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.”
Most of us were doubtless first introduced to the concept of leverage as we explored the Teeter-Totter in our schoolyard or at our local recreational area. At first, we played only with children in our same age group – and weight class – and we were entirely content with the relationship of the lever and the pivot being rigid.
But, as we got a little older and began playing on the teeter-totter with older and heavier children – we rapidly discovered that if we could change how close to the pivot the other child sat (thus successfully adjusting the length of the lever relative to the pivot point), we could easily lift children who weighed a lot more than we did.
When we simply re-use content, we target essentially the same market segment and use essentially the same tools and media to reach them.
But, when we re-purpose the content, we change our focus to an alternate market segment, normally for a slightly different market segment, and we may well swap the media as well. When we think about gaining leverage by re-purposing content, we’re still concerned with the second aspect, but we can begin to play around a bit with the length of the figurative “lever” and the placement of the figurative “pivot”. We do this by re-purposing content.
For example, a lot of internet marketing businesses occasionally hold live events ; e.g., a workshop, seminar, training class, etc. If we’re smart, we plan (from the beginning) to re-purpose available content and extend its value to a larger audience. In the example of the workshop, seminar, training class, etc., it would be a good idea to audiotape and/or videotape the event for later 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 advertising efforts into additional market niches, thus increasing overall visibility of our products and services, and ultimately increasing the bottom line.
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