Make (it) in content marketing: How three Make customers scaled content production while maintaining quality

On average, businesses make $5.44 for every dollar invested in marketing automation- an ROI of 544%. And with the rise of AI, the possibilities are virtually endless. Especially in content marketing.

In fact, 77% of marketers use automation tools to create content personalized for their audience. Here’s how our customers leveraged Make to transform their content production from a manual process into a seamless traffic-booster.

Basilica: Saving 6 hours per blog post with AI

Basilica is a US-based creative agency that helps startups and growing companies.

The problem

Basilica needed to produce multiple technical blogs in just days, but existing tools and processes were slow and restrictive.

• Only days to deliver several technical blogs alongside other client work
• Limited automation options in existing tools, unable to handle full content workflows
• Manual prompt writing for ChatGPT was slow and inconsistent in quality

The solution

The team that drives the growth of AI operations built a custom end-to-end content workflow in Make. To cut blog production time by more than half, the team:

• Integrated Google Sheets, Google Docs, Anthropic Claude AI, and Slack into one automated process
• Trained AI on brand voice, messaging, and keywords
• Expanded automation to generate social media posts, PPC ads, email campaigns, and press releases

The results

Automation enabled Basilica to scale content output without adding resources. They managed to:

• Save 5–6 hours per blog
• Increase blog writing productivity by 167%
• Nearly triple blog output without increasing resources

Toshi Jones, Founding Partner of Basilica

Lightpost: Creating five pieces of content in under one minute

Lightpost is an AI-powered marketing platform specializing in SEO optimization, brand tuning, CMS integration, high security, and workflow control.

The problem

Small business owners often lack the time and resources to research, create, and promote engaging marketing content.

• Content marketing is proven to drive growth, but it can be time-consuming to execute
• Manual content creation slows lead generation
• Limited access to affordable, fully automated marketing tools

The solution

The whole Lightpost platform was built using Make, integrating AI and multiple apps for end-to-end content creation and publishing. The platform:

• Connects ChatGPT, Airtable, social media platforms, and blog platforms via Make
• Automates keyword research, SEO optimization, content writing, and image generation
• Enables direct publishing to any blog or social media channel with built-in scheduling

The results

Make became the backbone of Lightpost, letting it scale quickly, deliver enterprise-level capabilities to small businesses, and:

• Create five pieces of content in under one minute
• Fully automate content publishing without extra tools
• Expand features to support custom APIs, advanced scheduling, and tiered pricing

James David Montgomery, Founder of Lightpost

GAP Consulting: Tripling weekly content output

GAP Consulting is a Denver-based no-code consultancy. With a team of project managers, developers, and consultants, they’ve empowered thousands of clients like Disney, ServiceNow, and Madison Square Garden.

The problem

Creating and promoting high-quality video content was slow and labor-intensive.

• Manual transcript creation, titles, and descriptions for YouTube took hours
• Additional promotional content (blogs, emails) required extra time and effort
• Content output was limited, despite high demand from their audience

The solution

GAP Consulting built AI-powered workflows in Make to automate every step of content production. They:

• Used OpenAI integration to generate transcripts, titles, and descriptions automatically
• Created scenarios to write blog posts and email notifications for new videos
• Centralized and streamlined content workflows for faster turnaround

The results

Automation transformed GAP Consulting’s content production process. They managed to:

• Triple content output from 1 to 3 pieces per week
• Reduce publishing time from hours to minutes
• Maintain high quality while scaling audience reach

Gareth Pronovost, Owner of GAP Consulting

Conclusion

From creative agencies to AI-powered platforms and no-code consultancies, these companies all faced the same challenge: producing more high-quality content without over-stretching their teams.

With Make, they turned manual, time-intensive workflows into fully automated content engines, scaling blog production, accelerating video publishing, and powering multi-channel campaigns in record time.

Whether it’s generating five pieces of content in under a minute or tripling weekly output while maintaining top quality, Make gives marketing teams the freedom to focus on what matters to them while automation handles the heavy lifting.