The Machines Are Coming

Lots of things in the press recently about machines beating humans, predicting sports and even running for President.  The future is most definitely here and it’s going to have an impact on your marketing strategy.

Right now it’s reckoned there are 1500 stories that could appear in your news feed every time you log into Facebook. 

The primary limiter of that number is quality.

Human Curation

Tools like quuu.co offer the promise of human curation.  Creators pay a fee to submit their content which is vetted by humans for quality.  Fee paying publishers can then have that vetted content sent to their social feeds.

Which sounds great until you find that maybe you don’t agree with the curators, and you end up spending time vetting content you've already paid for.

Arms Race

Of course, the promise of AI content curation is that unlike humans, machines are going to learn faster, not sleep, and they’re going to cost a hell of a lot less.

Which if you extrapolate out means that in the not too distant future, anybody with a digital footprint can pump out huge amounts of super relevant content and the amount of information is going to skyrocket.

That Facebook figure of 1500 is going to look remarkably quaint in a few years time.

What to Do?

It’s time to forgo the false dichotomy of quality and quantity in the content marketing world.  

The only thing we can do as business owners is double down on our unique, personal experiences so that when a prospect does finally see us, we appear radically more competent than our competition.

Publish less, publish better, publish human.

Written while listening to: Bargaining VI - 137 Bpm by musicto

Image Credit: GOOGLE MAN (Alpha Man) 2013 by Christopher Dombres on Flickr