They won't read this either

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

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

I’m having a bit of writer’s block this morning, so I’m sharing a tip about something that happened within the last 30 seconds.

(And yes, to Alex’s shock, I do sit down and write this newsletter the morning of, every Wednesday.)

Every content marketer has faced the “collaborating with other teams” challenge. This question comes up a ton in the Superpath Pro Slack: “How do I get other teams to talk to me about xyz?”

We marketers always seem so available to the rest of the company (at least, in our own minds), and yet, it’s so hard to get a hold of anyone else—the coveted subject matter experts.

Sales is a particularly big offender in my experience. I don’t think any salesperson will be offended if I say they generally don’t share the same passion for reading or writing in a work context as we do (and luckily, no salespeople can be offended by this because they won’t read this far, zing!).

Whenever I ask for something in an email or Slack message over 30 words, I rarely hear back. Even when I book a meeting, it’ll get moved to make way for a client meeting. But rightfully so. They are motivated and incentivized to spend their time selling. Higher selling activity generally pays off. Every minute is precious. I’m just getting in the way of that.

I’m currently updating our competitor assets, so I wanted some intel from our sales team on what messaging is resonating with customers.

Now, I could go around our sales team by listening to calls or building some crazy AI contraption, but this would literally be a 5-minute task for our salespeople to brain-dump everything they know.

So here’s my tip: when you want to collaborate with another team, don’t communicate with them in your default way, communicate with them in their default way.

I’ve noticed our sales team tends to communicate in voice notes and Slack huddles. They’re 1:1 talkers, not writers. So now, whenever I make a request of our sales team, I specify, “A quick 2-minute voice note would be really helpful.” I did that yesterday, and everyone sent me a voice note overnight. Yay!

The same goes for working with our designer, whose time I borrow from our Product team. He works day-to-day in Linear (our product team’s project management system). So whenever I have an ask of him, I don’t do it via Slack or my project management system, I create a task for him in Linear.

Our Customer Success team thinks in terms of customer calls on their calendars (they spend most of their day onboarding customers), so when I need to collaborate with them, I put a meeting on their calendar.

As a content marketer, you’re likely great at recognizing patterns and themes when making content—so put that to work for yourself when collaborating with other folks. Figure out how they like to communicate, meet them where they like to be met, and you’ll experience way less internal friction.

Cheers,

- Eric

📧 Polls with beehiiv – I love polls and have been excited to test them out. We set up a poll in today’s email, as you can see above. I knew about beehiiv’s multiple poll formats, but I didn’t know your polls could have up to 10 choices. Huge! Maybe I’ve been tricked by a certain professional social media platform to think that all polls could only have four options with 30 characters in each. - Alex

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🎙️ New on Content, Briefly: Why Most Content Marketing Reporting Is a Waste of Time

In this episode Alex chatted 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 to get the full framework before diving in.

Brad argues that tracking aggregate metrics leads to poor decisions, and that a cohort-based analysis approach—e.g., grouping content by publish date—leads to better decision-making.

The conversation also covers:

And for some extra fun, Alex put 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.

Listen here.

📆 Upcoming Superpath Community Events

To get the invitations to our virtual 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:

Heads up: We’ve currently put a pause on new job board postings as we re-evaluate what a useful content job board looks like in 2026.

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

"I was about to cancel my Pro subscription as part of my annual January subscription culling. But after catching up on all the recent posts, I was like ‘uhhhh yeah I'd better stay here. These people are smarter than me.’ Grateful for all the knowledge-sharing. Take my money!"

— Nik Wright, Sr. Content Marketing Manager