Do you believe that the medium is the message or that you are the message? Read on to discover how you are the message in your repurposing marketing.

"The medium is the message" is a phrase coined by Marshall McLuhan meaning that the form of a medium embeds itself in the message, creating a symbiotic relationship by which the medium influences how the message is perceived. The phrase was first introduced in his most widely known book, Understanding Media: The Extensions of Man, published in 1964, which was also the year I was born :-)

McLuhan proposed that media itself, not the content carried, should be the focus of the communication. Thus, the medium is the message.

Well, I don't agree. I think the Messenger is the Message. You, as the content provider, is the Message. In whatever form you deliver your content, it is your voice, your thoughts, your expertise. Therefore you are the message. Think of yourself and your content or your message and the hub in a bicycle wheel, and all the different ways in which you repurpose your message are the spokes. The wheel is the market to which you are delivering your information.

So it's hub, spokes and wheel, with you and your message as the hub. I know this is a different approach than you have heard in the past. One of the additional benefits of this approach is you are better equipped to take full marketing responsibility of your message and product instead of abandoning it to someone else.