diff --git a/.github/workflows/deploy.yml b/.github/workflows/deploy.yml
index 92426cb1..82ed6e1d 100644
--- a/.github/workflows/deploy.yml
+++ b/.github/workflows/deploy.yml
@@ -1,9 +1,12 @@
 name: Deploy
 
-# Run deploy only on published releases.
 on:
   release:
     types: [published]
+  push:
+    branches:
+      # For readme and asset updates.
+      - master
 
 jobs:
 
@@ -32,9 +35,19 @@ jobs:
       - name: Build plugin
         run: npm run build
 
-      - name: WordPress Plugin Deploy
+      - name: WordPress.org asset and readme update
+        uses: 10up/action-wordpress-plugin-asset-update@stable
+        if: github.ref_name == 'master'
+        env:
+          # Note: this action doesn't support BUILD_DIR so it pushes the raw readme.txt
+          IGNORE_OTHER_FILES: true
+          SVN_PASSWORD: ${{ secrets.SVN_PASSWORD }}
+          SVN_USERNAME: ${{ secrets.SVN_USERNAME }}
+
+      - name: WordPress.org deploy
         id: deploy
         uses: 10up/action-wordpress-plugin-deploy@stable
+        if: startsWith( github.ref, 'refs/tags/' )
         with:
           generate-zip: true
         env:
diff --git a/assets/blueprints/blueprint.json b/.wordpress-org/blueprints/blueprint.json
similarity index 100%
rename from assets/blueprints/blueprint.json
rename to .wordpress-org/blueprints/blueprint.json
diff --git a/RELEASING.md b/RELEASING.md
index 8536ddf7..96388a33 100644
--- a/RELEASING.md
+++ b/RELEASING.md
@@ -1,5 +1,7 @@
 # Release Process
 
+Note that all merges to the `master` branch have the asset directory `.wordpress-org` and `readme.txt` deployed to WordPress.org to avoid creating a new version release when updating only `Tested up to` header or screenshots.
+
 The following content can be copied and pasted into a release issue or PR to help provide a checklist of tasks when releasing this project.  When pasting this content, ensure to update any `X.Y.Z` nomenclature to the release version being prepared.
 
 ```
@@ -14,9 +16,9 @@ The following content can be copied and pasted into a release issue or PR to hel
 - [ ] Test: Test a ZIP built from the Release PR branch to ensure key plugin functionality continues to work and that the [Tests action](https://github.com/WordPress/two-factor/actions/workflows/test.yml) passes on the PR.
 - [ ] Merge: After review approval, merge the release pull request (or make a non-fast-forward merge from your release branch to `master`).  `master` contains the latest stable release.
 - [ ] Release: Create a [new release](https://github.com/WordPress/two-factor/releases/new), naming the tag and the release with the new version number, and targeting the `master` branch.  Paste the changelog from `CHANGELOG.md` into the body of the release and include a link to the [closed items on the milestone](https://github.com/WordPress/two-factor/milestone/##?closed=1).  Creating a release will automatically generate & attach zip/tarball files, so you can ignore the GitHub release form asking to uploaded those assets.
-- [ ] SVN: Wait for the [GitHub Action: Deploy](https://github.com/WordPress/two-factor/actions/workflows/deploy.yml) to finish deploying to the WordPress.org repository.  
+- [ ] SVN: Wait for the [GitHub Action: Deploy](https://github.com/WordPress/two-factor/actions/workflows/deploy.yml) to finish deploying to the WordPress.org repository.
 - [ ] Release confirmation: Someone with committer access on WP.org needs to confirm the release at https://wordpress.org/plugins/two-factor/advanced/.  If all goes well, users with SVN commit access for that plugin will receive an emailed diff of changes.
 - [ ] Check WordPress.org: Ensure that the changes are live on https://wordpress.org/plugins/two-factor/. This may take a few minutes.
 - [ ] Close the milestone: Edit the [milestone](https://github.com/10up/simple-local-avatars/milestone/##) with the release date (in the `Due date (optional)` field) and link to the GitHub release (in the `Description` field), then close the milestone.
 - [ ] Punt incomplete items: If any open issues or PRs which were milestoned for `X.Y.Z` do not make it into the release, update their milestone to `X.Y.Z+1`, `X.Y+1.0`, `X+1.0.0` or `Future Release`.`
-```
\ No newline at end of file
+```