing 3 Reasons Why SEOs Are Upset About Google’s Rel=nofollow Announcement, I used that angle to inspire my hook and painted a picture: Myself as a Wikipedia editor, writing about zebras, and getting paid $500 to link to a fake news website.

(Now you‘re interested, aren’t you?)

My creative writing background helps in this case, and I’m willing to bet your passion for writing will also help you create exciting hooks.”

6. Use formatting to your advantage.

Like complicated language, how you present your content can make it more difficult to digest, especially on mobile devices. Fortunately, formatting and hierarchy can help.

Effective formatting can also make your content easier for search engines to understand what your page offers.

Here are some formatting best practices to keep in mind:

• Opt for short paragraphs. This is a hard one for traditional or academic writers, but shorter paragraphs help eliminate walls of text and are easier on a reader’s eyes. At HubSpot, we try not to have paragraphs exceeding three visual lines, even if this ends up being just one sentence.
• Break up content with headings. This makes it easier for readers to find the information they need and helps Google better understand the information on the page.
• Use numbered or bulleted lists (like this one) to organize and draw eyes to key information.

• Use bolding, italics, and underlining to emphasize important information. These also help key points stand out and make it easier for readers to find the good stuff.
• Add visual or interactive elements. Videos, images, charts, GIFs, quizzes, and other aids can help drive home your messages and offer readers a break from text.

Litmus does a great job of using formatting to improve its content writing.

7. Optimize for search engines.

Your writing can be genius, but it may never get read if it’s not optimized for search engines. That’s why, as a content writer, you must become familiar with search engine optimization (SEO).

Even if your content is posted on social media, search engines can crawl and index it, so pay attention to your use of keywords and technical aspects like file size, SCHEMA, and more.

If you are new to SEO or just want to brush up on the basics, read:

• SEO Writing: 13 Tips on Writing Blog Posts That Rank on Google
• The Ultimate Guide to SEO in 2024

8. Diversify your mediums and platforms

While SEO is critical for ensuring your content ranks on search engines like Google, it’s not the only way people can become aware of your brand.

Nowadays, discovery is actually more frequently happening on social media, especially with the rise of explore and “for you” tabs. In fact, our research shows that social media is the preferred product discovery channel for members of Gen Z, Millennials, and Gen X.

Plus, different people enjoy consuming information in different ways, so if you’re only creating one type of content you may be getting ignored by many in your target audience.

To reach a wider audience, you need to write content for a variety of platforms and mediums. That means not just blogs and website content but also email newsletters, social media, and even videos, depending on your business needs and audience.

Not sure where to start? Here are some resources to check out:

• How to Write an Effective Email: 14 Pro Email Writing Tips
• Social Media Copywriting: Expert Tips for Composing Text on 5 Different Platforms [Bookmarkable]
• How to Write a Video Script [Template + Video]
• 13 YouTube Description Templates That Have Helped Our Videos Go Viral

9. Incorporate multimedia components to break up the text.

As I mentioned earlier, incorporating videos, images, graphs, or other multimedia content into your text can make it easier for your readers to consume.

Consider, for instance, take the article, “The Ultimate Guide to Product Marketing: How to Market a Product.”

That blog post is long — nearly 6,000 words. But, I broke it up by embedding videos and other multimedia elements (like images) to keep the reader engaged. I also use things like a table of contents to make it easier to find what you need.

Pro tip: Use this as an opportunity to promote your additional resources. For instance, if you have a new company podcast, try embedding episodes in relevant blog posts to drive listeners while providing additional value for your readers. It’s a win-win.

10. Include timely and relevant calls-to-action (CTA).

As a content writer, your job isn’t just to create good content; it’s also to convert readers, listeners, or viewers into prospects and customers. That said, you must learn how and when to include CTAs throughout your content.

Now, a call to action can be anything. It can be a reminder to subscribe to your YouTube channel, to read a page on your website for more information, or to download an offer.

Whatever it is, you want to make sure the ask is relevant to what you’re talking about and appropriate for where your audience is in their buyer’s journey.

Consider, for instance, the relevant CTAs embedded in the description of HubSpot’s YouTube video, “How to Understand Facebook Video Insights (Guide)“:

These in-text CTAs direct YouTube viewers to explore other HubSpot offerings, including HubSpot Academy social media courses.

They aren’t jarring or off-putting. The content writer did a good job ensuring the CTAs were relevant to the video and made sense for what viewers would want to do next after watching it.

11. Edit!

When I finish a first draft, I always try to set it aside for some time and then come back to it. With a fresh perspective, I can edit for minor grammatical errors, fix structural issues, and improve the piece overall.

Good content writing is impossible without good content editing.

Grammatical errors can make you look careless or even unprofessional, while poor writing can hurt your brand’s reputation as an authority in its space.

