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You Are Not a Content Marketer · Content, Briefly

• 0:00
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• 0:57
  Hey, and thanks for tuning in to another episode of Content Briefly. If you haven't already, really encourage you to check out Superpath Pro.
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• 2:08
  Okay, today's episode, Eric and I are discussing this idea that you are not a content marketer anymore. And while that may sound scary and existential, I actually think this is a really amazing opportunity.
• 2:19
  Think about the idea of a T-shaped marketer. You're a content marketer, but you can do enough email to be dangerous. You can do some social. You can do a few other things.
• 2:26
  And I think the new T-shaped marketer is a, not just a content marketer, but a marketer who can code, who can design, who can prototype, who can do these other things that traditionally were just way too far outside of the traditional boundaries of what a content person does.
• 2:44
  So I think a challenge for all of us right now is to be kind of rethinking from the ground up, like, what is possible for me?
• 2:50
  What thing can I do that was previously just not available but now actually may be a twenty-dollar vibe coding subscription away from becoming reality? So we dive into this today. We offer some examples.
• 3:02
  I expect that we'll talk more about this kinda thing, and I'll try to find more examples of individuals and companies who are embracing this idea just to provide a little bit more inspiration for all of us as we kinda navigate, you know, the constantly changing environment that we're all living in.
• 3:15
  Anyways, as always, really enjoyed this conversation with Eric, and I hope you do too. Hey, everybody. Jimmy from Superpath here today with Eric for another one of our deep dives.
• 3:24
  The topic we're gonna chat through today is: You are not a content marketer anymore.
• 3:28
  But this is actually a much more exciting version of you are not a content marketer anymore, especially compared to the one from, like, a year or eighteen months ago, where it was like, "You're not a content marketer anymore because your job's been replaced," and now that we have a totally new take on that.
• 3:42
  Yeah, you scared me with the topic. When you said that's what you wanted to talk about, I was like, "Jimmy, no, please." Yeah. [laughs] Once you explained it, you got me excited, so I hope everyone else will be too.
• 3:51
  Yeah, I've been thinking a lot about this lately.
• 3:53
  There-- I feel like we're entering the second phase of AI, and so there's, like, a bigger picture thing happening here, which is phase one, maybe phase zero, actually, was, "Holy crap, what's going on?"
• 4:04
  And then go into phase one, which is, "Oh, we can do all the things that we already do faster."
• 4:09
  And feel like that's been going on for a while, and now we're at the very earliest stages of phase two, which is new things are possible that were not previously possible.
• 4:18
  And so, while we should, you know, always aim to gain efficiency through the work that we do, I also think it's time now to start thinking about what are we as content marketers capable of doing?
• 4:31
  What value can we bring to a business and to its customers that previously was just impossible? And the challenging thing about this question is it takes a complete rethinking of the work that we do.
• 4:41
  It's like you really are starting from scratch almost. That's challenging, but to me, this is very exciting.
• 4:47
  And I'm curious, Eric, like, from your perspective as a one-person content show, if this is showing up in your work.
• 4:53
  Like, do you find yourself tackling projects because you have AI to help you, vibe coding, prototyping, image generation, et cetera, that previously was just like you just did-- no one did it at Doc because there wasn't anybody to do it?
• 5:06
  Yeah. I'd say it's more aspirational for me at this point, but there are definitely...
• 5:10
  If you go back to my list of ideas when I joined Doc of, like, okay, let's say we have an unlimited marketing budget or unlimited whatever resources, this is what I'd love to do, and some of that was, like, build a whatever calculator on our website that's a landing page or, you know, build this tool that's like this interactive tool that does XYZ, sort of like HubSpot's website grader, things like that.
• 5:34
  And I think before a lot of that, I would have had to involve a developer, a designer, like, an agency, a whole team, and I haven't done it yet, but now I could see that gap being a lot easier to bridge with AI, right?
• 5:48
  Like, I think more of my ideas that felt really aspirational and very big feel more attainable and smaller now, if that makes sense. Totally. And I feel like you nailed it on the head.
• 5:58
  It's like, what would we do if there were no constraints? 'Cause that is the environment that we are now walking into. Like, I remember twenty seventeen, I'm at QuickBooks. We hire an agency to build us a calculator....
