Gain Leverage for Your Business by Re-Purposing Available Content
According to the Wikipedia dictionary, 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 doubtless first introduced to the principle of leverage as we explored the Teeter-Totter in our school or at the nearest recreational area. Initially, we played only with same age children - and weight class - and we were completely 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 how close to the pivot the other child sat (thus in effect modifying the length of the lever relative to the pivot point), 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 segment and use effectively the same tools and media to reach them.
However, when we re-purpose the content, we modify our focus to an alternate usage, generally for a somewhat different market segment, and we may well change the media as well.
Many home businesses sometimes conduct live eventsof one sort or another; 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., we will be smart to audiotape and/or videotape the event for subsequent distribution via audio or video files, CDs, DVDs, etc.
Re-purposing adds another dimension to simply re-using existing content - it extends our marketing efforts into additional market niches, thus increasing overall visibility of our products and services, and ultimately increasing the bottom line.
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