At meritt., we publish B2B and B2C blog content every week. Each post follows the same structure. Research, outline, draft, edit, QA, header image, Webflow upload, Slack notification. Seven skills chained together, running autonomously from a single brief.
That pipeline did not exist three months ago. Every post was manual. Now it runs end to end without intervention. This post breaks down how we built it, what went wrong along the way, and the principle behind it that any founder can steal.
The principle any founder can steal
Most startup founders burn hours every week on repeatable work that follows the same structure every time. Content, outreach, reporting. The answer is not hiring or buying another SaaS tool. It is encoding your processes into skills that run consistently without you.
A skill is a set of instructions that tells an AI agent exactly how to complete a task. Not a prompt. Not a template. A documented, testable, improvable process that runs the same way every time.
The difference between a prompt and a skill is the difference between telling someone what to do once and training them to do it forever.
How the meritt content pipeline works
The pipeline starts with four questions. Topic, length, persona, angle. After that, seven skills take over.
Skill one. The blog creator drafts the post using meritt brand voice, SEO structure, and persona targeting. It produces the full blog body, meta title, meta description, slug, summary, FAQs, and read time estimate.
Skill two. The editor and QA skill reviews the draft for duplication, conciseness, tone, and factual accuracy. It tightens every paragraph, removes filler, and ensures the post matches our formatting rules. No bold text. No headings in the body. No em dashes. Plain paragraphs only.
Skill three. The Canva header skill opens our blog header template and replaces the title text. If the title is over eight words, it shortens automatically. It commits the change, exports as PNG, and passes the image URL forward.
Skill four. The Webflow posting skill logs into our CMS, creates a new post, fills every field, uploads the header image using browser JavaScript, pastes the blog body via clipboard injection, and saves as draft.
Skill five. A LinkedIn post skill converts the blog into a short social post in my voice.
Skill six. A Slack notification confirms the post is live with title, URL, category, and image status.
Skill seven. An optional job ad skill repurposes any referenced role into an anonymous LinkedIn post for content marketing.
Each skill has its own documentation, error handling, and blocker protocol. If something breaks, it stops and flags the issue. It does not guess.
Where most founders go wrong
Most founders try to automate by buying tools. A scheduling tool here, a content calendar there, a social media manager on top. The result is a stack of disconnected software that still needs a human to glue it together.
The alternative is to document your process once, encode it as a skill, and let it run. The tool is not the point. The process is.
At meritt, we did not start with the technology. We started with the steps. What does a good blog post require? What order do those steps happen in? What are the rules that never change? We wrote those down. Then we turned each one into a skill that an AI agent could follow.
The hardest part was not building the skills. It was being honest about what the process actually was. Most founders have a version in their head that skips steps, assumes context, and relies on instinct. That does not transfer to an agent. You have to write it down properly.
What we learned the hard way
The pipeline broke three times before it worked reliably. The blog body kept garbling when pasted into Webflow because we were using a direct typing method that dropped characters. We switched to clipboard injection. The image upload failed because our server proxy blocked external URLs. We moved it to browser-side JavaScript. The Canva export failed on JPG format due to a quality parameter bug. We switched to PNG.
Every fix came from testing, failing, reading the error, and updating the skill. That is the point. Skills are not static. They improve every time they run.
The real efficiency gain is not speed. It is consistency. Every post now follows the same structure, the same tone, the same formatting rules, the same SEO requirements. No drift. No shortcuts. No forgotten steps.
The bottom line
If you run a startup and you are still doing the same structured task manually every week, you do not need another tool. You need to write down your process, turn it into a skill, and let it run.
The technology exists today. The barrier is not capability. It is clarity. Can you describe your process well enough that someone else could follow it without asking you a single question? If yes, it can be a skill. If no, that is where the work starts.
At meritt., we built that for content. The question is: what is the repeatable process in your business that is still trapped in your head?