• 6:09
  thing on the website. It's like how to help people identify, like, are you a 1099 or a W2?
• 6:14
  It cost twenty-five grand, it took several months, there's like eight people working on it, and honestly, you could probably build that in two hours now in Lovable with your twenty-dollar subscription.
• 6:25
  So that's just like a complete transformation of the way that we work.
• 6:29
  And, you know, I think if you are willing to accept that the old way of doing things is slowly fading, for better or worse, and then really buy into this mentality that because of AI, you are a builder again.
• 6:43
  You know, I think-- and to me, that's like a really exciting part of this mindset is be- AI gives you the opportunity to build, which is, at least in my experience, like a very satisfying type of work. Yeah, absolutely.
• 6:54
  And I mean, I think there's also non-AI ways of going about being a builder, which I've talked about this before, but at Doc, for example, if we have templates in the product and I spent a whole month just building templates in the product so that real customers and users can use them and get better use out of Doc, but also as like a marketing asset that we can dangle this template as something to sign up for, and it has SEO value, and it has all these multiple uses for us, sort of like along the funnel, if you think of it that way.
• 7:26
  But I think to... You, you should also reframe your thinking as a content marketer on, like, what counts as content. So it's not- Mm-hmm... just blogs. You can also build things, right?
• 7:36
  And some of that will be with AI, and some of that will just be making a useful template or something like that, right?
• 7:42
  And, uh, but I do think the AI opens up the ability to, like, if your product doesn't have a builder in there, like I happen to work for a company that does, to build things on your own outside of your product. Yes.
• 7:52
  And I have some other ideas for people. Maybe I can- Yeah... just offer some examples. But first, you know, I think most content marketers have, for a long time, embraced this idea of a T-shaped marketer. Mm-hmm.
• 8:01
  And I think that's helped a lot of us in our careers because, you know, the vertical axis of the T is content. You know?
• 8:08
  But you can do some email, you can do some social, you can do some, you know, whatever, doing gen, other things because you've had exposure and a little bit of experience doing those things.
• 8:16
  And I think the new T-shaped marketer is you're a marketer, but you can code a little bit. You're a mediocre designer. You could prototype.
• 8:26
  You, you, you have these other skills that are getting outside of marketing, and that, actually, that I think is going to become a skill set that becomes incredibly valuable.
• 8:35
  It's like five years from now, I just don't think companies are gonna tolerate a marketer being like, "Can I have some dev resources to build this thing?" They're just gonna say, "No. Do it yourself." Or [chuckles]
• 8:46
  you know what I mean? Like, "We hired you because you're a person who is, you know, enabled to do things at a massive scale because of AI." Now, you know what I mean?
• 8:55
  It's like the collaboration between people is sort of not necessary in a way. Yeah. And I made sort of a jokey LinkedIn post about this the other day, but you'd see...
• 9:06
  I've seen a lot of people now, they look at a marketing job description and say, "That is so unrealistic for this job listing-" Yeah... to have these twenty-five responsibilities.
• 9:15
  Like, how can you expect someone to do social media, blog, you know, build the website, all these things? But I do think that's the world we're in now, right? And those are the expectations.
• 9:25
  And often, that's what's necessary because, you know, you're working. If you're like me, and you're at a startup where the rules change every single day and the goals change every day,
• 9:34
  to have someone who comes in and is like, "I'm just gonna do this one narrow thing," or, "I'm gonna treat content as this one task, which is writing," then
• 9:44
  you're not really serving the needs of the business, and you have to, like you said, rethink of yourself as this marketer who's able to build things to reach people at scale.
• 9:53
  And so I think, yeah, it was my boss, Alex, gave me this analogy of, like, salespeople are really good at one-to-one communication, and it's marketers' job to be one-to-many, be great one-to-many communicators.
• 10:06
  And I think building one-to-many tools is also, like, a task there.
• 10:10
  So I guess challenge people in this, like you're not a content marketer anymore, to, like, keep that one-to-many mentality, but then think of it rather than just always writing things or even making videos, th- there are other ways that you can provide value to people with sort of your marketing mindset and skill set.
• 10:26
  Yeah. You know, I know I said I was gonna list examples, and I am gonna do that. But one other thing on this is, at the moment, this creates chaos inside companies. Yeah. That's my observation.
