AI-Powered Content Repurposing: How to Streamline Your Social Strategy

Introduction

Repurposing content across social media is a highly effective strategy for maximizing your reach and connecting with users across various platforms. With artificial intelligence (AI), brands can automate and streamline the process of tailoring content for different audiences and objectives.

The key benefits of using AI for content repurposing include:

• Save time - AI tools can quickly analyze large volumes of content and suggest ways to reshape it for different platforms. This removes much of the manual work traditionally required.
• Consistency - AI helps maintain brand consistency while customizing content for each platform. The core messaging and style stays aligned.
• Optimize engagement - AI can identify high-performing content then reuse that content in new formats ideal for different platforms. This results in better engagement.
• Easily scale - With AI handling the heavy-lifting, it's faster and easier to repurpose content at scale. Brands can expand their reach exponentially across social media.
• Gain insights - AI reveals valuable data on how content performs on each platform. These insights inform future repurposing efforts for continual optimization.

The most common use cases are taking a popular blog post and repurposing sections of it into social posts, or analyzing top tweets and creating new visual social content that resonates. AI is revolutionizing content operations.

Identify Your Goal

Having a clear goal is crucial when repurposing content across social media. Without an objective in mind, you'll just be broadcasting content without any strategic purpose. Before leveraging AI tools to repurpose content, think carefully about what you want to achieve.

Some common goals for repurposing content include:

• Increasing reach and exposures. By tailoring content across multiple platforms, you can connect with more of your target audience. Different platforms have different user demographics, so adapting content can help you reach more people.
• Driving engagement. You may want to spark more interactions, shares, comments, likes, etc. Repurposing content gives you more opportunities to prompt engagement.
• Generating leads. Tailored content that connects with users across platforms can help capture more leads for your business. Use clear calls-to-action to drive conversions.
• Building brand awareness. Getting your content and messaging in front of larger, more diverse audiences across social platforms can increase brand visibility and recognition.  
• Educating customers. You can meet customers where they are by providing educational, informative content on relevant platforms. This builds trust and credibility.

Before using AI tools to streamline repurposing, decide what success looks like. Do you want more followers and impressions? More clicks and conversions? Increased awareness and trust? Defining your goals will inform the platforms, content types, formats, and messaging to focus on. With a clear objective, you can then leverage AI effectively to achieve your desired results.

Audit Your Existing Content

Take stock of all your current content assets across your website, blog, and social media to identify content that can be repurposed. This includes:

• Blog posts
• Ebooks
• Whitepapers
• Webinars
• Infographics
• Videos
• Podcasts
• Presentations
• Email newsletters

To audit effectively:

• Catalog all your content in a spreadsheet with key information like title, format, publish date, topics covered, length, etc.
• Review performance data like pageviews, downloads, and shares to identify your best-performing assets. Popular evergreen content presents the best opportunity for repurposing.
• Identify content clusters around popular topics that align with your brand. This content can be more easily adapted and reused.
• Assess formats that perform well, like list posts, Q&As, and interviews. These may be good formats to repurpose.
• Look for content that is underperforming and may need to be refreshed or reworked to make it relevant.
• Be ruthless and consider retiring or removing outdated, irrelevant content.

Conducting a thorough audit gives you a comprehensive view of content opportunities and helps inform an effective repurposing strategy. Analyze what is resonating with your audience and double down on those topics and formats.

Choose Social Platforms

When repurposing content across social media, it's important to carefully select the right platforms based on your target audience, brand voice, and content format. Evaluate each platform in terms of demographics, interests and behavior of the audience. Think about where your audience is most active and engaging with similar content.

Consider which platforms are best aligned with your brand voice and style of content. More visual platforms like Instagram and Pinterest suit eye-catching imagery, infographics and video, while platforms like Twitter work well for concise updates, quotes and links. Think about the native formats and content types that perform best on each platform.

Evaluate the type of content you want to repurpose and whether it can be adapted for different platforms. Long-form blog posts may need to be broken up into shorter sections for Twitter threads, while infographics can be adapted into square formats for Instagram. Look for ways to tailor content for each platform while retaining the core message and value.

