A content operation built for one person
How I covered a full content team's range at Theoriq with AI, and kept people in charge of what mattered.
A team's full range of content, one content leader, and a financial product's standard for every communication and figure.
A drafting setup with the brand rules built in and code that renders completed assets, plus a daily research agent tuned to our targets.
Every figure from the product lead. Written partner approval. Compliance sign-off. My own finishing touches and edits. Nothing posted automatically.
#1 in share of industry conversation among pre-launch peers, and a financial diligence package 7 institutional allocators used in their reviews.
The problem
Theoriq needed a full content team's output: blog, social, email, docs, decks, quarterly reports, a diligence data room and crisis communications. It had one Drew Garrison. This was especially sensitive as all outputs carried a financial product's standards: every figure must be right, every partner approved in writing, everything external cleared by compliance. More with less could not mean checking less.
How the system worked
Steps a person owns
The research agent
I joined before Theoriq's token launch and led content through it. Around launch, conversation was the job: engaging the right voices in the industry. A teammate built a research agent in Claude Code, and I tuned it to serve the work: who and what it targeted, when it ran, and how it drafted. Every day it read the accounts tied to our brand, narrative and industry and reported back who to reply to, who to quote and who to engage.
Its rules: nothing older than three days, skip anything it can't verify, post nothing on its own. I picked, rewrote or dropped every item. Theoriq held #1 in share of industry conversation among pre-launch peers on Kaito's leaderboard, which ranks projects by social attention, in the week before launch, launch week and the week after.
The production pipeline
Copy was drafted in a Claude project that held the brand canon down to hyphenation. Briefs for AI design tools locked every word and figure, so only the layout was open. Approved copy was rendered by code: social graphics from templates, decks as editable files, documents in the house format, every page checked before delivery. A deck that needed new figures was rebuilt cleanly, not patched by hand.
The human gates
No unverified statistic in external copy. Full copy edit and adjustment by hand. Figures only from the product lead, never from a draft. No partner named without approval.
After the pivot
A few months after launch, under new leadership, the company changed direction to focus on its vaults: investment products for institutions. Noise on social was no longer the goal, so we retired the research agent. Everything we published now had to hold up under institutional review.
After that leadership change and repositioning, I wrote the content operating model for what came next. Its premise fit in one line.
Theoriq is not discovered. It is investigated.
A custodian, a lender or an investor spends twenty minutes researching a potential partner and forms a judgment from two things: the record (listings, bios, what AI models say) and the reputation (what credible third parties say). The plan split into three workstreams: fix the record, publish work useful to people who do not care about us yet, and earn trust without paying for it.
We moved from posting for volume to fewer, intentional posts. Accuracy and notable product updates came first, reach second.
Fixing the record
Primary goal: within 90 days, 3 of 5 major AI models needed to describe the company the way it now describes itself. I rewrote all bios and descriptions, rebuilt the entire website, audited every listing, and corrected outdated positioning in partner, event and vendor copy before it went out.
Tested in fresh sessions with one prompt: Grok, Claude and Perplexity describe the company correctly. Goal met.
Results
One person covered daily social for 299K followers, launch packages for two flagship products, partner announcements, the quarterly reports and key parts of an institutional diligence package. Theoriq held #1 on Kaito through launch. Seven institutional allocators used the diligence package in their reviews. At exit, the website, design system and report assets were handed off documented, so the team keeps producing without me.
The Q3 report case study shows the system at its hardest: a tough month, told plainly.
