Creativity, Calm, and AI: How HubSpot's Head of Audience Development Breaks the Marketing Mold
By esantiago@hubspot.com (Erica Santiago)
It’s been an interesting year in the marketing world. Advancements in AI and constant changes in Google’s algorithm have all but turned the industry on its head.
And as the marketing industry continues to evolve rapidly, marketers like HubSpot’s Head of Audience Development and Distribution, Dréa Hudson, are not only keeping up with the changing tides but also thinking far enough outside the box to be on the next wave.
So today, we’re going to pick Hudson’s brain to learn how marketers can win and stand out in the ever-shifting marketing world. We’ll explore why keeping calm is her superpower, how she ensures AI works for her, and why good ideas should always be broken down in favor of better ones.
What Marketers Can Learn from HubSpot’s Head of Audience Development and Distribution
1. Leverage YouTube in your strategy.
According to Nielsen, YouTube topped the list for streaming time for 17 consecutive months in July. YouTube is also the biggest video-sharing platform in the world and the second largest social media platform in the world, with over 2.7 billion users.
So it’s no wonder Hudson says marketers should look to YouTube to increase visibility for their brands, especially since formerly tried-and-true channels like Google have become more volatile over the last year.
“Marketers should really be looking to sharpen their skillsets on YouTube,” she says. “It doesn’t always have to be keyword and search-based, either. YouTube is very good at understanding what videos should surface based on a few different things, like average view duration and the quality of the content. YouTube is a platform that is going to be super beneficial for any marketer looking to stay in the game.”
2. Get comfortable with AI.
“We’re in the middle of a revolutionary period right now,” she says. “Instead of being afraid, it’s time to get smart and level up your skillset when it comes to how you’re actually bringing in new customers or driving brand awareness.”
One skill marketers should absolutely hone is their proficiency in AI.
“If you’re a marketer today, and you are not at least playing around with AI tools for an hour a day, you’re doing yourself a disservice,” Hudson explains.
Hudson recommends blocking off time in your calendar to play around with a tool you find the most intimidating.
“There’s nothing wrong with testing something out and trying something,” she says. “And the more you work with it, the better off you’ll be. I think people are always afraid of AI taking their job, but at the end of the day, AI is not going to be able to replace you as a human.”
She takes her own advice, even creating her own GPT that incorporates her love for music and pop culture.
“It’s called ‘You Got This,’ and it’s a GPT that basically talks to you …read more
Source:: HubSpot Blog