Track performance on each platform using analytics to identify where your audience is most engaged and responsive. This can help inform where to focus your repurposing efforts for maximum impact. Continuously optimize and adjust your platform selection based on data and learnings over time.

Use AI to Analyze Content

AI tools can provide incredibly useful insights into your existing content assets. By analyzing your content, AI can uncover new ways to repurpose and reimagine it for other platforms and audiences.

One key technique is sentiment analysis. This allows the AI to detect the overall sentiment (positive, negative, neutral) within a piece of content. Knowing the underlying sentiment can help you tailor the tone and messaging when repurposing that content.

Entity extraction is another valuable AI capability. Here the AI will identify and extract all entities (people, organizations, locations) mentioned in the content. This powers recommendations on how to reframe or reshape the content around certain entities for a new angle.

Aspect-based sentiment analysis takes this a step further by detecting sentiment towards specific aspects of products or services. This enables creating social content focused on parts people love or hate.

Topic modeling and clustering methods allow AI to detect underlying topics and themes. This provides direction on how to divide content into distinct topic-focused versions tailored for different channels.

Beyond analysis, AI can generate completely new content like titles, captions, and short descriptions based on the original. This automates crafting social-friendly versions of legacy content.

The key is using AI's analytical powers to truly understand the essence of your existing content. This unlocks transformative new ways to repurpose and share it with new audiences.

Personalize for Each Platform

Each social media platform has its own style and audience expectations. When repurposing content, it's important to tailor it specifically for each platform rather than taking a one-size-fits-all approach.  

Text Length

• Twitter limits text to 280 characters. Keep posts short, mention the key details and include a link to drive traffic to your full article.
• Facebook and LinkedIn allow more text, aim for 1-2 paragraphs or around 250 words to capture attention.
• Medium and blog posts can go in-depth with long form content over 1,000 words.

Post Frequency

• Twitter moves quickly, post at least 1-3 times per day to stay visible.  
• Facebook and LinkedIn can handle a few posts per week spaced out.
• Blogs usually publish once or twice per week at most.

Formats

• Twitter does well with short text, images, videos and links.
• Facebook favors eye-catching photos, videos and infographics that grab attention.
• LinkedIn likes more text heavy posts focused on industry news and insights.
• Medium and blogs stick to long form written content, broken up with headings, images and quotes.

Engagement

• Twitter is about quick comments and shares. Ask for retweets.
• Facebook encourages likes, comments and shares. Pose questions to get discussion.  
• LinkedIn is more professionally oriented. Promote your expertise and industry knowledge.
• Blogs build loyalty through storytelling and relationship. Write in an approachable, human voice.

The key is studying each platform's culture and norms, then carefully tailoring both the format and content of your posts to fit. This takes more work than blasting the same post everywhere, but leads to much better engagement and ROI.

Automate Repurposing

AI tools allow you to easily repurpose existing content for different platforms without having to manually rewrite or edit everything. This saves a tremendous amount of time and effort.

Some examples of AI content repurposing tools include:

• Jasper - Jasper can rewrite content in different styles and lengths for different platforms. It analyzes your existing content and then creates new variations optimized for each platform.
• Perspective - Perspective is designed to take one piece of content and turn it into 20 variations tailored to different platforms. It looks at elements like word count, formatting, multimedia, calls-to-action, and more.
• Copy.ai - Copy.ai uses AI to generate fresh content for blogs, social media, websites, and more. You can give it existing content and new instructions, and it will create new optimized versions.
• joinglyph.com - Glyph uses AI to quickly transform audio and video files into transcripts and automatically generate contents for blogs, press release, social media and more.
• Repurpose.io - Repurpose.io helps you quickly repurpose written content into square videos, vertical videos, audio podcasts, infographics, and more formats.
• Conversion.ai - Conversion.ai lets you input content and get AI-generated rewritten versions designed for different platforms and goals.
• Quillbot - While not built just for repurposing, Quillbot can rewrite and rephrase existing text into new variations. Useful for adapting content.

The key is choosing a platform that aligns with your goals, allows bulk processing/automation, and produces high-quality results. Test different options to see which is the best fit. The right tool can save massive amounts of time repurposing content at scale.

