The Company

Carta is a global financial technology company that helps businesses, investors, and employees manage equity and ownership. With a large marketing organization supporting multiple regions, Carta’s content team of just a few writers and editors is responsible for producing a wide range of materials, from educational SEO content to thought leadership, gated assets, announcements, partnership content, case studies, and data reports.

Operating within a highly regulated industry, every piece of content at Carta must go through extensive internal reviews to ensure compliance with financial authorities like the SEC and FCA. Despite these guardrails, Carta has planned to adapt their brand voice into one that is more distinctive, balancing professionalism with warmth and humanity.

The Challenge

Before implementing AirOps, Carta’s editorial team was struggling with scale, efficiency, and standardization.

Content requests arrived through ad hoc processes with little consistency or prioritization. Producing content for multiple regions was highly manual, and the small editorial team found itself bogged down by operational bottlenecks and complex review cycles.

The team worked hard but consistently felt they were “on a treadmill,” churning out SEO content to hit high rankings, with little time left for the creative, strategic storytelling to differentiate the brand.

On top of this, maintaining brand consistency across a growing global operation was time-consuming. Carta was in the midst of a major rebranding effort, aiming to inject more personality into its content without compromising accuracy or compliance. Ensuring that this evolving brand identity was reflected consistently across all content types was becoming increasingly difficult.

The Solution

Carta turned to AirOps to transform its content operations with a scalable, brand-safe solution for creating content that increases growth across Google and AI search.

"Being able to infuse our Brand Kit into AirOps to make sure all our writing is consistent has proven to be very important, especially as our brand evolves and we go through this big branding project. AirOps is more customizable, scalable, personalized and human than any tool we've used in the past. Now, we can add more creativity to our content." Lucy Hoyle, SEO Lead, Carta

The team’s decision to adopt AirOps came after experimenting with several other tools, including Jasper and general-purpose AI engines like ChatGPT, but finding them too rigid or impersonal. The turning point was AirOps’ unique ability to provide:

• Custom brand controls with an embedded Brand Kit
• Intelligent, scalable workflows with built-in collaboration features for more efficient human review
• Human and AI collaboration for faster, higher-quality content outputs
• Smooth onboarding and deep product integration
• Ongoing enablement and Content Engineering training with AirOps Cohort

The Results

Within the first few months of implementation, Carta saw a dramatic improvement in content creation efficiency and quality.

• 300% increase in output, increasing velocity from 5 to 20 content pieces per quarter
• 60%+ time savings as workflows matured
• Faster creative turnaround and more brand-driven work
• Consistent voice with real-time brand updates in AirOps
• 75% citation rate on new pages created with AirOps
• Average of 3 days from publish to citation, some within a day

"The whole process has just been amazing. Our AirOps Solutions Engineer Melanie has been fantastic with onboarding. Having access to the beta programs means we can really dive into the latest features to get even more value out of it." Lucy Hoyle, SEO Lead, Carta

Looking ahead, Carta is exploring ways to expand its use of AirOps to track AI search visibility, further connecting its creative content strategy with measurable SEO and AEO performance metrics.

"AirOps isn’t just about velocity. It’s allowing us to scale without losing our brand’s human touch." Nicole Baer, CMO, Carta

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