How AI Tools Help B2B Marketers Repurpose Content for Maximum Reach

Artificial intelligence is certainly making moves in business and society as we know it. It’s integrating more and more into many of the tools that are used both for business and pleasure. 

For B2B marketers, AI is reshaping how they refresh, reuse, and expand existing content. This helps teams reach more people without having to increase their workload as a result.

If you’re a B2B marketer looking to repurpose your content effectively for maximum reach to potential customers, here are some AI tools that help drive that success.

What AI-driven repurposing actually improves

One study found that 94% of marketers repurpose their content for different channels and media, thus showing the popularity of repurposing content already amongst businesses.

AI-driven repurposing actually helps to improve production time by supporting multi-channel scaling. By automating the most time-consuming aspects of content transformation, B2B marketers are able to accelerate their production cycles from one-hour webinars into blog posts and multiple social media captions for various social channels.

It helps to personalize the content at a level that humans couldn’t realistically maintain alone and without such support available. That ability to tailor content to specific audience segments and individual accounts is beneficial because there’s no real manual effort required.

AI-powered tools help to automate repetitive tasks, freeing up human marketers to focus on higher-level strategic work instead, as well as relationship building and creative storytelling.

That optimization of effort and spend provides a higher ROI on marketing efforts, as well as any and all resources directed towards these activities.

Smarter ways to repurpose content with AI

So what are some of the smarter ways in which you could repurpose content with the help of AI? Marketers can use AI to pinpoint impactful assets, create new formats fast, and multiply their reach without needing to reinvent the wheel.

Building a repurposing roadmap powered by AI insights

AI insights provide a lot of useful data that serves as the information you need to build a repurposing roadmap. From identifying high-performing content to extending its usefulness through AI-driven analysis.

Automating repetitive content tasks for greater reach

AI tools are great for streamlining workflows, keeping distribution consistent across all platforms, so no one platform gets forgotten about. It can connect with libraries and calendars so that you can automate repetitive content tasks and attain greater reach.

Turning existing content into new formats with AI

AI helps transform long-form content into videos, visuals, and assets that are ready for socials. Having transcripts and summaries of content all helps to accelerate production. Marketers can easily transcribe video to text and convert webinars or demos into blogs, case studies, or email campaigns.

AI tools that enhance both content creation and repurposing

In order to enhance both content creation and repurposing, there are a number of AI tools that do the job successfully. AI helps teams to generate new material, break down long assets that might not be as effective on other platforms, and elevate visual storytelling. 

• Jasper and ChatGPT - Supports thought leadership, generating first drafts while helping maintain voice and tone consistency. 

• Breaking down large formats - For case studies and webinars, these larger formats are broken down into smaller, targeted pieces ready for blogs, videos, emails, and social media posts.

• Static assets to multimedia experiences - With the use of AI-driven visuals and animations, it creates static assets that deliver more impactful multimedia moments.

• 3D product rendering - Modern brands now use tools to successfully implement 3D product rendering for immersive product demos and interactive marketing campaigns.

The benefit of AI tools means B2B marketers get expert assistance when tailoring old content into meaningful and relevant assets for future publication. 

Using AI to adapt content for every distribution channel

AI helps B2B marketers to tailor their content to each platform, choosing channels that matter the most and ensuring consistency is maintained at every point.

AI identifies high-impact platforms, recommends format tweaks where required, and aligns distribution with user behavior.

Boosting engagement with AI-driven personalization

AI is useful for analyzing engagement signals, helping to better understand the customer’s interactions with the content. It adjusts messages for specific segments so that it’s relevant to the channels and optimizes both when and how the content is published.

With so many social channels to create content on, whether that’s podcasts to blogs, video platforms to streaming ones, AI is a great tool for adapting your content effortlessly. You save so much hassle and time by simply using more AI within your tech stack as a marketer.

Monitoring the metrics that matter with AI

AI is a useful tool for tracking engagement between the business and its customers. You’re also able to use this technology to help track channel performance, helping you focus and hone in on certain platforms that are thriving on your content.

Conversion impact is also useful to measure to understand how much of an influence your efforts are having across all distribution points. This is all helpful so that your efforts and resources are being directed to the right places when repurposing content.

Scaling content efficiently with AI

Automation is incredibly helpful for scaling content more efficiently than traditional marketing processes. With the help of automation, you accelerate production as mentioned above. Not only that, but it can do a lot to reduce costs, meaning your financial resources are able to be injected into other parts of the business that need them.

By scaling your content consistently and with efficiency, you help build a sustainable content library that you re-use indefinitely for years to come. For any B2B marketers, it helps make your job a lot easier, whilst still churning out excellent campaigns and assets that impact the market with success.

Best practices for building an AI-enabled content repurposing engine

To utilize AI to the best of your ability as a B2B marketer, some best practices are worth knowing for maintaining quality and long-term growth. By building a strategic AI foundation, you have the building blocks required to maximize your efforts when using this technology for content repurposing.

Creating an AI-ready content strategy

AI tools are helpful for business goals, upskilling teams, and maintaining a predictable repurposing schedule.

To create an effective and impact AI-ready content strategy, you’ll want to follow a number of steps. These include:

1. Audit existing content - Start by identifying high-performing or near-ranking content that’s evergreen, meaning it can be refreshed repeatedly for new content purposes.

2. Choose the right AI tools - Do a deep dive into what AI tools are available to help provide the digital hands you need to boost your repurposed content production.

3. Define platforms and formats - Use AI and data analysis in general to discover which platforms and formats work the best for your content so that your efforts are refined and focused effectively.

4. Automate content transformation - To help save time and effort on your part, automate content transformation with the use of AI tools. From transcripts to editing videos into blog posts, there’s a lot of automation potential out there.

5. Optimize for each platform - Don’t forget to tailor each asset to the platform it’s being posted on to make it relevant and fully engaging. 

6. Set up automation workflows - Automation workflows are certainly important to keep all processes working harmoniously.

7. Track performance and refine - Look at tracking the performance of your assets and refining your content repurposing campaigns so that they’re more impactful every time.

Ensuring quality and consistency across AI-generated content

AI outputs should be kept aligned with brand guidelines, upon application of human oversight, and by enforcing regular quality reviews. 

Define clear brand guidelines and use AI tools with brand voice controls so that every piece of repurposed content remains in your brand’s tone of voice and style.

Applying human oversight by establishing clear review processes and feedback loops will help integrate human judgment for critical tasks. 

Enforce regular quality reviews by creating standardized procedures for those reviewing the content. This content should also be regularly reviewed by evaluating AI performance against set goals.

Using AI to future-proof your content program

AI is helpful in future-proofing your content program. Building evergreen assets by correctly identifying and auditing your content will make sure you always have repurposed content or potential for repurposing across all your applicable existing content.

Spotting rising trends early and continually refining your repurposing approach with AI insights will only improve your efforts when building upon your content program as a B2B marketer.

Why leaning into AI now sets B2B marketers up for long-term wins

AI is a technology you want to lean into when you’re a B2B marketer. While some are still denying the usefulness of AI, many are already exploiting its benefits for their own advantage.

There are major benefits of AI-driven repurposing. It liberates marketing teams from repetitive and time-consuming tasks. Instead of spending hours adapting content for different platforms, AI tools do all that for them, leaving these individuals to focus on high-value activities that drive further business growth.