"Repurpose is your favorite word," said a client during a recent planning meeting. "When I think of you, I think of the word repurpose." I might rather be known for other words (smart, witty, gorgeous), but clearly I've driven home a main point of thought leadership content development: Repurpose it!

No surprise that I was intrigued by the article "10 Ways to Repurpose Your Media Coverage" by blogger Elena Verlee of PR In Your Pajamas. Securing an article in a target media outlet is just the beginning. If you're not repurposing and distributing valuable media coverage, your audience is limited to the subscribers and viewers of that media outlet. Thought leaders must also be their own content distributors. We encourage clients to share published content through their own distribution channels including LinkedIn, blogs, and electronic newsletters – as well as the channels suggested by Verlee. Leverage the credibility that comes from being tapped by a trusted media outlet as a thought leader in your industry: Repurpose it!