We‘re all human and can make mistakes, and that’s okay. But, you should still do your due diligence to review any content before hitting publish.

You can also run your content through tools like Grammarly or Hemmingway App when you’re under a time crunch. These can miss things too, but an extra pair of eyes can’t hurt, even if they’re AI.

12. Cut the fluff.

Most of your readers are busy. Try to make your point as quickly as possible to avoid taking up too much of their time. Cut filler words, redundancies, cliches, or anything that may weaken or distract from your key message.

HubSpot contributor Clifford Chi shares some useful tips in the article “8 Writing Tips I Wish I Knew Before I Started Blogging.”

13. Incorporate original quotes from popular thought leaders or experts.

No matter how good your writing is, readers won’t necessarily want to hear your advice on particular topics.

For example, Forsey remembers writing an article on protecting your mental health while working from home. She explains, “I didn’t try to tackle the topic myself. Instead, I found a psychologist to provide well-researched, helpful tips to take my piece to the next level.”

She advises, “Even if you‘re an expert, consider how you might provide alternative opinions to create a more well-rounded argument.”

“If you’re writing a blog post like ‘Video vs. Podcast: Which Is Better For Your Business?’ — see if you can get quotes from podcasters and video producers (or your internal colleagues who feel passionate about the subject).

Expert quotes or original insights will impress readers and show them that what they‘re finding on your website they won’t find elsewhere on the web. And that’s powerful.”

14. Make it about the reader.

Let’s be real: As empathetic as someone might be, nothing gets their attention more than hearing what’s in it for them.

In content writing, this means framing your topic or point around your reader.

Let‘s say you’re creating an ebook: “A Comprehensive Guide to Excel,” for example.

This likely isn’t something super exciting for your audience to read. They’re reading because they have to, but you can make it more engaging (and, in turn, delight your readers) by explaining why the information is important to them.

Consider how critical Excel is for specific functions or how it can help make certain tasks easier.

Excel can help a company’s financial department analyze year-over-year performance to determine how much budgeting a marketing team will receive in the upcoming year.

That budget contributes to critical growth and the business‘s ability to reach and convert new customers. Without it, the marketing team won’t be able to increase brand awareness as effectively as they’d like — and the business will suffer.

When you recognize that Excel can be tied to job security, it suddenly becomes much more fascinating, doesn’t it?

Content writing is about more than just stringing together a coherent sentence. It’s about telling readers why a topic matters to them.

15. Support your claims with examples and data.

Even if you’re an expert in your field, people won’t always take you at your word.

Details like examples and data can help ground your advice and drive a message home. They show you’re not just making things up and can also illustrate how readers can apply tactical advice. It’s about showing, not telling.

That being said, let’s dive into some examples of powerful content writing.

Examples of Great Content Writing

1. “The Code” – Dove

What I like:

In this video, Dove stays true to its brand of promoting “real beauty” and makes it relevant to today by discussing how that brand is affected by generative AI.

But I don’t just love the video’s writing (which is simple and clear); I love the video description, which implements many of the tips I shared.

It details Dove’s unique commitment to its audience, pulls in data, and incorporates calls to action.

2. “The Player Series Players: Haim Discusses Their Fender Love” – Fender

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What I like:

Fender’s blog post is smart because it highlights their product, but also tells a human story and offers social proof.

It’s short but engaging with its use of an embedded video and colorful imagery and smartly links to the products featured in the content.

3. ”The 5 Best Morning Routine Ideas Of Highly-Productive People” – Trello

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What I like:

Trello’s article never discusses or promotes its product. Yet, it shows their marketing muscle by discussing a topic their audience cares about — being more productive and effective. Helpful content like this helps to drive SEO and aligns with the brand’s story.

4. “Retailers, No Need to Spend a Fortune on Voice AI to See Results” – SoundHound

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What I like:

SoundHound’s blog post focuses on a particular segment of their customers: retailers. Great content writers craft each piece with a purpose and audience in mind. This post exemplifies that.

They also make use of statistics and specific examples to drive home the value that their product delivers:

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5. “Holy Basil: Our Antioxidant Friend” – Parallel Health

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What I like:

Parallel Health is a startup that creates custom skincare solutions based on your personal skin microbiome. The above blog post focuses on the reader and explains the benefits of the antioxidant-rich natural ingredient that happens to be in their products.

This post speaks to skincare connoisseurs with a penchant for science, which accurately describes their target audience. It also makes readers feel good about using the product, which is always how you want to make your customers think.

Generative AI in Content Writing

Generative AI is here, and it’s not going anywhere anytime soon. Using tools like ChatGPT, Google’s Gemini, and our free AI Content Assistant, content writers can generate blog posts, titles, captions, and other content ideas just by asking.

