Repurposing Content With Purpose

Peter Winick here with Thought Leadership Leverage, and today, we’re talking about repurposing your content with purpose. So what does that mean? What that means is most people that create content: authors, thought leaders, et cetera, tend to do it in one format and one medium. Usually the written word—not exclusively, but usually. That written word might be books, might be articles, depends on how you’ve traditionally gotten that content out there.

What you need to do is think about what else you can do with that existing content. So, by default most creatives, most thought leaders, given a block of free time, gravitate towards creating something new or doing some new research or creating a new model or doing something different with it. And that’s fine and that’s great, but understand the drivers are the reasons why you’re doing that. You’re probably doing that to solve a creative need, as opposed to leveraging a business opportunity.

From a business perspective, I’m a big fan of repurposing. So if there’s a chapter in your book that you know is just a really great chapter, it’s the one that people always ask you about when you meet them for the first time you can take that and you might be able to turn it into an assessment tool you may be able to turn that into a series of three minute videos, you may be able to turn that into a tool for a manager to use to ask questions of his employees. There are a lot of things you can do. You don’t have to be the expert in doing all these things. Consider it translation: when your book is published in Finland, it doesn’t mean you need to go out and learn Finnish, you find someone that knows the language.

Converting to different mediums works the same way; you just need to find some folks to help you. I think it’s an important to make sure that you’re constantly thinking about your content as an asset and you’re constantly thinking about how to leverage those assets.
Thanks, and I appreciate your time.

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