Create New Assets with AI

AI tools like Jasper and Jarvis can help you create completely new assets by intelligently combining, summarizing, and translating your existing content. For example, you can use AI to:

• Create social media-friendly versions of long-form blog posts or articles. The AI can analyze your content and generate short summaries optimized for platforms like Twitter or LinkedIn. This allows you to repurpose one piece of content into multiple formats.
• Automatically translate content into new languages to reach wider audiences. Machine translation tools continue to improve and can enable you to expand your reach at scale.
• Generate audio versions of written content. AI services like Amazon Polly allow you to convert text into human-like audio narrations. This allows you to create podcasts, audio articles, or summaries from existing content.
• Produce visual assets like infographics and videos. AI can analyze key data points and narratives within your content to create visually engaging assets for social media. Tools like Canva leverage AI to simplify video and graphic creation.
• Intelligently combine related content pieces into new long-form content. For example, the AI could pull key statistics, facts, and insights from various blog posts and merge them into one comprehensive guide.
• Extract quotes and statistics from longer content that can stand alone on social media as bite-sized shareable assets. The AI can identify the most engaging snippets within your content for repurposing.

The key is using AI to do the heavy lifting of analyzing and repurposing content at scale. This allows you to maximize your existing content while creating tailored assets optimized for different platforms and audiences. With an AI assistant, you can ensure your message resonates across social media.

Measure Performance

After you have repurposed your content across different social media platforms, it is crucial to measure how well it is performing. This allows you to understand what is resonating with your audience and optimize your strategy going forward.  

Some key metrics to track include:

• Engagement rate - Measure likes, comments, shares, etc. for each piece of repurposed content. This shows how interested your audience is.
• Click-through rate - Track how many people click from your social posts to your site or landing pages. This indicates how compelling your content is.
• Conversion rate - Monitor how many conversions (sales, email signups, etc.) result from your repurposed content. This is the ultimate measure of business impact.
• Sentiment - Use AI tools to analyze social conversations about your brand and gain insight into how your audience feels about your content.
• Reach - Look at how many unique users your repurposed content reached across platforms. A wider reach is better.

AI tools can help streamline the analysis of these metrics by automatically pulling data from social platforms into unified dashboards. This gives you a holistic view of performance rather than evaluating metrics in silos.

AI can also detect trends and patterns in your data to highlight top performing content. You can use these insights to create more content styles and topics that resonate best with your audience.

The key is to continually track performance over time. Set benchmarks and goals for engagement, click-throughs, conversions, etc. Then monitor trends to see the impact of your repurposing efforts. AI makes this process faster and more effective.

Optimizing based on data is crucial for maximizing the return from repurposing content across social media. With the right metrics and AI tools, you can refine your strategy and allocate resources to content that delivers the best results. This leads to greater audience satisfaction, brand awareness, and ultimately business success.

Continuous Optimization

Once you have repurposed content set up across various platforms, it's important to continuously track performance and optimize based on data. Here are some tips for optimizing over time:

• Regularly review analytics for each platform to see what content resonates best with that audience. Look at metrics like engagement, click-through rate, time on page, etc.
• A/B test different content types like text, images, video, quotes, etc. and see what performs best on each platform. Test different headlines, calls to action and formats.
• Identify underperforming content and either improve it or remove it altogether and replace it with something new. Don't continue pushing content that doesn't engage.
• Personalize further based on what you learn about each audience. Make adjustments to tone, style, messaging, visuals, etc. to better match the platform.
• Stay on top of platform algorithm changes and adapt content accordingly to ensure you're providing the type of content each platform wants to surface and recommend.
• Leverage user feedback by monitoring comments, surveys, etc. to understand what users want more or less of.
• Monitor trends both on the platform and related to your industry/topics so you can create timely, relevant content.
• Set up a regular content review process to evaluate performance across platforms and continually optimize your approach. Repurposing content takes work, but the payoff of reaching wider audiences can be immense.

The key is continually testing and improving based on data. Optimization is an iterative process, but it ensures your repurposed content strategy stays effective over the long haul.

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