Founding Marketer 2.0: How George Dickson Builds Marketing From the Ground Up With Content Engineering

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

I'm George Dickson. I lead the marketing function at Haystack.

Q: What led you to Content Engineering?

I love working with startups and building things from the ground up. I was the very first hire at Bonusly, and I joined Haystack as the first marketing hire. Before Content Engineering, I was already working with AI models frequently, but running into a lot of issues with alignment and consistency. I learned about Content Engineering through AirOps, and it clicked immediately.

Q: How do you define Content Engineering?

The architecture and systems that support quality, complexity, and integration at scale.

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

I've been able to dramatically increase my production pipeline without sacrificing quality. I've also been able to automate a lot of on-page technical work (like schema) that would normally take a lot of time and effort.

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

Joining the Cohort gave me blueprints to help strengthen the foundations across the systems I was building. I found a lot of inspiration from instructors and fellow Cohort members. There were so many great springboards to build on and implement in the context of my own work.

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

AI and Content Engineering tools magnify the reflection of your creativity, taste, and effort. If you bring those things to the table, there are very few limits to what you can produce.

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

Content Engineering is enabled by technology, but it's the systems and architectural thinking that hold it together. Think in systems, first.