Welcome to another episode of The Toolkits Show, the podcast making sense of the major themes, trends, and developments shaping the business of content.
In this week’s episode:
- Brand content in the age of AI: As generative AI takes over search and major AI tools “scrape” the Internet for training data, brands are scrambling to figure out how to adapt their content approaches accordingly. Hubspot is pivoting firmly to audience-focused content and deprioritizing SEO-first articles in favor of deeper dives underpinned by reporting and journalism. Kyle Denhoff, who runs audience development at Hubspot, joined this week’s episode to talk about the software giant’s approach.
- Micropayments’ big moment? Publishers have discussed micropayments for years and a range of vendors have emerged offering various spins on the concept, but few publishers have decided to test them seriously. Publishers’ hesitance now appears to be softening, however, as their subscription businesses mature and the thirst for new marketing and monetization options becomes more acute.