What is content automation?
Content automation is the production pipeline that turns a brief, a voice note or a transcript into published articles, social posts and newsletters across every channel you use. UnderCurrent Automations builds it on your existing publishing stack, so expertise gets distributed consistently without a weekly writing session that never happens.
It is not a single tool you buy; it is the orchestration layer on top of the tools you already pay for, tuned to how Content Automation runs in your business day to day.
What does the build include?
From brief to published, without the bottleneck. 8 deliverables by default, each tuned to how your business already operates.
- 01Blog and long-form content generated from briefs or recordings
- 02Social content repurposing across LinkedIn, Instagram, Facebook and X
- 03Email newsletter automation and scheduling
- 04Content calendar management with auto-scheduling
- 05SEO brief generation from keyword research
- 06Distribution across all platforms from a single source
- 07Brand voice documentation and system-level consistency
- 08Performance reporting: which content is working
Who is it built for?
Most business owners know they should be showing up consistently online. This is what makes it possible.
Professional Services
Thought leadership without the time investment.
Consultants, accountants, lawyers, advisors. Your expertise is the product. We build content pipelines that turn your knowledge into published articles, social posts and newsletters consistently, without writing sessions that never happen.
Ecommerce and Retail
Product content at the scale your catalogue needs.
Product descriptions, category pages, seasonal campaigns, review responses. We automate the production so your catalogue stays current and your brand stays visible without a full-time content team.
Service Businesses
Stay visible without stopping what you are doing.
Trades, health, hospitality, real estate. You are busy doing the work. We build systems that pull content from what you already do, completed jobs, client stories, your expertise, and turn it into published content.
What tools does it work with?
We build on the stack you already run. If a tool has an API, we can wire into it. Common integrations we deploy for content automation:
If you don't have a system in place yet, we help you choose a lightweight option that fits your business without adding overhead.
How does UnderCurrent build it?
Three steps. Then it runs itself. We move in weeks, not months.
- 01
Map
Audit how this works today. Sources, tools, handoffs, drop-off points. Output: a map with priority fixes.
- 02
Build
Deploy automation against your existing stack. Configured, tested, and documented end to end.
- 03
Flow
Hand over, train, monitor for 30 days. Results visible within 2–3 weeks of live.
How does it compare to alternatives?
Most businesses have tried at least one version of a content plan before. Here is the difference. Rows are capabilities; columns are approaches. A check means the approach consistently delivers.
| Capability | UnderCurrent | Doing It Manually | Off-the-Shelf Tools | Other Agencies |
|---|---|---|---|---|
| Publishes consistently, not when time allows | ✓ | · | · | · |
| Maintains your brand voice across all output | ✓ | ✓ | · | · |
| Distributes to every platform automatically | ✓ | · | ✓ | · |
| Starts from your existing knowledge | ✓ | ✓ | · | · |
| Integrates with your publishing tools | ✓ | ✓ | · | · |
| Output volume measurable from week one | ✓ | · | · | · |
What does it cost?
Project-priced, not per-seat. No ongoing software licence fees, because we build on the stack you already pay for.
from AUD $4,500
Starter
Single channel
One pipeline, one primary channel. Blog, LinkedIn or newsletter, plus a review queue and scheduling.
from AUD $8,500
Multi-channel
Cross-platform
Long-form plus repurposing across LinkedIn, Instagram, Facebook, X and newsletter. Voice documentation, brief templates, calendar management.
by quote
Full pipeline
System-wide
Brand voice at scale, SEO brief generation, multi-brand or multi-author, performance reporting and content experiments.
How long does it take?
Most builds go live within 7 to 14 days of the first scoping call. Week one is discovery; week two is build and rollout. Measurable results are visible within 2 to 3 weeks of going live.
Full, multi-channel systems run 3 to 4 weeks end-to-end. We give you a firm timeline before committing, with no scope creep.
Where does UnderCurrent operate?
Based in Melbourne, Australia. We serve clients across Melbourne, Sydney, Brisbane, Perth, Adelaide, Canberra, Victoria, New South Wales, Queensland, Western Australia, South Australia, Australian Capital Territory, Australia. Most discovery and build work runs remotely; onsite sessions are available across greater Melbourne.
Frequently asked questions
Does this replace a content writer?
It replaces the production work: drafting, formatting, scheduling, distributing. Strategy, voice direction, and final approval stay with you or your team. We are the production engine, not the creative director.
How do you maintain brand voice at scale?
We document your brand voice in detail at the start: tone, vocabulary, things to avoid, example posts you like. This becomes the system-level instruction that governs every piece of output. You review and adjust early on, and the system improves.
Which platforms can you publish to?
LinkedIn, Instagram, Facebook, X, your WordPress or Webflow blog, and your email platform (Mailchimp, ConvertKit, ActiveCampaign and others). We configure the distribution to match how you already publish.
What do I actually need to provide?
The minimum is a rough brief, a voice note, or a topic list. Some clients record a short audio each week and the system handles everything from there. We design the input to be as low-friction as possible.
Can I review content before it publishes?
Yes. We can configure a review step before any content goes live, or set the system to publish directly once you are confident in it. Most clients start with review mode and reduce it over time as the output meets their standard.
How quickly can I go from no content system to publishing regularly?
Most content pipeline builds go live within 10 to 14 days of the first session. The first week is usually discovery and voice documentation, the second is the build. You start publishing in week three.
Luke Marinovic
Founder of UnderCurrent Automations. Builds sales, content, finance and operations automation for Australian small businesses.
Related services and source material.
Your expertise should be visible. Consistently.
Book a free 30-minute call. We will map your current content situation and show you what a pipeline built around your business would look like.