How Your Business Should Successfully Reuse Content
Content you consume on the web is generally older content that was rehashed and presented to you in a new way. While people express their annoyances with the redundancy of content on the web, it’s an effective way of producing business content. Businesses regularly rehash content to create leads and engage with them. Creating content for your business often proves to be a difficult task, so understanding how content arbitrage works is invaluable.
Buy free content on the web and sell it for more.
Content arbitrage is not much different from financial arbitrage. Businesses “buy” content on the internet and “sell” it by redistributing it elsewhere. The basic idea behind content arbitrage is to find valuable content for free and rehash, repackage, and redistribute it back to your business market. If the content proves to be valuable to the market, your business earns trust from leads which convert to sales.
People don’t care where you get your information, all they care about is how they benefit from it.
The content that a person consumes on a daily basis from social media is often content they’ve never seen before.
If the content headline is interesting, they’ll read it.
If they end up liking the content, they’ll subscribe to more content.
If they subscribe, the business profits with a new lead.
The business exchanges their content for continuous interest from the prospective lead.
But how much did the company pay for the content that they sold the lead?
The average person wouldn’t know, and the average person wouldn’t care. The average person cares that they benefit from the trade.
The sources that your business gathers content from doesn’t matter. You can gather content from someone’s Facebook post, a Reddit thread, or even some controversial post on 4chan. The probability of anyone knowing that you outsourced content is slim. If you spin this raw content into organized content that teaches your market something new, then you’ve successfully created unique value for your market.
Content arbitrage makes content more accessible.
If content is not spun from various sources, then it’s likely your business market would never discover the content in the first place. They would remain uninformed. By centralizing, organizing, structuring, and presenting your content in an informative way, you save a person hours of meticulous research and digging through the internet. Any sane individual should appreciate spending 5 minutes digesting content instead of digging through the internet for 5 hours to get the same information.
And because your business market is most likely unaware of where you gathered your content from, they would not be able to tell the difference between original content and arbitraged content. As long as the value is there, you are doing your market a large favor.
Content arbitrage innovates existing information.
Innovate — make changes in something established, especially by introducing new methods, ideas, or products.
Content arbitrage forces content creators to combine different pieces of information together and create new information for people to digest. This is the heart of innovation. You don’t work from scratch; you take existing things and make it better. Innovating old content requires creativity and perseverance. And once you’re finished, your content may be improved again and used elsewhere.
Content arbitrage teaches you more about your own market.
By picking up content from various sources, you learn more about your own market. When you’re challenged to rehash and stylize old content in new ways, you also put yourself in a position to think of new ideas for your business.
When you run a business, you should always be up to date with your market. Content arbitrage exposes your content makers to the latest trends and information that they’ve never known before. It could prove valuable to know how your competitors are doing things, and might inspire you to try things differently. The best case scenario is finding information that could even improve your business services.
Content arbitrage kills two birds with one stone.
You provide content for your leads.
You learn about your market.
Big companies reuse content on a regular basis.
The Art of Manliness on Romanticism
Brett McKay organizes content in a manner that educates the reader about the Romantic period. The content (images, context, etc) could be found through a basic Google search. However, McKay saves the reader’s time by organizing old content found on Google and adding his own flair to create novel content. McKay creates value for his readers by educating them about the romantic period and its importance in the context of his niche.
Cal Newport on Stephen Hawking
Cal Newport references a quote from Stephen Hawking and contributes to it with his own insight. His blog revolves around deep work and productivity, so this reference would appeal to his target audience. Anyone from his market could have easily Googled the productivity habits of Hawking, but would likely not have known in the first place that Hawking spoke of productivity. Newport creates value by referencing existing content and putting a spin on it that his readers would find insightful.
Asiataku on Dakimakuras
Asiataku, an asian-interest blog, creates an informative post on purchasing a Dakimakura. They educate their readers on qualities to look for when purchasing the body pillow. With a quick Google search, you can discover that the article’s content was rehashed from different posts on Reddit and various other websites. Although the content is outsourced, Asiataku saves a reader’s time by centralizing scattered content in a single blog post.
This very post
If you haven’t caught on, the premise of this article is derived from Gary Vaynerchuk’s Content on Content on Content. While I added my own remarks regarding the topic, the idea is consistent with Vaynerchuk’s point on content rehashing. If you learned something new from this post, then it proves the point that it doesn’t matter if the content already exists somewhere else on the web. Value can always be created from a market that is unaware of existing content.
Start producing, because everyone wins with content arbitrage.
Your leads learn.
It’s better to potentially provide valuable content to your users, than no content at all. Because if your content does serve to be invaluable to someone, it only bolsters the trust between the lead and your company.
Your business grows.
If your leads are learning, your leads will become loyal to your business. And loyalty is powerful when it comes to actually making a sale. Leads are much more likely to use or purchase your service if they can trust you.
Your business learns.
Your business will only improve with knowledge from content arbitrage. The company that knows its market knows exactly what their market wants. Learning more yields improvements in production which lead straight to growth.