I wasted six hours every week copying and pasting the same content across four platforms. Then I spent four hours building one Make.com scenario — and never did it manually again.
That trade-off is the whole point. This isn't about posting more. It's about reclaiming time by building a system once and letting it run.
Here's the exact blueprint I use to push content from a single Google Doc to LinkedIn, X (Twitter), Instagram, and my WordPress blog — automatically, on schedule, with zero babysitting.
Why Make.com and Not Buffer or Later?
Scheduling tools are fine. But they're passive — you still manually create posts for each platform. Make.com is an automation engine. It reads your source content, transforms it per platform, and fires it off. No dashboard login required.
Make.com's free plan gives you 1,000 operations per month. The Core plan is $9/month for 10,000 operations. For a solo operator publishing daily, that's more than enough.
The Architecture: One Source, Four Outputs
The logic is simple. You write once. Make.com reads it, reformats it, and delivers it everywhere.
My source is a Google Sheet with five columns: Date, Core Message, Blog Body, Hashtags, and Image URL. That sheet is the single source of truth. Everything downstream flows from it.
Here's a platform-by-platform breakdown of how each output differs:
| Platform | Format Used | Character Limit | Image Required? |
|---|---|---|---|
| Core Message + hashtags | 3,000 chars | Optional | |
| X (Twitter) | Core Message trimmed to 280 chars | 280 chars | Optional |
| Core Message + hashtags + image | 2,200 chars | Required | |
| WordPress Blog | Full Blog Body as post draft | Unlimited | Optional |
Step-by-Step: Building the Scenario
- Trigger — Google Sheets (Watch Rows): Set Make.com to watch your Google Sheet for new rows. Every time you add a row with a future date matching today, the scenario fires. Set the schedule to run daily at 8 AM.
- Router Module: Add a Router immediately after the trigger. This splits your workflow into four parallel branches — one per platform.
- Branch 1 — LinkedIn: Use the LinkedIn module "Create a Post." Map the Core Message field plus Hashtags. Set visibility to "PUBLIC." Done.
- Branch 2 — X (Twitter): Use the X module "Create a Tweet." Map the Core Message field. Add a text transformer before it — use the substring function to cap it at 280 characters if your messages run long.
- Branch 3 — Instagram: Instagram requires a two-step process via the Graph API. First, use an HTTP module to create a media container (pass Image URL + caption). Then a second HTTP module publishes it. This is the trickiest branch — budget 30 minutes for the Facebook Developer setup alone.
- Branch 4 — WordPress: Use the WordPress module "Create a Post." Map Blog Body to the content field. Set status to "draft" if you want to review before going live, or "publish" for full automation.
- Error Handler: Add a "Break" error handler on each branch. If Instagram's API hiccups, LinkedIn still posts. Failures stay isolated.
What Actually Broke (And How I Fixed It)
Instagram was the problem child. The Graph API requires a Facebook Business page connected to a professional Instagram account. Personal accounts don't work. I lost two hours learning that the hard way.
The other gotcha: X's free API tier now limits posts to 1,500 per month at the Basic level ($100/month). For daily posting, the free tier's 17 posts/month cap is the real ceiling. If you post daily to X, budget for the Basic plan or batch your posts weekly.
LinkedIn's API is stable but requires re-authentication every 60 days. Set a calendar reminder. Missing it means silent failures — posts just stop going out with no obvious error.
FAQ
Do I need coding skills to build this?
No. Every module in Make.com is drag-and-drop. The only exception is Instagram, which needs two HTTP request modules — but Make.com's interface handles that without writing actual code.
Can I use Airtable instead of Google Sheets?
Yes. Make.com has a native Airtable trigger. The field mapping is identical — just swap the trigger module and reconnect your columns.
What if I want to post different content per platform?
Add more columns to your source sheet — one per platform. Then map each branch to its dedicated column. Full control, same single-source system.
Is Make.com better than Zapier for this?
For multi-branch workflows like this one, yes. Zapier charges per Zap and doesn't natively support routers on lower plans. Make.com's Router is built-in at every tier.
Bottom line: This workflow took me four hours to build and saves roughly six hours every week. The free Make.com tier handles it comfortably unless you're posting daily to X. Set it up once, add rows to your sheet, and let the machine work.
Want the full scenario JSON template? Check the automation-workflows archive at AI Profit Automation — I'll be dropping downloadable blueprints there shortly.