Content, Briefly

Does great writing require great suffering?

Superpath founder emeritus Jimmy Daly joins us to talk about his recent article, “The hardest part about content hasn’t gotten any easier.” Jimmy admits that the AI content process he’s building at Miro is a ton of fun, but recently he’s experienced some “last mile” content fatigue. If AI in the writing process only ever gets a piece 90% of the way there, is that enough? We’ve got the whole gang together – including Eric, Ruth, and Rachel — to talk about where we stand on using AI systems to help us write great things. This episode is sponsored by Venngage. Take the report nobody finished reading and turn it into the thing people share. For this month only, take 30% off any Venngage plan with code SUPERPATH30, at venngage.com.

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Episode 165: The common pitfalls of LinkedIn ghostwriting (and how to overcome them)

My relationship with ghostwriting is the same as my relationship with horseradish. I’ve tried it in several different contexts, but ultimately decided it wasn’t for me. Luckily for us, Ruth and Rachel feel differently. Still, for most folks, there are a number of common challenges that pop up: Execs want to see results quickly It’s tough to develop a process that yields recurring interesting insights The ever changing whims of the algorithm is tough to communicate In this conversation, Ruth, Rachel and I go deep on just how complex and nuanced the ghost writing relationship needs to be, how tactical you can get, what your goals should be, and how to establish an authentic, vulnerable voice for someone who isn’t you. This episode is sponsored by Venngage. Take the report nobody finished reading and turn it into the thing people share. For this month only, take 30% off any Venngage plan with code SUPERPATH30, at venngage.com.

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CEO Tyler Denk wants beehiiv to be Shopify, not Amazon

Tyler Denk was the second employee at Morning Brew, and his innovations there allowed one business newsletter to become a media juggernaut. That experience led him to start beehiiv, with the vision of building the newsletter (and multi-channel media) platform of the future. In this conversation, Tyler and I talk about his origin story, what he sees changing in the media landscape, his vision for beehiiv, and how that vision looks different from their peer competitors (like Substack and Patreon). Anything we don't cover here, you can ask yourself! Join us on September 17th, 12 - 1PM ET, for a live webinar with Tyler. Signup through this link.

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So the career you built doesn't exist anymore...

Kevan Lee and Shannon Deep are cofounders of Bonfire, a traditional brand marketing agency that hosts not-so-traditional creative retreats. They make it their mission to ask what would you do, in work and life, if you made time to choose? Alex, Chloe, Kevan, and Shannon cover a lot in this episode: is up-skilling worth it in this job market? How do you know which internal patterns are worth attending to? Most importantly, does anyone need to major in marketing to get a job in marketing? This episode is sponsored by Venngage. Take the report nobody finished reading and turn it into the thing people share. For this month only, take 30% off any Venngage plan with code SUPERPATH30, at venngage.com.

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Think Like a Broadcaster with Ronnie Higgins

Ronnie and Alex have always bonded over the concept of Content as a Product. Last week, Ronnie shared a new angle on the idea in his recent piece, What if broadcasting shaped content marketing instead of publishing? Alex and Ronnie talk about the core ideas in the article and then chat through how how Alex should apply them at Superpath. This episode is sponsored by Venngage. Take the report nobody finished reading and turn it into the thing people share. For this month only, take 30% off any Venngage plan with code SUPERPATH30, at venngage.com.

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Should you build your own productivity tool?

There's a version of building your own tools that saves you an hour on every task, and a version where you spend 20 hours making something you look at once. Alex, Eric, and Ruth try to draw the line on when it's worth it to vibe code your own custom productivity app and when you need to just use an out-of-the-box tool and get back to doing the real work. This episode is sponsored by Wistia. Most content marketers don't struggle to create great content, they struggle to get more value from it. That's why more teams are moving away from juggling separate tools for webinars, video hosting, analytics, editing, and lead capture. When everything lives in one tool, it's easier to create content, measure impact, and turn viewers into customers.

