Content, Briefly

This episode is part of The Art of Content series hosted by Rachel Bicha. In this series, Rachel brings on guests to chat about big picture content marketing theory. Each conversation is centered on a recent that person wrote for The Art of Content blog. Today’s guest is Ronnie Higgins talking about his recent post, Seeking: B2B content with range.Most B2B content has one job: inform. Ronnie Higgins thinks that's a waste. He dug up a forgotten BuzzFeed framework where data scientists mapped why people actually share content, then applied it to B2B. The result is a way of thinking about content through human needs like identity, connection, and emotion. You'll also hear how AI can help you spot those needs hiding in your sales calls. This episode is sponsored by uSERP. Mention Superpath when you book your strategy call at userp.io, and they'll add five bonus high-authority link placements to your first month on top of your package. The central post for the discussion: Seeking: B2B content with range BuzzFeed's "Pound" process for understanding social virality The 95-5 rule of marketing audiences Doug Shapiro's "Infinite Content" book on Substack Jo's post on using AI to understand your audience better Ronnie & Rachel (and Brandon's!) conversation about taste The Oatmeal's comic on AI & art Follow Rachel Bicha on LinkedIn Follow Ronnie Higgins on LinkedIn Useful Links: Follow Rachel on LinkedIn: https://www.linkedin.com/in/rachel-bicha-44080/ Follow Ronnie on LinkedIn: https://www.linkedin.com/in/ronniehiggins/  Ronnie’s post on job myopia in B2B content: https://theartofcontent.blog/2026/03/03/seeking-b2b-content-with-range/  Buzzfeed’s “Pound” process for understanding social virality: https://www.buzzfeed.com/daozers/introducing-pound-process-for-optimizing-and-understanding-n  On the 95-5 rule of marketing audiences:  https://marketingscience.info/news-and-insights/the-955-rule-is-the-new-6040-rule Doug Shapiro’s “Infinite Content” book on Substack: https://dougshapiro.substack.com/t/book-infinite-content  Read Jo’s post on using AI to understand your audience better: https://theartofcontent.blog/2026/03/12/i-stopped-guessing-what-to-write-and-started-eavesdropping-instead/  Read Ronnie & Rachel (and Brandon’s!) conversation about taste: https://theartofcontent.blog/2026/03/19/a-conversation-about-taste-what-do-we-actually-mean-when-we-talk-about-taste/  The Oatmeal’s comic on AI & art: https://theoatmeal.com/comics/ai_art

In this episode of Content, Briefly, Eric Doty sits down with Katie Parrott, staff writer and AI editorial lead at Every, to talk about what it actually looks like to build AI into a content workflow from the ground up. Katie walks through how her role has evolved from building a personal AI style guide into creating editorial tools for the whole Every team. She shares the details of her writing setup, including a custom Claude Code plugin with a full production pipeline from brainstorming to review, complete with a cast of AI reviewers that pressure-test her drafts from different angles. She also talks about Margo, her OpenClaw-powered personal agent that manages her calendar, triages deadlines, and handles the repetitive "paper cuts" that slow creative work down. The conversation covers how Every thinks about content strategy as an AI-native media company, why their "movement first" editorial approach starts with what the team is learning rather than what keywords are trending, and how guides built around genuinely original concepts are driving some of their strongest content performance. Katie also shares practical advice for content marketers earlier in their AI journey, starting with one deceptively simple tip: ask the AI to interview you. This episode is sponsored by uSERP. Mention Superpath when you book your strategy call at userp.io, and they'll add five bonus high-authority link placements to your first month on top of your package.Useful Links: Follow Eric on LinkedIn: https://www.linkedin.com/in/edoty/ Follow Katie on LinkedIn: https://www.linkedin.com/in/katieparrott/ Katie's website: https://katieparrott.com/ Every: https://every.to/ Working Overtime (Katie's column): https://every.to/working-overtime I Hired ChatGPT as My Career Coach: https://every.to/working-overtime/i-hired-chatgpt-as-my-career-coach I Taught Claude Every's Standards. It Taught Me Mine: https://every.to/working-overtime/i-taught-claude-every-s-standards-it-taught-me-mine How to Build an AI Style Guide: https://every.to/guides/how-to-build-an-ai-style-guide AI Style Guide: https://every.to/guides/ai-style-guide OpenClaw:https://openclaw.com

