How We Automated a Full Content Marketing Engine with Ghost, Make, AI & Social Media
Managing consistent content marketing is hard.
It takes time, coordination, and a lot of manual steps — from drafting blog posts to distributing them across channels and optimizing them for SEO.
In this case study, we show how we automated the entire content pipeline — from AI-generated drafts to SEO-indexing — using Ghost, Make, AI, and webhooks.
The Problem
Our client, a growing SaaS company, had a content strategy but lacked consistency. The bottlenecks:
- Blog articles weren’t published on time
- Social posts were written manually (or forgotten)
- SEO indexing was delayed
- The team spent more time on logistics than strategy
They needed a content machine — not a content checklist.
The Solution: A Modular, Automated Content Engine
We designed a system using:
- Ghost CMS — for blazing-fast publishing & SEO control
- Make (Integromat) — for automating each step
- OpenAI & Claude — for article drafts, meta descriptions, social captions
- Webhooks + APIs — to push content live to social media & indexers
- IndexNow — to instantly notify search engines like Bing & Yandex
Step-by-Step Automation Workflow
1. AI-Powered Draft Generation
- A marketer inputs a topic into Airtable or Notion
- A Make scenario triggers OpenAI to generate:
- Blog draft in Markdown
- Meta title & description
- SEO-optimized slug
- Twitter/LinkedIn post copy
2. Publishing via Ghost API
- Draft is posted to Ghost in “Draft” mode
- Content editor reviews and hits “Publish” manually or via webhook
3. Social Distribution (Automated)
- Once the post goes live, Make detects the webhook
- Automatically posts to:
- LinkedIn Company Page
- Optional: Buffer / Later integrations for scheduling
4. Search Engine Notification via IndexNow
- Post URL and metadata are instantly pushed to IndexNow API
- Search engines are notified immediately — no crawling delay
5. Analytics & Archiving
- Make writes the post data back to Airtable for tracking
- CTR, shares, and index status are monitored automatically
Results After 30 Days
| KPI | Before | After |
|---|---|---|
| Avg. Time to Publish an Article | 6–8 hours | 45 minutes |
| Articles Published / Month | 4 | 16 |
| Social Shares per Article | <5 | 30+ |
| Indexing Time | 2–3 days (avg.) | Instant (via IndexNow) |
| SEO Click-Through Rate | 1.8% | 4.5% |
The team now has a repeatable content engine — with built-in scale, quality control, and visibility.
Why This Works
- Ghost is clean, fast, and SEO-native
- Make lets us connect tools and trigger flows without code
- AI speeds up ideation without replacing human judgment
- IndexNow puts SEO visibility on autopilot
- Social webhooks eliminate repetitive marketing actions
This system is lean, modular, and works with small or large content teams.
Want to Automate Your Content Engine?
If you’re tired of bottlenecks in your publishing process and want to scale with fewer steps, we’ll help you build a content workflow that works — on autopilot.