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Can you actually get your company posting?

Jimmy wrote an article about how to operationalize people following people. In this episode we chat about the employee advocacy program he’s building at Miro and Eric, Ruth, and Alex share their own experiences trying to empower employees to write content. This episode is sponsored by Wistia. Most content marketers don't struggle to create great content, they struggle to get more value from it. That's why more teams are moving away from juggling separate tools for webinars, video hosting, analytics, editing, and lead capture. When everything lives in one tool, it's easier to create content, measure impact, and turn viewers into customers.

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Writers in a video-first world?

Seven out of ten content marketing job postings now mention video. That stat kicks off a discussion with Eric Doty, Chloe Thompson, and Ruth Favela on whether video is becoming a required skillset for content marketers. This episode is sponsored by Wistia. Most content marketers don't struggle to create great content, they struggle to get more value from it. That's why more teams are moving away from juggling separate tools for webinars, video hosting, analytics, editing, and lead capture. When everything lives in one tool, it's easier to create content, measure impact, and turn viewers into customers.

Superpath Q2 2026 Quarterly Update and AMA

This is Alex’s quarterly update solo episode on all things Superpath. In our second quarterly State of Superpath, Alex runs through what’s happened in Superpath this quarter, from the new member hub and Change My Mind to a big podcast reset landing in a few weeks. Then he takes questions from Pro members on the future of content marketing, the directory, and how we decide what to build next. This episode is sponsored by Wistia. Most content marketers don't struggle to create great content, they struggle to get more value from it. That's why more teams are moving away from juggling separate tools for webinars, video hosting, analytics, editing, and lead capture. When everything lives in one tool, it's easier to create content, measure impact, and turn viewers into customers.

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Beyond the Blog: B2B “research” is costing you your credibility with Tanaaz Khan

Most of what B2B marketers call research wouldn’t clear the lowest bar in academia or industry R&D. Tanaaz Khan, a freelance content strategist who came to marketing from infection biology, makes the case that grabbing two reports and the most agreeable stat is quietly wrecking your credibility, right as AI makes fake data and made-up quotes easy to produce. She lays out what actually separates research from fact-checking, why the synthesis step matters more than the data you collect, and why being just 10% more rigorous than everyone else compounds into an obvious edge within a year. This episode is sponsored by beehiiv. Superpath members get 30% off with SUPERPATH30 Read Tanaaz’s piece on B2B research Follow Tanaaz Khan on LinkedIn Follow Rachel Bicha on LinkedIn Website: http://tanaazkhan.com/ Newsletter: https://thecontentloop.beehiiv.com/

We Are Worth More Than Our .md Files

In this episode, Jimmy is on to talk about his recent post, We are worth more than our .md files. Right? Right?!. Katie Parrott called Claude skills the new currency of thought leadership on LinkedIn, and Jimmy Daly is not sure he wants to spend his. The skills he's been building in Claude Code are doing real work for him at Miro, and they're also the closest thing he has to a portable record of what makes him good at his job. Jimmy Daly and Eric Doty work through whether sharing those .md files is generosity or giving away the car keys, and what the Lightroom preset market in photography can tell us about where this might land. This episode is sponsored by beehiiv. Superpath members get 30% off with SUPERPATH30 The central post for the discussion: We are worth more than our .md files. Right? Right?! Follow Eric Doty on LinkedIn Follow Jimmy Daly on LinkedIn

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Brand mentions, backlinks, and AI search with Gordon Meagher

ChatGPT has about 90% of the LLM market, but LLMs are still only around 15% of total search. Gordon Meagher of uSERP has been doing SEO for 14 years, and his read on AI search is more grounded than the panic cycle on LinkedIn would have you believe. Alex sits down with Gordon to talk about how link building actually works in the LLM era, why a brand mention on a third-party citing source can matter more than the link itself, and what real user behavior looks like once people start shortlisting in ChatGPT and validating on Google. Follow Alex Hilleary on LinkedIn Follow Gordon Meagher on LinkedIn Learn more about uSERP

