Tettra

Head of Marketing

GrowthContent.io

Content marketing consulting and writing for SaaS and startup companies. See how I helped grow traffic by 1000%. https://growthcontent.gumroad.com/l/Kfnjy

Content Marketing Consultant

Range

* Grew organic traffic more than 40% in only 6 months
* Increased number of overall signups compared to previous year with 4 of the highest signup months
* Sequoia-backed startup

Director of Content

Friday.app

Bessemer-backed  company shut down in April 2022 // Website sold to ClickUp
5x organic traffic in 1 year
10x conversions in 1 year

Head Of Marketing

Toptal

SEO Content Manager

ClickUp

-Increased organic search by more than 1000% compared to year prior
-Increased blog traffic more than 400% compared to year prior

Lead Content Strategist

Workzone

-Grew blog traffic more than 700% in a year with SEO and keyword research
-Tripled organic search MQLs due to SEO-optimization and overall blog growth
-Managed team of freelancers to publish high-quality content that repeatedly ranks high for keywords
-Developed 10 new content offers to dramatically increase lead generation
-Averaged 28% open rate and 15% click-thru rate on newsletter emails
-Maintained and grew social network followers on LinkedIn
-Created high-performing sales and nurture campaigns for targeted audiences

Content Strategy

Change Healthcare

-Plan content and digital strategies for B2B and B2C healthcare audiences, including lead generation and marketing automation 
-Initiated creative concepts for 10+ multi-touch marketing campaigns to 5 different market segments
-Improved email opens and click-throughs by 25% with new content marketing and growth hacking strategies
-Researched and wrote more than 50 product and marketing sales collateral
-Created and researched 10+ case studies
-Leverage behavioral economics in creation of 25 healthcare gamification courses 
-Discuss product development and user experience from marketing perspective

Marketing Content Manager & Writer

Ingram Content Group

-Generate ideas and copy for multiple marketing campaigns across all media, including print and e-communications
-Produce copy for print ads, landing pages, email communications, and more
-Incorporate industry and marketing insight into projects

Copywriter

Nashville State Community College

Plan and lead English Composition classes; including lectures, essay development, proofreading and grading.

Adjunct English Instructor

marketing, content & SEO // Tettra 🐟

Creates content strategies for growing startups and B2B companies in project management, remote work, and SaaS.

That was fun!

Thanks to Moz for the opportunity to share how content engineering is changing the game for content & SEO leaders. 

Big shout to great speakers like Wil Reynolds, Travis Tallent, Lily Ray, Samantha Torres & chima mmeje🏳️‍🌈

Thanks to Jonathan Berthold for sharing more about Moz with me. 

And it wouldn't have happened w/o the all-star team of Allison (Ally) Rubin, Mike Kenler, Nicole Guercia & Oshen Davidson 

If you want more on what content engineering means, check below and I'd love to hear what you think

And let's see those Content Engineering Dept hats from AirOps

#mozcon

Josh Spilker

Content & SEO @ AirOps | Ex-ClickUp / Toptal | Webinar Host

Content and search's next era will be defined by one thing:

The systems behind the work.

- Standards.
- Governance.
- Source quality.
- Refresh loops.

That's the invisible infrastructure of content and content engineering that most teams are missing today. 

Our Series B announcement lit up the Nasdaq tower and we’re relaunching AirOps with a new system for how modern marketing should operate.

(As a fairly new New Yorker, seeing our company up there in Times Square was…surreal.)

Because:
- Quality > Quantity
- Authority > Noise
- Human + AI + Community

It's built to help teams create content that AI cites and audiences trust.

Onward.

How do you go from 48-hour review cycles to posting in 30 minutes?

Connor Beaulieu from LegalZoom rebuilt their Reddit strategy from the inside out.

He used AirOps to automate 80% of the process. That was for replies, routing approvals, and flagging risk automatically. Suddenly, what took 5 people and 48 hours now takes 2 people and 30 minutes.

They built a system that made speed safe.

That's what modern content engineering looks like:
- AI handles the repetitive work.
- Humans handle the judgment calls.

I spoke about this last week Mozcon & I even got to meet Connor IRL

This isn't AI vs humans, but a real system for velocity & precision.

See more on this below if you want to catch the full workflow webinar

New brand style, new colors, new AirOps webinars with Lily Ray & Kevin Indig

Exporting now

See you there

I used to think the biggest shift in search would be multimodal results or more SERP features.

But none of those rewired behavior the way AI assistants did.

