This disclosure describes techniques to automatically prioritize backup of content on a user device and matching of such content with appropriate software applications. The techniques described enable automatic detection and backup of user generated and other content. With user permission and express consent, new content is detected, classified and matched to a suitable application. Backup of different content is prioritized based on factors such as file size and recency, importance of the file to a user, availability of the file from other sources, and quality of the available network connection.