An AI content production workflow in Claude runs six stages in one conversation: research, brief, draft, design, publish and distribute. Each stage has a connector: a search tool such as Semrush, your content plan, Claude for the draft and the visuals, your CMS and a social scheduler. People sign off three times: the brief, a designed preview and the publish button. The time you save is the copy and paste between tools, not the writing.
This post is part of our series on Claude connectors for each marketing role. If you're choosing tools rather than designing a workflow, start with Claude connectors for marketing, role by role.
What does an AI content production workflow look like?
We call it Intersect's Content Line. Six stations, each with a connector, an output you can point at, and a clear answer to who signs off. Most teams already do all six. They just do them in six tabs, with a person carrying text between them.
Intersect's Content Line: six stages, three sign-offs
| # | Stage | Connector | What comes out | Who signs off |
|---|---|---|---|---|
| 1 | Research |  Semrush Ahrefs AthenaHQ or Peec AI | The search query, the questions buyers ask, what competitors rank for, and how AI assistants answer today. | Claude |
| 2 | Brief |  Google Sheets Notion | One row per idea: title, our position, the questions it answers, the exhibit, the query and the social hook. | Editor approves the row |
| 3 | Draft |  Claude Jasper or Frontify | A draft written to your playbook, with every fact linked to its source. | Claude |
| 4 | Design | Claude Canva Adobe | Charts, tables and diagrams built in the conversation, plus social images, shown as a page that looks like the live site. | Reviewer approves the preview |
| 5 | Publish |  Sanity WordPress.com Webflow Contentful | A draft in the CMS with every field filled: slug, excerpt, search title and description, category, images. | A person presses publish |
| 6 | Distribute |  Metricool Typefully HubSpot | Social posts in several versions, scheduled or queued for review, and the email to your list. | Scheduled for review |
Connectors checked in Claude's directory on 9 November 2026. Pick one per row; the others are alternatives.
How does this blog get made?
This post was researched, written, designed and loaded into our CMS from one conversation. Here's what that looked like, stage by stage.
- The plan is a Google Sheet. Every idea is a row with its brief already written: title, position, questions, exhibit, search query and LinkedIn hook. Claude reads the row it's writing from and updates its status when the draft is in. When we planned this connector series, one conversation added its 13 rows.
- Research uses Semrush. Its connector gives Claude search volumes, competitor rankings and our own site's numbers, so the brief starts from what people search for rather than what we'd like to write.
- The draft follows a written playbook. Five formats, British spelling, a short answer up top, an FAQ, and a list of AI writing habits we strike out.
- Every visual is built in the conversation. Tables, timelines and the hero at the top of this page are code, animated, with each vendor's logo pulled from its own directory listing. We review the post as a designed preview of the live page, not as a document.
- Publishing goes through the Sanity connector. Claude creates the draft with the slug, excerpt, search title, meta description, category, reading time and featured image filled in. Someone on our team reads it in Sanity and presses publish.
- Distribution starts in the same place. Each post gets three versions of its LinkedIn post, run as variants so the strongest one wins. Two people on our team review the copy and the images before anything goes out.
We didn't remove a single step. We removed the moments where someone copies text from one tool into another and hopes nothing breaks on the way.
Which connectors do you need at each stage?
Ten, across the six stages, and most teams need about half of them. The pairs are alternatives: one search tool, one CMS. Everything up to publishing only reads or makes drafts; nothing goes live without a person.
1. Research: Semrush
You need one search tool, not two. Semrush covers keywords, competitors, backlinks and site audits across 142 country databases, and it's the one we use for this blog. Ahrefs covers the same ground and adds Brand Radar for AI mentions.
What you can do with it
- Find the questions buyers ask about a topic that you don't rank for yet.
- Pull search volume by country before choosing the primary query.
- Check which competitor pages already rank, and how long they are.
Try: “Find ten questions people search for about employee onboarding that our site doesn't rank for yet. Group them by intent.”
