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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Most of us were probably first introduced to the concept of leverage as we explored the wonders of the Teeter-Totter in our school or at our local playground. In the beginning, we played only with same age children – and weight class – and we were entirely content with the lever and the pivot being predetermined.
However, as we aged 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 the location of the weight (thus successfully modifying the length of the lever 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 for fundamentally the same market segment and use pretty much the same tools and media to reach them.
However, when we re-purpose the content, we modify our focus to a different use, generally for a slightly different market segment, and we may well swap the media as well.
For example, a lot of affiliate 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 it 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 the bottom line.
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