Erik Jacobson sits down with Josh Spilker, Content Marketing & SEO Lead at AirOps, to explore how the AI-powered content platform grew to $7M ARR without leaning on paid advertising. Josh breaks down how AirOps helps content and SEO teams automate manual processes like internal linking and brief creation using AI workflows, while keeping humans in the loop for editorial review.
The conversation covers the full content engine Josh has built, from a webinar series that drives hundreds of registrations per event to the emerging "content engineer" role AirOps is championing across the industry.
Key topics covered:
[00:00] Intro
[02:13] Content strategy for in-market vs out-of-market buyers
[04:54] Prioritizing the 95% with influencer partnerships
[08:26] Webinar strategy and guest selection tactics
[13:00] Driving registrations and post-webinar content distribution
[18:21] Content ecosystem approach and repurposing workflows
[21:03] Industry reports and thought leader collaborations
[23:09] Content engineering role and market education
[28:05] Results tracking and attribution methods
[30:16] YouTube strategy for B2B content
[34:35] Quality views matter more than vanity metrics
[37:00] Mixing organic and paid content amplification
[40:23] Testing concepts before major investments
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This episode is brought to you by Hatch.
Hatch helps B2B companies build efficient content engines through video podcasts, short-form video, and YouTube. Learn more at hatch.fm.
