How Enonic Uses ContentOps
A tale of content production in the 21st century and people taking their own medicine.
Written by Vegard Ottervig on
We often talk about ContentOps at Enonic, and how you can use Content Studio to leverage your content operations.
Now, let’s flip it. Here’s how we apply ContentOps in our everyday work!
What Is ContentOps?
“ContentOps” unites people, process, and technology to tie content strategy to multi-channel delivery. Today’s landscape (mobile, wearables, IoT, APIs, headless CMS, omnichannel reuse) demands a more structured, scalable approach.
But in 2025, we also embed newer layers. These include AI-assisted content and optimization for generative engines (GEO) in our operations.
Our ContentOps Architecture at Enonic
People & Roles
We stay lean. The CEO operates as chief editor, yours truly leads content, and technical colleagues do reviewing when necessary. These are the roles:
- Content creator / curator
- Editor / reviewer / quality guard
- Subject-matter expert
- Senior stakeholder / strategic sponsor
Today, many teams also introduce prompt engineers or content engineers who manage AI tool selection, prompt design, and enforce guardrails.
Process
We lean on the inbound methodology, but overlay trend-aware enhancements:
Persona: Workshops, interviews, profiling.
Content Workshop: Held when needed; we use new trends and customer requests to uncover content needs.
Content Calendar: Tracks title, status, funnel stage, persona, and linkages.
Order Form: The keyword blueprint of an article, video, landing page, etc.
Production: Writers build content (blogs, reports, videos) using outlines and may use our AI assistant for supporting tasks (drafts, citations), always under human review.
Review: Stakeholders review; we also run automated quality checks (tone, brand, compliance).
Publishing: Via Content Studio + HubSpot for SoMe, integrating metadata, workflows, and multi-channel scheduling.
Maintenance & Refresh: Systematic walkthrough of all content items in Content Studio.
Technology
The Enonic platform: workflows, permissions, issue tracking, integration hooks.
Google Suite: drafts, calendar, asset storage.
HubSpot: forms, lead flows, automation, social publishing.
Slack: internal comms.
AI tools: for content suggestions, translations, prompt assistance, governance, optimization.
Why ContentOps Succeeds
Consistency: Defined roles + tools help maintain brand voice across channels.
Repeatability: The process adapts, even when using AI-enabled tools.
Scalability: AI assistants and clear pipelines make scaling to more creators or channels smoother.
ContentOps Trends for 2025
We’ve integrated these trends directly above. Here’s how they matter:
AI agents & augmentation: We use AI to suggest outlines, generate metadata, uncover gaps, or speed drafts, but always with human oversight.
Automated compliance: Quality, tone, consistency, and compliance checks become part of the pipeline in translations rather than afterthoughts.
Generative Engine Optimization (GEO): We format content so AI engines can understand, summarize, and cite it. This means structured content, clear answering, entity markup, and multimodal awareness.
Original insight & moats: As generic content saturates, we double down on deep expertise, data, opinions, and storytelling to differentiate.
First published 14 October 2020, updated 5 November 2025.
