What is content engineering?

The first time I saw the term “content engineering” mentioned on LinkedIn, I rolled my eyes and assumed it was another AI trend designed to end the careers of content writers like me. As I dug into it, though, I realized content engineering isn’t just another AI-slop trend claiming to replace writers, editors, strategists, or subject matter experts. Instead, it’s a system that helps their expertise move through content production more efficiently and without starting from a blank page.