If you’ve got content collecting dust on a digital shelf somewhere in your downloads folder – this article is for you. And if you only have one article you wrote three years ago but it’s still incredibly relevant and you’d love to know how to get more life out of it…this article is for you too!
Repurposing content offers several strategic advantages, especially for organizations like law firms that produce a significant amount of specialized, high-value content. That being said, creating fresh and engaging content consistently is a pain. The pressure to maintain a steady stream of material for your audience can be daunting, especially when resources are limited.
Fortunately, repurposing content can breathe new life into your existing materials, expand your audience reach, and enhance your brand’s presence across multiple platforms. The fundamental advantage here is efficiency: you’re maximizing the potential of your existing content and reducing the need to constantly produce new material from scratch. This isn’t a new concept. But what is new is how much easier it has become with the use of generative AI.
Effective Repurposing with AI
Leveraging AI to repurpose content can supercharge and transform your content strategy, even in the legal sector where material can be both complex and nuanced. Here are three of the ways I use AI for repurposing content:
Content Summarization and Adaptation
AI-powered summarization tools like ChatGPT and Jasper.AI are great at condensing long-form content into shorter versions without losing the essence of the message. They are particularly useful for generating engaging social media captions, newsletter teasers, or brief abstracts. Plus, they can adapt the tone and complexity of the summary to fit different markets and platforms, ensuring it resonates with each segment of your audience.
Getting More from Your Online Content
Taplio is an AI-powered tool designed primarily for LinkedIn users looking to enhance their presence, grow their network, and improve their content strategy on the platform. Taplio can analyze trends and your personal LinkedIn performance to suggest content topics that are likely to engage your target audience. It can also help refine future posts to better align with what your audience wants to see, potentially increasing engagement and visibility.
Another great way to repurpose online content is taking the video from your virtual presentations or even your zoom meetings (as appropriate!!) and leveraging tools like Opus Clips and other platforms like Veed.io and Pictory to use the in-platform text editor to edit the video itself straight from the text transcript. Opus Clips’ bonus feature is its ability to digest a video of seemingly any length and identify the clips in 30, 60, and 90-second durations that have the highest likelihood of performing well.
Interactive and Personalized Content Creation
Using AI, static content such as articles and white papers can be transformed into attractive and interactive content formats like presentations, quizzes, and infographics. This not only makes the content more engaging but also increases its utility for the audience. Tools like beautiful.ai can help you transform a legal alert into an engaging presentation that can be shared on social media, sent to clients and prospects, or even used as a starting point for developing a CLE program.
Another option for shorter-form content like infographics is leveraging AI tools like Piktochart to summarize an article into a sleek and easy-to-digest infographic. (Pro tip? Taplio also has a tool like this within its platform for creating slide carousels for LinkedIn.)
Conclusion
By thoughtfully adapting and reimagining the content you already have, you can extend your reach, reinforce your message, and deepen your connection with your audience.
When leveraging AI for these purposes, it’s crucial to maintain a balance between automation and human oversight. AI can suggest, draft, and even produce content, but human expertise is invaluable for ensuring accuracy, compliance with legal and ethical standards, and alignment with your firm’s voice and brand values.
The journey of repurposing content has taught me the importance of creativity, strategy, and audience understanding. By leveraging our existing content in new and innovative ways, we can continue to captivate, educate, and inspire our audiences, no matter where they are or how they prefer to consume content.
