Content engineering is entering a new phase. In 2026, it is no longer only about structure and reuse, but about designing content so it can work effectively with AI, systems, and people across complex environments.
In this member call, Rafaela Ellensburg will share how she is thinking about content engineering right now, grounded in practical experience rather than predictions or hype. The focus is on what is genuinely changing, what still matters, and where teams risk overcomplicating their work.
Read moreDutch retailer Albert Heijn is probably the first company in the Netherlands to establish Content Engineering as a functional expertise.
In her role as Content Engineering Consultant at the retailer, Rafaela Ellensburg is the first and still only one working with this focus. This year she’s working hard to make the leap from content-as-a-liability to content-as-a-service, and she’s learned quite a bit along the way.
In a recent member call, Rafaela shared her lessons learned, her holistic view on content and why structured content is the basis for scalable digital customer experiences.
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