You publish an article, and it should reach people following you elsewhere. Doing that by hand means writing four versions of an announcement when you’d rather be writing the next article, so it quietly stops happening.
Three routes, in order of effort
The RSS reader. WordPress publishes a feed at /feed. BulkPublish reads RSS directly, so pointing it at your feed covers “new article becomes a post” with nothing to build.
- Feeds: Free: 1. Pro: 10. Business: 50.
- Auto-publish: paid plans. Free is draft-only.
The WordPress plugin. If you want to publish from inside WordPress rather than react to a feed.
A Zap. Worth it when you need filtering, rewriting, or different routing per content type.
Start at the top and go down only when something is genuinely missing.
The Zap
Trigger: New Post in WordPress. More useful than the RSS trigger here, because it gives you the categories, tags and featured image as fields rather than whatever the feed happens to include.
Filter: only continue if the category matters. Most sites publish more than one kind of thing, and release notes probably shouldn’t go where essays go. Without this step, everything broadcasts.
Formatter: build the text. See below.
Action: Create Post in BulkPublish, with a scheduled time.
Don’t post the headline
The default Zap sends the title and the link, and it’s the reason automated accounts read the way they do.
A headline is written to work above an article on your site, where the surrounding context is visible. Alone on a social platform it’s a fragment with a link attached.
Write one line saying why the piece exists, then the link. Template it, or hand the title and excerpt to an AI step and have it draft the line, but read what it produces before trusting it with your voice.
The featured image
WordPress featured images are usually the right shape for social, and passing the URL through is a one-field mapping.
Decide what happens when a post has no featured image, though. Some platforms require media, so the Zap needs a branch or a default rather than failing on the third article.
Schedule it
You publish an article when it’s finished. That’s rarely a good time to post about it.
Setting a scheduled time rather than publishing on trigger costs nothing and makes the announcement look considered instead of mechanical. It also gives you a window to catch a bad one.
Watch the length
A title plus an excerpt plus a link overruns the shorter platforms. Character limits are validated when the post is created, so you get a clear error rather than truncation, but the Zap has to surface it somewhere you’ll notice.
The content-mix problem
Worth saying plainly. An account that only ever announces its own articles is a feed, and people stop reading feeds.
This automation is a reliable floor, not a content strategy. If it’s most of what an account posts, the workflow isn’t the problem.
Plan limits
- Channels: Free: 3 (1 per platform). Pro: 30 (2 per platform). Business: 75 (5 per platform).
- Posts: Free: 3/day. Pro: 30/day. Business: unlimited.
- API requests/day: Free: 30. Pro: 5,000. Business: 50,000.
BulkPublish publishes to 15 platforms.
The short version
Try the RSS reader first, since it needs no Zap. Build the Zap when you need category filtering or rewritten text. Filter by category, write a real line rather than posting the headline, handle the missing-featured-image case, and schedule rather than announcing the second you hit publish.