theshopworks.com

SITUATION

The Shopworks is a B2B consultancy and delivery partner specialising in e-commerce operations, systems integration, and digital transformation. Their expertise-driven model relies heavily on thought leadership, consistent content output, and brand credibility, particularly on LinkedIn and their WordPress website.

As content demands increased, the challenge was not ideation but execution at scale:

• Social media posting was manual, inconsistent, and time-consuming

• Content reuse across channels required repeated rewriting

• Blog production was slow, despite having researched topic ideas

• Maintaining brand voice across platforms was difficult to enforce

• SEO tasks such as meta tags, internal linking, and image creation added friction

• Human review was required, but the process lacked structure

The objective was clear:
build a scalable, AI-assisted content engine that preserves editorial control, enforces brand voice, and reduces operational overhead—without sacrificing quality.

SOLUTION

A multi-workflow Make.com automation framework was designed, combining AI agents, structured data inputs, and controlled human review points. The solution focused on two core content pipelines: LinkedIn social distribution and WordPress SEO content production.

Project 1: Automated LinkedIn Content Engine (B2B)

Purpose:
Deliver consistent, high-quality LinkedIn content for both personal profiles and company pages, aligned to The Shopworks’ B2B audience and brand positioning.

Workflow Architecture

• A Google RSS feed was used as the primary content trigger, pulling in relevant industry news and articles.

• Multiple Make scenarios handled different content types and news sources.

• Articles were passed to an AI agent trained on The Shopworks’ brand voice, tone, and target audience.

• Content was rewritten into:

  • Short-form LinkedIn posts

  • Platform-appropriate B2B commentary

  • Clear opinion-led insights rather than summaries
    

Review & Control

• All generated posts were written to a Google Sheet, acting as:

  • A content queue

  • A manual review and approval layer

• A rule-based column controlled publishing status (e.g. Draft / Approved).

• Only approved rows triggered automated posting to:

  • Personal LinkedIn profiles

  • Company LinkedIn pages
    

Outcome

• Fully automated content generation with human-in-the-loop approval

• Consistent brand voice across all LinkedIn outputs

• Significant reduction in manual rewriting and posting effort
  

Project 2: AI-Driven WordPress SEO Content Production

Purpose:
Scale long-form, SEO-focused blog production using research-led inputs, while maintaining editorial quality and SEO best practice.

Workflow Architecture

• A Google Sheet served as the input source, populated with:

  • Pre-researched blog topics

  • Target keywords

  • Intent and audience notes

• Each row triggered a Make scenario that:

  • Generated a full WordPress article using a brand voice AI agent

  • Wrote content tailored to The Shopworks’ target market and expertise positioning
    

SEO & Publishing Automation

• Automatically generated:

  • Meta titles and meta descriptions

  • Structured headings

• Integrated with Rank Math to update SEO metadata programmatically.

• Connected to a WordPress internal linking plugin, enabling:

  • Contextual internal links to existing articles

• Generated:

  • A featured image

  • Supporting in-article images aligned to content sections
    

Governance & Control

• Posts were sent to WordPress in draft status only

• A Google Sheet approval rule ensured:

  • No content was published without review

  • Editorial oversight remained intact
    

IMPACT

The Make.com automation framework transformed The Shopworks’ content operations from a manual process into a scalable, controlled content system.

Operational Outcomes

• Significant reduction in time spent creating, rewriting, and formatting content

• Consistent publishing cadence across LinkedIn and the website

• Centralised control via Google Sheets, enabling visibility and governance
  

Content & Brand Benefits

• Brand voice consistency enforced through AI agents

• B2B-appropriate positioning maintained across all channels

• Improved content reuse: one research source → multiple outputs
  

SEO & Website Impact

• Faster production of SEO-optimised WordPress content

• Automated internal linking improved content structure and crawlability

• Images and metadata handled automatically, reducing publishing friction

Strategic Value

• Human review retained where it matters

• Automation applied where it saves time, not where it introduces risk

• A modular framework that can be extended to:

  • Additional content channels

  • Multi-language outputs

  • Advanced analytics or performance tracking

By combining Make.com, AI agents, Google Sheets, WordPress, and SEO tooling, The Shopworks built a future-proof content engine—scaling thought leadership without scaling headcount, and maintaining quality without increasing complexity.