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Content Roles of the Future · Content, Briefly

• 0:00
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• 1:17
  Hey, everyone, and thanks for tuning in to another episode of Content Briefly. Today, Eric and I are having another discussion.
• 1:22
  It's sort of a loose series, I guess, we're doing on the future of content, and we're not really coming at this with hot takes.
• 1:29
  We're just trying to unpack all the change we're seeing and at least do our best to try to analyze it and take some educated guesses on what the future may look like.
• 1:38
  So today we're talking about what the roles will look like a couple years down the road.
• 1:42
  I think in general, there will be a couple of subcategories of content, some of which are the same or very similar as the ones we have today, some of which are very different.
• 1:51
  And then I think related to that, there will be a greater separation between content and SEO. Like the Venn diagram of content and SEO, the two circles are spreading out now.
• 2:00
  So while I do believe there will be overlap, there will be less of it. Anyways, we go through all this.
• 2:05
  We outline the five or six kind of distinct roles that we believe will exist, and there's a LinkedIn thread about this as well, which I'll make sure is linked to in chat.
• 2:13
  A lot of people chimed in with really interesting ideas. There was some really cool discussion on it.
• 2:17
  So go check that out if you wanna jump in or just read through what other people think too, 'cause I certainly don't have all the answers. Quick plug for Superpath Pro.
• 2:24
  There's a thirty-day free trial if you wanna come check it out. We have a bunch of cool stuff coming up, including an AI show and tell.
• 2:30
  We're gonna have a couple of community members just open up their screen and walk us through some things they're doing with AI right now. And then in September, we're gonna do the LinkedIn challenge again.
• 2:37
  So it'll be a thirty-day LinkedIn posting challenge. We'll have a new thread every day where everyone can post their stuff. The idea is we can hold each other accountable to it.
• 2:45
  The results we saw from the last one were crazy. Like, people's impressions skyrocketed. A bunch of people got really good business out of it. We have a dedicated channel to it now, so it's pretty cool.
• 2:55
  We would encourage you to come kick the tires, see what you think. There are a ton of great things in there, so we encourage you to come kick the tires and see what you think. There's the Slack community.
• 3:04
  There's the monthly one-on-one calls. There's the monthly group calls. There's a bunch of courses and exclusive content. So superpath.co to learn all about that.
• 3:11
  As always, I really enjoyed this conversation with Eric, and I hope you do too. Hey, everybody. Back with Eric for another episode in this kinda loose, loosely themed series of the future of content.
• 3:21
  We've done a couple episodes on this now, and we have another one today w- which we'll talk about, which is the future roles that will exist in content marketing.
• 3:28
  And I feel like maybe first, Eric, we should just at least briefly discuss... You know, I won't assume anything for you. I have an optimistic view of the future of content marketing.
• 3:36
  I hope you concur with that, but I want your opinion on it.
• 3:38
  My feeling, however, is that it will start to become more specialized and that it will be difficult to call yourself a B2B content marketer and have that really mean anything, it'll be too vague, and that we are all being pushed towards specializations.
• 3:53
  Do you generally agree with that? I generally agree with that. I mean, I'm finding myself... So [chuckles] I agree in that I think there'll be more specializations.
• 4:02
  I'm also finding myself, as a small content marketing team, becoming more of a generalist.
• 4:08
  But I, I think you're seeing people being pushed to the margins of either becoming a generalist or a specialist, and it's hard to live somewhere between those two worlds. And so- Yeah.
• 4:18
  But I do think that I'm l- maybe becoming less of, like, content specialist and becoming more marketing generalist.
• 4:25
  But I think for those who stay in content, to have, like, a very narrow specific set of skills is gonna be more valuable. Got it. That makes sense.
• 4:32
  Actually, it kinda goes back to the idea of the new T-shaped marketer that we've discussed recently- Mm-hmm...
• 4:37
  where I think all of us probably in the short term are pushed towards being more generalist because we have new capabilities, and then over time, those capabilities sort of formalize a little more and then return to specializations.
• 4:48
  You know, it's almost like the bundle, unbundle cycle that businesses go through. Yeah, exactly. I, I kind of see that happening right now.
• 4:54
  Like, people who are content marketers are exploring vibe coding, which pushes them towards being a generalist. Over time, there may be enough opportunity there to become a specialist in something like that.
