Jay Baer Highlights AI’s Role in Repurposing Archived Content for Social Media

In a recent LinkedIn post, Jay Baer explores a significant, often overlooked content strategy: repurposing archival material for social media engagement. Baer, founder of Convince & Convert and a prominent voice in digital marketing, shares how his publication, The Tequila Report, is leveraging AI tools to breathe new life into its extensive library of evergreen content.

Baer emphasizes the challenge many content creators face: producing valuable content that, once promoted, fades into obscurity. He points out the immense potential residing in existing archives, noting:

“One of your biggest content opportunities is probably sitting in your archives.”

The core of Baer’s discussion revolves around the practical application of AI in identifying and adapting older content for contemporary social media platforms. He details a specific workflow using Archie, an AI tool from Agorapulse, to achieve this.

Unlocking Evergreen Content with AI

Baer illustrates the process with an example from The Tequila Report, which featured an older article on reading tequila bottles. Instead of a simple summary, the AI tool, Archie, was tasked with dissecting the article to extract multiple distinct social media post ideas. This approach moves beyond basic content syndication to true content transformation.

According to Baer, Archie identified several unique angles from the single article, such as:

• Using a tequila’s NOM number to discover other brands from the same distillery.
• Exploring the concept of a “house style” characteristic of brands from a particular distillery.
• Comparing the historical narratives of specific NOMs.

Baer highlights the efficiency gained through this AI-assisted process. He states:

“Same old article. Completely different posts.”

The AI not only extracts these distinct ideas but also tailors them for different social media platforms, a feature Baer finds particularly valuable. “From there, we can tweak them, add an image, and schedule everything without leaving Agorapulse,” he explains, underscoring the streamlined workflow.

The Strategic Imperative of Content Archiving

Baer argues that content creators invest significant effort in producing high-quality material. The goal, as he sees it, should be to maximize the lifespan and reach of this content. He expresses a desire to prevent valuable articles from being promoted only once and then lost to the archives forever.

Archie, in Baer’s view, serves as a crucial tool for revisiting this content library and proactively identifying further opportunities. He elaborates:

“Archie gives us an easy way to go back through that library and ask: What else is in here? And then actually turn those ideas into posts.”

Baer extends this strategy beyond articles, suggesting that newsletters, reports, podcasts, and other forms of long-form content also hold untapped potential for social media content. He concludes by noting that the tool he discussed is currently available for free, encouraging readers to explore its capabilities.