A year ago, buyers typed keywords.

Today, they ask full paragraphs like:
“Give me the 3 best financial platforms for freelancers, compare fees, and show which is safest for managing recurring invoices.”

No SERP can answer that cleanly. Models can.

And here’s what they reward:

- Freshness: 70% of cited pages updated <12 months
- Structure: Pages with FAQs, schema, and clear hierarchy get 2–3× more citations
- Originality: Proprietary data earns disproportionate visibility
- Off-site authority → 85% of brand mentions originate elsewhere

So why are some brands still showing up everywhere…while others are fading out of the conversation?

Because the best teams built systems w/ content engineering:

+ Original insights create information gain
+ Human editing preserves credibility
+ Fast refresh cycles build authority
+ Off-site proof earns trust
+ Community participation drives visibility
+ Structured content increases citations

Carta did it. Ramp did it. Webflow did it. Chime and Docebo did it.

And they’re winning visibility most teams don’t even know they’re losing.

Want to know how to do it? We put everything we’ve learned at AirOps (like what works, what doesn’t, and how leading teams are adapting) into one guide: The Complete AI Search Playbook for Marketers.

If you want a copy, just comment “PLAYBOOK” and I’ll send it your way.

Should you hire a content engineer?

AI didn’t replace content teams. It exposed the weak points in our systems. Most of the pain isn’t in writing or production. It is in everything wrapped around it. SERP analysis. Internal linking. Refresh cycles. Recaps. Briefs. Webinar to blog to social. Teams stall out here. 

So the real question becomes: who owns the machine that makes modern content actually ship? A content engineer does.

Not someone who wants to generate more posts. Someone who builds the workflows that make your entire team faster. When I talked with Ross Hudgens, we kept coming back to the same idea: a content engineer takes the process you already have and turns it into leverage.

They start by automating what slows you down: SERP comparisons, internal link suggestions, TLDR summaries, quote pulls, clip selections, and refresh recommendations. 

Keep humans focused where judgment matters: accuracy, point of view, and brand voice.

And the top teams think of content like a product. Emily Kramer talks about this a lot. Short sprints. Weekly visibility checks. Iteration that actually compounds.

Once a content engineer is in place, teams stop missing obvious internal links. They stop rebuilding recaps from scratch. Instead, they publish more consistently, update faster, improve accuracy, earn more citations across AI search, and grow their POV without scaling their workload.

So should you hire one?

- If your team is buried in process debt, yes.
- If you want AI to be actual leverage and not a toy, definitely yes.
- If you want to future proof your content operations, absolutely yes.

Content engineering is not “AI writer.” It is the system behind everything that makes writing and results possible.

More on my convo w/ Ross below

How do you actually adapt your search strategy when buyers are asking 60-word questions and AI answers half of them before they click?

I hosted Ethan Smith from Graphite and Alex Halliday from AirOps to dig into this, and a few things really stood out. 

- Ethan made the point that AI search feels massive, but it’s not the first big reset. The bigger shift happened years ago when Google moved from exact-match, programmatic SEO to semantic understanding. Instead of one keyword per page, one strong page could rank for hundreds or even thousands of keywords. 

- Alex added anotherl twist: AI chat experiences have created a new visibility broker between you and your buyer. More of the evaluation now happens inside ChatGPT, Perplexity, Rufus, Cursor, and others. By the time someone actually lands on your site, they’re deeper in the funnel and more qualified, but you have far less visibility into their research path. 

- Everything is moving from keywords to questions. That means content teams need to map real questions from sales calls, support tickets, Reddit threads, LinkedIn posts, and community conversations. And make sure your core pages actually answer the long tail, not just the head. But don't make question-stuffing  as the new keyword-stuffing.

- Next, you need to make your pages easy for LLMs to quote. Clear headings (with a few written as actual questions), bulleted lists, tables, grouped FAQs, and basic schema give the model something clean to pull from. It’s about being structurally clear.

- As I've mentioned before, freshness also matters more than ever. Alex mentioned that RAG teams are pushing weights harder toward fresh content because the models rely on it for updated information. When they reach outside their training data, they want the latest answers. That means precision refreshes on high-impact pages, updated stats, and real “last updated” hygiene.

- Another major shift is that 3rd-party mentions matter more now. Ethan said it best: SEO works for free in AEO, but it isn’t enough. You can rank first in Google and still lose in AI answers if no one else mentions you. For high-level questions, models want multiple independent signals. That means stronger off-site content on YouTube, Reddit, LinkedIn, plus earned mentions from partners, PR, communities, and industry sites. You have to know which domains influence answers for your category, then show up there intentionally.