• 5:06
  Yeah, exactly. Like, the tech world is changing so quickly that you have to be willing to add a horizontal to your T at any moment. But then you might go, "Oh yeah, that's the thing that we wanna go deep on.
• 5:17
  Let's become a specialist in that." So I think there's this, like, simultaneous going back and forth between widening and deepening your skill set.
• 5:26
  And so, yeah, I can feel the waves hitting me, like, in, in my day job for sure, where you're like, "This is the thing. I'm gonna go all in on this," and then you go, "Actually, no, let's take a step back."
• 5:35
  So I see both-- being pulled in both directions happening. Yeah. One other thing related to this is I think that it will be less about content and more about organic, right? Like, AI is gonna change content.
• 5:46
  It already is, already has. And, you know, as it evolves, like, at the moment, companies are being squeezed.
• 5:52
  Like, Andrew Chen wrote this blog post a month, two months ago, something like that, to the effect of, like, all marketing channels suck right now, and I think that is largely true.
• 5:59
  And what happens when all marketing channels suck is that it pushes everyone towards paid.But paid is not sustainable.
• 6:05
  And so companies are always going to want some organic growth channels to work on, and I think the content people are the organic growth people for the most part. Yeah, that makes sense. That feels good. Yeah.
• 6:15
  And I feel myself being pulled into other organic things, like we've talked about, I've been involved more in outbound emails, for example, and that wasn't historically a job for content.
• 6:25
  Like, that would m- maybe more on the sales team side, but, like, my content skill set is helpful there, and it's own organic channel because I'm just emailing people for free.
• 6:33
  So I am feeling myself being pulled in, like, other organic directions. That feels right to me. Yeah, totally.
• 6:39
  I've been doing this consulting project recently, and they pulled me into an outbound thing, which I was not necessarily expecting, but very similar to you, it's like, "Wait, content person, can you help us write this?"
• 6:48
  Yeah, except make it two sentences, not 1,000 like you're used to. [laughs] Yeah, totally. So I posted this thing on LinkedIn, which Eric and I had discussed, and then that, you know, kind of led to some discussion.
• 7:00
  There was a bunch of really interesting comments, and then it got featured in Tracy Wallace's Contentment newsletter, which we highly recommend to folks.
• 7:07
  And it was basically, like, my thoughts on, like, what are the future roles that I think will exist in content five years from now, and maybe I'll just read through them real quick, Eric, and then tell me what you agree with or disagree with.
• 7:17
  I think that there will be a group of what I'm calling hardcore editorialists. These are people whose primary focus is telling really good stories and sharing impactful ideas.
• 7:25
  I think they'll probably be more tech-enabled than they are right now, but the thing they're optimizing for is not algorithms, but for weirdness or experimentation, or it's art.
• 7:35
  You know, it skews f- further towards art than it does science. On the other end of that, I think there will be a group of content engineers, and we are definitely seeing this now.
• 7:44
  Like, some companies are already actively hiring for this role.
• 7:47
  There was a discussion in Superpath just this week actually about, like, how legit is this content engineer thing, and it's a really good discussion about, like, what does it mean.
• 7:55
  Josh Spilker, who wrote the blog post on this whole concept, chimed in. So lots to discuss there, but these people basically are thinking about scale.
• 8:02
  Like, how do they build systems that create content rather than doing it on this kind of one-off basis. I think there would definitely be a bucket of strategists.
• 8:10
  You may also call these people management, leadership, and it's, like, kind of the people who run the show, run the content show anyways.
• 8:15
  They're, like, allocating budget, advocating for budget, reporting, you know, kind of making sure the whole vision, like, ties into the company's overall go-to-market strategy, that kind of thing.
• 8:26
  And I think a content background's really helpful there, but it- it's not a hands-on content role.
• 8:30
  And then this fourth category, I'm calling it vibe coding for now, but I expect that it will be called something different by the time this actually happens, and these are people who will create content experiences rather than content itself.
• 8:41
  So, like, if today you publish a PDF white paper, you know, in the future you will have maybe a gated content experience that is interactive.
• 8:52
  And I feel like the thing that comes up when we talk about this is, like, quizzes and graders and things. It's gonna be way more sophisticated than that eventually. Like, those are things we can do now, not that hard.
• 9:02
  So this is a little more conceptual than concrete, but I expect that that will be a category of content, and I think there might be a bunch of people who work on this kind of thing. Okay, so that's the four I outlined.
