Creating a powerful anchor piece of content — whether it's a comprehensive whitepaper, an insightful webinar, or an in-depth case study — requires significant time, effort, and budget. Unfortunately, these assets often fail to reach their full potential.
Many marketers deliver these assets in just one format or through a single channel, limiting their impact. People consume content in diverse ways. Some gravitate toward long-form content, while others prefer quick, digestible insights. Some are drawn to visual content, while others prefer reading or listening.
This is where generative AI truly changes the game. AI makes it easy to adapt your content to meet these diverse preferences. By leveraging AI, you can quickly and cost-effectively transform a single asset into multiple pieces of tailored content.
The importance of content repurposing
Content repurposing is the key to maximizing your return on investment (ROI) by meeting your audience with content that fits their needs across different formats and channels.
Meeting your audience's needs
Repurposing content is an audience-focused strategy that expands your reach. For example, a customer video can be turned into a written case study, a blog post, social media snippets, and even visual evidence for presentations. Similarly, a whitepaper can be transformed into an infographic, a series of blog posts, social media updates, or even a video or a song! This approach increases the content's reach and enhances its impact by delivering it in the most effective format for each audience segment.
Improving ROI
Repurposing content is a cost-effective strategy that minimizes the need to constantly create new content from scratch. Instead, you can extend the life and value of existing high-quality content by adapting it to different formats. For example, turning a whitepaper into an infographic or a series of social media posts allows you to extract more value from that initial investment.
Building your AI specialists
ChatGPT and Poe offer users the ability to build custom AI models today — this feature is free for Poe users and requires a paid subscription for ChatGPT users. Google has announced it will offer this feature (called Gems) in Gemini.
Custom AI models are ideal for these use cases — they are trained on your data and style, are persistent, and can be "called" from any conversation. In a perfect world, your AI specialists should be created by, or in collaboration with, the channel experts themselves.
For example, the social media expert or team should develop the social media specialists, the web expert or team should create the landing page specialists, and so on. By involving the right people and teams, you ensure that the AI is trained with the most relevant best practices and high-quality data.
How to use your AI specialists
Once you've built your text-based AI specialists, the next step is to effectively use them to repurpose your hero assets into a variety of content formats:
- Prepare your hero asset: Start by ensuring your hero asset is in its final form — a video, white paper, keynote, or any other substantial content.
- Select the appropriate AI specialist: Identify which specialist you need based on the content type you want to create.
- Provide context and guidelines: Share details about your target audience, desired tone, and specific goals for the repurposed content.
- Generate the content: Run the AI specialist to generate the output based on the information and training data provided.
- Review and refine: Review the AI-generated content and make necessary adjustments. As a marketer, your most important job is to ensure accuracy and brand alignment.
- Deploy across channels: Once satisfied, deploy the content across the relevant channels.
Case study: 87% cost reduction and 90% faster time-to-market
A leading tech company relied on agencies to repurpose anchor assets, such as white papers, into various content formats. On average, each project cost $7,000 and took around 3 weeks to complete.
To improve efficiency, the company piloted AI to bring content repurposing in-house. Using AI, they transformed a single whitepaper into:
- 12 social media posts (3 paid and 3 organic posts for both Twitter/X and LinkedIn)
- A blog post summarizing the key insights
- Landing page copy to capture leads
- A 3-step nurture email campaign
- Content syndication summary for partner networks
Results
- 87% cost reduction: Monthly AI tool subscription cost is $25/user, compared to $7,000 per agency project.
- 93% faster time-to-market: Content repurposing time was reduced from 3 weeks to just 10 minutes, plus 90 minutes for review. New assets were ready in 1 day.
- Projected annual savings: Across approximately 200 anchor assets, the estimated savings are $1.4 million.
AI changes the content repurposing process
Historically, organizations used two approaches for content repurposing — generalists or subject matter experts (SMEs). Generalists offered flexibility but sacrificed depth. SMEs preserved the core message but sometimes lacked platform-specific nuances.
With AI, you get the best of both worlds. Instead of relying on a single generalist or SME, you can now use AI models specialized in specific content types. These AI tools are enhanced with high-performing examples specific to their domain.
Imagine an AI trained on thousands of your brand's LinkedIn posts — both those that performed well and those that didn't. This AI can identify patterns like optimal length, tone, and timing, generating content that's more likely to resonate. Similarly, an email AI specialist trained on high-performing emails can generate new content tailored to your audience's preferences.
Maximizing the impact of repurposed content
Once you've repurposed your anchor assets, ensure your content drives the desired outcomes:
- Engagement: Look at metrics like likes, shares, comments, and time spent on content.
- Conversion rates: Monitor how effectively your content drives form submissions, downloads, or purchases.
- Views and reach: Track visibility and potential impact across channels.
Repurposing content with AI helps you make your content work harder — amplifying your message across multiple formats and channels with ease. As you deploy your repurposed content, keep an eye on the metrics that matter most to your goals, and continue refining your approach.
