The deep end, revisited

This edition is brought to you by our friends at Wistia.

You spent weeks creating a webinar, podcast, or video.

Now comes the hard part: promoting it.

The best content teams don't create more content, they get more value from the content they already have. That's why Wistia created the Video Repurposing Cookbook, packed with practical ways to turn one video into social clips, blog content, email campaigns, newsletters, and more.

Find out how to turn one video into weeks of content.

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

A few weeks ago, I wrote about how hard it must be to come up as a junior marketer these days. I’ve since reconsidered that stance.

To recap: In my first few marketing jobs, the majority of the work was mindless. I spent 8 hours per day grinding away at repetitive writing tasks, clicking buttons in spreadsheets, and dragging around files. The work was put on my plate by a superior, and it was just a given that it had to be done. This is what we do here. The only mental energy I really exerted was (a) trying to be as efficient as possible and (b) trying to stay awake. Those jobs created a lifelong love of podcasts.

Of course, AI has taken this kind of work off our plates now. Even the mindless work doesn’t feel mindless anymore. And there doesn’t seem to be an upper cap on efficiency expectations. And even the most experienced of us don’t know what work should be done now. People growing up in content today are thrown into the deep end in a way that I certainly wasn’t.

Putting aside all of that for a moment, I think I actually would have loved to come up in this world.

We had a great AI Show & Tell in the community yesterday where a fresh-out-of-college content marketer showed off a content operating system they had built for themselves—essentially a vibe-coded dashboard that turned a mess of reports and spreadsheets into a quick priority list. Someone else showed off a Chrome extension they had vibe-coded to help them stay focused.

5-10 years ago, you could probably look at the day-to-day of 1,000 content marketers and their roles and tools would have overlapped by 80%. Now, I can almost guarantee that no two content marketers’ days look the same.

The (work) problems people are solving are just way more exciting than saving a few clicks or typing a slightly better sentence.

Yes, there’s lots of scary change, but now all marketers get to:

TL;DR: There are two sides to every coin. There are lots of anxieties and feelings to feel right now, but there’s so much more opportunity. That’s one of the many reasons I’m grateful for the Superpath community. It’s always fun to be in a room of people making exciting things and to be reminded of what’s possible—not just what’s scary.

Cheers,

- Eric

🎥 Free Webinar: Better Video Workflows for Lean Content Teams
Jul 23, 2026, 11:00 AM ET / 8:00 AM PT

Most content teams are not short on ideas. They’re short on a repeatable way to turn those ideas into video.

Join marketers from Superpath and Wistia as we walk through a practical video workflow, backed by insights from 1,000+ surveyed marketers and Wistia’s 20 years of video experience.

We’ll cover:

You’ll leave with a sustainable workflow you can bring back to your team or clients, plus a clearer sense of what to stop overthinking. Bring your questions for the live Q&A so we can dig into the messy, specific stuff your team is trying to solve right now.

This event is free and open to everyone—including you! So don’t miss out 👇

📆 Upcoming Superpath Community Events

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: Writers in a video-first world

For this week’s episode, Alex invited me, Chloe, and new recurring guest Ruth Favela to discuss a recent newsletter I wrote—where I ranted that I’m not video-native and I’m increasingly uncomfortable in a video-first world.

To prepare for the episode, Alex did a highly scientific study where he pulled ten random content marketing job postings and found that seven mention video in some form.

The four of us are not video folks, so we got together to discuss how we’re improving our own video literacy now that the baseline expectation for (in-house) content marketers has shifted.

We discussed:

This is the first episode of our new format, with a rotating cast of Superpath folks. Would love your thoughts on the format!

Listen here.

💬 Great Slack Threads This Week

Here were some great discussions in the Superpath Slack community this week:

📙 The Reading List

Here are some links that got the Superpath Slack community talking this week:

🆓 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

"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