• 9:13
  A lot of people had comments. But before we dive into that, uh, uh, there was one... There's at least one that you felt I missed, right? Yeah.
• 9:19
  I feel like just m- let's call them, like, point specialists or, like, e- extreme workflow specialists or something like that, that are very good at one particular format.
• 9:30
  So, for example, something that's coming up at Doc is we're like, "All right, we wanna start a podcast," and I hired a freelancer just to do, like, make the video clips, write the social posts, et cetera.
• 9:43
  And this person could become, like, a hyper specialist at just the podcast workflow and then, like, have that service for a whole bunch of companies or run a whole bunch of podcasts in one company.
• 9:53
  And I feel like that will happen across other formats as well. And you and I were talking a bit before we recorded. I think part of that too is just becoming, like, a tool expert.
• 10:02
  So in some ways that's similar to the content engineer thing, but in the same way there are HubSpot implementation specialists and Marketo specialists, whatever, like, people whose whole job is just helping companies set up their CRM.
• 10:14
  I think there will be content marketers whose job will be to set up content workflow processes, things like that.
• 10:22
  I mean, there already are, but I think it will become more of a in-demand specialty, let's say, a breed- Yeah... of content marketer.
• 10:32
  I agree with you because we've kind of gone through this phase of, like, you know, tools come out, people... There's a learning curve. People, they're...
• 10:38
  The specialization is really helpful up front, and then they become more familiar over time. And, like, we're just entering this phase of, like, a lot of new tooling also. Mm-hmm.
• 10:47
  And so having a very strong understanding of those tools is a great opportunity right now. I totally agree with you.
• 10:53
  Yeah, a- and I think just going back to, like, the wide T thing again, it's, like, content marketers are expected to know way more formats than we were before.
• 11:01
  So your category of, like, the strategist is just gonna have to have a lot of specialists working for them.
• 11:07
  I think that's gonna be the more common model, where you have people who are expert at one format working for a whole bunch of companies.
• 11:15
  In-house will be smaller teams of strategists and content engineers working with a lot of specialists that are external. That's just my guess. Yeah, I like that.
• 11:24
  Should we chat through some of the other ideas that folks threw out there? I will say a couple people talked about distribution.
• 11:31
  There will be more people specialized in distribution, and I have to say I'm not sure that I agree. I feel like we don't really have those people now, and I don't know that we'll have them in the future.
• 11:40
  I think there'll be platform experts. I don't know that content distribution... I just don't... I don't know. Are we gonna talk about content distribution in five years like we have in the past?
• 11:50
  Like, it used to be, like, you create stuff that lives on your site, and then you distribute it, meaning you try to get people to your site.
• 11:55
  I just, like, don't really think we're gonna do that much of that in the future. Yeah. So- It feels like there'll be platform native content, and then the distribution is the platform itself, right? So you're- Yeah...
• 12:06
  you're making your-Whatever your newsletters specialize for, your newsletter platform, your videos are specialized for Instagram. I feel like the word distribution will be like slowly phased out maybe. Yeah.
• 12:18
  I think one potential caveat to that is that there could be new channels that we don't know about yet five years from now. Mm-hmm.
• 12:24
  Like, there was an opportunity to, quote-unquote, distribute content on LinkedIn and Twitter, and then it evaporated.
• 12:30
  You know, there may be a new channel that pops up that actually does offer that because maybe people actually want to read longer form stuff, and they don't wanna just melt their brains in feeds all the time.
• 12:40
  [laughs] You know what I mean? So I don't know. We'll see. There was -- Stuart Hillhouse left one in here that I thought was spot on. Mm-hmm.
• 12:46
  Um, he talked about personalities, people who will be on camera and act as the face of the company.
• 12:51
  They'll operate more like a solo creator than an in-house marketer and will still work with the strategists to drive demand towards content initiatives. I think that's very interesting.
• 12:59
  I find that one challenge that companies who do a lot of thought leadership type content run into is you either have a founder who's willing to be the face of it and is, like, kind of happy to be on camera and, like, dedicate time to that, but if you don't, your thought leadership program is sort of dead in the water
• 13:14
  because it's hard to get a... Like, probably they're not gonna have the head of content be that person because they're not the subject matter expert. They're not the face of the business.
