Do You Need a Content Engineer? w/ AirOps’ Josh Spilker

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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