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Content Marketing from a Blank Canvas

If you started a content marketing role today with no baggage about what the job used to be, what would it look like? Alex put that question to Eric and Chloe, and the answers get into shrinking content teams, the SEO-blog-factory baggage a lot of us are still carrying, and what changes when every SME can spin up their own LinkedIn content. Eric and Chloe also bring in takes from the Superpath community, including a sharp reframe from Ronnie Higgins on what content looks like when you think like a broadcaster. This episode is sponsored by beehiiv. Superpath members get 30% off with SUPERPATH30 Jimmy’s article that was referenced – Expand and Contract: The Reason Why "Job Hopping" Is a Great Career Move Follow Eric Doty on LinkedIn Follow Chloe Thompson on LinkedIn

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Be the one who actually cares about content

An okay blog post now takes 30 seconds and one click. That has changed the argument content marketers have to make to leadership, from defending whether content should exist to defending how many hours it's worth spending to make something genuinely good. Eric Doty and Chloe Thompson make the case for being the person on your team who actually cares about quality, and what that argument sounds like when you're pitching budget to a CFO instead of a fellow content nerd This episode is sponsored by beehiiv. Superpath members get 30% off with SUPERPATH30 Chloe’s LinkedIn post on caring about quality Eric's newsletter, on the argument against taste Follow Eric Doty on LinkedIn Follow Chloe Thompson on LinkedIn

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Content Marketing Isn’t Just for Robots, with Ryan Sargent

This episode is part of The Art of Content series hosted by Rachel Bicha. In this series, Rachel brings on guests to chat about big picture content marketing theory. Each conversation is centered on a recent that person wrote for The Art of Content blog. In this episode, Rachel is joined by Ryan Sargent to talk about his recent post for the Art of Content blog, Content Marketing Isn't Just for Robots. Ryan's argument: AI writers are now good enough to do most SEO and AEO work, so content marketers should stop trying to out-write the machine and start doing the work only humans can do. He has an analogy for it that he came up with at Costco. Some marketers are reacting by piling caviar on $50 hot dogs nobody wants to buy. Others are eating a thousand mediocre ones and getting their cardiologist rich. Ryan thinks the move is to let the machine make the hot dogs and spend the freed-up time on Michelin star dessert. This episode is sponsored by uSERP. Mention Superpath when you book your strategy call at userp.io, and they'll add five bonus high-authority link placements to your first month on top of your package. Ryan’s article Content marketing isn’t just for robots on the Art of Content. Follow Rachel Bicha on LinkedIn Follow Ryan Sargent on LinkedIn

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Jimmy’s Three Glorious Months in Product Marketing

In this episode, Jimmy is on to talk about his recent post, What I Learned in My Three Glorious Months as a Product Marketer. Jimmy got three months as a product marketer at Reforge before the company got acquired, and it shifted how he thinks about content's place in a business. Product marketing sits closer to the money, closer to the team, and closer to the work that gets celebrated internally. Jimmy walks through what surprised him, why product marketers usually earn more, and the lessons content marketers can steal to get more internal pull. Chloe pushes back on where the line between the two roles should sit. Eric has a story about pitching new positioning to a sales team that flat out didn't buy it. This episode is sponsored by uSERP. Mention Superpath when you book your strategy call at userp.io, and they'll add five bonus high-authority link placements to your first month on top of your package. The central post for the discussion: 3 Things AI Has Changed About Content Marketing That Aren't Going Back Follow Jimmy Daly on LinkedIn Follow Chloe Thompson on LinkedIn Follow Eric Doty on LinkedIn

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Your Employees Are Your AI Search Strategy with Kaleigh Moore

