How to Repurpose Content Automatically with AI

Want to reach the largest possible audience with your content? You need to be repurposing content—and AI can help.

AI from a company called Automata helps marketers repurpose content to use across social media, email, and landing pages, helping you get more out of the content you've already created.

We spoke to Andrew Fraine, cofounder of Automata, to learn more about how this AI-powered marketing solution works.

In a single sentence or statement, describe Automata.

Automata helps marketers repurpose content for multiple channels and formats.

How does Automata use artificial intelligence in its products?

We use natural language generation to reformat and recycle existing content for multiple channels, such as social, email, and landing pages.

What are the primary marketing use cases for your AI-powered solutions?

Generating marketing content for repurposing and distribution strategies.

What makes your AI-powered solution smarter than traditional approaches and products?

Content repurposing is a common and important aspect of many content marketing strategies. However, it is a cumbersome and tedious process that many teams simply do not do. Often times, a piece of content like blog posts, videos, and other assets like white papers and case studies are created, published, and that is the end of the story. Automata automates the process of turning content into formats to be distributed across multiple channels to reach the largest possible audience.

Are there any minimum requirements for marketers to get value out of your AI-powered technology? (e.g. data, list size, etc.)

Marketers must have existing content to be analyzed and repurposed.

Who are your ideal customers in terms of company size and industries?

Small marketing teams with content as a primary acquisition channel. We focus on software and professional services but any industry that has an emphasis on content creation on multiple platforms is a good fit.

What do you see as the limitations of AI as it exists today?

AI content generation has limitations in fact-based writing and offering value to sophisticated, enterprise marketers in niche industries, especially technical B2B content. Although the rate of improvement of content generation platforms is increasing rapidly, pure content generation does not currently meet the needs of sophisticated enterprise marketers. Finding ways to integrate AI into the content creation process of these marketers is a big challenge.

What do you see as the future potential of AI in marketing?

I see AI touching every aspect of the content creation pipeline. Everything from research and ideation, writing, editing, to repurposing and distribution will be augmented by AI. There are at least proof of principle demonstrations of AI applied to every stage of the content pipeline already, but the main challenge is developing products that fit within existing workflows and integrate with the tools marketers feel most comfortable with.

Any other thoughts on AI in marketing, or advice for marketers who are just getting started with AI?

Understanding the limitations of AI-enabled technology is critical to using them effectively. There is often an all-or-nothing choice that is presented to new users where they tend to be all-in or all-out. The reality of most AI technology is that it should be used a tool, and not a replacement for real marketers. The healthiest approach to using AI-enabled marketing tools is to consider them as tools to augment your already well-developed skillset.