Repurposing Content Made Easy: Leveraging AI to Expand Your Reach

Why Repurposing Content is Essential and How AI Can Help

In today’s digital landscape, content is consumed across a multitude of platforms. From YouTube and Google searches to podcasts, LinkedIn, and even TikTok, people are seeking information and entertainment in countless places. As someone who’s been involved in SEO development, affiliate marketing, and entrepreneurship for over two decades, I’ve come to realise just how vital it is to have a presence on as many platforms as possible. But let’s be honest, creating unique content for each platform is incredibly time-consuming. That’s where repurposing comes into play.

Repurposing content isn’t just a time-saver; it’s a necessity. It allows you to reach a wider audience without the need to create entirely new material from scratch every single time. Moreover, with the advent of AI, repurposing has become more efficient and accessible than ever before.

My Journey with Repurposing Content

Let me share an example from my own experience. When we first launched KeywordsPeopleUse.com, I noticed a slight delay during the process where we scrape Google’s data. Specifically, when users perform a “People Also Ask” search, we have to simulate clicking around the page and fetching results from different levels, which can take about 20 to 30 seconds. While that’s not an eternity, staring at a spinning wheel can make those seconds feel like minutes.

To make this waiting period more engaging, I decided to display short SEO tips on the screen. The idea was to assure users that the process was working while also providing them with valuable insights they could read in about 10 seconds. I sat down and wrote 101 of these quick tips.

But I didn’t stop there.

Expanding the Tips

Recognising the potential of these tips, I expanded each one into slightly longer paragraphs, aiming for about a page in length per tip. This collection became the “101 Quick SEO Tips” PDF, which people could download from our website. It served as a fantastic lead magnet, encouraging visitors to exchange their email addresses for valuable content, thereby opening the door to further communication.

We also published these tips as individual pages on KeywordsPeopleUse.com, enhancing our site’s content and SEO value.

From PDF to Podcast and Beyond

Seeing how well the tips were received, I decided to repurpose them yet again—this time into podcast content. I released them over a series of 10 podcast episodes earlier in 2024, and they generated a wonderful response. Listeners appreciated the concise, actionable advice.

Later, I compiled all 10 episodes into one comprehensive episode lasting about an hour and a half. While longer than my usual 10 to 15-minute episodes, it provided listeners with the option to consume all 101 tips in one go.

The next step on my agenda is to transform these tips into a book and make it available on Amazon. This progression from simple interstitial tips to a potential published book illustrates how one piece of content can be reshaped and reused across various mediums.

The Manual Process Versus AI Assistance

Now, all of the repurposing I mentioned above was done manually. Each iteration required my direct involvement—writing, editing, formatting, and publishing. While rewarding, it was undeniably time-consuming.

Enter AI.

I’ve previously touched on workflow automation, but the integration of AI has been a game-changer in how I repurpose content.

Leveraging AI for Content Repurposing

Nowadays, when I release a podcast episode, I utilise AI to handle much of the repurposing automatically. Here’s how my current workflow looks:

1. Podcast Transcription: Once I record a podcast, AI transcribes the audio content accurately and swiftly.

2. Content Summarisation: Using OpenAI’s models, the transcript is summarised and adapted into various formats:

LinkedIn Posts: Crafting engaging posts suitable for a professional audience.
Email Newsletters: Generating content for my email list subscribers.
Blog Posts: Creating in-depth articles to publish on my personal website, EdDawson.com.

3. Automation with Workflows: By integrating AI into my workflow automation tools, these tasks are executed seamlessly, reducing manual intervention.

Previously, after recording a podcast, I’d spend the better part of a day writing and formatting content for different platforms. There was the email to compose, the LinkedIn post to draft, the blog post to write, and let’s not forget the tedious task of setting up campaigns and scheduling posts.

With AI, what used to take hours now takes mere minutes.

Maintaining the Human Touch

One might wonder if relying on AI diminishes the authenticity of the content. I had the same concern. However, it’s important to note that the AI isn’t generating content from thin air; it’s working with my original material. It’s analysing my podcast—my thoughts, experiences, and insights—and then reshaping that content for different platforms.

I always make it a point to review and edit any AI-generated content before publishing. This ensures that the tone and message remain consistent with my personal brand and that any nuances are accurately conveyed. AI handles the heavy lifting of reformatting and summarising, but the final touches are always mine.

Encouraging You to Repurpose with AI

If you’re a content creator, marketer, or business owner, I can’t emphasise enough the benefits of repurposing your content with the help of AI.

Start with the medium you’re most comfortable with:

Writing: If penning your thoughts is your forte, begin by writing your ideas down. AI can then transform your writing into scripts for podcasts or videos, create social media snippets, or generate summaries.

Podcasting: If, like me, you prefer speaking your mind, record your insights. Use AI to transcribe and reformat your speech into blog posts, articles, or social media content.

Video Content: Start with videos and let AI help you extract key points, create transcripts, and generate accompanying written content.

The key is to produce content in the way that feels most natural to you and then leverage AI to adapt that content for other platforms.

Unlocking Your Back Catalogue

Don’t overlook the treasure trove that is your existing content. Go back to your previous work—old blog posts, past podcasts, earlier videos—and see how you can breathe new life into them. With AI, you can update, summarise, and redistribute this content in new formats, reaching audiences who may have missed it the first time around.

Spreading Your Reach Without Spreading Yourself Thin

Repurposing content isn’t about cutting corners; it’s about working smarter. In a world where audiences are scattered across various platforms, it’s impractical to be everywhere at once without some form of assistance. AI provides that assistance, handling the repetitive tasks and allowing you to focus on what you do best—creating valuable content.

By integrating AI into your repurposing strategy, you can:

Save Time: Automate tedious tasks and reduce manual workloads.
Expand Your Audience: Reach people on different platforms with minimal additional effort.
Maintain Consistency: Ensure your messaging and branding are uniform across all channels.

Final Thoughts

Repurposing content has been a cornerstone of my content strategy, and with AI, it’s become more efficient than ever. The technology is accessible, and the benefits are tangible. I encourage you to explore how AI can fit into your workflow. Start experimenting with your content, and you’ll likely find that you can achieve more reach without sacrificing more of your valuable time.

Podcast

This post is based on my podcast episode of 16th October 2024:

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