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.”  

Most of us were doubtless first introduced to the concept of leverage as we explored the wonders of the Teeter-Totter in our schoolyard or at the nearest recreational area.  Initially, we played only with same age kids – and weight class – and we were perfectly content with the lever and the pivot being preset.  

However, as we got a little older and started playing on the teeter-totter with older and heavier children – we quickly learned that if we could change where the other child sat (thus for practical purposes changing the length of the teeter-totter relative to the fulcrum), we could easily lift children who weighed a lot more than we did.

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 largely the same market segment and use effectively the same tools and media to reach them.

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

For example, a lot of affiliate marketing businesses sometimes conduct 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 its value to a larger 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 extends the benefits of leverage beyond simply re-using existing content – it extends our marketing efforts into additional market segments, thus increasing overall exposure of our products and services, and ultimately increasing the bottom line.

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