- Experiment in 2026. Ethan’s approach is simple: pick priority prompts, split them into control & test groups, try specific changes (video, FAQs, question-based headers, Reddit, integrations), then track 2 things—citation pickup and visibility movement vs the control. If everything moves, including the control, you didn’t win. The model just changed.

If your team is trying to adapt, this is the path I’d start with.

Want the full convo? Drop "recap" 👇 & I'll make sure you get it w/ a new updated AI search guide

What is content engineering really? It's one of these 2 things: 


a) mirage: just a new buzzword
b) movement: a real shift in how content & AI intersect

So which is it?  I had a nice convo with David Krevitt about it in LI comments...

But tomorrow you can decide for yourself. 
I'll break it down at Mozcon in NYC

Can't make it? Just comment "a" or "b" and I'll send you something extra to help you make up your mind

A year ago, most SEOs didn’t even know if ChatGPT mentioned their brand.

Today, those mentions drive actual results (Webflow for example)

Now's the time to think of brand visibility as a core KPI

In my latest Search Engine Land article, I shared how early adopters are already doing this:

 ✅ They run high-intent prompts through ChatGPT, Gemini, and Perplexity.
 ✅ They benchmark citations, sentiment, and share of voice.
 ✅ They refresh the content that wins and watch visibility lift deals by quarter.

Here’s what AirOps research data shows:

- More than 70% of cited pages were updated within the past 12 months. freshness is now the baseline for gaining AI visibility.
- Pages not updated in over a year are 2X as likely to lose citations (and market share to competitors).
- And 60% of citations from commercial queries come from content updated within the last six months

Inaction costs ROI

Take a look at the article & lmk what you think

Top marketer & huge Eagles fan Ross Simmonds joined me for a fantastic webinar session on how Reddit, Inc. and AI Search are changing B2B marketing.

If you missed it, you’ll definitely want to check it out (recording in comments below + a bonus session you won't want to skip👇)

Over the course of 57 minutes, Ross broke down — slide by slide — exactly how:

- Reddit has surpassed most review sites for high-intent buyer searches
- AI models increasingly pull from Reddit and YouTube when citing sources
- Brands can use a 3-account Reddit setup to earn credibility and stay compliant
- Teams should measure share of voice, referral traffic, and LLM citations 
- Research-driven distribution is now outperforming the “publish more” model

Find it all below

Here’s 1 question content teams underestimate. 

Most teams publish based on gut feel or keyword volume but aren't thinking about this: 

“Which topics are gaining traction right now?”

How do you figure that out? Ask:
• What your audience cares about this month (Google Trends + social listening help)
• Where competitors are suddenly publishing (check their newsletters or LI, b/c it won't be in newsletters right away)
• Which topics are becoming saturated (go w/ a contrarian take in this case)
• Where you have first-mover advantage (what's your unique POV or data set?)

That tells you what’s heating up. To finish it, you also need to ask:

– Where is our thin content leaking?
– Which themes deserve full clusters?
– What seasonal cycles are coming?
– Which keywords are actually winnable?
– Where are we cannibalizing ourselves?
– Which workflows still rely on manual effort?
– What content do we need 90 days before a product launch?

Prepping your content plan for Q1 and 2026? Start with those.

taplio

Josh Spilker's Linkedin Analytics

Josh Spilker

Performance ScoreJosh Spilker's LinkedIn Performance

What is Josh talking about?

Josh Spilker's Best Posts (last 30 days)

Ready to grow your LinkedIn presence?

taplio

.css-6ytdur{background-image:linear-gradient(284deg, rgba(39, 43, 72, 1) 0%, rgba(33, 47, 183, 1) 100%);color:transparent;-webkit-background-clip:text;background-clip:text;}Josh Spilker's Linkedin Analytics

Josh Spilker

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Josh Spilker's LinkedIn Performance

What is Josh talking about?

Josh Spilker's Best Posts .css-1emoo84{font-size:var(--chakra-fontSizes-md);font-weight:400;color:var(--chakra-colors-gray-600);}(last 30 days)

Ready to grow your LinkedIn presence?

Josh Spilker's Linkedin Analytics

Performance ScoreJosh Spilker's LinkedIn Performance

Josh Spilker's Best Posts (last 30 days)