Creating automated content for an influencer

Qabiria automated the selection and subsequent generation and publication of content from a news feed for Montserrat Peñarroya, CEO of Quadrant Alfa and a recognized influencer in tourism marketing.

Home screen shot of Montserrat Peñarroya’s website

Thanks to the automation created by Qabiria, I can now manage my content much more efficiently. What used to take me hours each week now practically happens all by itself. In addition, the comments generated perfectly capture my style and voice while maintaining the authenticity of my personal brand.

Montserrat Peñarroya Farell
Montserrat Peñarroya Farell Consultant and director of Quadrant Alfa

10

hours saved per week

30

% increase in interactions

30

news sources

About Montserrat Peñarroya

Montserrat Peñarroya, CEO of Quadrant Alfa, a consulting firm specializing in international digital marketing. Montserrat holds a PhD in Business Management and is a lecturer, researcher, and speaker at national and international events, a facilitator, and a recognized expert by the World Tourism Organization (UNWTO). All this has made her an established influencer in the field of tourism marketing, with a large audience on LinkedIn and a solid personal brand. In her profile she shares relevant news, analysis and opinions on the tourism industry. She stands out for her quality, technical expertise, and consistency of content, which position her as an authoritative voice in her field.

Case study summary

https://www.montsepenarroya.com/
Industry Marketing
Services Automation
Used tools OpenAI, Make, Google Sheets, RSS feed

The challenge

Managing and maintaining an active and consistent presence for Montserrat on LinkedIn and her blog required continuous and repetitive effort. To optimize her own work, Montserrat needed to:

  • Stay up-to-date on relevant news in her field published daily.
  • Comment quickly and coherently on key news items, without losing her characteristic style and tone of voice.
  • Post regularly on LinkedIn and create weekly summaries for the blog, reducing writing time.

Prior to automation, these activities required between 15 and 20 hours per week, including news research, comment writing, and post preparation.

The solution

Qabiria designed an automation flow tailored to the needs of the influencer, using tools such as Google Sheets, OpenAI and publishing platforms. The process was divided into several phases:

Simplified automation diagram

1. Filtering and extraction of relevant news

  • Through an RSS feed, the automation monitors industry news on a daily basis.
  • If a news item contains one of the defined keywords, title, text and URL are extracted and saved in a Google Sheets table.

2. Automatic creation of custom comments

  • For each new news item added to the Google Sheets sheet, title and text are sent to OpenAI via API.
  • OpenAI, configured with an assistant that mimics the influencer's personality, generates a professional commentary on the news item, which is saved in a new column in the spreadsheet.

3. Posting on LinkedIn

  • Automation creates a LinkedIn post with the generated comment.
  • The URL of the original news item is added as a link in the comments to the post.

4. Weekly blog recap

  • A second automation, activated once a week, collects all comments and URLs in the Google Sheets.
  • The content is combined into a single text that OpenAI reprocesses into a structured weekly summary ready for publication on the blog.

The result

Through this solution, the influencer was able to:

  • Reduce time spent on content creation by 75% from 15-20 hours to less than 5 hours per week.
  • Maintain a consistent presence on LinkedIn, averaging 5-7 posts per week, all consistent with her personal style.
  • Increase interaction on LinkedIn posts by 30% due to quality and frequency of content.
  • Save time in blog management, thanks to weekly summaries already structured and ready for publication.

Automation has also allowed Montserrat to focus on more strategic activities, such as direct dialogue with her community and the development of new projects.

Further Reading

Services offered to Montserrat Peñarroya

Strategic consulting

We improved the content curation of Montserrat Peñarroya.

Learn more about our consulting services

Web site development and management

We improved the social management of Montserrat Peñarroya.

Learn more about our site development and management services

Process automation

We created an automatic workflow for Montserrat Peñarroya.

Learn more about our automation services

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