However, this doesn’t mean generative AI does the content writing for you. Generative AI is best used to help you along in the writing process. In other words, outlining, researching, and brainstorming.

You’ll still need to personalize the AI’s output and align it with your voice and needs.

Here are some tips for effectively implementing Gen AI in your content writing strategy.

1. Give context.

When prompting your generative AI of choice, give it the context of what your content will be about, your goals, and who your target audience is. Be as clear and descriptive as possible when prompting your AI.

2. Be specific.

Tell the AI about specific keywords you want to hit, the length of your post, and any other structural information relevant to the type of content you want to create. Do you want a bulleted list of points as opposed to whole paragraphs? The more detailed instructions you can give, the more on-target the results will be.

3. Workshop your prompts.

If your AI didn’t output what you sought on the first try, reiterate, rewrite, and adjust your prompts to get the best results. You can ask your gen AI to review and expand on specific segments until you are happy with the results.

4. Use AI to summarize.

Let’s say you are researching an upcoming post, which requires you to read many other articles for inspiration and fact-finding. You can use generative AI to summarize a lengthy passage.

Copy and paste your source text and ask the AI to summarize the input as a bulleted list.

Just like that, you’ve saved time and have access to key takeaways and points that will inform your content writing process.

5. Be you.

Generative AI is exciting and convenient but does not replace human content writing. Remember, AI is trained on existing content, but only humans can create something out of nothing.

Use AI for inspiration and jumpstart your writing process, but don’t copy and paste the output verbatim, or your content will end up generic and lacking your personal touch.

Start doing content write.

At the end of the day, everyone has their own writing style, and every brand’s audience likely responds to different things.

Use everything in this article to start experimenting to see which ultimately can help take your content writing results to the next level.

“An obsession with quality” is what I wish 12-year-old me had… but alas, I ended up with boatloads of Forever 21 T-shirts. 

As it turns out, quality really does matter. Our master today — Emily Kramer, a marketer, investor, and advisor for B2B growth-stage startups (and MKT1 newsletter creator) — told me her “obsession with quality” is the reason she’s been so successful in the newsletter space. (With 48k subscribers and growing.)

Want to learn more? Keep reading to learn how the MKT1 newsletter creator “never misses”, and her advice for any marketers who are the “first-ish” marketing leaders at their companies. 

Why the creator of the MKT1 newsletter “never misses”.

1. Be ready to tell leaders what you’ll stop, start, and continue. 

Kramer has been the “first-ish” marketer four times at companies ranging from 10 to 300 employees, so my first question was an easy one: If you’re the first marketer at a company, where the heck should you start? 

Kramer told me whether you’re a team of one or leading a 200-person marketing department, the answer is the same: Prioritize, prioritize, prioritize. 

“First, you need to figure out where you can win. Where can you stand out? Where do you have the biggest advantage over competitors? What channels make the most sense for your business?” 

This translates to: Stop doomscrolling through TikTok for “inspiration” or convincing yourself a snazzy newsletter giveaway will save the day. Start with what matters most. 

“You’ve got to have a framework for how you’re prioritizing — you have to put a stake in the ground about what you think is important, and why. If you don’t, you’ll just get barraged with requests.” 

One of Kramer’s go-to moves when joining a new company is to create a “start, stop, continue” plan. That way, execs can quickly see, “Oh, we already tried that,” or “We’re stopping this, and here’s why.”

Otherwise, your founder might just get a little too obsessed with the idea of you publishing ebooks on Amazon as the “next best marketing move.” 

(Not speaking from experience or anything.) 

2. To sell marketing to execs, compare it to the product team.

“The biggest challenge in my career has been selling marketing. Early in my career, I didn’t understand the delta between what I understood about marketing, and what founders or other teams knew about marketing,” Kramer says. 

I feel her: As someone who comes from a family of salespeople, I spend most of my Thanksgiving dinners trying to explain that brand awareness is still a valuable outcome. 

Luckily, Kramer’s landed on a metaphor that seems to work: She likes to tell founders and execs that marketing teams are like product teams… Not sales. 

A few key similarities: Both product and marketing are multidisciplinary; both have a portfolio of ideas and a roadmap of the big things they plan to do; and both require a balance of optimizing certain features/campaigns — while launching new ones — in order to help the biz grow.

Kramer also encourages marketers to make sure they know exactly what their founders think marketing is. 

“During the interview process, just ask the founder, ‘Hey, when you think of what marketers do, what’s top of mind?’ Because what if they respond and say ‘trade shows,’ and you hate trade shows?” 

Her point is a simple but sound one: Make sure your vision of marketing aligns with your founder’s, or get ready for a long road of pushback and a lot less creative freedom. 

3. Don’t create a newsletter if you don’t have anything interesting to say.

Kramer’s MKT1 newsletter success hinges on one question: “Would I text this piece of content to everyone I know that’s in the space?”