• 13:23
  So that sends people towards influencers, which is a whole other field, but totally could see that being folded in or at the very least overlapping with content. Absolutely.
• 13:32
  Yeah, and there's this tension right now where either the best case is the founder is doing that, but that's also the worst case because their time is so valuable and content is a huge time investment.
• 13:43
  And so like at Dock, our thought leader is Alex, our CEO, and his time is better spent doing other things than creating content.
• 13:51
  Like, if we could just have, like, an Alex avatar that could be split out and not be spending time there, like, I would do that a million times over.
• 13:59
  So the companies that are succeeding with, like, the creator types tend to be marketing to marketers or, like, salespeople marketing to sales. People who have, like, marketing adjacent skill sets, like sales influencers.
• 14:11
  So I've seen... Like, it's very easy to be-- to work at Ahrefs or whatever and say, "I'm using Ahrefs, and I'm making it to make blog posts," but it's really hard to be like, "I'm a developer."
• 14:21
  Like, the people with skills that are not sales and marketing are not marketers by trade, and therefore- Yeah... are not, like, made to be these influencer types.
• 14:29
  And then you sort of have this third conflict that it's like you're building this person up to be the face of your brand, and from what I've seen on LinkedIn, like, eighty percent of those people end up just leveraging it into a personal brand and becoming an influencer and leaving the company and making a lot more money.
• 14:44
  So, like, there's all these conflicting factors.
• 14:47
  We're still early in this world of what does it mean to be, like, the face of a company if it's not the founder or one of the founders, a-and I think it's still messy, but maybe in five years we'll have figured it out.
• 14:56
  Yeah. I think it's a really interesting space because it creates so much opportunity for individuals to create really cool and potentially very lucrative businesses for themselves.
• 15:05
  You know, like, I find it interesting that, like, Lenny Rachitsky of Lenny's Newsletter is, like, he's an outlier amongst outliers. Like, he has a million subscribers to his newsletter, which is- Mm...
• 15:15
  just completely insane to me that, like, he alone... I mean, I think he probably has a little help now, but, like, he alone can outperform every insanely well-funded SaaS company that's trying to reach those same people.
• 15:26
  Mm-hmm. Like, they probably have...
• 15:28
  You know, how many companies out there are trying to reach the product managers of the world, and they have five thousand email subscribers and are, like, spending all this money trying to get more, but, like, Lenny just scooping them all up.
• 15:37
  You know? And I'm sure that, to your point, like, that will exist in, l-you know, industries where there isn't this clear, obvious overlap of sales and marketing.
• 15:45
  Like, is there such thing as, like, a third-party logistics influencer? I don't know. If you know that world, you should start a newsletter [laughs] you know? Yeah, exactly. That... Yeah.
• 15:54
  To me, that's like, there's a couple cool things there is like, companies will need to figure this out, and individuals, if you have the right background, this could be a very good time for you to go and do that thing, like build out your own audience and sell it back to the people you currently work for.
• 16:07
  Absolutely. Okay, what else? Tracy, we mentioned that Tracy included it in her newsletter, which I'm gonna pull up here. There was a few things she said in there.
• 16:15
  One was this idea of, like, documentation folks, like kind of people who, like, keep track of the process. I think-- I don't know. I think maybe. I don't know.
• 16:25
  Like, do content teams do that now, and will there be a greater need for it in the future? I'm not totally sure. I think part of what Tracy's argument was as well was that you need inputs for AI, right?
• 16:37
  I think that's what she's... So having doc-- like, product documentation and, like, all the inputs into the AI model.
• 16:44
  So she said, like, things about your product user interface, how it works, what errors people might come across, sort of like customer support-ish type documentation that you can feed into the model.
• 16:57
  I mean, she's coming from a world of, like, she's working at Klaviyo or whatever. People probably have these, like, massive customer support centers and things like that, and so the content is different in that world.
• 17:06
  But we're coming-- I think that's something too a lot of marketers might not be thinking about.
• 17:11
  Like, if we're looking at not where the puck is now but where it's going, like, whatever that metaphor is, we'll soon be able to connect all kinds of things into our AI models to make content.
• 17:22
  So what will those inputs be? The person-- Someone will have to manage all of that. Yeah.
• 17:27
  And so I think that's what she's getting at, and just making sure that, like, the documentation that's feeding the model is accurate. That's what I took away from it. That makes sense. Okay, that makes sense to me.
