Gain Leverage for Your Business by Re-Purposing Available Content
Wikipedia says, leverage is “A force compounded by means of a lever rotating around a pivot” and “By extension, any influence which is compounded or used to gain an advantage.”
The majority of us were almost certainly first introduced to the concept of leverage as we explored the wonders of the Teeter-Totter in our schoolyard or at the nearest park. In the beginning, we played only with same age children – and weight class – and we were entirely content with the lever and the pivot being rigid.
However, as we got a little older and started playing on the teeter-totter with children that were a bit older – and a little, or a lot, heavier – we quickly learned that if we could change the location of the weight (thus in effect modifying the length of the teeter-totter relative to the fulcrum), we could easily lift bigger and heavier kids.
When we re-purpose content, we effectively alter the length of the lever and position of the pivot point.
When we simply re-use content, we aim for effectively the same market niche and use pretty much the same tools and media to reach them.
However, when we re-purpose the content, we change our focus to a different use, generally for a somewhat different market niche, and we may also modify the media as well.
For example, a lot of internet marketing businesses sometimes conduct live events; e.g., a workshop, seminar, training class, etc.
Best practice suggests that we plan (from the beginning) to re-purpose available content and extend it to a larger target audience. In the example of the workshop, seminar, training class, etc., we will be smart to audiotape and/or videotape the event for subsequent distribution via audio or video files, CDs, DVDs, etc.
Re-purposing extends the benefits of leverage beyond simply re-using existing content – it extends our marketing efforts into additional market segments, thus increasing overall visibility of our products and services, and ultimately increasing the bottom line.
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