Kramer’s obsession with quality is evident in her newsletter cadence: While many marketers like to send newsletters out on a weekly or even daily basis, Kramer prefers to send hers roughly 2X per month. She only wants to send a newsletter if it’s saying something new. 

“People tell me ‘I never miss’ with my newsletter — I don’t know if that’s true,” she adds with a wry grin. “I definitely miss. But that obsession with quality is there.” 

And she has some wise words for anyone who wants to create their own: “If you don’t have a storyline that you can talk about in a unique, engaging way — better than everyone else — you shouldn’t do it. You can’t just say, ‘I want to start a newsletter’ and then stick content into it. It doesn’t work that way.”

Marketers are often asked to do more with less. I’ve been there too.

I’ve battled the constant pressure to juggle multiple campaigns, track their performance, and present insight-packed reports. This process is overwhelming, time-consuming, and riddled with challenges.

After years of struggling to prepare reports for my marketing campaigns, I discovered how AI reporting can truly transform the process — and empower creativity with data-backed strategies.

In this article, I’ll discuss:

• Crucial Challenges Marketers Face in Traditional Reporting
• 5 Key Benefits of AI Reporting for Marketers
• 4 Applications of AI-Powered Reporting for Marketers
• My Best Tips to Get Started with AI Reporting

Crucial Challenges Marketers Face in Traditional Reporting

Throughout my decade-long career in marketing, one of the most significant (and repeated) challenges I’ve had was reporting my work and attributing it to revenue.

I’m sure every marketer agrees that traditional reporting methods are complex and time-consuming. Reporting feels like rocket science with so many moving parts.

Here are some challenges I’ve faced and observed in marketing reporting.

• Tedious data collection. I’ve spent hours (and even days) consolidating, cleaning, and organizing data from different tools to build a report. I realized that a key reason marketers struggle to build a robust reporting setup is due to this inefficient and error-prone process of collecting data manually.
• Inability to measure ROI. My biggest concern with traditional reporting methods is the lack of measurable outcomes in many marketing campaigns. It’s much harder to directly attribute specific top-level metrics (like clicks, impressions, and likes) to meaningful business outcomes (like customer acquisition, retention, etc.). So, while you know how well a campaign performed, you don’t have enough proof to tie it to the results achieved.
• Siloed data. Having worked with several B2B organizations, I’ve observed that each department often works in isolation. As a result, customer data is siloed and inaccessible to every team. The sales team uses a CRM system, the marketing team relies on multiple analytics tools, and the support team works on a customer success platform. This hinders marketers’ ability to get the whole picture about their performance.
• Limited customization. Traditional reporting tools aren’t easily customizable for your reporting needs. I tried working backward with my goals to set up my reporting system, but I couldn’t fully customize my tools to track the necessary metrics. This lack of flexibility is another big reason marketers must spend extra time and effort on data-based reporting.
• Meaningful data interpretation. Lastly, after trying several reporting tools, I can say that most tools only process and visualize data. They don’t offer contextual guidance on what actions to take based on the data. I’ve spent most of my time interpreting data at scale and documenting the key takeaways to help stakeholders make data-driven decisions.

The traditional reporting setup is riddled with challenges for marketers. And it only adds to the mounting pressure marketers face to stand out in crowded markets with innovative campaigns.

That’s why I’m excited to discuss how AI reporting methods can change the game and maximize efficiency for marketers. Let’s look at the key benefits and use cases of AI reporting.

5 Key Benefits of AI Reporting for Marketers

Our AI Insights for Marketers report indicates that nearly half (45%) of marketing leaders claim AI tools make employees more productive.

While I’ve seen marketers leverage AI for use cases like content creation and automation, I believe that’s just the tip of the iceberg. The real game-changer is the ability to use AI tools for end-to-end data analytics and performance tracking.

Here are five key areas where I think AI reporting will make life easier for marketers.

1. Streamlined Data Collection and Processing

Ask any marketer what they dislike the most about their role, and they’ll say: collecting data.

As I said before, gathering data manually is a slow and tedious process. Jumping between your social media analytics, email marketing dashboards, CRM, and other tools sometimes feels like you’re back in the Stone Age.

With AI-powered reporting, you can easily eliminate this busy work and automate data collection. These AI marketing tools will seamlessly integrate with your target channels and gather data in real time. Plus, you can configure these tools to process and analyze the data.

This AI automation for reporting can significantly reduce the manual workload and free up your time to focus on more strategic tasks.

2. Enhanced Ability to Measure ROI

One of the biggest pain points for every marketer I know is connecting their efforts directly to business outcomes.

Since traditional reporting methods focus on top-level metrics (like views, clicks, and impressions), you don’t get a clear picture of how your marketing efforts drive revenue growth.

Instead, AI reporting brings deeper insights through advanced attribution models.

