The real system behind Break The Ordinary · Built on Claude Code
A newsroom of AI agents.
The Evergreen Content Engine is the real multi-agent pipeline that runs Break The Ordinary every single day — and it can run your brand too. It understands your business first, researches before it writes, and checks before it ships. One topic in; a finished, source-backed, on-brand article out.
Runs while you sleep · Works for any business with a website · Set up for you, tuned to your brand
The idea
Narrow specialists beat one mega-prompt.
Most "AI content" is one giant prompt trying to research, write, optimize, and fact-check at once — and it reads like it. This engine splits the work the way a real editorial team does. Each agent is narrow, opinionated, and hands a clean artifact to the next.
One prompt, five jobs
A single model context-switching between research, drafting, SEO, and compliance. It does all of them at once, and none with full attention. Fast, generic slop.
A division of labor
A researcher who only researches. A writer who only writes. A skeptic whose only job is to doubt. Strict sequence, clean handoffs, every step inspectable on disk.
The pipeline
Nine phases, in strict order.
Nothing runs in parallel, so every phase can trust the ones before it are finished. Each leaves a file in content/drafts/{id}/ — the whole article is auditable, start to finish.
Onboard & plan
marketing-directorThe front door. It interviews your business, writes your profile and brand, then plans the weekly slate from the gaps in your published library.
→ business profile · ranked topic queueResearch & fact-check
researcherBuilds the sourced brief the writer treats as truth — keyword strategy, data points with citations, competitor gaps. Every claim verified; the unverifiable flagged.
→ research.mdWrite the draft
content-writerWrites the full article in your house format and voice, pulling real author experience from your registry. It never invents biography.
→ article.html · seo-fields.mdAffiliate fit
affiliate-strategistPlaces approved products only where they fit naturally — with FTC disclosure — or cleanly skips. Natural fit outranks revenue, always.
→ affiliate-report.mdSEO audit
seo-specialistAudits keywords, meta, structure, internal links, and citation-readiness for AI answers. Returns PASS / FAIL; a FAIL goes back to the writer.
→ seo-report.mdDesign
designerWrites the image prompts, marks the hero, and specs any graphics — tool-agnostic, so plug in any image generator you like.
→ design.md · image promptsBackend
backend-developerValidates the HTML, generates schema markup, and updates the status tracker — catching broken markup before your CMS ever sees it.
→ validated HTML · JSON-LDThe quality loop
legal-gatecriticLegal, a skeptical critic, and a house checklist run together, then merge into one revision brief so the writer fixes everything at once. Two rewrites max.
→ revision-brief.mdPublish & repurpose
social-media-specialistGoes live to your CMS, then — and only then — spins the article into an X thread, an Instagram carousel, and a short-video script.
→ live URL · social assetsThe team
Ten agents, one job each.
The orchestrator. Onboards your business, owns the calendar, drives every article.
Sourced briefs, keyword strategy, and a fact-check gate before a word is written.
The full draft in your voice and format — credible, never fabricated.
Natural monetization only, with disclosure — or an honest skip.
Search + AI-citation audit with a hard PASS / FAIL verdict.
Image prompts, hero selection, and graphic specs — any generator.
HTML validation and schema markup before anything ships.
Disclaimers, FTC, attribution, copyright — a real compliance pass.
The institutional skeptic. Its only job is to find what's wrong.
Repurposes the live article — never a draft — into platform-native posts.
Why it works for anyone
It learns your business before it writes a word.
The first thing the engine does is interview you — what your business is, what it sells, who your customers are, what content should achieve. That profile is what every other agent reads. Change the answers, and the same machine serves a different business entirely.
A tax accountant and a day spa answer the same questions differently. The pipeline doesn't change — only the business does.
Q · Who are your customers?
A · Local small-business owners who dread filing their own taxes.
Q · What should content achieve?
A · Rank for "how-to" tax questions so searchers find us and book a consult.
— or —
Q · Who are your customers?
A · Clients 30–60 who want to unwind and look after their skin.
Q · What should content achieve?
A · Local trust so first-timers book a treatment.
The part that matters
Quality is a stage, not a hope.
Most generators cross their fingers on the first draft. This engine runs three reviewers at once and merges their notes into a single brief — so the writer fixes everything coherently, and never trades one problem for another.
Legal, critic, and checklist flag everything before a single fix is made — no whack-a-mole regressions.
Every flag, deduplicated into one actionable list. The writer fixes it all in a single pass.
Two rewrites max. If it still isn't clean, it ships with the honest verdicts recorded — a visible miss beats an invisible loop.
The offer
I'll build this for your business.
This page shows you exactly how the engine is made — nothing hidden. If you want it working for your brand without building it yourself, I set up the whole system for you: tuned to your niche, your voice, and your website.
- Ten specialist agent definitions, ready for Claude Code
- The full onboarding + planning system
- Config-driven content-history scripts (build from your CMS)
- The quality gates: fact-check, humanize, critic
- Registry & brand templates for any business
- Docs: onboarding, pipeline, architecture, customization
Work with me
Want this running for your business?
You've just seen how it's built. If you want the same engine working for your brand — the agents, the quality gates, the daily publishing loop — I build it for you, tuned to your niche, your voice, and your website. Tell me about your business and I'll tell you exactly what your setup would look like.
A short email is enough — what your business does and where you publish. I reply personally.
Stop prompting. Start running a content operation.
Tell me about your business, and get a running engine: researched, checked, on-brand articles publishing on schedule — without you touching a prompt.