For the Tees Valley EDI Awards, publishing anything used to mean one person doing four separate jobs by hand: write the post, build it in the page builder, make a graphic, then post to Facebook, Instagram and LinkedIn one channel at a time. Because it was four jobs, it mostly did not happen.
One pipeline, end to end
We built a single pipeline that takes a post from written to live on the site and out across three social channels, with its own artwork, on a schedule. A finished post is dropped into a dated folder holding the article, its images and a manifest of every field, and a daily job checks it is pointed at the right site, then publishes anything new. It keys off the post’s own address, so a post can never go out twice.
On brand, by rule
Every post is written to a fixed SEO standard, and its table of contents, reading time and related posts are generated by the site itself so they never go stale. Each one gets a featured image and a matching square social graphic, composed for that specific post from the client’s own event photography and brand kit, not stock. The graphics rotate through five distinct layouts, so the feed never reads as one template with the words swapped.
Still human where it counts
A person still reads what goes out. What changed is that publishing stopped being a job somebody has to remember: a post is written once and it reaches the website and three social channels, on its own date, without anyone opening WordPress or a design tool.