AI tools can track the entire customer journey across different channels and touchpoints. So, you get clarity on how customers make buying decisions and what nudged them forward in the marketing funnel.

This benefit is also visible in our AI marketing insights report: 39% of marketers feel AI tools help make informed decisions based on performance.

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3. Breaking Down Data Silos

Data silos can happen in any organization when data is stored separately for different teams and use cases. As a result, you don’t get a unified view of customer behavior or marketing performance.

AI-powered reporting can break down these silos by integrating with multiple platforms to pull real-time data and prepare a detailed report.

In fact, 44% of marketers think AI is very effective at performing data analysis, and 70% use these tools to improve their data analysis workflows.

Why? Because AI tools offer built-in dashboards to visualize cross-channel insights without any manual effort. You can automatically collate and cross-reference data from different touchpoints to provide a fuller picture of campaign performance.

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4. Highly Customizable Reporting

One of the biggest benefits of AI reporting is the ability to break through the rigid reporting formats in traditional methods and build a flexible, goal-specific setup.

Instead of following irrelevant templates, AI-powered reporting allows you to customize your reports to track metrics that align with specific campaigns or strategies.

Jessica Apotheker, a marketing leader and CMO at Boston Consulting Group, explains why organizations need to build such a customized reporting setup.

In her TED talk, she emphasizes that marketers should have the right AI tools to track customer behavior, predict outcomes, and deeply analyze each campaign. This continuous feedback loop can significantly improve marketing strategies and performance.

Apotheker shares an example to showcase the results:

“A consumer goods company I worked with used these tools to gain a ‘left-AI brain’ advantage, building a team of 30+ experts who developed and customized these solutions. They also upskilled the entire organization.

As a result, marketers could assess which audience-creative combinations were performing well in the market, determine which products resonated with which consumers, and monitor the evolving marketing funnel. It leads to a highly adaptive and effective marketing approach.”

5. Improved Data Storytelling

Time and again, I’ve seen how traditional reporting tools struggle to translate raw data into meaningful insights. I strongly believe these reports packed with numbers and charts often fail to tell a compelling story. They don’t explain why certain metrics matter and how they impact the strategy.

That’s why I’m experimenting with AI reporting tools to interpret data, provide contextual insights, and support the decision-making process.

AI tools use natural language processing (NLP) to create a narrative around your data. They can explain trends, pinpoint gaps and opportunities, and go as far as answering specific questions you have.

Put simply, you can use AI reporting tools to understand data quickly and get actionable insights.

4 Applications of AI-Powered Reporting for Marketers

I’ve spent the last several months exploring the potential of AI reporting tools.

Besides testing out a few tools for my workflows, I also spoke to my fellow marketers to learn how they leverage AI in their reporting setup and the benefits they’ve seen so far.

I’ve curated a list of four use cases for AI in digital marketing to maximize reporting efficiency and make data-driven decisions.

Use case #1: Predictive analytics for campaign performance.

I think AI-powered predictive analytics can be a game-changer for prioritizing and executing marketing campaigns.

You can use historical data on campaign performance metrics and seasonal patterns to forecast future outcomes. You can also share more contextual details about your planned campaign with this data. Then, these AI tools will predict whether this campaign will perform well or poorly.

Besides, AI tools can simulate scenarios based on variable factors like audience segments, budgets, and more.

For instance, what happens if you allocate 20% more of your budget to social media ads in a particular demographic? AI can predict the potential outcome, allowing for better decision-making.

See AI Reporting in Action

Andy Crestidona, co-founder of Orbit Media Solutions, uses ChatGPT to analyze full-funnel campaign performance and predict future performance.

He downloads the latest reports from his email marketing platform and Google Analytics. Then, he adds this data to ChatGPT to combine the datasets and derive insights.

Here’s an example of how he instructs the tool to merge and organize the dataset.

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He also uses ChatGPT to derive insights from this dataset and visualize it in different ways. For example, he asked the tool to create a chart demonstrating how different topics performed in the email marketing channel.

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Use Case #2: Real-time insights for content optimization.

As a content marketer, I’ve focused heavily on using AI to build more efficient workflows.

However, I only recently discovered the power of AI tools to measure performance and optimize content for stronger results.

I use AI tools to track metrics like engagement, bounce rate, and conversion rate.

This real-time data for content posted across different channels clarifies whether a topic is a hit or a miss. This way, I can enhance underperforming content or divert resources from one campaign to another.

I also rely on HubSpot’s SEO Marketing Software to optimize content. The tool analyzes the content on any website to provide real-time recommendations for improvement.

Each recommendation flags the number of pages affected by an error and offers a clear reason why this error matters. It also tells you the impact of each recommendation so you can prioritize high-impact tasks.

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Use case #3: Audience segmentation and personalization.