• 10:36
  Like, nobody really knows how to handle this yet. Like, it used to be that you had the developing, the developers, the marketers, the designers, et cetera.
• 10:43
  And like, as the lines between these roles blur, I think there's gonna be a lot of chaos before it all feels clear again, like what each individual is responsible for and what capabilities they're expected to have. Yeah.
• 10:55
  That's easy to say for a company that's small, where the responsibilities are kind of flat.
• 10:59
  But I can see, like, the opposite situation from what I'm in, where you're this big enterprise with very delineated roles and teams. I can see things getting messy really quickly. Totally.
• 11:10
  Like, just imagine that, you know, you're a content marketer. You want to build a, you know, a tool on the site to capture leads. And you, you know, build a very basic version of it in a tool like Lovable.
• 11:19
  You know, but then it gets shut down because... Yeah, legal or security or... Yeah. Like, this is not gonna be like, "Oh, you can do everything now."
• 11:28
  It's like, you know, your salary will double, and everyone will celebrate. Like, it's gonna be chaotic for a while, probably. But I do think that increasingly, companies are going to encourage this,
• 11:38
  that they're gonna try to give their teams, like, the structure and the foundation to experiment in a safe way where, like, the data's good, security's good, everybody's kinda has some guidelines on what tools to use, and then it's like, "Okay, go nuts.
• 11:51
  I don't know. See what happens." Right? And that's as much for the content people wanting to build things as whoever used to hold the red tape being like, "Okay, we're just gonna let it happen." Yeah. Yeah, for sure.
• 12:02
  Okay, give me more examples. Okay, examples. All right. [chuckles] Sorry, I talk about the... I feel like I talk about the podcast chatbot on every podcast. [laughs] But I really feel like this is a cool example.
• 12:10
  Like- And now the podcast chatbot will self-reference itself- Yeah, yeah. [laughs]... because you talked about it every time.Podcast.superpath.co. This took me two hours to make. It's a landing page for the podcast.
• 12:22
  There's a chatbot component. It's trained on all the transcripts of this. There's also an admin backend where we can upload those transcripts really easily. This was not previously possible.
• 12:31
  This is something I have thought about for a long time because we used to create more content on the Superpath blog than we do now.
• 12:38
  But like, for example, when Sierra was here, like she'd be working on a blog post and she would say...
• 12:43
  You know, we would talk about it, and she would say, like, "Okay, has anyone-- Like, do we have any existing resources on, you know, global content strategy?" And I would say, "Uh, somewhere.
• 12:53
  I don't know where, you know. Good luck." This is a way that makes it, that access instant down to the timestamp of the episode.
• 13:01
  And so it creates-- Like, I know you have something similar set up for your writers at Doc with a custom GPT, but imagine what else you could feed in there.
• 13:09
  Everything is already like brand approved, loaded with subject matter expertise, and this is just like one small way to both gain efficiency, but also to hone your skills, your building skills, right?
• 13:21
  Because as you build it, you become like a janky, mediocre product creator, you know, but you learn a lot in doing that, I think.
• 13:27
  And I'm not exactly sure where that skill will lead us just yet, but I do think it's valuable to learn. Yeah, for sure.
• 13:33
  And I think one way to think about it, and I've learned a lot about this as, 'cause we're starting at Doc to start, uh, to integrate AI into the product.
• 13:40
  And I've learned that a lot of it is just a data challenge of how do you structure all your data in a way that AI can then use it, that you can smartly integrate it into your product.
• 13:51
  And so I think content marketers have to take a similar mindset of like, what are all my inputs? What are, what is all the data I have that I can possibly work with? And then what can I do with that, right?
• 14:00
  Like, how do I take what I already have in my podcast? How do I take the blog posts we already have?
• 14:05
  How do I take the interviews I did for case studies and then we talked about repurposing a few weeks ago, either repurposing them or just doing something with that data and turning it into something else.
• 14:17
  I also think it's interesting if someday we're, we almost bypass, like not to say bypass content as like the middleman, but like, like you've sort of done with the podcast chatbot of just give that to the customer and say, "Here you go."
