The Content Engineering Playbook with Josh Spilker, AirOps

What happens to your SEO and content strategy when search shifts from clicks to mentions? In this episode of The Growth Leaders Series, Charlie Marchant sits down with Josh Spilker, Head of Search Marketing at AirOps, to unpack what it actually takes to build content that drives growth in 2026. Josh has spent years building organic growth at high-growth SaaS companies, including ClickUp. In this episode, Josh covers: - What content engineering actually means and why the term took off across SEO and content teams - How the AirOps webinar-to-content workflow runs from guest research through to social recaps and lead magnets - Why the middle funnel is more important than ever, and why LLMs are actively citing comparison and alternative content - The real overlap between Google and ChatGPT search results, and what it means for your strategy - Why LinkedIn is evolving into a search channel, and how Josh is already running experiments to influence AI Overviews through LinkedIn posts - How fresh content is winning in high-velocity industries like SaaS and finance - The one text message Josh would send back to himself on day one of his career Read the full show notes: https://exposureninja.com/podcast/growth-leader-series-josh-spilker/ Check out Josh’s post on the “10x Content Engineer” https://www.airops.com/blog/10x-content-engineer Follow Josh Spilker on LinkedIn: https://www.linkedin.com/in/joshspilker/ Watch this episode next: https://www.youtube.com/watch?v=tjzIEmYpNjs&list=PL6KnGdn57AO8KOvEpkAZ0ub6Yh2utXNSm&index=4 ==================== Exposure Ninja is an award-winning search marketing agency specialising in AI Search, SEO, and PPC. We grow B2B and B2C brands into industry leaders in search. Proudly B Corp Certified. Book a consultation call 👉 ⁠https://exposureninja.com/ ==================== Recorded by: Charlie Marchant Edited by: DirekVim Thumbnail by: Kelly Wilson Produced by: Charlie Marchant