AI can analyze huge datasets to find patterns you’d naturally miss.

Marketers can use this capability to improve audience segmentation and deliver more targeted messaging. That’s why 34% of marketing directors say AI leads to more personal customer experiences.

For example, AI tools can analyze all available customer data and create segments based on their behavior and preferences. You can also use these tools to understand how each segment interacts with your brand.

Then, based on this audience segmentation, you can personalize the customer experience and offer tailored solutions and deals depending on each customer’s interaction history and journey.

Sarah Cornett, an AI consultant, shares how she implemented an AI solution for marketing in the banking industry to deliver a personalized customer experience and targeted communication.In a conversation about the state of AI-powered marketing, she shares a case study of her work.

“The solution used identity resolution to gather historical data about a customer, such as the products you have with us, your digital touchpoints, and real-time activity like navigating our website. By leveraging this real-time data, we could determine the most relevant communication at any given moment.

With thousands of potential topics to discuss, the AI system would analyze triggers to deliver personalized messages, whether it was a next best action, upsell, or cross-sell offer, all tailored to capture attention and provide the most contextually relevant experience.”

Use case #4: Attribution modeling and ROI tracking.

A common challenge I’ve faced is identifying the most effective marketing channels. With AI-powered attribution modeling, this becomes much easier. With AI reporting, you can pinpoint and analyze every touchpoint in a customer’s journey instead of using traditional attribution models.

With a multi-touch attribution approach, you can distribute credit to each touchpoint and present a more realistic picture of each channel’s impact. This level of granularity enables marketers to focus on the most profitable touchpoints.

Besides, you can use the multi-touch attribution data to forecast ROI for future campaigns. It’ll improve predictive analytics and streamline your marketing investments.

My Best Tips to Get Started with AI Reporting

Okay, ready to take a stab at AI reporting? Here are my best tips to help you get started.

• Automate data collection. One of the easiest ways to incorporate AI in your reporting setup is by automating data collection and processing. Integrate AI tools into your existing tech stack to combine information from multiple platforms and process data in a single dashboard.
• Audience segmentation. Use AI to analyze customer data and break down your audience into micro-segments. It will help you truly understand your customers based on behaviors, preferences, pain points, and other parameters.
• Predictive analytics. Let AI tools analyze the probability of success for every new campaign idea and prioritize ideas based on these predictions. You can also use these predictive insights to set campaign budgets and realistic outcomes to maximize the ROI.
• Data storytelling. Let AI interpret and decode complex data to derive meaningful insights. Create a narrative with your data aligned with business objectives and make it more accessible to stakeholders.
• Attribution model. When you’re ready, replace your existing attribution model with an AI-powered multi-touch model. Get a pulse of your customers at every touchpoint and track interactions on different channels with a unified reporting setup.

Remember that integrating AI into your reporting workflow should be a step-by-step process. I recommend you experiment and explore the possibilities to see where AI tools perform well for your organization.

Use AI reporting to level up your marketing strategy.

I get it: reporting is a chore. You’re tired of exporting data from half a dozen platforms and consolidating it in one place only to spend hours extracting using insights. Having felt the same frustration, I started leveraging AI tools for reporting to cut down the busy work and make this process more efficient.

My biggest takeaway from researching this article is that AI reporting is changing the way marketers approach data. It’s making data more accessible for decision-making and strategizing, so you can plan campaigns based on facts instead of just trusting your gut.

As a solopreneur, marketing my own business gets pushed to the back burner more times than I care to admit. There are just too many other tasks that require immediate attention. It’s why I’m a big fan of AI marketing bots.

Automating certain marketing tasks means I have more time for other tasks, like creating connections with other business owners who need my services.

Recently, I chatted with other marketers to find out which AI marketing tools they use at work. And because I love sharing what I’ve learned, I’ve made a list of the nine most popular AI marketing bots.

Before we get into it, let’s define what an AI marketing bot is and dig into why they’re becoming more mainstream.

Table of Contents

• What is an AI marketing bot?
• Why are AI marketing bots so popular in 2024?
• 9 Best AI Marketing Bots You Need to Try

What is an AI marketing bot?

An AI marketing bot is software that uses artificial intelligence, like machine learning and natural language processing, to generate responses based on user prompts. These AI bots use specific datasets, like your company’s or industry data, to generate the best, most accurate responses.

AI bots designed for marketers can help automate certain tasks, such as content ideation and outlining, image generation, and video editing, or help you better personalize the user experience.

Why are AI marketing bots so popular in 2024?

AI is everywhere — and it’s changing the way many marketers think about their jobs. To understand why AI marketing bots are so popular, I went straight to the source: marketing experts.

I asked Tom Jauncey, CEO of Nautilus Marketing, why he thinks AI marketing bots are so popular in 2024. He argues that the core reason these tools have gained such momentum is their efficiency and effectiveness.

