Leverage Your Business by Re-Purposing Existing 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.”
The majority of us were most likely first introduced to the principle of leverage as we explored the Teeter-Totter in our school or at the nearest playground. At first, we played only with children in our same age group – and weight class – and we were quite content with the lever and the pivot being rigid.
However, as we got a little older and started playing on the teeter-totter with older and heavier children – we quickly learned that by changing the location of the weight (thus effectively modifying the length of the teeter-totter relative to the fulcrum), we could easily lift bigger and heavier children.
By re-purposing content we are effectively chaning the length of the figurative “lever” and the location of the figurative “pivot point”.
When we simply re-use content, we aim at basically the same market segment and use effectively the same tools and media to reach them.
However, when we re-purpose the content, we change our focus to a different use, generally for a slightly different market segment, and we may well vary 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 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 segments, thus increasing overall visibility of our products and services, and ultimately increasing our profits as well.
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This entry was posted on Friday, July 24th, 2009 at 1:14 am and is filed under Online Business, Promotion and Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
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