In a world driven by automation and artificial intelligence (AI), it’s easy to get caught up in the allure of doing things quickly and effortlessly. However, in the podcast episode titled “Reaching Your Goals with Automation, AI, and Actual Leg Work,” host Roy Garcia and guest Jordan Higgs remind us that manual labor still holds immense value in content marketing.

What are the benefits and downsides of automation, the effective use of AI, and the crucial role of manual work in reaching our goals?

Benefits and Downsides of Automation

Automation offers incredible time-saving benefits, allowing us to streamline processes, increase efficiency, and scale our efforts. However, it’s essential to be aware of the downsides. Relying too heavily on automation can lead to a lack of creativity, diminishing human connection, and potential risks when tools or software fail. Jordan Higgs emphasizes that while automation has its place, it cannot replace the need for manual labor.

Effective Use of AI

Artificial intelligence has the potential to transform many aspects of content marketing, including content creation, curation, and distribution. However, understanding how to use AI effectively is crucial. Higgs emphasizes the need to be mindful of hidden watermarks or algorithmic restrictions that may impact the visibility and reach of automated content. By staying informed, content creators can avoid penalties from search engines or social media platforms and ensure their content aligns with their goals.

The Importance of Manual Labor:
While automation and AI have their advantages, there are still vital aspects of content marketing that require manual work. Higgs argues that genuine engagement and community building cannot be effectively automated. Whether it’s leaving thoughtful comments, starting discussions, or participating in dialogue, these manual efforts foster genuine connections and drive meaningful engagement. By embracing the manual labor involved in content creation and marketing, we show respect for algorithms, social media companies, and our clients’ expectations.

Striking a Balance

Automation, AI, and manual labor can coexist harmoniously in our content marketing efforts. It is crucial to evaluate each task or goal and determine whether automation is appropriate or if manual work is necessary for maximum impact. While automation and AI handle repetitive tasks and data analysis, manual labor allows us to infuse creativity, spark conversations, and establish authentic connections. By finding the right balance between automation and human touch, content creators can achieve long-term success.

Examples and Case Studies

To illustrate the importance of manual labor in content marketing, the podcast mentions engagement as a critical KPI. Higgs emphasizes the need for genuine engagement, which cannot be effectively automated without violating platform guidelines. He shares an example of an interview where controversial tactics were used to spark discussions and create discourse. While these tactics may be shady, they highlight the value of authentic engagement and the limitations of automation.


In a world obsessed with automation and AI, it’s crucial not to lose sight of the power of manual labor in content marketing. Automation may save time, but it can never replace the human touch needed to build genuine connections and drive meaningful engagement. By embracing manual work alongside automation and AI, content creators can achieve their goals while maintaining creativity, authenticity, and long-term success. So, let’s strike a balance, harness the power of manual labor, and revolutionize our content marketing strategies.

More about Jordan Higgs

Creative Director / Brand Ambassador / Marketing Strategist / Content Producer

Jordan Higgs is a highly respected content creator and marketing manager who has worked with some of the biggest brands in the world, including DraftKings, Samsung, and Disney on Broadway. Jordan believes in the power of surrounding yourself with good people to achieve great things, and he has certainly proven that with his impressive career.