This edition is brought to you by our friends at Wistia.
Jul 23, 2026 11 AM EDT
Here’s why I’m (Alex) excited about this webinar:
In 2026, I think all content marketers need to understand the basics of video production. I’m getting more comfortable with video myself this summer.
The Wistia team has been the most incredible thought partner in this event and has tailored it to the unique context of the Superpath community.
The amazing Ruth Favela, a long time Superpath member, and one of the scrappiest, most impressive marketing workflow-builders I’ve met is co-hosting. Think of her as the voice of Superpath in this conversation.
Hey folks, it's your content friend Eric here.
“We’ll get to that when it’s quiet” is the biggest lie we tell ourselves as content marketers.
“Let’s circle back to that in the new year” gets a lot of attention, but not enough gets said about the miscellaneous list of projects that piles up between January and July for “when it’s quiet in the summer.”
Well, my friends, the summer is once again here, and I have once again overcommitted myself.
Side note: At Dock, where I’m Head of Marketing, my Head of Customer Success always asks me, “Are things busy for you right now?”
The question makes sense. She has a spiky-demand role, where almost all the work is urgent, but it fluctuates depending on how many new customers we’re bringing in, renewing, etc.
I always tell her that content is always equally busy (in-house, at least)—it only ever feels busy or slow. Whereas she has a “solid” amount of finite work (e.g., a support ticket has a “resolved” button; a client has an onboarding checklist), content marketing is more like gas filling a container. No matter how much space we have, we’ll always fill it. And even “finished” work could always be updated or repurposed into three more pieces.
Or maybe it’s more like a closet or a garage, where no matter how much space you have, you always end up needing more…
Most B2B industries are seasonal in some aspect—with busier weeks, months, or quarters. So there’s “quiet time” for the customer-facing folks, but we content-folk are usually using that quiet time to stockpile a bunch of content for the noisy times.
At Dock, I normally end up busier in the summer, because we’re always prepping for a big fall launch for when we know we’ll have our audience’s attention again.
I’m trying to derive a lesson here so that this isn’t just musings about my annual inability to plan ahead, so I’ll say this:
If it’s not a priority now, it probably won’t be in the summer either (not to mention you should be a human being and actually enjoy summer a little bit).
Rather than building an infinite to-do list of content you’re definitely going to create once you get the time, it’s much more sustainable to create an extremely short must-do list and treat everything else as aspirational. Your container isn’t going to get any bigger.
I’ve always resisted content calendars, but it’s good to have one at least for the sake of capacity planning. It’s nice to be able to point to something and say, “Sorry, can’t do it. Calendar’s already full.”
To be clear: I’m not saying “woe is me, I’m so busy.” Busier is better, and I’m always grateful for work. I’m saying “content is always busy, so stop lying to yourself, dummy, and plan ahead a little better.”
The dummy being me, not you. You’ve got this.
Cheers,
- Eric
📆 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!
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.
Slack AMA with Jake Block (July 29): Jake is the Head of Clay Studios—Clay's social, narrative, and media team. Jake will be in the community to answer questions about Clay’s content strategy, which includes creative video campaigns, YouTube shows, and other less “traditional” B2B content.
🎙 New on Content, Briefly: Superpath Q2 2026 Quarterly Update and AMA
In our second “State of Superpath” episode, Alex runs through what’s happened in Superpath this quarter (look how business-like we are, talking in quarters).
The big takeaway: we’ve landed in a really nice spot with our offering—in terms of Slack, our weekly events, contributors, sponsorships—etc. So we’re more focused on making existing programs better rather than launching new ones (i.e. “iterate, don't launch").
Alex runs through lots of aspects of the business and community, including:
The long-term vision for our new Superpath member hub directory
Our new revamped multi-voice podcast format
What happened to Superpath’s job board?
What Alex would build with an unlimited budget
Potential blind spots in the content marketing community
Highly recommend if you’re a community member or considering becoming one!
💬 Great Slack Threads This Week
Here were some great discussions in the Superpath Slack community this week:
I'm an in-house content marketer on a very lean marketing team (not a startup). I see a need to improve our brand identity, but not sure where to start. I’d love to hear about your experiences. Which members of your team own brand? What’s worked in terms of creative collaboration? Have you built a brand from scratch, revamped/overhauled an existing brand? When/how did you feel confident in the direction, and how did you measure the results?
Has anyone here connected Claude to Airtable? If so, I’d love some inspo for what you use the connector for. How is it facilitating your work? Is it automating tasks? Is it just info retrieval?
Any fellow solo marketers have opinions on/experience at coworking spaces? I'm thinking about joining one for the community and networking, but I want the cost to be worth it. It'd certainly be more than the coffee rent I'm paying at Starbucks
📙 The Reading List
Here are some articles that got the Superpath Slack community talking this week:
Goodbye to Google search as we know it – and what to do about it | Cultural Content
We Are Living in a ‘ChatGPT Flyer Pandemic’ | 404 Media
🆓 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