Increase Leverage for Your Internet Business by Re-Purposing Your 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.”
Most of us were almost certainly first introduced to the concept of leverage as we explored the wonders of the Teeter-Totter in our school or at the nearest recreational area. Initially, we played only with children in our same age group – and weight class – and we were perfectly content with the relationship of the board and the fulcrum being set.
However, as we grew and started playing on the teeter-totter with older and heavier children – we rapidly discovered that by changing how close to the pivot the other child sat (thus for practical purposes adjusting the length of the teeter-totter relative to the pivot point), we could easily lift bigger and heavier children.
When we merely re-use content, we target for all intents and purposes the same market niche and use essentially the same tools and media to reach them.
But, when we re-purpose the content, we change our focus to a different use, normally for a somewhat different market segment, and we may also swap the media as well. By re-purposing content we are effectively chaning the length of the figurative “lever” and the location of the figurative “pivot point”.
Many home-based businesses sometimes 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 it to a larger target audience. In the example of the workshop, seminar, training class, etc., it would be to our advantage 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 ultimately increasing the bottom line.
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