In this episode, Eric is joined by Kaleigh Moore to talk about her recent post, Your Employees Are Untapped AI Search Potential. The company blog sits at the bottom of the LLM trust hierarchy. Third-party mentions sit at the top. Most B2B teams are still pouring budget into the layer LLMs trust least. Kaleigh Moore, a former Forbes journalist who now works full-time on AI search strategy, has a framework for fixing it called the Source Signal Stack. She makes the case that employee subject matter experts on LinkedIn are the most overlooked AEO move available, and that employee advocacy and AEO should be the same program rather than two separate ones. Plus why LinkedIn newsletters might become a real AEO surface. This episode is sponsored by uSERP. Mention Superpath when you book your strategy call at userp.io, and they'll add five bonus high-authority link placements to your first month on top of your package. The central post for the discussion: Your Employees Are Untapped AI Search Potential Follow Kaleigh Moore on LinkedIn Follow Eric Doty on LinkedIn Subscribe to Kaleigh's newsletter, Context Window Visit kaleighmoore.com

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Two Community Builders Compare Notes with Milly Tamati

Alex sits down with Milly Tamati, founder of Generalist World, to talk about community building. Less about content, more about building community (with a little behind-the-scenes about where we may be headed with Superpath Pro) Milly lives on a Scottish island with fewer than 200 people and once held the title "Director of Miscellaneous." She built Generalist World on a hunch that magic might happen when generalists got in a room. Alex sat down with her for an in-person recording in New York for her take on what makes communities work, why switching to lifetime memberships was the scariest call she's made, and what Superpath should be doing differently. This episode is sponsored by uSERP. Mention Superpath when you book your strategy call at userp.io, and they'll add five bonus high-authority link placements to your first month on top of your package. Generalist World, Milly’s community Generalist World podcast The weird jobs board Follow Milly Tamati on LinkedIn Follow Alex Hilleary on LinkedIn

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Treat Social Like an Actual Content Channel (Because It Is), with Deedi Brown

This episode is part of The Art of Content series hosted by Rachel Bicha. In this series, Rachel brings on guests to chat about big picture content marketing theory. Each conversation is centered on a recent that person wrote for The Art of Content blog. Today’s guest is Deedi Brown talking about her recent post, Your Social Media Person Belongs on the Content Team. Deedi Brown, Head of Content at Bubble, runs a team that includes social media, video, editorial, and product enablement. She also hasn't checked her blog traffic in months. Her argument is simple: social media is a content channel now, not a distribution one. Platforms punish outbound links, audiences don't want to leave, and the old model of chopping a blog post into social captions stopped working a while ago. This conversation gets into what it looks like to actually restructure around that, how to measure when you're not driving everything back to a blog, and why chasing impressions and engagements separately creates perverse incentives for both. This episode is sponsored by uSERP. Mention Superpath when you book your strategy call at userp.io, and they'll add five bonus high-authority link placements to your first month on top of your package. The central post for the discussion: Your Social Media Person Belongs on the Content Team Deedi’s Bookstagram account Rachel Karten’s newsletter Follow Rachel Bicha on LinkedIn Follow Deedi Brown on LinkedIn

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The Budget Mistake Everyone's Making with GEO with Jeremy Moser

This episode is an interview with Jeremy Moser, co-founder of uSERP. Jeremy Moser talks to 30-plus new companies a month, and he keeps seeing the same thing: teams comparing their best AI search leads against their entire SEO pipeline and making budget decisions based on a comparison that doesn't hold up. About 36% of uSERP's own leads self-report as coming from AI search, and even that number is murky once you factor in all the other touchpoints along the way. This one gets into where that logic breaks down, why cutting SEO to fund GEO tends to backfire when training data refreshes, and where Jeremy thinks content marketers should actually be spending their time right now. This episode is sponsored by uSERP. Mention Superpath when you book your strategy call at userp.io, and they'll add five bonus high-authority link placements to your first month on top of your package. Jeremy’s LinkedIn post that sparked this discussion Follow Jeremy Moser on LinkedIn Follow Alex Hilleary on LinkedIn

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