Loop · Media · 2024
A content operations system that publishes itself
Loop's editorial team was spending more time on coordination than writing. We rebuilt their pipeline so the boring half publishes on its own.
3.2×
more pieces shipped per week
Loop is a small editorial team producing daily research for a specialist audience. Their stack was a constellation of Google Docs, Airtable, Webflow, and Slack — held together by one very tired managing editor.
Every piece touched six tools and four people before going live. Editorial wanted to spend their time writing and thinking, not chasing checkboxes.
Mapped the full pipeline and cut three handoffs that weren't load-bearing.
Built a small set of agents that handle research summarization, fact-check passes, and SEO metadata drafting — all reviewable before publish.
Replaced the Airtable spaghetti with a single internal app, with clean states and automatic Webflow sync.
The managing editor approves and publishes from one screen. Everything else happens on its own.
3.2×
more pieces shipped per week
~6h
saved per piece
100%
of fact-checks now logged
- Claude
- Airtable API
- Webflow CMS
- Inngest
- Linear
- Slack