2. Research: Conductor, for AI search and briefs
If being cited in AI answers matters as much as ranking, Conductor shows which pages AI answers cite for a question and the related searches behind it, then writes a content brief, scores drafts against it and suggests titles, meta descriptions and internal links.
What you can do with it
- See which pages AI answers cite for the topic you're about to write.
- Turn the research into a brief with a target score.
- Score your draft against the brief before it goes to edit.
Try: “Create a brief for “employee onboarding checklist” that covers what AI answers cite and the related searches behind it.”
3. Brief: Notion, or wherever the plan lives
The brief lives wherever your plan lives. Notion and Google Sheets are both in the Core 10, so there's often nothing new to connect. What matters is the shape: one row per piece, with the position and the questions written before anyone drafts. A brief Claude can read beats a brief in someone's head.
What you can do with it
- Add the brief to the content plan as a new row with every field filled.
- Find every piece in the plan that touches the same topic, before you duplicate one.
- Update status as the piece moves from draft to published.
Try: “Add this brief to our content plan in Notion, link it to the two existing posts on onboarding, and set the status to “Ready to draft”.”
4. Draft: Jasper, for your brand voice
Claude writes the draft. What it needs from you is a playbook: formats, banned phrases, spelling and three examples you're proud of, kept in a Claude Project or a skill. If your brand voice, audiences and style guide already live in Jasper, its connector brings them into the conversation, and its agents can do jobs such as translation.
What you can do with it
- Pull your brand voice and style guide into the conversation before drafting.
- Check a draft against the style guide.
- Run a Jasper agent to translate the finished post.
Try: “Pull our brand voice and style guide from Jasper, then check this draft against it and list what breaks the rules.”
5. Design: Unsplash, for photos
Charts and tables are best built by Claude itself, as code, so they match the page. For photographs, Unsplash's connector searches free photos and illustrations, finds similar images from one you upload, and saves picks to collections so the team uses the same set.
What you can do with it
- Find five header photos that match the post and the brand's style.
- Find more photos like one you already used.
- Save the picks to a collection for the designer.
Try: “Find five landscape photos for a post about employee onboarding: real offices, no stock-photo handshakes. Save them to a collection called “Onboarding post”.”
6. Design: Canva, for social images
Social images and ads go to Canva, where your templates and brand kit already are. Its connector searches your designs, autofills templates and exports every size you need. Adobe's connector does the same if your team works there.
What you can do with it
- Make the social images in every size from one template.
- Turn the post's key points into a carousel.
- Export a share image for the article's link preview.
Try: “Make a LinkedIn image, an Instagram post and an Open Graph image for this article from our blog template.”
7. Design: Gamma, when the piece needs a deck
Some articles have a second life as a presentation for sales or a webinar. Gamma turns the post into a deck, a document or a simple web page in your theme, in more than 60 languages, and exports to PDF or PowerPoint.
What you can do with it
- Turn the article into a ten-slide deck for the sales team.
- Make a one-page summary for a newsletter.
- Export to PowerPoint for the team to edit.
Try: “Turn this post into an eight-slide deck for our sales team, in our theme.”
8. Publish: Sanity
This is the stage most teams haven't connected, and the one that saves the most fiddly work. Sanity's connector queries, creates and patches documents, uploads images and can deploy schemas. It's how this blog is published: Claude loads each post as a draft and a person presses publish. We walk through our set-up in how to connect Claude to Sanity.
What you can do with it
- Load the post as a draft with every field filled in.
- Upload the featured image and set its alt text.
- Add internal links from three older posts to the new one, as drafts.
Try: “Load this post into Sanity as a draft. Fill in the slug, excerpt, search title and meta description, and tell me anything you couldn't fill.”
9. Publish: WordPress.com (or Webflow, or Contentful)
WordPress.com's connector has more than 60 abilities, sees your theme and settings and confirms every change with you; it needs a paid plan or a site connected through Jetpack. Webflow's manages CMS collections and pages. Contentful lets space admins choose which tools Claude gets, so marketing can read while developers write.
What you can do with it
- Save the post as a draft with categories and tags.
