Why “Repurpose?”: Defining A Solution For Business
“So what is repurposing, exactly?” someone asked me yesterday. “I mean, I understand how it works with crafts and stuff, but I don’t really get how it works in business.”
I nodded silently to her query, thinking through my answer. It is a question I frequently received and I wanted to explain it well.
“Repurposing,” I said, “is the process of taking the things we already have and putting them to use in new ways. For a business owner, this often means taking work we’ve already done and creating ways for it to earn income or to build followers. I then went on to explain how I specifically help business owners to repurpose their content–presentations they’ve put together, articles they’ve written, seminars they’ve taught–into digital products like eBooks and eCourses, and then I teach them how to market and sell those products.
“Repurposing is the process of taking the things we already have and putting them to use in new ways.
What I didn’t say was that this process is also known as content marketing, and more specifically, content recycling. I didn’t use those terms–though they are certainly more popular–because for me they lack the sense of…well…purpose. My mission is to infuse the businesses of others with more purpose. It is:
- To draw out a skill set that is being overlooked and help someone offer it to the world.
- To encourage others to see the value and untapped potential in what they’ve already done, and what they already know.
- And to create real opportunities for growth and income.
This mission, to me, isn’t something to describe with a bland term like “content marketing.” It is powerful and revitalizing and gives new life to old things. It re-Purposes them.
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My conversation with my friend then transitioned toward her business. She was looking for a new website to revitalize her brand. And even though she has been consulting one-on-one for over a year, and considered that to be the cornerstone of her business, the conversation quickly revealed that what she really wanted was to speak and teach seminars to groups and online audiences.
“Do you have any videos or samples of you speaking?” I asked.
“Two videos,” she replied, “but they’ve been out on YouTube for awhile and I’m not sure whether I should pull them down or not.”
“I think we should repurpose them,” I said. “They can be the first tools we use to take you from consultant to speaker. Let’s start with them, and build from there.”