The Beat: Replace a Replaceable Replacement with This

Welcome to The Beat by Rockstar CMO. Delighted you are here! I’m Ian Truscott, and I intend to share a mix of what’s caught my eye from the Rockstar CMO community, the latest discussions from the podcast and our street knowledge blog.

Hello!

The title of this newsletter issue is a lyric from “My Definition Of A Boombastic Jazz Style” by the Dream Warriors.

Maybe not a 90’s hip-hop classic, but I like it, and we used it in the podcast this week as Jeff Clark and I discussed B2B vendors creating new categories that can confuse the buyer, although as B2B marketers, we understand why, so we explored it from both perspectives.

But the lyric from that tune, “replace a replaceable replacement with this”, also got me thinking as I sat down to type this as earlier, I was listening to a podcast that featured a B2B CMO asking his team to test AI, specifically artificial content creation tools, for every aspect of their marketing.

He said they’d use it for good, not to do more of the marketing things, more social, more email, more blog posts, but to be responsible and use it to improve their processes and content.

And maybe his team will. But I suspect we are not far away from a tsunami of artificially created content. You know we marketers can’t be trusted with nice things.

This leads me back to the lyric “replace a replaceable replacement with this”, as I’d like to think that AI will be adept at replaceable replacement content, but maybe not the good stuff.

The current crop of tools synthesizes the content and ideas that exist today, but the good content, the thought leadership, solves the problems of the customer tomorrow or suggests something different from the dogma; it’s an act of creativity.

My regular guest on the podcast and content marketing mentor, Robert Rose describes this as “creating content for your audience’s future hero” (shared in episode 160 and the article below on the Content Marketing Institute blog).

I’m not saying the conversation about content creation is as simple as they do it or we do (I’ve written about that before in Hey cyborg; how human do you want to be?). But maybe AI will replace a replaceable replacement, and there’s still room for stuff like this newsletter, written by a human…

Marketing Street Knowledge

A pick of the good stuff from Rockstar CMO and our community…

If you have any feedback or suggestions for the podcast or this newsletter, please get in touch with me; I’d love to hear from you.

Thanks for getting this far! Have a great week.

Cheers,

Ian

Ian Truscott | Chief Bottle Washer | Rockstar CMO

Monday Morning Marketing Mojo

Here you go….

The promo image used on the web page was partially created using A.I. through NightCafe Creator