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 notion of leverage as we explored the Teeter-Totter in our schoolyard or at the nearest recreational area. In the beginning, we played only with children in our same age group – and weight class – and we were completely content with the lever and the pivot being rigid.
However, as we grew 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 where the other child sat (thus in effect adjusting the length of the teeter-totter relative to the fulcrum), 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 go for largely the same market segment and use pretty much the same tools and media to reach them.
However, when we re-purpose the content, we switch our focus to an alternate usage, generally for a somewhat different market niche, and we may well modify the media as well.
For example, a lot of affiliate marketing businesses occasionally 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 it 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 niches, thus increasing overall visibility of our products and services, and ultimately increasing the bottom line.
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