• 17:35
  It's almost like we probably should do that now, but it's, like, so messy to do it and then just have, like, humans deal with it. But, like, it makes total sense in the context of AI, so I appreciate that.
• 17:44
  It's kind of funny to think about a world where all we do is just feed data to the LLMs. You know what I mean? Like- Yeah... maybe that's just what content will be. [laughs] We don't create content.
• 17:53
  We will create data that gets fed into LLMs, where it is then discovered by people. Yeah. Hopefully. Yeah, and I think- That sounds kind of depressing...
• 17:59
  I think Tracy's second job was, like, on the other end of that, like, feeding the LLM was the editor.
• 18:05
  So you have the person figuring out the inputs to the LLMs, and then you have editors on the other end who it will make content, and they look at it and they say-Yeah, and this is probably a lot of people's experience today with how they're using ChatGPT or Claude or something, is they're putting something in, and then at the end point they're saying, "Okay, how do I make this good content?
• 18:23
  How do I make sure this is in the brand voice," et cetera.
• 18:25
  And so I think she's saying that job will exist as well, sort of editing AI content, which seems like a pretty safe bet because a lot of us are already doing that today. Yeah, I like that. I like that.
• 18:36
  I hope that's someone's full-time job, 'cause I, I wouldn't want that job. [laughs] Yeah, seriously. I actually... I was using Claude to... I was kinda, like, messing around with it a little bit.
• 18:46
  I was feeding it transcripts, and I was trying to see how good of an article it could create without me actually writing anything.
• 18:53
  And it was doing okay, but then, uh, there was, like, some quotes in the article, and I was like, "What? I don't know... I don't remember those from the transcripts I provided."
• 18:59
  And then I asked it, like,, "Where did you pull that quote from?" Like, "Can you give me the timestamp from the transcripts I fed you?" And it was like, "Oh, no, I just totally made that up." I was like, "What?"
• 19:07
  [laughs] Yeah, you caught me. You caught me. Yeah. You can't do that. I feel like that should be, like, a baked-in rule that you just can't do that. [laughs] Y- yeah, exactly.
• 19:15
  Uh, and this will improve over time, obviously, but yeah, I agree. You're gonna need quality control, editorial oversight, whatever you wanna call it.
• 19:22
  Yeah, somebody's going to be checking this stuff to make sure it's actually legit. Mm-hmm. We'll link to the LinkedIn post if you wanna chime in and see what people are saying.
• 19:29
  Like I said, there's a lot of really interesting discussion here. George Chasiotis, formerly of Minutia, now he started a new agency called Restart, chimed in with some pretty interesting thoughts on SEO.
• 19:39
  One thing he said in here, it's kinda, sorta interesting, actually, Eric, we haven't talked about SEO at all yet. [laughs] Like, w- what does that say about- That's surprising... I know.
• 19:47
  But he makes this very interesting point that without SEO, content marketing loses its identity, or at least some of it. I find that to be interesting, because we have...
• 19:55
  content marketing and SEO have been tied together very tightly.
• 19:58
  There's a Venn diagram, and there's a significant overlap, and there's a lot of SEO stuff that happens that has nothing to do with content, like site architecture and page speed. Like, that...
• 20:07
  not, not related to content.
• 20:09
  And then there's content stuff that happens that's not related to SEO as well, but I think the, the Venn diagram, the two circles are gonna get a little further apart so that the overlap is less, and I feel like that...
• 20:18
  I mean, in my opinion, it's like the greatest thing that could ever happen to content marketing. Y- there is this AEO thing happening. It's hard for me to... I don't know if it has legs.
• 20:26
  I mean, obviously people wanna be mentioned in LLMs, I get that. It's hard for me to imagine that it becomes what SEO became. Mm-hmm. You know? I think it would be, like, a smaller function.
• 20:35
  Yeah, and SEO for a while, there was a lot of leverage to be had because people didn't know how to do it, and once everybody was able to do it to some degree, then it just became, like, another diluted channel.
• 20:47
  Like, not diluted, the opposite of diluted. Like- Concentrated. Con- Competitive... a very conc- Yeah. Yeah, a very competitive channel.
• 20:53
  And so I think, like, everyone who is already going at 100% on SEO is gonna be starting at the same ground at, like, GEO or AEO, whatever you wanna call it.
