According to Wikipedia, 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.”
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The majority of us were doubtless first introduced to the idea of leverage as we explored the wonders of the Teeter-Totter in our schoolyard or at the nearest recreational area. At first, we played only with same age kids – and weight class – and we were completely content with the lever and the pivot being inflexible.
However, as we got a little older and started playing on the teeter-totter with older and heavier kids – we quickly learned that by changing how close to the pivot the other child sat (thus for practical purposes modifying 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 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.
When we simply re-use content, we aim at fundamentally the same market niche and use pretty much the same tools and media to reach them.
However, when we re-purpose the content, we alter our focus to an alternate usage, typically for a different market segment, and we may also exchange the media as well.
For example, a lot of home businesses sometimes conduct live events of 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 it to a larger target 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 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 niches, thus increasing overall exposure of our products and services, and ultimately increasing our profits as well.
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