Living With the Machine: How to Use AI to Repurpose Website Content

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Jul 7, 2023 / by
Living With the Machine: How to Use AI to Repurpose Website Content

There are only so many words in the English language and only so many ways to position certain topics. That’s what makes evergreen content evergreen. However, constantly producing fresh and engaging content is a major part of SEO, particularly today as the algorithm is getting smarter and the ubiquity of AI content is starting to filter into the mainstream.

One effective strategy to overcome this hurdle is repurposing existing content and breathing new into your existing materials, reaching new audiences, and extending the lifespan of your content in the process.

While it has yet to fully replace human beings as thoughtful and imaginative content creators, AI has emerged as a powerful tool that can certainly assist in the repurposing process. With its ability to analyse, interpret, and generate content, it can seriously help to streamline the process of polishing up old pages and giving them a new lease on life. Let’s explore how.

Content Analysis

AI-powered tools can help you quickly and efficiently review your content inventory. By examining factors like topic relevance, engagement metrics, and SEO performance, AI can quickly and efficiently identify which pieces of content have the highest potential for repurposing. It picks the wheat from the chaff, so to speak.

Identify Repurposing Opportunities

Once you have analysed your content, AI can also assist in identifying potential repurposing opportunities. AI algorithms can determine different content formats that could be suitable for repurposing, such as blog posts, infographics, videos, podcasts, or social media posts. By considering your target audience, AI can also provide recommendations on the most effective content formats for repurposing. So, if your audience tends to listen to more podcasts than anything else, you might want to repurpose your blog posts and social media posts as podcast content.

Generate New Formats

With AI, you can automate the process of transforming your existing content into new formats automatically. For example, AI-powered tools can convert a blog post into an infographic in seconds by analysing the key points, summarising the information, and designing an appealing visual representation. AI can also transcribe audio content into text, or vice versa, making it easier to repurpose podcasts or videos into blog posts or social media snippets.

Automate Content Updates

Maintaining the accuracy and freshness of repurposed content is essential and AI can automate the process of updating repurposed content by monitoring changes in your industry or topic area. AI-powered content curation tools can provide real-time updates, ensuring that your repurposed content remains up-to-date and valuable for your audience. Of course, it’s rarely going to be as accurate as a human operative, but it’ll definitely be faster.

Optimise SEO

AI can assist in SEO by suggesting relevant keywords, analysing backlink opportunities, and improving the overall structure and readability. We wouldn’t necessarily recommend handing all your SEO tasks over to AI, however, as it’s not particularly good at handling more recent relevant information.

Performance Tracking

Finally, to evaluate the success of your repurposed content, AI can help you track performance metrics. AI algorithms can analyse engagement data, click-through rates, conversion rates, and other key performance indicators to determine the effectiveness of your repurposing efforts. This information can be vital in guiding future repurposing strategies and help you refine and streamline your overall content marketing approach.

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