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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 doubtless first introduced to the principle of leverage as we explored the Teeter-Totter in our schoolyard or at the nearest recreational area.  In the beginning, we played only with kids who were the same age – and weight class – and we were perfectly content with the relationship of the board and the fulcrum being predetermined.

However, as we got a little older and started playing on the teeter-totter with older and heavier kids – we quickly learned that by changing where the children sat in relation to the fulcrum (thus successfully adjusting the length of the lever relative to the fulcrum), we could easily lift bigger and heavier kids.

When we simply re-use content, we target essentially the same market niche and use pretty much the same tools and media to reach our existing market segment.

However, when we re-purpose the content, we alter our focus to a different use, generally for a slightly different market segment, and we may also change the media as well. By re-purposing content we are effectively chaning the length of the figurative “lever” and the location of the figurative “pivot point”.

Many online marketing businesses occasionally deliver live events ; 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 a good idea to audiotape and/or videotape the event for subsequent distribution via audio or video files, CDs, DVDs, etc.

Re-purposing extends the benefits of leverage beyond simply re-using existing content – it extends our communication efforts into additional market segments, thus increasing overall exposure of our products, and ultimately increasing our profits as well.

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