How I Finally Solved the Content Repurposing Problem With AI Automation

From one newsletter to 5 LinkedIn posts, 10 Substack notes, and 3 Twitter/X threads.

I spent 5 hours every week manually reformatting my newsletter into social posts.

And I felt like a robot doing mindless copy-paste work.

The cruel irony? I’m a writer who writes about AI automation.

Every week, the same exhausting routine:

• Monday morning: Start drafting the Thursday newsletter. Get the core ideas down while the thinking’s fresh.

• Monday afternoon: Try to pre-repurpose. Turn the strongest sections into LinkedIn drafts, reformat, add line breaks, check character count, adjust tone. Save to schedule, not post.

• Tuesday: Do the same for Substack Notes—ten short insights, each tightened to 200-ish characters. Sketch one or two Twitter thread outlines with curiosity gaps. Queue them.

• Wednesday: Finalize the newsletter—edit, add examples, tighten the open and close. Schedule it for Thursday morning and double-check the queued posts.

But, some weeks I just... skipped it entirely. Too burned out from writing 2,000-3,000 words of long-form content to spend another 5 hours manually adapting it for different platforms.

And here’s what made it worse:

Content repurposing isn’t just “copy and paste the same thing everywhere.”

The game is not that simple because:

• LinkedIn wants thought leadership with strategic line breaks and declarative hooks.

• Substack Notes wants 200-character insights that create mic-drop moments.

• Twitter threads need conversational flow with curiosity gaps between tweets.

Each platform has its own language, rhythm, and audience expectation.

So even when I forced myself to repurpose, I’d either:

1. Post generic versions that felt flat and got zero engagement, or

2. Spend way too much time rewriting everything from scratch, defeating the entire purpose of “repurposing”

I knew I should be everywhere. LinkedIn, Substack Notes, Twitter—these platforms could 3x my newsletter reach.

But the manual work required to do it properly was impossible to sustain.

Then I asked myself the question that changed everything:

“If I can automate voice memo processing, why can’t I automate content repurposing?”

Not just using AI to rewrite stuff. That creates generic, soulless content that sounds like everyone else.

I needed a system that:

✅ Understood the specific adaptation rules for each platform
✅ Preserved my conversational voice and framework thinking
✅ Ran automatically without me having to ask ChatGPT to do it every week
✅ Delivered 80% ready content that only needed 10-20% final polish

So I built exactly that.

My AI automation that repurposes newsletter content into social-ready posts.

Here’s what the system does now:

I add my newsletter URL to a Google Sheet and change the content status from “Live” to “Repurpose.”

That’s it.

The automation runs and delivers to my Google Docs:

• 5 LinkedIn posts (each adapted to different content styles: steps, lessons, examples, stats, mistakes)

• 10 Substack Notes (200-character insights with bold formatting and mic-drop endings)

• 3 Twitter threads (conversational hooks with curiosity-driven flow)

Every piece maintains my voice.

Every piece is platform-optimized.

Every piece is ready to publish with minimal editing.

What used to take 5 hours now takes 30 minutes of final polish.

In the previous guest post on content repurposing, it showed you why repurposing matters and what the strategy looks like.

This guide gives you the exact automation blueprint to make it happen without touching any AIs, writing prompts from scratch, or spending hours reformatting content.

You’ll get:

→ The complete Make.com workflow (JSON import ready)
→ All three platform-specific prompts (LinkedIn, Substack Notes, Twitter)
→ Google Sheets template for simple URL management
→ My voice preservation framework that keeps your tone intact
→ Platform adaptation rules that make content feel native, not forced

By the end of this guide, you’ll have a content repurposing system that runs itself.

No more manual reformatting. No more skipped weeks. No more guilt about leaving your best insights trapped in long-form.

Just one newsletter URL → 18 pieces of platform-optimized content.

