Don't forget your superpower

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Hey folks, it's your content friend Eric here.

Warning: I talk about some sad things in this edition. I debated whether or not this topic was a fit for this newsletter. The vibe is sad. We have sponsors. But I’m committed to this newsletter covering every aspect of being a content marketer, and sometimes work bleeds into the personal, and vice versa. And I know from past feedback that you, our readers, value transparency. So let’s get to it.

Sometimes life smacks you in the face in a way that puts everything else in perspective.

A couple that I’m very close with is going through a bad time. She has terminal cancer. They have a one-year-old son. Her husband is understandably in shambles—and so is our entire friend group.

I am very blessed to have this friend group. We even have a name for it: The Buddies. Hopefully that illustrates our closeness.

The reason I’m writing about this in the Superpath newsletter is that I never expected my writing skills to play such a big role in helping get us all through these tough times.

When the diagnosis was first made, the couple needed to raise over $300K USD within two weeks(!) to participate in a clinical trial. I was quite touched when they asked me to help write their GoFundMe page and plan a rough social media strategy to get the word out. I haven’t used my marketing skills “for good” in a long time.

It was quite emotional work, and it’s bizarre to put on your critical-marketing-editor hat for your friends’ plea for help, but we ultimately reached their fundraising goal (largely because they are beautiful people and have built big communities around them at every stage of life—the campaign itself only played a tiny part).

Sadly, things didn’t go to plan with the trial, and we are losing our friend now. My extremely thoughtful wife suggested that we write a Buddies letter to her as a group, to say all the things we love about her, remember the good times together before she passes, and make all the promises we wanted to make. We suspected that none of us would be able to say all of this coherently in person.

So we had a big, messy, tear-filled brainstorm as a group, and then it was my job to put pen to paper and capture the sentiment everyone was going for. I hope none of you ever have to do this. But after a few nights of work, we were able to get that letter to her.

Her husband messaged us last night to say that the letter made her feel understood in a way she had never felt understood before. She always knew we were great friends and that we loved her, but now she fully understands that we got her. I’m so grateful we were able to give her (and her husband) that moment.

-

With all this talk of AI, AI, AI, writing efficiency, scaling everything up, blah blah blah, these past few months have been a poignant reminder for me that the ability to write and express our humanity is a beautiful thing (and I’m only a B+ writer at best).

Putting words on paper can get people through hard times. Yes, we, as marketers, have developed writing and persuasion skills to make a living, but we can also express—and help others express—things that aren’t easy to say or process.

Writing these things, including this newsletter edition, from the heart has been an emotional release I’ve badly needed. And I never once turned to Claude to help me flesh out a paragraph. Everything just flowed.

So my suggestion to you this week is to put your writing skills to good use. Tell someone how you feel. Or help someone else express how they feel. Just remember that you have an amazing superpower.

Cheers,

- Eric

PS. There are lots of other really cool things in this newsletter, so please accept this abrupt tonal shift as we talk about normal marketing things!

🎙️ New on Content, Briefly: Superpath Q1 2026 Quarterly Update and AMA

In this extra-special episode of Content, Briefly, Alex Hilleary, Superpath’s new-ish CEO, goes solo to break down everything that’s happened in Superpath since his takeover a few months ago.

It’s a really cool build-in-public episode about the new initiatives we’re bringing to the Superpath community, what’s worked and hasn’t worked so far, and how he’s thinking about Superpath as a business.

Alex gets into:

The coolest nugget in the episode for me is Alex’s community philosophy, and how he thinks a community is only valuable if you can get complete value in only 20 minutes per week—more is not always better. Highly, highly recommend giving it a listen!

Listen here.

📝 New on the Blog: AMA with Krista Doyle on Reddit Best Practices

We recently had an AMA with Krista Doyle in the Superpath Pro Slack about how content marketers should think about Reddit. She answered questions like:

I personally asked: What does "ethical" Redditing look like for marketers? I've been conflicted about doing marketing in a place where marketing doesn't belong. Most B2B Reddit strategies feel like spam in disguise.

Here’s what Krista said:

Read the article here.

📆 Upcoming Superpath Community Events

First, we have our virtual events. To get the invitations to these events, join Superpath Pro.

And then we have our open-to-everyone, in-person happy hours. Come grab a drink with Alex and the crew:

📙 The Reading List

Here are some thought-provoking articles shared in the Superpath Slack community this week:

💼 Who's hiring?

Here are the latest roles on the Job Board:

We're currently re-evaluating the future of the Superpath Job Board. If you like the job board and still want to receive job post notifications here, let us know! We're curious how much people are using them.

By the way, if you're looking for a new role, many roles are posted privately in the Superpath #jobs-and-gigs Slack channel.

🆓 Get a free 30-day trial of Superpath Pro

Superpath Pro is our paid community membership. On your free trial, you'll get access to:

👉 Sign up for the 30-day trial here

"Dude I had a GREAT 1:1 with [redacted] yesterday. SO valuable, so thank you. We're actually going to do a monthly follow-up because we have so much in common in terms of company business model, marketing channels, etc."

— Superpath Pro member DM