This edition is brought to you by our friends at Wistia.
🎥 Content Marketers Are Consolidating Their Video Stack
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.
Hey folks, it's your content friend Eric here.
It’s a Canadian holiday (creatively named “Canada Day”) and my 9th wedding anniversary today, so my hope is to provide as little value as possible in today’s newsletter.
Instead, I will rant from my front-porch rocking chair. (Or Muskoka chair if we want to get extra Canadian about it.)
No LinkedIn post has ever resonated with me as much as this one from (Superpath community member!) Krista Doyle. And more specifically, the caption on the video:
Listen. I love video as much as the next guy. I enjoy a good film or television program. Or a humorous reel from time to time. I even made a few iMovie short films back in high school.
But I am not video-native. Especially at work. I grew up in the era of internet writing. I am a child of MSN Messenger. Blog posts. Tweets. Clever captions on 60-picture Facebook albums. Fishing for Reddit comment karma.
When I was a teenager, there were, like, 15 videos on the internet. Even recording a Loom video to a co-worker, I clam up. It takes me like 45 minutes to set up my camera and lighting for Dock’s video podcast. I can edit a video, but it takes me many hours longer than it should, and the end result is always distinctly amateurish.
I DMed Krista (in the Superpath Slack!) to chat over this topic like sophisticated content professionals:
old man yells at cloud.jpeg
What Krista and I are getting at—incredibly eloquently, through the written word—is that if this video thing is really happening, we need help.
I kid you not: I wrote this entire rant before I saw the webinar I’m meant to promote below: Better Video Workflows for Lean Content Teams.
Anyway, as a writer turned multi-channel content marketer against my will, I will absolutely be there. (Shout out Wistia for co-hosting this with us! I actually love Wistia and am a happy paying customer.)
Cheers,
- Eric
📆 Upcoming Superpath Community Events
Free for everyone partner webinar with Wistia:
Better Video Workflows for Lean Content Teams (July 23): Most content teams don't lack video ideas—they lack a repeatable process for turning them into finished content. Join marketers from Superpath and Wistia for a practical, research-backed video workflow that covers everything from planning and recording to editing, clipping, and repurposing with AI. RSVP Here!
For Superpath Pro members:
July 1-on-1s: We pair you up with another content marketer to chat about whatever you’d like. Opt in by early July to get paired up.
Superpath Social (July 9): Come chat about content with other folks in small breakout groups. This month, we’ll have a ban on talking about AI
Change My Mind (July 15): It’s tough to find a place for nuanced discussions online, so why not create our own? Come debate and vote on each other’s loosely to strongly held content beliefs.
AI Show & Tell (July 21): Three community members will show off AI-powered content workflows or tools they’ve built with AI. Beginners welcome. It’s a casual hang.
To get the invitations to our member events, join Superpath Pro. You get 30 days free, so you can attend all these events!
🎙 New on Content, Briefly: We Are Worth More Than Our .md Files
For this week’s episode, Jimmy and I dissected his latest blog post about the weirdly conflicting feeling of building your whole marketing brain into Claude Code skill files.
His take: it's tempting to share those skills publicly since it's basically become the new thought-leadership flex (h/t to Katie Parrott for that line), but he's landed on keeping his skills to himself going forward, because it feels kind of icky to condense everything you know into one markdown file.
We also got into why an old-school blog brief template felt safe to share, while a Claude skill doesn't.
We also talked about:
The FOMO/pressure of watching everyone's "100 agents" on LinkedIn
The "silo of one" problem when all your AI context lives on your laptop
What a real "AI center of excellence" inside a company might look like
💬 Great Slack Threads This Week
Here were some great questions in the Superpath Slack community this week:
Everybody says "just dump everything on [insert LLM] and let it build it for you." But this route never works as easily as it sounds, making the advice sound like "and now draw the rest of the owl." For those of you who've done this successfully, what does "dump everything" look like?
I'm auditing the case study program at my company and curious for some anecdata on how they fold into others' content strategies. What function do case studies serve at your company (i.e., purely sales collateral, repurposed for brand surfaces, organic acquisition, etc.)? What's the original format/channel they're published in, and are they distributed at all? How many are you putting out per month or quarter?
Hot take? Reddit is the only remaining social media network. All the others are now creator networks that couldn't care less about social connection.
📙 The Reading List
Here are some articles that got the Superpath Slack community talking this week:
The twilight of the chatbots | One useful thing
Meet The Writer Behind Toy Story, Nemo and Wall-E | How I Write (YouTube)
🆓 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:
A private Slack community with 400+ in-house and freelance content marketers
Monthly 1:1 peer networking calls
Monthly group events with breakout sessions
Monthly AI Show & Tell workshops
Graduate-level content courses
Niche channels and events for freelancers, content leaders, and more
"Most professional groups boast about their member numbers. Superpath intrigued me for the opposite reason: they deliberately shifted from a massive free community to a much smaller, paid one - so they could focus on it, nurture it, and make it genuinely excellent. And they absolutely deliver."
— Farah Cormack, Senior Marketing Leader