How FaceUp automated SEO content briefs with Omnim

The work funding their growth was the work capping it

FaceUp is an ethics and compliance platform built for the modern workplace, a centralized hub for whistleblowing and investigations, customized to each organization’s needs. It is a product that lives on trust, and the marketing team of eleven is the engine that grows it. About ten blog articles and six to seven additional assets every month. Every piece starts with a content brief.

In a 2025 retrospective, SEO content briefs were the reason organic traffic grew 25% quarter over quarter in Q3 and Q4. Every brief took FaceUp’s senior SEO specialist about two hours. At eight to ten briefs a month, that was the equivalent of a full work week, every month, on a single upstream artifact.

The team had tried the obvious thing. ChatGPT, Gemini, prompt iteration. Outputs felt generic or unnecessarily creative, and the time saved on generation was spent correcting it. The bottleneck held.

“We experimented with ChatGPT, Gemini, and similar assistants. They were helpful to some extent, but the results were often inconsistent in quality and depth. Even with prompt adjustments and attempts to train the outputs, the briefs still required significant manual corrections.”

Kristyna, SEO specialist

Cutting briefs would cut the growth. Keeping them meant losing a week every month.

The workflow Omnim built

This is the part that matters. Not “we used AI.” A specific, named workflow, built around how FaceUp’s team already operated.

1. Mapped the existing process

An Omnim engineer sat with Kristyna and the team and audited what a FaceUp brief actually contains. Nine components, every brief, no exceptions:

1. Keyword analysis: search terms, intent, funnel stage.
2. SERP and competitor analysis: how competitors cover the topic, scanned for openings to do it better.
3. Content direction and angle: structure, tone, depth.
4. Target audience: a technical reader and a Head of HR call for very different content.
5. Pain points and user needs.
6. Content specifications: length and structural conventions.
7. CTA strategy.
8. SEO and content integration: internal linking, metadata, alignment with existing content.
9. Visual and design requirements.

Most of the two-hour cost lived in the first three. Keyword analysis, SERP review, and competitor evaluation are research-heavy and resistant to shortcuts. That is where the workflow had to be strongest.

2. Built the SEO content brief workflow

Four design decisions shaped the workflow.

The 9-part brief structure is encoded directly into the workflow. The agent already knows what a FaceUp brief looks like. Nothing gets re-specified run to run.

FaceUp’s SEO conventions, audience profiles, content library, and internal linking map are connected as reference material. The agent reads from them the way a senior team member would.

FaceUp’s tone, style, and editorial standards are baked into the system, not pasted into a prompt. The output fits on the first pass.

An Omnim engineer built it with the team. Onboarding took days, not weeks. Kristyna’s initial concern, that a technical team might not grasp marketing nuance, dissolved quickly. “They asked the right questions and adapted their approach accordingly.”

The difference between this and prompting ChatGPT with the same instructions is the difference between hiring a contractor for a weekend and hiring someone who learns how your team operates. The first gets you output. The second compounds.

3. Shipping every week

Fifteen minutes per brief, end to end. Prepare inputs with a keyword cluster and working title, open a project in Omnim, attach templates and assets, add a custom prompt, launch the agent, review.

“What used to take around two hours can now be done in just a few minutes, while still keeping the process structured and aligned with our content requirements.”

Kristyna, SEO specialist

Quality held, and in places improved. The structured output made sure key elements were consistently covered across briefs.

A week reclaimed, every month

Monthly planning that used to take several days now fits in one. The hours that used to sit in brief production now go to distribution, performance analysis, content quality, and new ideas. The work that compounds.

Before	After
~2 hours per brief	~15 minutes per brief
16 to 20 hours of senior SEO time per month	Under 2 hours of senior SEO time per month
Generic AI output requiring rework	Structured output aligned to FaceUp standards
Onboarding new tools eats weeks	Onboarded in days

Roughly 180 hours of senior SEO capacity recovered per year. At conservative average senior SEO salary rates, that is around €9,000 of annual capacity reclaimed. The organic growth kept compounding.

A team setting the pace, not keeping up

Leadership noticed. Every marketing team in 2026 is being asked the same question: what are you doing with AI? Most answers are abstract or performative. FaceUp’s answer is concrete. A custom workflow, built around their actual process, running in production, tied directly to the metric the team is judged on.

Not a team keeping pace with industry change. A team setting the pace for how the company uses AI.

The unexpected part: visibility

Most AI tools are black boxes. Omnim is not, and that turned out to matter.

“You can actually dive into the logs and see how the agent processes data step by step. For someone curious about how things work under the hood, this was really valuable and added an extra layer of trust.”

Kristyna, SEO specialist

See if Omnim fits your team

If your marketing team is losing a week a month to a single upstream artifact, that is exactly where an Omnim workflow goes first. Book a 30-minute call. Free, no prep needed. We walk through your bottleneck and figure out if a workflow makes sense.