“These tools help analyze not only enormous amounts of data but also help to simplify many routine tasks. It includes the creation of personalized content and holding conversations with customers 24/7,” he said. “Above all, it is extremely budget-friendly, especially when compared with human marketers.”

The key benefit is to help a business streamline its efforts toward marketing — which can increase ROI by many folds.

Jauncey’s belief that AI marketing bots increase efficiency aligns with other marketers’ beliefs about these tools, too.

86% of marketing professionals say AI helps them save over an hour each day in their normal workflow. And when it comes to personalization, 88% of marketers say AI helps create a better customer experience.

Saood Belal Syed, a digital marketer, thinks AI can help automate certain marketing-related tasks. Syed told me, “It definitely has a long way to go before it can replace humans (if it ever does), but using AI can help speed up the ideation process and get those creative juices flowing!”

How many tools does the average marketer use?

50% of marketers have already adopted AI into their workflows. ChatGPT may be the most popular AI application, but it’s broad for marketing tasks. Ever heard the phrase, “Jack of all trades, but master of none?” That’s ChatGPT for marketing.

Instead, AI marketing bots are a bit narrower in scope. AI marketing bots are designed for specific tasks in mind, like video editing or lead generation. If you’re in the marketing space, you might need more than one AI tool to enhance and streamline your workflow.

David Ciccarelli, CEO at Lake, said he uses six AI marketing tools. These include tools that focus on content optimization, image enhancement, grammar improvement, analysis, and more.

Other marketing professionals told me they use an average of two to four tools daily. With this in mind, let’s look at some of the best AI marketing bots on the market.

9 Best AI Marketing Bots You Need to Try

As I mentioned, there are tons of AI tools available to help streamline nearly every aspect of the marketing department. Let’s look at some of the best AI marketing bots according to which tasks they can help you with.

Presentations and Images

1. Beautiful AI

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Beautiful AI is one of the best AI marketing bots I’ve tried. As a former teacher, I can finally admit that I was a lazy presentation maker.

I won’t lie: I usually made my slides just a few minutes before class started — and it was never a pretty presentation.

Beautiful AI changes that. With just a prompt, users can create data-informed presentations in seconds. To try it out, I asked Beautiful AI to create a slide comparing the best features of AI content-writing tools. This is what it created:

Obviously, before I use this in a presentation, I would be sure to fact-check each of these numbers. But overall, I like the chart’s simplicity — not to mention the speed at which it was created.

What the Experts Say

Renee Miller, founder of The Miller Group, uses Beautiful AI regularly. Millers told me, “Beautiful AI is a nice tool for creating presentations, and it’s pretty intuitive, so my whole team can use it — even the Luddites! It does have some limitations, as do most AI marketing tools at this time, especially ChatGPT.”

2. Canva’s Magic Studio

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Canva is a popular design tool for a reason. It allows marketers and designers alike to create eye-catching presentations.

With the addition of AI, Canva’s Magic Studio is the perfect tool to create a presentation in just seconds. Use it as a draft to add your own personal branding touches, or make a few tweaks and call it done.

I used Magic Design to create a pitch deck for an interior design business. It was simple: I just entered the prompt, waited for it to generate a design, then clicked “apply to all slides,” and I was done. I would likely update some of the copy if I wanted to use this for my business. Overall, though, it’s not a bad presentation.

What the Experts Say

Jauncey told me, “Canva is wonderful for producing professional-looking graphics quickly without needing to actually study design. Canva is able to help us create professional graphics fast.”

Video

3. Munch

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If you’re into creating podcasts or recording interviews, Munch is an AI tool you need to consider adding to your arsenal. Munch helps marketers turn long-form videos into short-form content by using AI to analyze the most engaging parts of the video to create engaging clips.

I tried out Munch and found it easy to use. The interface is simple and user-friendly. I also appreciate that it organizes clips into categories based on keyword volume. This can be useful to target SEO and algorithms.

What the Experts Say

Kelsey Stewart, owner of Eleven89 Marketing and Design, uses Munch regularly.

She told me, “Munch because it helps me with two purposes: Creates short-form videos from one long-form video and it creates subtitles for those videos automatically.”

4. Submagic

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Submagic is an all-in-one AI video editor that makes creating viral shorts a breeze. Submagic offers various editing tools that any marketer or video editor can use to enhance their video content.

Plus, it offers features like a clip generator for marketers to create short-form content from their long-form videos.

What the Experts Say

I personally use Submagic on a nearly weekly basis. I’ve shied away from creating video content because video editing is just not my skill set. They mean it when Submagic says you can fully edit a video with AI in two minutes or less.

Submagic saves me so much time, and my videos look professionally edited, complete with captions. Spoiler: they’re not.

