How to Automate Content Publishing Using AI + Make
Publishing consistent content across a blog, social media, email, and video is a full-time job — unless you automate it. Here is the complete system for AI-assisted content publishing on autopilot.
Why Most Teams Publish Inconsistently
Inconsistent publishing is almost never a creativity problem. It is a systems problem.
Content marketing compounds over time — the tenth article drives more traffic than the first, the fiftieth more than the tenth. The teams that win in content are not necessarily the most talented writers; they are the most consistent publishers.
Consistency breaks down because publishing is a multi-step process across multiple platforms, each requiring slightly different formats, image sizes, character counts, and tones. Without a system, each piece of content requires manual effort across every channel. With an AI + Make system, you create once and publish everywhere — automatically.
How the Publishing Pipeline Works
Four stages — ideation, creation, formatting, and distribution — each with automation at the right point.
Stage 1: Ideation and Brief
A weekly Make scenario pulls your content calendar from Airtable or Notion, checks your keyword targets from a linked SEO tool, and uses AI to generate a detailed content brief for each piece due that week. Briefs arrive in a Slack channel every Monday morning.
Stage 2: AI-Assisted Creation
A writer or the AI itself produces the first draft using the brief. For fully automated posts (social, email snippets), AI generates the complete content. For high-stakes content (blog posts, pillar pages), AI produces the draft and a human edits.
Stage 3: AI Reformatting
A Make scenario takes the approved long-form piece and passes it to GPT-4o with instructions to reformat it for each channel: LinkedIn post, three tweet variants, email newsletter excerpt, Instagram caption, and YouTube description. One source piece becomes seven channel-specific assets.
Stage 4: Automated Distribution
Each formatted asset is pushed to its destination automatically: WordPress via REST API for the blog post, Buffer for social scheduling, Mailchimp or SendGrid for the email newsletter. Everything publishes on schedule without manual platform management.
The Reformatting Workflow in Detail
This is the highest-leverage step — one piece of content multiplied across channels automatically.
Trigger: content approved in Airtable
Add a checkbox field called ‘Approved for publishing’ to your content database. The Make scenario watches for records where this checkbox is checked and the publish_date is today or earlier.
Fetch the full article content
Use Make’s Airtable or Notion module to retrieve the full article body, title, target keyword, and any brand guidelines stored with the record.
AI reformatting call — one prompt, structured JSON output
Send to GPT-4o with the full article as context. System prompt instructs it to return a JSON object with keys: linkedin_post (max 1200 chars, no hashtag spam), tweet_1, tweet_2, tweet_3 (max 280 chars each), email_excerpt (max 200 chars, with a curiosity hook), instagram_caption (max 150 chars, 5 relevant hashtags). JSON mode ensures clean parsing.
Parse and route each asset
Make’s JSON parse module splits the response into individual variables. Each asset routes to its own module: LinkedIn post to Buffer LinkedIn queue, tweets to Buffer Twitter queue, email excerpt to a Mailchimp campaign draft, Instagram caption to Buffer Instagram queue.
Update the content record
Write the reformatted assets back to the Airtable record for archiving. Mark the record as ‘Published’ with a timestamp. The content team has a complete record of everything published without manually logging anything.
Posting to WordPress Automatically
// Make HTTP module — POST to WordPress REST API
URL: https://yoursite.com/wp-json/wp/v2/posts
Method: POST
Headers: Authorization: Basic base64(username:app_password)
Body (JSON):
{
"title": "{{ article_title }}",
"content": "{{ article_html_body }}",
"status": "publish",
"categories": [{{ category_id }}],
"tags": [{{ tag_ids }}],
"excerpt": "{{ ai_generated_meta_description }}",
"meta": {
"_yoast_wpseo_focuskw": "{{ target_keyword }}",
"_yoast_wpseo_metadesc": "{{ meta_description }}"
}
}
📌 Generate an Application Password in WordPress (Users > Profile > Application Passwords) rather than using your main account password. This gives Make API access without exposing your primary credentials.
What This System Delivers
Want Your Content System Built and Automated?
SA Solutions builds end-to-end content automation pipelines — from brief generation through multi-channel publishing — using Make.com and AI.
