Content, Briefly

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.

Follow Alex Hilleary 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.

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.

Follow Alex Hilleary on LinkedIn

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

In this episode of Content, Briefly, Eric Doty sits down with Katie Parrott, staff writer and AI editorial lead at Every, to talk about what it actually looks like to build AI into a content workflow from the ground up.

Katie walks through how her role has evolved from building a personal AI style guide into creating editorial tools for the whole Every team. She shares the details of her writing setup, including a custom Claude Code plugin with a full production pipeline from brainstorming to review, complete with a cast of AI reviewers that pressure-test her drafts from different angles. She also talks about Margo, her OpenClaw-powered personal agent that manages her calendar, triages deadlines, and handles the repetitive "paper cuts" that slow creative work down.

The conversation covers how Every thinks about content strategy as an AI-native media company, why their "movement first" editorial approach starts with what the team is learning rather than what keywords are trending, and how guides built around genuinely original concepts are driving some of their strongest content performance. Katie also shares practical advice for content marketers earlier in their AI journey, starting with one deceptively simple tip: ask the AI to interview you.

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 Eric on LinkedIn: https://www.linkedin.com/in/edoty/

Follow Katie on LinkedIn: https://www.linkedin.com/in/katieparrott/

Katie's website: https://katieparrott.com/

Every: https://every.to/

Working Overtime (Katie's column): https://every.to/working-overtime

I Hired ChatGPT as My Career Coach: https://every.to/working-overtime/i-hired-chatgpt-as-my-career-coach

I Taught Claude Every's Standards. It Taught Me Mine: https://every.to/working-overtime/i-taught-claude-every-s-standards-it-taught-me-mine

How to Build an AI Style Guide: https://every.to/guides/how-to-build-an-ai-style-guide

AI Style Guide: https://every.to/guides/ai-style-guide

OpenClaw:https://openclaw.com

In this episode of Content, Briefly, Jimmy Daly, Eric Doty, and Chloe Thompson reunite to tackle one of marketing's oldest challenges: how do you tell the difference between a shiny object and a real opportunity?

The conversation kicks off with a LinkedIn post from Ty Magnin about Reddit citations dropping 80% in ChatGPT almost overnight — after months of marketers scrambling to build Reddit strategies.

From there, the trio walks through a greatest hits of shiny objects past: voice search, Clubhouse, Snapchat strategies, Mastodon, and the endless parade of Twitter replacements. They dig into how to respond when your CEO sends a Slack message about the latest trend, why monitoring competitors can be more useful than copying them, and the difference between chasing a tactic and investing in a legitimate channel.

The conversation wraps with three grounding principles: trust the strategy you already have, prioritize owned channels over borrowed ones, and invest in foundational content that outlasts any single tool.

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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Useful Links:

Follow Jimmy on LinkedIn: https://www.linkedin.com/in/jimmydaly/Follow Eric on LinkedIn: https://www.linkedin.com/in/edoty/Follow Chloe on LinkedIn: https://www.linkedin.com/in/chloethompson3/Follow Ty on LinkedIn: https://www.linkedin.com/in/tylermagnin/Follow Krista on LinkedIn: https://www.linkedin.com/in/kristadoyle5/Ty's post on Reddit and AEO: https://www.linkedin.com/posts/tylermagnin_reddit-isnt-as-important-for-aeo-as-everyone-activity-7440049395347357696-T-rB

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Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

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Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content, Briefly, Alex sits down with Brad Smith, co-founder of uSERP, to unpack why most content marketing reporting is a waste of time — and what to do instead.

This episode is a companion to Brad's LinkedIn article, "Why Most Reporting Is a Waste of Time" — we'd recommend reading that first for the full framework before diving in.

Brad makes the case that marketers have been stuck in a loop of tracking aggregate metrics that fluctuate constantly but rarely lead to better decisions. He introduces a cohort-based analysis approach that borrows from how paid marketers already think — grouping content by publish date and measuring against realistic time-to-results benchmarks rather than obsessing over yesterday's keyword rankings.

The conversation also dives into the declining traffic reality most content teams are facing, why competitive benchmarking often does more harm than good, and Brad's skepticism around LLM optimization as a standalone tactic. Plus, Alex puts Brad on the spot with a live Superpath strategy exercise — walking through how Brad would set up goals, choose topics, and measure success for a content marketing community starting from scratch.

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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Useful Links:

Follow Alex on LinkedIn: https://www.linkedin.com/in/alex-hilleary/Follow Brad on LinkedIn: https://www.linkedin.com/in/bsmarketer/ Read Brad's article: https://www.linkedin.com/pulse/why-most-reporting-waste-time-how-fix-cohort-based-analysis-smith-ipbyc/ uSERP: https://userp.io

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Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

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Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content, Briefly, Eric Doty and Chloe Thompson tackle a question every content marketer faces: where do great content ideas actually come from?

Spoiler — it's not keyword tools or AI prompts. Eric and Chloe walk through the internal sources they rely on most, from lurking obsessively on company Slack channels to mining sales calls, customer success conversations, support tickets, and product usage data. They dig into why talking to customers (or at least listening to their calls) teaches you more than months of ICP research, and how tools like Fathom and Gong are making it easier to do meta-analysis across transcripts at scale.

The conversation also covers external idea sources — private communities, industry publications, and strategic LinkedIn feed curation — before shifting to their personal ideation processes. Chloe shares how she balances keyword lists with a running idea bank, while Eric reveals a clever Slack automation hack that builds internal visibility for the content calendar and invites ideas from across the company. It's a practical, honest look at how to fill your content calendar with ideas that actually resonate.

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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Useful Links:

Follow Eric on LinkedIn: https://www.linkedin.com/in/edoty/ Follow Chloe on LinkedIn: https://www.linkedin.com/in/chloethompson3/

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Stay Tuned:

► Website: https://www.superpath.co/

► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

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Don’t forget to leave us a five-star review and subscribe to our YouTube channel.