Get Leverage For Your Internet Business By Re-Purposing Your 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."

Most of us were almost certainly first introduced to the concept of leverage as we explored the Teeter-Totter in our school or at our local recreational area. In the beginning, we played only with same age kids - and weight class - and we were completely content with the lever and the pivot being fixed.

However, as we grew and started playing on the teeter-totter with kids that were older and heavier - we quickly learned that if we could change where the other child sat (thus successfully modifying the length of the lever relative to the pivot point), we could easily lift bigger and heavier children.

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 pursue basically the same market segment and use essentially the same tools and media to reach them.

However, when we re-purpose the content, we change our focus to a different use, normally for a different market segment, and we may also switch 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 its value 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 adds another dimension to 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 our profits as well.