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.
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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

Follow Chloe Thompson on LinkedIn

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.

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.

Follow Eric Doty on LinkedIn

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.

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.

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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.

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.

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In this episode, Jimmy is on to talk about his recent post, 3 Things AI Has Changed About Content Marketing That Aren't Going Back.

Eric's organic traffic is a third of what it used to be, and the business keeps hitting its numbers every quarter. That disconnect says a lot about where content marketing is right now. Jimmy, Eric, and Chloe riff on Jimmy's recent Superpath post about three shifts that aren't reversing: writing as a less commercially viable skill, a marketing skillset that now includes things marketers were never asked to do, and reputation as your most durable career asset. Chloe has some pushback. Eric has a $200K blog post story.

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.

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 Ronnie Higgins talking about his recent post, Seeking: B2B content with range.

Most B2B content has one job: inform. Ronnie Higgins thinks that's a waste. He dug up a forgotten BuzzFeed framework where data scientists mapped why people actually share content, then applied it to B2B. The result is a way of thinking about content through human needs like identity, connection, and emotion. You'll also hear how AI can help you spot those needs hiding in your sales calls.

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.

Useful Links:

Follow Rachel on LinkedIn: https://www.linkedin.com/in/rachel-bicha-44080/ 
Follow Ronnie on LinkedIn: https://www.linkedin.com/in/ronniehiggins/ 

Ronnie’s post on job myopia in B2B content: https://theartofcontent.blog/2026/03/03/seeking-b2b-content-with-range/ 

Buzzfeed’s “Pound” process for understanding social virality: https://www.buzzfeed.com/daozers/introducing-pound-process-for-optimizing-and-understanding-n 

On the 95-5 rule of marketing audiences: 

https://marketingscience.info/news-and-insights/the-955-rule-is-the-new-6040-rule

Doug Shapiro’s “Infinite Content” book on Substack: https://dougshapiro.substack.com/t/book-infinite-content 

Read Jo’s post on using AI to understand your audience better:
https://theartofcontent.blog/2026/03/12/i-stopped-guessing-what-to-write-and-started-eavesdropping-instead/ 

Read Ronnie & Rachel (and Brandon’s!) conversation about taste:
https://theartofcontent.blog/2026/03/19/a-conversation-about-taste-what-do-we-actually-mean-when-we-talk-about-taste/ 

The Oatmeal’s comic on AI & art: https://theoatmeal.com/comics/ai_art