• 21:02
  So I think just by the nature of how many people are aware of it and how many... Like, 15 years ago, not every company on day one was like, "What's our SEO strategy?"
• 21:10
  It was sort of something that gave you leverage, and now it doesn't necessarily.
• 21:15
  I mean, there's still, like, a well-executed SEO strategy versus not, and I think there will be a well-executed AEO or GEO, or whatever you wanna call it, strategy versus not, but I don't think it will be this gold rush that SEO was.
• 21:28
  Yeah. I could be wrong. Do you think that it will fall under content? I think. Yeah. So we were having this conversation at, at Dock recently. It was like, should we just make, like, a big
• 21:37
  support-type center for, like, the llms.txt or whatever, where we're like, "Here's everything you need to know about Dock," and have all these, like, this big archive of pages about our product- Right...
• 21:47
  and our positioning- Just feed the beast... and all that. Yeah. That's, like, not even public-facing, it's just there, and, like, would that do anything? And so there...
• 21:54
  maybe there's a world where that happens, but I don't feel like that will produce good results, and, like, I can't see a world where there's just, like, unfettered access to feed the beast and that's the final place we arrive.
• 22:06
  I think that'll be, like, the messy path to get there, like, these LLMs saying, like, "We'll just take all the content we can get and whatever, and we'll learn something from it."
• 22:13
  And there will be, over time, some, like, quality filters put in, because if people aren't getting reliable results... Like, it's the same thing Google had to do. Yeah.
• 22:21
  At first, they would just index everything, and then they learned, "Oh, people are spamming us this way, therefore we have to change the algorithm." The exact same thing will happen with LLMs, I'm sure. For sure.
• 22:30
  So, like, the gaming the system is always gonna be temporary, and so I don't know what the final output will look like, but it'll probably look like something similar to where SEO arrived, in that the channel was just too competitive and...
• 22:42
  I mean- Yeah... I say that as someone working at a company whose SEO is, like, our primary inbound channel still.
• 22:47
  So I really don't believe SEO is dead, but I don't think it's gonna be that different of a world than we're at, like, right now. Yeah, yeah.
• 22:53
  You may not believe this, but I listened to a webinar recording the other day about AEO, 'cause I feel like I've just been very dismissive of it, and I was like, "Okay, I should educate myself a little bit." Mm-hmm.
• 23:04
  So I listened to this webinar recording from Ethan Smith, runs an agency called Graphite. He walked through just kinda, like, landscape, and then walked through...
• 23:12
  Like, of course, people had lots of questions about, like, "Well, what can we do right now?" And the stuff you can do right now is very, like, gaming-the-system type stuff. It's like- Mm-hmm...
• 23:19
  mentions are really important, so, you know, like, posting on Reddit with your company name and things like that, or, like, apparently YouTube videos are favored in these LLM algorithms that create these answers for people, and so creating more YouTube content, stuff like that, which is...
• 23:37
  maybe you should do that anyways. Actually, like, video is kinda like one of those things I feel like everyone says they should do but don't. Like, maybe now this is, like, your kick in the butt to actually do it.
• 23:45
  Uh, but anyways, it was very interesting also to hear about, like, some of their clients and the uptick in leads they're seeing from LLMs, because people can do so much more research, and so by the time they do contact you, they could be much further along the funnel or, you know, basically have more intent by the time they get there- Mm-hmm...
• 23:59
  which I find to be very interesting. Maybe this is going on way too long. Maybe that, like, shapes the way you think about content- [laughs]... 'cause you need, like, more...
• 24:04
  When they do get to your site, it's really more about bottom-of-the-funnel sales enablement type stuff. For sure. Yeah, that makes a lot of sense, and I think going back to your question, I think about roles in SEO.
• 24:15
  Like, to me, SEO will fall more into-The content engineer bucket or strategist bucket. Like, will there be a person whose job is like, just do SEO or just do AO? Like, I don't know.
• 24:28
  I feel like that job has reduced as is, right? There's- Yeah... normally you're at least a writer or you're at least something else, versus just like a hardcore... Or they're in the specialist bucket, right? Of- Yeah...
• 24:40
  just really narrowly good at building site architecture that LLMs like to crawl, that kind of thing. Right. Yeah, that actually makes me think of one last thing, and then we should get out of here.
• 24:50
  You don't wanna do like a three-hour Joe Rogan experience about- [laughs] Yeah... hypothetical jobs in content marketing? [laughs] I feel like the org chart could be chopped up a little bit, too.