• 14:30
  'Cause like you're not really using the chatbot to write blog posts, right? You're using it to just give it to the audience and say, "Ask my podcast anything." And I think that's like an interesting...
• 14:41
  Like, it's almost like, can content become like the, you know, intercom of [chuckles] there's the chatbot on the site, and you can just ask best practices, but not from like a product help standpoint.
• 14:52
  I, I guess I envision a future where there could just be sort of, yeah, like not saying answer bot, but one that's more contenty, thought leadershipy.
• 15:02
  I can't quite frame that in a way that makes sense, but I-- maybe you see where I'm going. Yeah, totally. We had Adam McQueen on the podcast recently who described creating an eBook as part of his work at Clue.
• 15:15
  And it's just interesting the way he thought through it. He explained like, why would anyone sit down and read this giant, this like five thousand word thing?
• 15:22
  So they wrote it, but then they also trained a chatbot on the content. Mm-hmm. So like the user experience is you just talk to the chatbot. And like not-- this doesn't always end in, "Oh, just make a chatbot."
• 15:31
  You know, there's obviously gonna be- Yeah... like other versions of that. Like Katie Parrott in our Vibe Coding workshop, she shared a tool that she built to help understand her clients' taste.
• 15:42
  To me, that's like a total rethinking. Like that, I guess you could make a form, but the form doesn't. Like nobody's gonna fill out a form.
• 15:47
  This is like an interactive quiz that spits out some like really, really useful context that then Katie can use to do her work better.
• 15:56
  To me, that's the type of thing that we should be aiming for, and that is she literally built a SaaS product, a very simple one, but she built a SaaS product. Yeah, like a very narrow use internal productivity thing.
• 16:05
  I built something not similar, but another internal use case thing for myself, which is a dashboard that let me see all of our current writers that we're working with, what their current assignments are, and you know how well their past blogs performed, things like that, in a way that theoretically...
• 16:25
  Like this data was in Airtable, and theoretically I could figure out a way to make Airtable show me some of those things, but I was able to just vibe code.
• 16:34
  I was using Bolts because they gave us some free codes through Superpath. Oh, nice. I think I still have a couple. If anybody wants one, DM me in Slack. Yeah.
• 16:40
  It's-- But I was just able to describe what I wanted the dashboard to do, and it was way easier. And then I ended up with this internal tool that I still use. It took me maybe an hour to build.
• 16:50
  And so I think there's also that internal builder mindset of how do I help my own reporting? How do I gain more visibility in-- with the data I already have?
• 16:59
  How do I make a nice reporting dashboard that I can send to my boss, right? There's other uses other than just AI for content that take that kind of builder mindset. Yeah, yeah, totally.
• 17:10
  You know, there's a chatbot on the Superpath homepage, and it's a sales thing. Like there's prompts in there that say like, you know, "Who is Superpath made for?" And like, "What are the best features?"
• 17:19
  And things like that. I don't check the analytics of it all that often, but when I do, I'm always so surprised how many people use it. Again, it doesn't always end in a chatbot.
• 17:26
  These are just the, like top of mind examples for me right now.
• 17:29
  But I wonder if part of it is if you're marketing to other marketers, that they're just interested that it's there, and they wanna see how it works versus like in another context, people may be like, "What is a chatbot?
• 17:40
  I don't even know what this is." [laughs] That's what I do. Totally. "It's a robot. I don't wanna talk to robots." Yeah. I X the banner at the top. I X the cookies. I decline. I'm the worst marketer.
• 17:51
  I reject everybody else's. Well, you know, as we were talking to Sean Blanda about this the other day on this podcast where he was saying like, "You used to visit fifty websites.
• 18:01
  Now you visit five," you know, because the, everything is sort of aggregated. There's platforms where everybody goes, and he was like, "Is the future that there's just one?" The website? No one-- No, not the website.
• 18:12
  It's the LLM. Oh, right. Yeah. Like if you go to Claude or ChatGPT, like why would you go to a website? Because you just get what you need there.Because they've just taken all the content from it.
• 18:22
  And so there's no GDPR banner. There's no call to action pop-up. [laughs] Yeah. There's no chatbot on my... It's just like you just said. I mean, I think that's possible that there's a version of that in the future.