Content Generators

5. Koala

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Need to draft a fully optimized blog post, but you’re running short on time? Try Koala.

KoalaWriter, backed by ChatGPT-4o, combines the power of SERP analysis with real-time data to help you create content with the potential to rank in the searches. Plus, Koala AI can also help you create lead magnets to embed into your website and generate images for your blog post.

I tested out Koala AI by asking it to write a blog post on “Are orange cats the best cat?” I like that Koala asks for the target keyword and allows the post to be written with or without real-time data. Koala also offers a “polish” feature, which can help clean up a blog post and improve readability.

What the Experts Say

Lucas Carval, growth specialist at Mention, says he uses Koala AI to help speed up his workflow.

Carval told me, “With custom instructions and data from the web, I can make a base for the topic I‘m covering, which I’ll then enhance with my own perspective, original data, and case studies.

[Then I use] SurferSEO to adjust the number of words, headings, images, and NLP keywords based on the articles ranking in the top 5 for the keyword I’m targeting.”

6. Jasper

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Have you noticed that some AI marketing bots can’t seem to nail your brand’s tone and voice?

Jasper, an AI marketing tool, solves that problem by learning your brand’s voice and analyzing your existing content, like product descriptions and style guides.

Once Jasper learns who you are, you can create entire marketing campaigns in seconds, including social copy and blog posts.

Plus, Jasper can generate images for your marketing strategy.

Launching ad campaigns has never been easier with Jasper. I like that it offers options for various ad headlines and asks users for examples of their preferred copy before generating results. This can save marketers so much time!

What the Experts Say

Mike Vannelli, creative director of Envy Creative, told me, “Jasper excels at generating engaging copy that resonates with our audience.

It’s like having a creative partner who’s always ready with fresh ideas … Jasper shines in helping us maintain a consistent brand voice across multiple platforms while saving us hours on content creation.”

Sales and Leads

7. HubSpot

Every business needs a CRM that guides customers through the customer journey and allows the sales and marketing teams to come together to create magic.

That’s HubSpot. HubSpot AI enhances your workflow, from drafting content to optimizing your web pages to nailing your brand voice.

Email marketing is an integral part of sales, which is why your marketing and sales team make a dynamic duo. Creating email campaigns is straightforward with HubSpot AI.

I like that it gives me the option to create my own headlines or use AI to generate them — which is especially helpful for the times when my brain just cannot write another sentence.

What the Experts Say

Yevhenii Tymoshenko, Skylum‘s chief marketing officer, told me, “At Skylum, HubSpot has helped our marketing and sales tremendously. With it, we can track customer interactions, automate emails, and manage leads — all in one place.

The analytics show us what’s working, and we can improve our strategies. Overall, HubSpot helps us stay in touch with our customers and grow our business.”

8. LeadReply

Have you ever wished you had a clone of yourself to take care of Yelp leads?

Consider LeadReply your clone. LeadReply is an AI autoresponder that monitors your Yelp activity, instantly responds to customer queries, and personalizes your messages.

This AI marketing bot is especially helpful for industries where response time could make or break a lead.

As a solopreneur, I understand the importance of a tool that can automate specific tasks— especially if you’re the only one running your business.

I appreciate that LeadReply can take over catching qualified leads, which can help streamline your workflow.

What the Experts Say

Aaron Watters, CEO of LeadHub, told me, “In an industry where speed to lead can make or break a deal, this tool helps our clients respond to inquiries faster than their competitors — every single time.

Plus, it’s not just about speed; it’s the fact that we can personalize responses and follow up automatically, making it incredibly efficient and effective at converting leads into customers.”

Chatbots

9. Tidio

Chatbots are a great way to reach potential leads who are browsing your website.

An intuitive chatbot powered by AI can help answer customer questions, collect contact information, and suggest products, services, and resources your customers need.

I appreciate tools that can help free up some of my time. Tidio can answer up to 70% of customer inquiries without human interaction, meaning your team has more time to nurture and convert qualified leads into loyal customers.

What the Experts Say

Gary Warner, marketing manager at Joloda Hydraroll, told me, “We use Tidio as it was simple to install, the pricing plan was reasonable, reviews very high, and we were reassured that many big brands have already tried and tested their AI offering. It works on a mobile site, and we have it placed on every page.”

Warner also says the chatbot can deliver support in multiple languages, a big benefit for a global business.

Scale your business with AI marketing bots.

I think it’s safe to say that AI is here to stay. There are tons of AI tools available on the market, each promising to deliver different results.

Adding AI marketing bots to your toolkit has the potential to improve your workflow, whether by creating better marketing campaigns that convert leads or saving time by automating tasks.

And who doesn’t want better campaigns and more time to do meaningful tasks?

Before adding a new tool to your arsenal, research and explore all your options. You might find you need just one tool or multiple to streamline your business.