• 25:00
  Like, these roles may not... They're, they almost certainly will not fall under content anymore.
• 25:05
  You know, like, content teams are already smaller, and you could easily see the way that these different roles might align actually more closely with other parts of an org.
• 25:13
  And so while they are content in spirit or sort of content as we know it, companies may begin to view them a little differently, and then those people end up in different parts of the company.
• 25:22
  That's super true, and this is a, a... I have no data to back this up, but I was on- I like it. This feels scary. Here we go. Here we go. [laughs] Yeah, look, I'm gonna make some medical claims about sunscreen. No.
• 25:32
  I was on Air Ops's website yesterday, and they had a little... The, all their testimonials were about their platform, and everyone's title was like VP of growth, head of growth.
• 25:45
  They were all talking about the content-at-scale model that this was allowing them to have, and all of the job titles were growth, which is really interesting to me because- No heads of content No heads of content.
• 25:58
  And not to say those people don't exist, but this, like, content-at-scale, content engineering world, I think is falling more so under, like, the growth function, which is really...
• 26:08
  I reported to a head of growth once, but you know, it's, I don't think it's typical for content people historically to be in the growth part of the org chart. I don't know. Yeah.
• 26:20
  You know, I think this actually sets us up for a perfect segue to plug Superpath Pro. Wow. Doesn't everything? [laughs] Hey, this is content marketing. The tagline on our homepage is, "Content marketing is changing.
• 26:31
  We're in this together." Like, I genuinely believe that.
• 26:33
  Like, there's so much change happening and I think, you know, like, when I think of, like, the primary value of Superpath, which I think about a lot because I'm always trying to think about, like, what's our messaging, what's our positioning, et cetera.
• 26:43
  Like, at the moment, I think one of the primary things we can offer people is a place to just kinda check your sanity amongst your peers, because there's a lot of chaos and disruption happening, and there's like gonna be in the, be plugged into like, what's happening.
• 26:56
  You know?
• 26:57
  There's a lot more than that, but that, that right now to kinda stay on the pulse of it, I think is really helpful to people, and from what I hear from members, it makes them feel a lot better, like that they're not the only ones experiencing this.
• 27:07
  Yeah, and even not to be plugged in, but to be plugged into what other people also feel like they're not plugged into. [laughs] Like- Yeah, yeah...
• 27:14
  just one other person have the same question you have, you're like, "Oh, thank God. I'm not the..." And I know that person is smart because I've seen them say smart things about content- Yeah...
• 27:22
  and now I'm seeing them ask a question, feeling uncertain about where everything is going.
• 27:27
  And so I think that's, there's like a nice safety blanket of psychological security knowing that there's all these other smart people that have the exact same questions as I do, and that's okay. Totally. Totally.
• 27:38
  We have a couple cool things coming up too for members. So we're gonna do the LinkedIn challenge again in September. Sure. I forgot about it, but that sounds like we should do it. Yeah. You've said it out loud.
• 27:48
  It's like I'm- Now we have to. Yeah. Yeah, yeah. I'm speaking it to life. I think we should. I'll try to participate better this time.
• 27:53
  But yeah, we basically, in June, we did this daily LinkedIn challenge, try to hold people accountable to posting more. It was good for a number of reasons. There's a channel dedicated to it now.
• 28:02
  And then we've got an AI show and tell coming up too, where people are gonna just share their screen and show us stuff they're building.
• 28:08
  This is a style of kinda informal virtual event that we're hoping to do more of, where we just, rather than webinars, we just say like, "Hey, there's a lot of smart people in here already.
• 28:17
  Like, show us what you're doing." People can learn from it and ask questions, stuff like that.
• 28:21
  And then there's all the other good stuff that you always get, Slack channel, courses and content, one-on-ones every month, group calls every month, et cetera. So come kick the tires for 30 days and see what you think.
• 28:31
  Definitely do that. It's been, yeah, it's been popping off, and lots of good questions. And there's non-AI stuff too, for the non-AI, I, I folks out there.
• 28:39
  There's a lot of non-AI stuff, a lot of evergreen content stuff that people are talking about. So anyways, come see for yourself, superpath.co. Eric, thanks a lot. We'll see you in Slack. Thank you. Bye, folks.
• 28:50
  [outro music]