Automation is not new. Marketers have always been looking to automate the selling process to scale their efforts. It’s what I call the “industrialization” of marketing.
This works great if your end game is selling widgets. Not so much if your end game is high-touch professional services.
Industrialized marketing is not inherently bad. But it does present a false idea that no human intervention is needed. Everything can automated, right? Nope.
You can’t industrialize the human connection.
You can automate the distribution of content, but you can’t automate content creation. The truth is: there is a human being creating the content that is feeding the automated distribution process.
Why? Because the best content is written by humans for other humans. You must have content to drive the selling process—automated or not.
And since marketing automation is predicated on the idea of commoditized content, you have to have content to sell, too.
So content creators everywhere can take a deep breath. Industrialized marketing actually creates a greater demand for content creation.
What have you learned about the connection between content creation and marketing automation?
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