Use content variants

With content variants, you can create and manage personalized content experiences in the personalization tool. 

Please note: Please avoid sharing any sensitive information in your enabled data inputs for AI features, including your prompts. Admins can configure generative AI features in account management settings. For information on how HubSpot AI uses your data to provide trustworthy AI, with you in control of your data, you can refer to our HubSpot AI Trust FAQs.

Before you get started

Before you begin working with this feature, make sure to fully understand what steps should be taken ahead of time, as well as the limitations of the feature and potential consequences of using it. 

Please note: the information in this article is confidential and intended for beta participants only. Please do not publicly share any information outlined here.

Understand requirements

• Verify that you have Edit permission for the content type you want to create. For example, if you're creating a landing page variant, learn more about Website tools permissions.
• Verify that you have Publish permission for the content type you want to publish. For example, if you're going to publish a CTA variant, learn more about Marketing tools permissions.

Understand limitations & considerations

• A Marketing Hub or Content Hub Professional or Enterprise subscription is required.
• You can create up to 10 content variants in a personalization, using an existing marketing asset.

Create a content variant

Whether you're creating content variants manually or with the personalization agent, you can use an existing marketing asset and then tailor the content for any audience. 

1. In your HubSpot account, navigate to Marketing > Personalization.
2. On the Manage tab, click Personalize or Personalize with AI.
3. In the right panel, select the content type.
4. Click Next.
5. In the Existing [Content type] dropdown menu, select an existing piece of content.
6. In the Segment type dropdown menu field, select the segment type. 
7. In the Segment dropdown menu field, select an existing segment.
8. In the Personalized content name field, enter a name for the content variant. 
9. If you clicked Personalize with AI, there will be a Prompt field. In the Prompt field, enter text that describes how you'd like your content variant to look and feel. Include any specific content goals and relevant details about your company, products, services and the target audience.
10. When you're finished, click Create or Generate.

Create additional content variants

You can create additional content variants within a personalization, using an existing marketing asset. For example, if you selected CTA as your existing marketing asset, you can create a different variant for each of your segments.  

1. To create additional content variants:
   • In your HubSpot account, navigate to Marketing > Personalization.
   • On the Manage tab, click the name of a personalization.
   • Click Add variant in the top right of the page or click the + Add icon. Then select Create manually or Create with AI.
2. Repeat the steps until you have the desired amount of content variants or reach the limit. 

Edit content variants

Once you have created content variants, you can change their priority and segments. You can also edit the content of a variant using the relevant editor. For example, if you chose to create a landing page variant, you'd customize landing page content in the content editor. 

1. In your HubSpot account, navigate to Marketing > Personalization.
2. On the Manage tab, select the content type in the Content type dropdown menu.
3. In the index table, click the name of the personalization.
4. To edit the content of a variant:
   • Click Edit below the preview image of the content variant. Alternatively, you can click the ellipsesIcon ellipses icon in the top right for the content variant and select Edit content.
   • You'll be directed to the relevant editor to customize the content.
5. To change the priority of a content variant:
   • In the top right, click Prioritize. You can also click the ellipsesIcon ellipses icon in the top right of the variant and select Change priority.
   • In the right panel, drag and drop the content variant to set the priority.
   • • To raise the priority, drag and drop the content variant towards the top.
     • To lower the priority, drag and drop the content variant towards the bottom.

6. To change the segment of a content variant:
   • Click the ellipsesIcon ellipses icon in the top right of the variant and select Change segment.
   • In the dialog box, select the segment type in the Segment type dropdown menu. In the Segment dropdown menu, select the segment. 
7. To delete a content variant:
   • Click the ellipsesIcon ellipses icon in the top right of the variant and select Delete.
   • If you delete a content variant and it's the only variant in the personalization, the personalization will be deleted. 

Publish content variants

1. In your HubSpot account, navigate to Marketing > Personalization.
2. On the Manage tab, select the content type in the Content type dropdown menu.
3. In the index table, click the name of the personalization.
4. Click Edit below the preview image of the content variant. You can also click the ellipsesIcon ellipses icon in the top right for the content variant and select Edit content.
5. In the content editor, click the variant control dropdown menu on the top left to toggle between the different variants.
6. When you’re ready to publish a content variant, click Publish in the top right.