For years, content marketing had a pretty clear playbook: create content, rank in search, drive traffic, and generate leads.

Today, that playbook is changing fast.

AI is reshaping workflows. Search behavior is evolving. New channels are emerging. And marketers who once specialized in blogs and SEO are now being asked to think about video, podcasts, newsletters, audience building, and much more.

As CEO of Superpath, a community of more than 18,000 content marketers, Alex Hilleary has a front-row seat to how the profession is changing—and the questions marketers are asking as they try to adapt.

In this episode, we discuss:

• Why content marketing is becoming harder to define

• The rise of the marketing generalist

• Whether specialists still have a place on modern teams

• How AI is changing content workflows

• Why experimentation is becoming a competitive advantage

• The channels content marketers are investing in now

• What the future of content marketing might look like

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