• 18:31
  You are scaring me and our audience again, yeah. I know. We always have to balance the... Yeah, we always have to balance the existential threat with the silver lining opportunities. Yeah. That's funny.
• 18:42
  You know, for a long time, like if you go back through the Superpath Pro courses, there's one on... There is one in there, I can't remember the title of it.
• 18:50
  It's basically about data analysis though, and it's like me in twenty-twenty being, you know, talking about like why content marketers have to be able to use Excel and Google Sheets really well. Mm.
• 19:00
  And the premise of it is, one, it's not that hard, two, it gives you so much more control of your own data, and three, you don't have to rely on anybody else.
• 19:08
  And, you know, I spent a lot of time earlier in my career trying to get really good at Google Sheets so that I didn't ever have to ask a data analyst unless it was something like pretty sophisticated, 'cause I wanted to be in control of my own destiny, and like that situation is now amplified.
• 19:24
  Like it's just turned up to eleven. But the... I think the thing that's actually really cool about it is that it gives each of us so more, so much more power, you know, maybe for lack of a better term.
• 19:34
  Like you are now holding the keys to so much. All the resources you ever wanted, you probably have right now, you know.
• 19:42
  Even if you are like kinda skirting the guidelines of your company to like use the tools you wanna use because maybe it's not all approved or we know the, all...
• 19:50
  That's the chaotic part that we don't really understand yet. But like, the stage is set for the content marketer to become something entirely new and, I think, better. Yeah, for sure. And I think one way...
• 20:02
  'Cause I, I can imagine there's a large subset of the audience listening now thinking, "I got into content 'cause I'm a writer. This is really scary. I, I don't think this way naturally," right?
• 20:14
  Like, I mean, I used to be in cognitive science, and I hate when people say right brain versus left brain 'cause that's totally a myth, but it's a useful metaphor for this situation.
• 20:21
  [laughs] There's some people who are... I don't even remember which brain is supposed to be which 'cause it's so dumb, but like is right brain the math one or is left brain? I don't know. I don't know. Whatever.
• 20:29
  I could not tell. [laughs] Whatever half. Okay, terrible analogy then. But the half of this audience is thinking, you know, "I'm more of a creative type. I'm not inclined this way with tools, and I'm kinda scared."
• 20:39
  But when I did a bunch of videos in the past on automation for content marketing, and I, I got a lot, a lot of questions saying, "Well, how do I get into automation if I'm not an automation person?" Mm.
• 20:49
  It's like this big scary problem that's floating there until you, you sort of dig into it a little bit.
• 20:55
  And the advice I always gave people is like go into it with a really small task or objective just to learn the skill set, right?
• 21:02
  Like if you've never vibe coded before, you probably shouldn't go in being like, "I'm gonna build this huge content repository of whatever."
• 21:10
  Maybe it's just like, uh, you have this one little report every month and it annoys you that you have to copy-paste this spreadsheet into this spreadsheet. Like learn how to use AI for that use case or something.
• 21:23
  Or like start with like a small annoying problem rather than this really big pie in the sky idea, and then you'll get used to the language and the tools and the sort of shortcuts you can take, which ones you can't take, prompting, things like that, and then you'll quickly sort of build your tool belt with real, you know, fill your tool belt with tools of how to start building things.
• 21:47
  So I think if you approach it with a small problem to start, that will sort of unlock the doors for you rather than treating it, it as this big, scary existential problem. Totally agree.
• 21:58
  I also think that writing and building are very similar. Sure. It uses the same-- Whichever part of the brain, the left or right, we don't know. It uses the same part.
• 22:07
  [laughs] You know, it's like I think of myself in like, you know, twenty eighteen, I'm in a spreadsheet, I'm like, "I am going to figure this out. I have all of this raw data.
• 22:15
  I am trying to figure out how to make sense of it. I need to ultimately turn it into a dashboard so that it's super easy to, for someone else to consume." That's what writing is.
• 22:23
  You know, you're taking, you know, raw material, you're condensing it, you're clarifying, you're making it accessible.
• 22:28
  It's the same process in the building stuff, particularly like vibe coding is also kind of the same thing. Like you take this idea, you brain dump, and then it slowly starts to become a thing that's actually usable.
