Robots as Marketing Managers?

November 23, 2016

Weekly Roundup: November 15 – 22


            This week’s summary of B2B posts I came across this past week include a great set of tips about collaborating when producing content, news about an upcoming webcast on social ROI, plus a guarantee that you won’t be replaced by robots… anytime soon.  Enjoy!


            First this week comes B2B Marketing Zone’s post entitled “6 Tips for Collaboration When Producing and Sharing Great Content”.  I believe the most important of the tips mentioned is to ‘get your players together’.  From the marketing team, to the sales staff, project coordinators, copywriters and designers; the more in line everyone is from the outset of a campaign – whether it be a lead gen project or ongoing social media presence – the better chance of smooth sailing you’ll have.  Another useful tip is the idea of using a timeline (see screenshot of SmartDraw template from the post at right) to help organize and communicate your marketing projects.




            Marketing Land gets the second mention this week, with their news about an upcoming (free) webcast taking place Thursday December 8th at 1pm EST (10am PST) in a post entitled “Marketing 3.0: Best practices for ramping up social ROI”.  The webcast is being produced by Digital Marketing Depot, and promises to teach you how to: streamline content creation and planning across departments (fits nicely with our first post this week!) and improve brand authenticity by leveraging user-generated content, among other things.  Hope to see you there!


            The next post for this week is from the Content Marketing Institute: an interview with a pair of

senior content strategists from Addidas, on how their latest content project aims to set them apart from the competition.  “How to Differentiate Content in a Crowded Field” explains how Addidas is moving away from merely a product-based approach in their marketing strategy, to a relation-based one.  The article quotes author and speaker Andrew Davis, saying: “content builds relationships.  Relationships are built on trust.  Trust drives revenue.”  Check out the article, to see how Addidas came up with their ‘Content Creation Journey’.


            Finally, this week, I turn to LinkedIn, for a bit of a fun article whose purpose is to set our

human minds to ease… at least for the present.  “Why Robots Will Not Decimate Human Jobs” is an article written by Bob Gordon, Professor at Northwestern University in Chicago, who argues that the predictions made by Oxford economists Carl Frey and Michael Osborne in 2013 about half of the world’s workforce being replaced by robotic counterparts within this decade simply won’t happen.  Professor Gordon points to slowing rates of growth, well-established regulations and basic human mis-trust as guarantees against the oncoming android onslaught.  Fear not – a room full of robotic monkeys will not be writing our copy anytime soon!


            That’s it for this week’s roundup; I’ll be back in a week’s time with another short list of posts that I found useful.


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