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🚨 Before we move on, we’ll keep using Make.com to build this AI automation because it’s reliable and cost-effective (FREE or cheaper than alternatives). If this is your first time with Make.com, check my previous posts—linked “here” and “here”—for basic setup and configuration. I won’t repeat the module steps covered there, so we can focus on what matters next.

What you’ll need before you can run this automation:

• Google Sheet for webhook integration and URL management

• OpenAI API key with credits worth of $5

• Firecrawl API key (free for up to 500 URLs)

• Make.com account (free tier works fine for this)

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Now let’s build it.

1. Create Google Sheet webhook integration

This AI automation for social content repurposing starts from Google Sheets. We’ll set a rule so the scenario runs when the condition is met, specifically, when the “Repurpose” status filter is turned on. We’ll get into it later.

In Make.com, open your scenario and add the module: “Google Sheets — Watch Changes.” This module monitors any edits in the sheet. Before it can listen, integrate the webhook so Make.com can receive the update events.

Create your first webhook in the module and name it based on its function. For example, “Content Repurposing.” Then save.

What you need to do next is integrate the webhook URL you just saved into Google Sheets. The sheet will store everything about the newsletter URL that you want to repurpose later.

Now follow these steps:

1. Create the Google Sheet you will use for this automation

2. Open the Extensions menu, click Add-ons, then click Get add-ons

3. Search for “Make” in the marketplace

4. Open the Make page

5. Click Install

When you finish installing, open the Extensions menu again. Click Make, go to Settings, and paste your webhook URL into the field. Then save.

The webhook has been integrated!

2. Add Google Sheets module for URL management

The next thing you need to do is add “Google Sheets — Search Rows” module. We need this because we want data access inside the Google Sheet that was integrated with the webhook earlier so the AI automation can run it from there.

Here’s the example how the Google Sheet look:

1. URL: Paste your published newsletter URL here.

2. Status: Automation triggers when the status changes to “Repurpose.”

3. Channel: Select the social channels where you want the newsletter repurposed.

4. Outputs: Substack Notes, LinkedIn posts, and Twitter threads are generated drafts you can review and edit before publishing.

And here are the fields you need to fill in inside the module:

1. Spreadsheet ID: Get the ID from the previous “Google Sheet — Watch Changes” module.

2. Sheet Name: Get the Sheet Name from the previous “Google Sheet — Watch Changes” module.

Everything else remains default. Nothing complex here.

3. Set up the “Repurpose” filter on the first two Google Sheets modules

I mentioned earlier that we’re using the “Repurpose” filter to trigger the entire automation, so we need to ensure that’s implemented correctly.

In the Google Sheets — Watch Changes and Search Rows modules, configure a filter to watch only for Status values that change to “Repurpose,” and send those rows to the next module.

Once that’s done, proceed to the next step.

4. Scrape the newsletter post using Firecrawl

I covered this flow in the previous post; you might want to check it there for more details. You’ll also need a Firecrawl API key to run this. You can find it in this post.

Enter the URL you want Firecrawl to scrape: the one referenced in the right column of the previous Google Sheets module.

It should look like this:

Now we can continue to the next module.

5. Add router to create social channel segment

In this automation, we use three routers to repurpose the newsletter into three social channels. Each channel has its own system prompt and ends in a Google Docs module to deliver the output.

Each router has its own filtering system to decide which posts go to Substack, LinkedIn, Twitter, or All.

The filters come from the previous Google Sheets module. Here’s the routing logic:

• If Column C (Channel) contains “Substack,” send the post to the Substack router.

• If Column C (Channel) contains “LinkedIn,” send it to the LinkedIn router.

• If Column C (Channel) contains “Twitter,” send it to the Twitter router.

• If Column C (Channel) contains “All,” send it to every router (Substack, LinkedIn, and Twitter).

See the screenshot below for the flow.

This should be easy to set up, and then we can proceed to the Substack OpenAI module.

6. OpenAI module for Substack Notes Generator

If this is your first time setting up the OpenAI module, check out this post first. I’ll skip the walkthrough here and give you the system prompt you can copy and paste.