Outperforming a Team of Fifteen: How Adina Timar Rewrote the Discovery Playbook With Content Engineering

Q: Introduce yourself! What do you do for work?

I'm the Head of AEO of a one-person AEO content team. I'm in charge of how LLMs find our brand, talk about it, and how that impacts the SQLs the marketing team delivers. My day to day involves building workflows, creating Claude skills and prompts, mining data for insights, and building content. All with the use of AI.

Q: What led you to Content Engineering?

I've led content teams for SEO for six years now, running the old playbook of editors and writers, scaling pages. At the beginning of 2025 I was scrolling LinkedIn while at the airport, waiting for a flight, and I saw a post about this new AI workflows and automation cohort. It instantly sounded like the right thing. A few months later I was using AirOps and the whole SEO/AEO playbook completely changed for me.

Q: When did you first learn about Content Engineering?

After seeing the cohort post I started reading more about the topic and I 100% knew this is the direction I needed to take.

Q: How do you define Content Engineering?

Content Engineering is the art of connecting multiple puzzle pieces, like context around your brand and ICP, analytics data, and LLM data, at the right time, in the right workflow, to intentionally create content for humans and machines.

Q: Tell us about your biggest win with Content Engineering so far.

My team of one (myself) is way more productive than my team of five content editors and ten freelance writers was three years ago, and I have bandwidth for more than just "writing blog posts."

Q: How did AirOps University change how you approach your work?

I love thinking in systems. Going through the cohort experience gave me a lot of insights into things that are possible that I didn't imagine I could achieve before.

Q: What are you most excited about in the future of marketing?

What AI can do has evolved fast, and I'm excited that I can learn new things every day. The pace of change and new "toys" is what's most exciting for me.

Q: What advice would you give someone just getting started with Content Engineering?

In 2026, content is Content Engineering. There's no alternative. I don't like generating FOMO, but for everyone being afraid to embrace it because they think they're not "technical," they're seriously missing out. The rewards are not just better results but higher pay and exciting job opportunities too.