- Find older posts that should link to the new one.
- Check last month's stats for the posts in the same category.
Try: “Save this post as a draft in the “Guides” category, and list five older posts that should link to it.”
10. Distribute: Typefully
Typefully is built for writers on X, LinkedIn, Threads and Bluesky, with drafts your team can comment on before anything goes out. Metricool does the same across more networks with reporting, and HubSpot covers distribution if your email and blog already sit there.
What you can do with it
- Write three versions of the LinkedIn post, each leading with a different fact.
- Turn the post into a thread for X and Threads.
- Tag a colleague to review before anything is scheduled.
Try: “Write three LinkedIn posts for this article, each leading with a different fact, and put them in Typefully as drafts for next week.”
Who signs off, and where?
Three places, and we'd keep all three however good the drafts get.
- The brief. A person decides what's worth saying. It's the cheapest point to change direction.
- The designed preview. Review the post as it will look live. Problems with an exhibit or a heading show up on the page, not in a document.
- The publish button. Several CMS connectors can publish. Leave that action to a person, and set the connector's publish tool to Needs approval or switch it off.
Where does this break?
- Voice drifts without a playbook. Without written rules and examples, every draft sounds like every other AI draft. A connector can't fix that.
- Facts need sources. Ask for a source on every claim and a Sources list at the end, then click the links. A confident sentence without a link is the one to check.
- The CMS only takes what it already knows. If your site uses custom blocks, a developer has to build each block once. After that, Claude can fill them.
- Logos and images need rights. Use vendors' own logos and your own photography. Don't let a connector pull images from the web into a published page.
- Long conversations fill up. A full post with research, visuals and a CMS load is a lot of context. Split big jobs, and switch tool access to On demand once you're past ten connectors.
Want a content line like this one?
We'll map your six stages, connect the tools you already pay for, write the playbook your drafts follow, and set the three sign-offs so nothing goes live without a person saying yes.
FAQs
How do you produce content with Claude?
In six stages: research, brief, draft, design, publish and distribute. Connect a tool at each stage so Claude can move the work along, and keep a person at the brief, the preview and the publish button.
Which connectors help content teams most?
A search tool such as Semrush or Ahrefs, your CMS, and a social scheduler such as Metricool or Typefully. The CMS usually saves the most time, because it removes the most manual formatting.
Can Claude publish to our CMS?
Yes, if your CMS has a connector: Sanity, WordPress.com, Webflow and Contentful all do. We'd have Claude create drafts and leave publishing to a person.
Does Google penalise AI-written content?
Google says it rewards helpful content however it's produced, and acts against content made mainly to manipulate rankings. Sources, real examples and a clear position matter more than how the draft was written.
Do we need a developer?
Not to connect the tools. You may need one if your site uses custom content blocks, or to change your CMS schema.
Related reading
- How to Connect Claude to Sanity, Step by Step
- Prompt It in Claude, Then Publish It on Your Website
- How to Get Your Brand Into Claude So It Designs On-Brand
- The 10 Claude Connectors Every Team Should Set Up First
Sources
- Claude: Semrush connector, accessed 9 November 2026
- Claude: Ahrefs connector, accessed 9 November 2026
- Claude: AthenaHQ connector, accessed 9 November 2026
- Claude: Peec AI connector, accessed 9 November 2026
- Claude: Jasper connector, accessed 9 November 2026
- Claude: Frontify connector, accessed 9 November 2026
- Claude: Adobe connector, accessed 9 November 2026
- Claude: Gamma connector, accessed 9 November 2026
- Claude: Sanity connector, accessed 9 November 2026
- Claude: WordPress.com connector, accessed 9 November 2026
- Claude: Webflow connector, accessed 9 November 2026
- Claude: Contentful connector, accessed 9 November 2026
- Claude: Metricool connector, accessed 9 November 2026
- Claude: Typefully connector, accessed 9 November 2026
- Claude: HubSpot connector, accessed 9 November 2026
- Google Search Central: Google Search's guidance about AI-generated content, 8 February 2023