E368:🎓HOW TO REPURPOSE CONTENT LIKE A PRO

How to Repurpose Content Like a Pro: Insights from Cody Schneider of SwellAI

Content creation is no longer just about publishing your ideas; it’s about maximizing their reach. With AI stepping up as the ultimate productivity boost for creators, understanding how to repurpose content effectively can set you apart. In a recent conversation with Cody Schneider, co-founder and CEO of SwellAI, we discussed how creators and brands can scale their efforts while maintaining quality content. Cody’s insights are a wake-up call for anyone trying to stay competitive in today’s marketing scene.

The Problem with Content Overload

In a world flooded with mediocre content, AI tools often get blamed for amplifying the noise. Producing endless content is one thing, but creating meaningful, engaging, and high-quality content is a whole different challenge. As Cody pointed out, “AI doesn’t always create great content from scratch—it often just repeats the average.”

It’s clear that success doesn’t come from churning out meaningless, low-impact posts. Instead, brands are turning to AI for smarter solutions: refining how content is created, repurposed, and shared. The goal is efficiency—turning one piece of raw content into a full suite of assets for blogs, newsletters, social media, and more.

But here’s the catch: repurposing isn’t enough unless it’s done well. Dropping generic captions alongside chopped-up videos won’t cut it. The way forward is blending AI’s power with a sustained human touch to create something genuinely valuable.

Why Repurposing Content Is the Key

Cody broke it down: “The path to success in today’s content game is to focus less on going viral and more on building trust with your audience through education and entertainment.”

Think about it. You create a long-form podcast or record an hour-long video. That’s your pillar content. But then what? Most creators don’t have the time to do all the slicing, dicing, and publishing in every format on every platform. This is where AI tools like SwellAI or Opus Clip come into play.

Repurposing doesn’t just save time—it amplifies the lifecycle of every piece of content you create. From a video episode, you can generate:

* Short-form video clips for TikTok and Instagram Reels

* Blog posts for SEO and website traffic

* Twitter threads or LinkedIn posts with takeaways

* Newsletters that keep your audience engaged

What used to take teams of multiple marketers to execute can now be done by a solo creator with the right AI-powered tools.

Scaling Content Without Burning Out

Cody’s philosophy is clear: focus on working smarter, not harder. He introduces the concept of the “content treadmill” and how so many entrepreneurs set themselves up for burnout by trying to create unique content for every platform.

If someone spends an hour recording a podcast, that one piece should serve as the seed for multiple forms of content across platforms. This strategy aligns with what Cody called turning “10x marketers” into “100x marketers” with AI. By giving a marketing team the right tools, they can scale up their creativity tenfold without doubling their workload.

Building a Sustainable Workflow

Here’s the secret sauce to scalable content: focus on a consistent workflow and let the tools do most of the heavy lifting. Cody suggested starting with one recording that only requires maybe an hour of your time. Then, use AI platforms to automate as much of the production process as possible.

Here’s an example outline of the workflow Cody recommends:

1. Create pillar content. Record an interview, podcast, or video about what your audience finds most useful.

2. Automate repurposing. Use AI to create clips, blog posts, and social media captions. Tools like SwellAI focus on repurposing efficiently.

3. Distribute across channels. Turn one conversation into 10+ posts distributed across platforms.

4. Analyze and iterate. Track the performance of your repurposed content. If certain pieces perform well, dig deeper into those themes in future content.

By adopting this approach, the overwhelm melts away. You’re no longer trying to create unique content for every channel. Instead, you’re maximizing the ROI from a single piece of work.

Why Conversations Like This Are More Valuable Than Ever

One surprising trend Cody highlighted is how much human conversations are becoming more valuable in the face of AI-generated internet noise. People want authentic, engaging, and relatable content—things AI alone can’t produce. Genuine, two-way discussions (like podcasts) are uniquely human, rich with cultural and contextual nuances that an AI simply can’t replicate.

And as AI-generated fluff clogs the internet, the demand for authentic, human-first content will only grow. This is why creators need to focus on creating solid pillar content that stands out—and AI-assisted tools can handle the grunt work of amplifying it to every possible audience touchpoint.

What’s Next for AI in Content Creation?

One exciting frontier reflecting our discussion is personalized and translated content at scale. Imagine being able to automatically translate your long-form podcast episodes into multiple languages—complete with synced video and voiceovers. This tech already exists but remains expensive for smaller creators.

Still, as Cody mentioned, costs are coming down fast. Within 12 to 24 months, this will likely become more accessible for smaller creators and brands trying to target global audiences.

For those feeling overwhelmed, Cody’s advice is simple: start small. Find the one repetitive task you hate doing and automate it with a tool. Then expand from there. Before you know it, half your workflow will be automated, leaving you free to focus on strategy and creativity.

Closing Thoughts

Repurposing doesn’t have to be rocket science or time-consuming. With the right tools and a shift in mindset, it’s possible to turn even a 60-minute video into a full-blown omnichannel content campaign.

And as AI evolves, the creators who can combine an authentic voice with smart workflows will be the ones carving out meaningful, lasting relationships with their audiences. Whether you're a solo podcaster or an e-commerce brand, the future of content is about working smarter, scaling faster, and staying human.

So, what pillar content could you create this week? The right AI tools just might turn it into your biggest marketing win yet.

To learn more, check out the related THE ECOMMERCE EDGE Podcast episode below: