How AirOps Uses AirOps: 6 Principles Behind Our Approach

AirOps does not only build AI content systems for other marketing teams. Its own content and SEO team uses AirOps every day to run the work behind its webinars, content refreshes, new articles, and AI search strategy.

In this webinar, Josh Spilker and Saven opened up those internal systems and showed how AirOps uses AirOps to turn ideas, performance data, transcripts, research, and customer insights into repeatable content workflows.

Here are six principles behind our approach.

1. Build reusable content systems, not one-off AI automations.

Most teams start experimenting with AI by automating individual tasks: drafting an article, summarizing a transcript, or generating a few social posts.

That can save time, but it does not create a complete content operation.

A content system turns signals from performance data, customer questions, expert interviews, research reports, and existing content into a repeatable production process.

The goal is a system that improves hundreds of future decisions and outputs, not a single good draft.

That requires editorial judgment, workflow design, and data analysis. The workflow must produce quality work, solve a business problem, and improve as the team learns.

How Josh and Saven do it: Josh owns more of the strategy, including what AirOps should say, which audiences matter, and how the work connects to business goals. Saven turns that strategy into Playbooks, Grids, rules, and automated processes that determine how the work gets shipped.

A content strategist decides what to say and why. A content engineer builds the system for executing that strategy repeatedly, with prompts, brand rules, quality controls, and feedback loops built into the process.

2. Use every major piece of content to create more assets.

A webinar should continue generating value after the live event ends.

Its transcript contains customer language, expert insights, quotes, topic ideas, newsletter copy, social posts, sales enablement material, and potential updates for existing articles. Without a system, much of that value stays buried in a recording that few people revisit.

There are separate pre-webinar and post-webinar workflows to capture it.

Before a webinar, the system helps generate the outline, landing page copy, promotional emails, and social posts. Afterward, the complete transcript is loaded into a Grid and used to generate recaps, takeaways, newsletter copy, topic summaries, and potential video clips.

How Josh and Saven do it: Their workflow identifies useful moments in the transcript, includes the surrounding context, and suggests sections that could become clips or standalone content. One transcript supplies material for an entire distribution cycle instead of supporting only one event.

The webinar becomes proprietary source material for the rest of the content system.

3. Refresh content with company knowledge, not generic AI copy.

Most AI-assisted refreshes follow a familiar formula: add a few keywords, rewrite the introduction, expand several sections, and update the title.

That may make the page longer. It does not guarantee that the page becomes more useful.

The AirOps refresh system starts by identifying which pages deserve attention. Josh and Saven might look at impressions, clicks, citation performance, search trends, topic priorities, or strategic initiatives.

They then gather the information needed to improve each page.

That includes Google Search Console queries, prompts where the page is cited, competitor gaps, webinar insights, research reports, and customer stories. The refresh draws on information specific to AirOps, not only on what already ranks.

How Josh and Saven do it: The Playbook loads the AirOps Brand Kit, conducts keyword and competitor research, reviews internal source material, creates a gap analysis, and recommends a change plan.

The diff view shows what was added and why. It can explain whether a sentence was introduced to answer a long-tail query, incorporate an expert insight, or remove language that conflicts with the Brand Kit.

Josh and Saven do not automatically publish every output. A person reviews, accepts, rejects, or revises each change before the updated draft moves into Webflow.

The result is content built from research, customer knowledge, and expert perspectives that competitors cannot easily reproduce.

4. Use real market signals to generate content ideas.

Producing the draft is rarely the hardest part of creating new content.

Choosing the right topic is harder.

A traditional editorial calendar often depends on a brainstorm, a keyword export, or whichever topic feels urgent that week. Josh and Saven built a system that continuously finds ideas across sources where meaningful signals already appear.

Their net-new content Grid pulls ideas from competitor performance, Google Search Console, research reports, webinar transcripts, sales calls, and changes to competitor websites.

One Playbook reviews customer conversations for recurring questions. Another monitors competitor sites for new pages or positioning changes. A third examines which competitor articles generate traffic.

The ideas appear in one place and are evaluated before anything is written.

How Josh and Saven do it: An idea-triage agent considers search demand, trend direction, strategic relevance, and alignment with existing AirOps content. Ideas can be approved, rejected, or left pending.

After an idea is approved, the content-generation Playbook creates the article, metadata, and supporting assets for human review.

This creates an always-on research system for content ideation.

Rather than asking AI to invent an endless list of topics, the system helps Josh and Saven find the questions customers and the market are already raising.

5. Connect execution to measurement.

Content teams are getting faster at producing and updating pages, but many still struggle to answer one question: did the work improve performance?

One of the most useful parts of the AirOps system is its Measurement capabilities.

Inside AirOps Campaigns, Josh and Saven can define a content initiative, identify opportunities, send accepted recommendations into an action Grid, run the relevant refresh or publishing Playbooks, and track what happens after the changes go live.

How Josh and Saven do it: Saven demonstrated a Campaign focused on the AirOps prompts subfolder. The system identified refresh opportunities, explained why each page was recommended, and pushed accepted opportunities into a Grid.

The Measurement tab tracked publication dates and changes in impressions, citations, and other results. In one week, the Campaign recorded changes across 31 pages.

This helps the team see which workflows produce meaningful gains and which ones only produce more content.

Without measurement, automation simply increases the amount of activity.

6. Use Playbooks to accelerate research-heavy work.

Some marketing projects are valuable but difficult to prioritize because the research takes too long.

Finding third-party mention opportunities, auditing AI visibility, researching a webinar guest, or creating personalized outreach can require hours of searching, reading, sorting, and summarizing.

Playbooks reduce the manual work required at the beginning.

Josh demonstrated an off-site opportunity finder that searches for pages where AirOps could earn relevant mentions, ranks the opportunities, explains why each one could be valuable, and drafts a tailored outreach angle.

He also showed a citation and mention audit that generates high-intent prompts for a company, checks how often the brand appears in AI answers, and identifies representative cited URLs.

Another Playbook conducts person-level research across LinkedIn, newsletters, podcasts, YouTube, Substack, and industry publications. Josh uses it to prepare for webinars and find specific ideas a guest has previously discussed.

The outputs are not expected to be perfect or final.

Each Playbook produces a structured starting point that the team can review and improve. Work that previously required several hours can begin with a report, a prioritized list, and clear next steps.

Book a call to learn more about how AirOps can improve your AEO and content strategy.