Leveraging the Full Power of Content with Automation and AI


    Existing content from a company is a goldmine of unrealized potential. Automation enables businesses to systematically utilize the full potential of each piece of content, whereas human approaches may only allow them to unlock a small portion of this potential.

    Most content marketing technology stacks now include AI and automation. Any content creator today will acknowledge that creating high-quality content demands a considerable investment of time, effort, and often money. There is a lot of work involved in creating written pieces and video/audio content like podcasts, from research and planning to post-production and success evaluation.

    Each piece of content requires substantial investment; therefore, maximizing its impact and extending its lifespan is not only a natural desire but also a smart business move. So how can businesses make their content more effective and ultimately get more value out of it? Automation is a great strategy.

    Utilizing AI to Automate and Maximize Content Recycling 

    Businesses are increasingly relying on AI to help them in automating and optimize the reuse of their content. Automation technology can analyze which content in the library needs to be recycled and exactly when it should be shared again for optimum visibility, referral traffic, and engagement.

    Companies can focus on producing new content because they save a lot of time by automating the optimization, analysis, and republishing of current content.

    Determining if a Content Piece Should Be Republished

    Because not all content is created equally, not all of it will perform in the same manner. In general, content that performed well with the social media audience the first time will be able to continue doing well; republishing these high-performers should be prioritized to increase their lifespan. However, organizations must consider other important aspects that may have influenced past performance and might predict future potential.

    Key performance indicators, such as engagement rate or post-Click-Through Rate (CTR), should be taken into consideration. Additionally, the effectiveness of various content forms should be evaluated using various metrics.

    Also Read: Shifting B2B Marketing Focus from Solution Based to Customer Centric Marketing Approach with Personas

    While some of this analysis can be done manually, intelligent automation finds the top content prospects for republishing far more quickly and effectively. AI can automatically identify the best-performing pieces after sifting through reams of performance data. But as any marketer is aware, the performance of content depends on more than just its quality; it also depends on when and how it is distributed to the right audience. Even the best content might do poorly if released at the wrong moment to the wrong audience. Another area where AI can improve outcomes is in determining which content is most likely to perform well at any given time based on real-time viewership and trend data from each social media site.

    Businesses that use AI in this way can greatly increase the impact of their content over time since it is automatically reused at the right times when it is most likely to re-engage audience interest.

    Also Read: Top Three AI Marketing Challenges to Overcome

    AI-Driven Testing to Increase Lifespan of the Content

    AI-driven testing is another way businesses can utilize automation to increase the lifespan of their content on social media. Several factors can affect how well content performs. Finding out which elements have the biggest impact requires testing. Recycled content often gains from alterations that could engage viewers in a new way.

    Businesses can experiment with different strategies for republishing their content on social media by using AI-powered A/B testing. A/B testing can help determine why the content didn’t do well the first time, fix the problem, and make targeted adjustments.

    These A/B tests can be run automatically in the background on social media and through other channels of distribution. Businesses can get more performance out of content during their lifespan using automated testing.

    Businesses can increase the lifetime value of their content without putting more work or money into it by integrating automation and AI into their content management and distribution strategies. Because of this, automation is quickly turning into a crucial tool for businesses trying to optimize their content.

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    Prangya Pandab
    Prangya Pandab is an Associate Editor with OnDot Media. She is a seasoned journalist with almost seven years of experience in the business news sector. Before joining ODM, she was a journalist with CNBC-TV18 for four years. She also had a brief stint with an infrastructure finance company working for their communications and branding vertical.