• 22:40
  And I feel that if people are a little intimidated by it, give it a shot. But seriously, DM me. I do have more bulk codes, uh, so you can try it totally free. And I think you'll find that it's actually very rewarding.
• 22:51
  Like what you get out of it feels to me very similar what you get out of writing. Yeah. And I think another way of reframing it is, like we did our vibe coding workshop a few months ago, and I think it was, what?
• 23:03
  An hour or two. And it's really frustrating when you can't get something done in that hour or two. Yeah.
• 23:07
  But think about a blog post and, you know, d- me having written blogs for ten years now, it takes, I don't know, eight hours to do a good blog post. That's with my- Right... process like totally nailed down.
• 23:19
  I'm just following all my tricks to move quickly, and that takes me a full workday basically. Like, I mean, it's split out over time, but...
• 23:25
  And then so to come at something like vibe coding or building a tool with the same expectations of y- you know, that it's gonna take less time than writing a blog post is probably unrealistic.
• 23:36
  So I mean, like be patient with yourself and be patient with the process and then, yeah, eventually you'll, you know, you'll learn the tricks of the trade. Yeah. Totally. I think probably more to come on this.
• 23:47
  Like I said, I'm still new at this too. I've only done a couple things, but I can see where it's going, and I'm trying to wrap my mind around the, the potential use cases for content. Yeah. It's cool.
• 23:57
  And I think we probably should do more in the community for building. Maybe we should call it building instead of vi- building sounds better than vibe coding. Yeah.
• 24:04
  Even though vibe coding is, it's kind of a silly name, but it's fun. It sounds too trendy, I think, which it is. Yeah, maybe that's it. Maybe that's it. It's hyped.
• 24:10
  It's very, not, let's say overhyped, but it's very hyped right now. Definitely. Definitely. Maybe for good...
• 24:16
  I think probably for good reason, but maybe we should like label it better so that it more closely aligns with like the business value you create out of it, because vibe coding sounds like you're just messing around.
• 24:26
  [laughs] You know what I mean? Yeah. Meanwhile, everyone's worried about their jobs and getting a paycheck, and we're like, "Come just vibe with us." Just vibe. [laughs] It's cool.
• 24:34
  Just chill.I- you know, if you go to the Superpath website, you'll notice a relatively new tagline there. It says, "Content marketing is changing. We're in this together."
• 24:43
  And I feel like that really captures, like, what we're trying to do at Superpath right now. Like, all of this is changing incredibly quickly.
• 24:50
  You know, as we've discussed today, like, definitely we're entering a, I think, more exciting but also more chaotic phase of this as companies try to take this more seriously and individuals are trying to sort out, "Where do I fit into this?
• 25:01
  What skills do I need?" And we're doing our best to stay on top of all of that through workshops, through the conversations that are happening in the community, through the calls that we host every month.
• 25:10
  So would encourage people, if you haven't already, come kick the tires and try it free for 30 days, and you will be amongst peers who are struggling with and hopefully thriving in some of the exact same situations that you are.
• 25:24
  Yeah, and there's more questions than answers right now, and that's what the community is for, is to- Yeah...
• 25:29
  ask questions and then maybe get an answer, but maybe also just put it out there into the world and con-connect over having the same challenges. Totally. Yeah, if nothing else, you'll feel less crazy. [laughs] Yeah.
• 25:40
  Like, sometimes I post stuff and then 10 people are like, "Oh yeah, I feel the same way." I'm like, "All right. Well, I don't know the answer, but I at least feel better now." So there's a lot of that.
• 25:47
  [laughs] Yeah, superpath.co. Stay tuned for more of these episodes too. Eric and I are doing these twice a month now. And go check out the podcast chatbot, podcast.superpath.co.
• 25:57
  Hit me up for bulk codes if you wanna try it. And I don't know, anything else we should promo? Have you talked about the podcast chatbot yet? I feel like that's- No. Okay. [laughs] podcast.superpath.co.
• 26:08
  I feel like you have family photos. It's like you, your wife, your children, and your- [laughs]... superpath. [laughs] Actually, I'm gonna... I am gonna print it out [laughs] and put it right, right there on my wall.
• 26:19
  [laughs] All right. Thanks, Eric. This was a good one. We'll see everybody next time. See you, folks. Take care. [outro music]