In this engaging discussion, Josh Spilker, Content Marketing & SEO Lead at AirOps, sheds light on the emerging role of the content engineer. He argues that content engineering goes beyond mere text generation and encompasses building efficient workflows using AI. The duo debates the optimal title for this role, exploring the importance of hybrid AI workflows that balance automation with human oversight. Josh also introduces the idea of the 'context librarian' and shares strategies for refreshing content and optimizing outreach, emphasizing personalization in link-building efforts.
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volunteer_activism ADVICE
Upskill Content Teams Before Automating
Train existing content or SEO staff to think in outputs and map processes before coding automations.
Josh says non-engineers can build with no-code tools once they plan the desired output.
insights INSIGHT
Automate The Repetitive, Keep Humans For Quality
Automation suits semi-repetitive tasks like internal linking and research more than one-shot creative jobs.
Josh emphasizes human review as the quality control layer for semi-automated workflows.
volunteer_activism ADVICE
Let AI Build Out Research And Outlines
Use AI to automate SERP research and outline generation, then hand clean briefs to writers.
Josh suggests writers can skip AI text generation while still benefiting from AI-driven research and templates.
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Ross sits down with Josh Spilker, Content Marketing & SEO Lead at AirOps, to unpack the rise of the content engineer — what it means, why it matters, and how it’s reshaping SEO and content operations.
They dive into Ryan Law’s critique, hybrid-AI workflows, org-chart ownership, automation opportunities, and why Josh believes AI doesn’t kill content — it rewires strategy.
Plus: the “context librarian” concept, content refresh automation, spotting slipping queries, using multiple models together, and avoiding low-quality AI traps.
Show Notes:
0:08 – What is a “content engineer” and why the role is emerging
1:17 – How content engineering evolved from early UX concepts
2:13 – Who fits best in this role: writers, SEOs, or automation pros?
3:39 – Ryan Law’s critique: “I wouldn’t hire a content engineer”
4:51 – Internal linking as a powerful semi-automated workflow
5:56 – From manual outlines to AI-assisted research and briefs
6:48 – Balancing AI workflows and human-led quality control
7:24 – Why “Director of Automation” might better describe the role
8:35 – Who should lead content automation inside organizations
9:15 – AI text generation vs. hybrid workflows: what’s really working
10:38 – The limits of pure AI content and why oversight matters
11:19 – How AirOps customers use hybrid models for scale
12:01 – Using multiple models (ChatGPT, Claude, Perplexity) together
13:02 – The “7% of AI pages” debate and Patrick Stox’s counter-data
14:19 – How editorial standards and compliance shape AI adoption
15:23 – “AI doesn’t kill content — it rewires strategy”
16:15 – Refresh workflows: detecting pages and queries that slip
17:18 – Where content engineers fit in the org chart today
18:16 – The rise of the “context librarian” for brand knowledge bases
19:19 – Combining brand governance with AI-driven workflows
20:21 – How automation can unify voice and style across teams
21:32 – Why AI helps close the creative gap faster, not replace writers
22:29 – Teaching non-engineers to think like product builders
23:19 – Breaking down creative processes into repeatable systems
24:07 – Turning everyday editorial routines into structured workflows
25:08 – Automating meeting summaries and reporting emails
26:12 – Using AI to surface key quotes and podcast clip highlights
27:17 – “Transformation content”: repurposing, summarizing, clipping
28:13 – AirOps’ content strategy: optimization, refresh, iteration
29:04 – Refresh workflows tied to GSC data and ranking drops
30:33 – Risks of shallow “freshness updates” and engagement metrics
31:47 – How informed SEOs make the best use of AirOps workflows
32:07 – Why fundamentals matter before scaling with AI tools
33:02 – Barry Bonds analogy: AI only helps pros with solid foundations
34:15 – Automating backlink outreach with contextual relevance
35:34 – Why personalization still wins over high-volume outreach
36:17 – The balance between automation and editorial craft
37:11 – Where to find Josh’s webinars, reports, and AirOps resources
Josh Spilker on LinkedIn: https://www.linkedin.com/in/joshspilker
AirOps: https://www.airops.com
AirOps Webinars: https://www.airops.com/categories/events
Ahrefs Post (Ryan Law): https://ahrefs.com/blog/i-wouldnt-hire-a-content-engineer
Patrick Stox Response: https://www.linkedin.com/posts/patrickstox_im-sure-youre-all-seeing-the-study-saying-activity-7385017156213788672-5srr
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Content and Conversation: Organic Growth Insights from Siege Media 