A couple of months ago I discovered the effectiveness of using kettlebells in my exercise routine. In case you don’t know, kettlebells are weights, usually made of iron which consist of a ball (the bell) and a handle connected at the top by “horns” and then covered with a non-slip protective coating. They usually come in metric sizes in 4 kg units. I personally have two 16 kilos and one 20 kilo at home (I may be ready to add a 24 kilo soon). You can see a photo of the ones I use by USA Iron – an American-made product cast from recycled scrap iron.

Incorporating kettlebells into my workout have helped me to develop strength and endurance beyond what I was able to accomplish with bodyweight exercises alone. As I was completing one of my exercise routines this week, it struck me that I could accomplish many different moves with a single kettlebell. Some of these include:

  • Deadlifts
  • Swings (single arm and double arm)
  • Rows
  • Rack or goblet squats
  • Cleans
  • Farmer carries
  • Offset pushups
  • Snatches
  • Lunges
  • Turkish Getups

You can view a pretty good list of exercises here: https://www.usa-iron.com/pages/kettlebell-exercises

Celebrity cook Alton Brown often talks and writes about his disdain for “unitaskers” – single-use kitchen gadgets. These are those tools which serve one and only one function. Such items may be shredder claws, strawberry pip removers, garlic presses, and avocado slicers. Instead, he advocates for tools which can be purposed for various functions.

Multi-Purpose Marketing Content

Kettlebells and Alton-Brown-approved kitchen gadgets serve multiple different functions. Because of this, they add much value to the owner and user. Conversely, there’s a lot of throw-away marketing content used for one purpose only which isn’t economical, efficient, or brand-building.

Oftentimes organizations distribute a social post, a blog, or some other piece of content (PDF, web page, etc.) on a single channel and expect performance. There’s an investment of time, money, and other resources into each of these pieces of content, but the full return on that investment may not occur if it’s a one-trick pony.

A blog post can become a social post, a newsletter, and/or an article in a publication. Iterations of a collection of articles can be consolidated into an eBook or white paper. Videos can be transcribed and leveraged as items of value to be given in exchange for emails, or they can be monetized as premium information products. 

I’m not saying, honestly, that you should plagiarize yourself and post duplicate content – that’s not good for anyone or for your online reputation. However, repurposing your content with the theme and variation can create countless opportunities to make your organization’s message consistent, and it can help you to economize what you spend on that original idea.

I don’t profess to do this myself consistently, particularly in my own portfolio. However, I can share that when the organizations for which I’ve worked make webinars into videos, blogs, or even LMS (leaning management system) lessons, the reach is increased, the message is reinforced to interested audiences, and ambiguity is greatly diminished.

What do you think? Is repurposing content cheating, or is it strategic?