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.”

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Most of us were doubtless first introduced to the idea of leverage as we explored the Teeter-Totter in our school or at the nearest recreational area. In the beginning, we played only with same age kids – and weight class – and we were quite content with the lever and the pivot being inflexible.

However, as we aged 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 for practical purposes modifying the length of the lever relative to the pivot point), we could easily lift bigger and heavier children.

When we think about gaining leverage by re-purposing content, we’re still concerned with the second aspect, but we can begin to play around a bit with the length of the figurative “lever” and the placement of the figurative “pivot”. We do this by re-purposing content.

When we simply re-use content, we aim for for the most part the same market niche and use effectively the same tools and media to reach them.

However, when we re-purpose the content, we alter our focus to a different use, typically for a slightly different market segment, and we may also change the media as well.

For example, a lot of internet marketing businesses sometimes conduct live events of one sort or another; 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 audience. In the example of the workshop, seminar, training class, etc., it would be a good idea 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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