What does it actually look like to rebuild a content and SEO strategy for a world where search is shifting 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, the AI-powered content and search platform. Josh has led organic growth at high-growth SaaS companies, including ClickUp, where he helped turn content into a serious revenue driver through a relentless focus on the middle funnel.

Josh introduces the concept of content engineering: what it means, why it matters now more than ever, and how building connected AI-powered workflows is replacing the traditional brief-to-publish content process.

The conversation gets into where Google and ChatGPT results actually overlap (and what the data says), why LinkedIn is starting to behave more like search than social, and why the middle funnel may be the most underrated opportunity in B2B content right now.

Josh also shares how AirOps runs its own webinar-to-content workflow end to end, what he learned building comparison content at ClickUp that still holds up today, and why saying yes to uncomfortable things was the career advice he wished he'd had earlier.

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/

Listen to these episodes next:

McKinsey’s Thought Leadership Playbook with Daphne Luchtenberg

https://exposureninja.com/podcast/growth-leader-series-daphne-luchtenberg/

Growth Strategy in the AI Search Era with Nick Lafferty, Profound

https://exposureninja.com/podcast/growth-leader-series-nick-lafferty/

The Organic Growth Playbook Behind Wise with Fabrizio Ballarini

https://exposureninja.com/podcast/growth-leader-series-fabrizio-ballarini/

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