Write Once, Publish Everywhere: Content Workflows for Small Marketing Teams

On a small marketing team, the same two or three people plan the content, write it, publish it, cut it down for every channel, check that it ranks and report on how it did. The writing is the part people enjoy. Everything around it is what turns a weekly post into "when we get to it."

Here's what you can hand to a workflow, using ready-made templates from Lodol's library, and the one thing you shouldn't: the decision to publish. Nothing below publishes anything a person hasn't written or approved.

1. From content plan to published post, with your sign-off twice

The workflow: every weekday at 8:00, Write blog posts from your content plan, with your sign-off picks the next topic on your plan in Google Sheets that hasn't been through review and writes an outline for it, in the house style you describe. Approve the outline and the post is written to it and shown to you in full. Approve that, and it's published on WordPress under the topic's exact title.

What it won't do: publish on silence. Reject the post, or simply leave it, and it's saved in WordPress as a draft. Reject the outline and nothing is written at all. Every outcome, with any comment you leave, is kept on a record tab, so a topic is never offered twice.

To keep publishing in your own hands, Turn a content plan into WordPress drafts saves every post as a draft, and Draft blog posts and email them for approval sends each draft to a reviewer and records their decision, publishing nothing.

2. Social posts that go out on the day you planned

The workflow: every day at 9:00, Post your queued content to X on schedule reads your queue in Google Sheets, one post per row with the day it should go out, publishes the ones that are due, and writes the date and a link to the live post back into each row. Because a person writes the queue, the queue is the approval.

What it won't do: post twice, early or cut short. Each row is marked before its post goes out, so an interrupted run can't send it again, and nothing goes out before its date. A post over X's 280 characters stays queued and the run names the row. Only the Posted On and Link cells are ever written.

3. Ideas and first drafts, when you need them

Post ideas from the news. Every morning at 8:00, Get LinkedIn post ideas from the news in your sheet reads the stories another workflow has been logging to a sheet, picks the most promising for your area, and emails you an idea for each: a hook, an angle, talking points and the source link. Every headline and link is looked up in the sheet itself, so nothing is invented, and the ideas are prompts to write from in your own voice.

Copy and a picture from a one-line topic. Send a topic to your Telegram chat and Message a topic, get post copy and a picture back replies with a post written for the platform you chose and a picture to go with it. The copy can only claim what's in your description of the business or the topic you sent: the AI is forbidden from inventing a statistic, a price, a discount, a rating, an award or a named partner. Nothing is posted anywhere, though the picture sits at a public ImgBB link for a week so Telegram can fetch it.

Better titles for your videos. Every Monday, Draft better titles, descriptions and tags for your videos reads your recent YouTube uploads and drafts alternatives for each into a fresh Google Doc. It can only read your channel, and a video with too little to go on is skipped rather than given a made-up title.

4. Write once, publish everywhere

The job every small team wants to hand off comes after publishing: turning one article into a LinkedIn post, a thread for X and a paragraph for the newsletter. No template does it end to end yet, but every piece is in Lodol today:

1. Start when the post goes live. A New feed item trigger starts a run for each new post in your blog's RSS feed.
2. Write each version. One AI step per channel, each told to use only what the article says and to match your house style.
3. Fit the picture. Edit an image crops the header image to each post's size and can add a watermark.
4. Ask before anything goes out. A Request approval step puts every version in front of the person who owns the brand. They can approve or reject from the email or from Lodol, and the run waits for them.
5. Publish or queue it. Buffer schedules and reorders posts across your channels, SendIt posts to LinkedIn, X, Threads, Bluesky, Instagram, TikTok and more at once, and LinkedIn itself joins Lodol today. For the newsletter, Mailchimp and Constant Contact can create the campaign for you to check and send.

Build it in the editor, or describe it to Claude or ChatGPT and check what it builds.

5. SEO checks that run themselves

A weekly checkup of your key page. Every Monday, Get a weekly SEO checkup of your key page by email runs Google PageSpeed Insights' on-page SEO checks on a page you name and emails you the score, the checks it failed and what to fix first. The AI writes the fixes from those findings alone, and is told not to invent numbers or talk about rankings, traffic or competitors.

Pages losing ground. Catch the pages slipping in Google each week writes up only the pages that have slipped, from the evidence it measured. It's one of the reports in Stop Building the Weekly Report by Hand.

New pages, announced. Every morning, Tell search engines about your new pages submits new or changed pages from your sitemap through IndexNow, the protocol behind Bing, Yandex, Naver, Seznam and Yep, and logs each one in a sheet. Google doesn't take part in IndexNow, so this speeds up the other engines, not Google.

6. Hear what your market says

Mentions on Reddit. Get a weekly email of Reddit posts about your product checks the subreddits you name every morning and has the AI decide whether each post with your product's name in its title is really about you, so a band or an everyday word with the same name is left out. Every Monday you get one email with the week's mentions, even when there were none.

Press coverage. Every day, Get a daily round-up of your press coverage in Slack searches the last day's news for your brand, products and spokespeople, archives every article to a sheet, and posts the headlines to Slack with a short read on tone written only from those headlines. On a quiet day you still get a post saying nothing new was found.

What it costs

Lodol charges per run, however many steps a run takes, and nothing per word, post or seat. A run that waits two days for your approval still counts once. Here's what six of the workflows above use in a month:

That's a little over the Free plan's 100 runs, and a small part of Builder's smallest tier, 2,500 runs for $18 a month. The writing steps run on your own OpenAI or Anthropic account and the searches on your own Serper account, each billed at its own rates; Lodol adds nothing.

Start with this week's post.
Add Write blog posts from your content plan, with your sign-off to your workspace, point it at your plan and approve the first outline yourself. Or browse all of the marketing workflows, and see how Lodol fits a marketing stack on the marketing page.