In this episode of Content, Briefly, Jimmy Daly, Eric Doty, and Chloe Thompson reunite to tackle one of marketing's oldest challenges: how do you tell the difference between a shiny object and a real opportunity? The conversation kicks off with a LinkedIn post from Ty Magnin about Reddit citations dropping 80% in ChatGPT almost overnight — after months of marketers scrambling to build Reddit strategies. From there, the trio walks through a greatest hits of shiny objects past: voice search, Clubhouse, Snapchat strategies, Mastodon, and the endless parade of Twitter replacements. They dig into how to respond when your CEO sends a Slack message about the latest trend, why monitoring competitors can be more useful than copying them, and the difference between chasing a tactic and investing in a legitimate channel. The conversation wraps with three grounding principles: trust the strategy you already have, prioritize owned channels over borrowed ones, and invest in foundational content that outlasts any single tool. This episode is sponsored by uSERP. Mention Superpath when you book your strategy call at userp.io, and they'll add five bonus high-authority link placements to your first month on top of your package. ************************ Useful Links: Follow Jimmy on LinkedIn: https://www.linkedin.com/in/jimmydaly/Follow Eric on LinkedIn: https://www.linkedin.com/in/edoty/Follow Chloe on LinkedIn: https://www.linkedin.com/in/chloethompson3/Follow Ty on LinkedIn: https://www.linkedin.com/in/tylermagnin/Follow Krista on LinkedIn: https://www.linkedin.com/in/kristadoyle5/Ty's post on Reddit and AEO: https://www.linkedin.com/posts/tylermagnin_reddit-isnt-as-important-for-aeo-as-everyone-activity-7440049395347357696-T-rB ************************ Stay Tuned: ► Website: https://www.superpath.co/ ► YouTube: https://www.youtube.com/@superpath ► LinkedIn: https://www.linkedin.com/company/superpath/ ► Twitter: https://twitter.com/superpathco ************************ Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content, Briefly, Jimmy Daly, Eric Doty, and Chloe Thompson reunite to tackle one of marketing's oldest challenges: how do you tell the difference between a shiny object and a real opportunity?The conversation kicks off with a LinkedIn post from Ty Magnin about Reddit citations dropping 80% in ChatGPT almost overnight — after months of marketers scrambling to build Reddit strategies.From there, the trio walks through a greatest hits of shiny objects past: voice search, Clubhouse, Snapchat strategies, Mastodon, and the endless parade of Twitter replacements. They dig into how to respond when your CEO sends a Slack message about the latest trend, why monitoring competitors can be more useful than copying them, and the difference between chasing a tactic and investing in a legitimate channel.The conversation wraps with three grounding principles: trust the strategy you already have, prioritize owned channels over borrowed ones, and invest in foundational content that outlasts any single tool.This episode is sponsored by uSERP. Mention Superpath when you book your strategy call at userp.io, and they'll add five bonus high-authority link placements to your first month on top of your package.************************Useful Links:Follow Jimmy on LinkedIn: https://www.linkedin.com/in/jimmydaly/Follow Eric on LinkedIn: https://www.linkedin.com/in/edoty/Follow Chloe on LinkedIn: https://www.linkedin.com/in/chloethompson3/Follow Ty on LinkedIn: https://www.linkedin.com/in/tylermagnin/Follow Krista on LinkedIn: https://www.linkedin.com/in/kristadoyle5/Ty's post on Reddit and AEO: https://www.linkedin.com/posts/tylermagnin_reddit-isnt-as-important-for-aeo-as-everyone-activity-7440049395347357696-T-rB************************Stay Tuned:► Website: https://www.superpath.co/► YouTube: https://www.youtube.com/@superpath► LinkedIn: https://www.linkedin.com/company/superpath/► Twitter: https://twitter.com/superpathco************************Don’t forget to leave us a five-star review and subscribe to our YouTube channel.

In this episode of Content, Briefly, Alex sits down 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 for the full framework before diving in. Brad makes the case that marketers have been stuck in a loop of tracking aggregate metrics that fluctuate constantly but rarely lead to better decisions. He introduces a cohort-based analysis approach that borrows from how paid marketers already think — grouping content by publish date and measuring against realistic time-to-results benchmarks rather than obsessing over yesterday's keyword rankings. The conversation also dives into the declining traffic reality most content teams are facing, why competitive benchmarking often does more harm than good, and Brad's skepticism around LLM optimization as a standalone tactic. Plus, Alex puts 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. This episode is sponsored by uSERP. Mention Superpath when you book your strategy call at userp.io, and they'll add five bonus high-authority link placements to your first month on top of your package. ************************ Useful Links: Follow Alex on LinkedIn: https://www.linkedin.com/in/alex-hilleary/Follow Brad on LinkedIn: https://www.linkedin.com/in/bsmarketer/ Read Brad's article: https://www.linkedin.com/pulse/why-most-reporting-waste-time-how-fix-cohort-based-analysis-smith-ipbyc/ uSERP: https://userp.io ************************ Stay Tuned: ► Website: https://www.superpath.co/ ► YouTube: https://www.youtube.com/@superpath ► LinkedIn: https://www.linkedin.com/company/superpath/ ► Twitter: https://twitter.com/superpathco ************************ Don’t forget to leave us a five-star review and subscribe to our YouTube channel.