In our previous discussion, we emphasized the importance of ensuring that your content reaches the right audience. However, identifying your audience is only the first step. The real challenge lies in making sure your content captivates and engages them. To maximize the impact of your material, it needs to be both meaningful and useful to your readers. One powerful strategy to achieve this is through content arbitrage.
Understanding Content Arbitrage and Its Significance
Arbitrage typically refers to purchasing a product in one market at a lower price and selling it in another at a higher price. This principle can be applied to content marketing, although it functions a bit differently. Instead of buying and selling physical goods, content arbitrage involves taking information from one context and adapting it for a different audience or platform.
For instance, suppose you run a publication that caters to cruise enthusiasts. While browsing content, you come across a detailed review of a newly launched cruise ship, highlighting its onboard amenities and various entertainment options. Initially, the vessel may not seem particularly relevant to your readers. However, after a closer look, you notice unique features that might appeal to them. Rather than sharing the original review as-is, repurposing the content by emphasizing the aspects that matter most to your audience will make it far more engaging and valuable.
This article will explore various forms of content arbitrage and offer practical tips on how to leverage this strategy effectively.
Different Approaches to Content Arbitrage
For content arbitrage to be successful, you need to adapt the information in a way that resonates with your audience. Ryan Law outlines three primary methods for achieving this:
- Curation: This approach involves collecting and organizing information from multiple sources to create a cohesive and informative resource for your audience. In essence, it’s a modernized version of traditional commonplace books. A well-crafted listicle is a classic example of curation.
- Summarization: This method condenses and reformulates information from another source, making it more accessible and digestible. Historically, many ancient texts survived only through condensed versions compiled by scholars. In today’s digital landscape, executive summaries and one-pagers serve a similar purpose.
- Translation: This technique involves reinterpreting content from a specialized or niche context and adapting it for a broader or different audience.
Curation: Adding Value Through Thoughtful Compilation
While curating content may seem like an easy task, simply compiling information without adding value is unlikely to hold your audience’s attention. Effective curation involves bringing together insights from diverse sources and presenting them in a way that enriches your audience’s knowledge. Additionally, it’s essential to adhere to fair use guidelines to avoid copyright infringement. For example, rather than just listing cruise ships by size, a more engaging approach would be to create a compilation of ships launched by celebrities or those featuring collaborations with renowned chefs.
Summarization: Making Information More Accessible
People absorb information in different ways, and not everyone has the time or inclination to sift through lengthy articles or videos. Summarization helps bridge this gap by distilling complex information into a more concise format. For instance, a cruise blogger might watch a cruise line’s promotional video and extract the key takeaways into a succinct blog post.
Translation: Adapting Content for New Audiences
Although translation and summarization share some similarities, they serve distinct purposes. Summarization condenses readily available information, whereas translation repackages content that might otherwise be inaccessible to a specific audience. For example, a cruise industry expert might take historical data from a maritime archive and transform it into an engaging piece on the evolution of luxury cruises.
The Role of Marketing Personas in Content Arbitrage
Applying content arbitrage effectively requires an understanding of your audience’s diverse preferences. Marketing personas help segment your readership and tailor content accordingly. For instance, Jimmy Daly suggests that high-level executives often seek strategic insights, while lower-level employees are more interested in tactical guidance. Consequently, tactical thinkers might benefit from curated content, whereas strategic minds may find in-depth translations more valuable.
Content Arbitrage: A Powerful Tool for Engagement
At its core, content arbitrage is about repurposing information for maximum reach and engagement. This strategy allows content creators to extend the lifespan of existing material and cater to different segments of their audience. Additionally, it serves as a useful tool when inspiration is running low. By employing techniques such as curation, summarization, and translation, you can create fresh content without starting from scratch.
While content arbitrage may seem like an intensive process, the effort invested in repackaging and repurposing content yields long-term benefits. Instead of dismissing it as too complex, consider it an opportunity to enhance audience engagement and extend the reach of your content. With thoughtful execution, content arbitrage can become a vital component of your content marketing strategy, ensuring that your material remains relevant, valuable, and widely consumed.
About Me
Or Fialkov, 36 years old, married to Inbal and father of Itamar, Aviv and Melech, the the family’s dog. CEO and owner of Fialkov Digital – a company specializing in the diverse channels of internet advertising.
In 2014 the Global Facebook for Business published a first case study for a Fialkov Digital campaign and since then 6 case studies were published for Fialkov Digital clients.
Writes profesional articles, consults and guides large companies in advertising in the digital medi. Partner in the largest digital group in Israel “Digital Advertisers Professionals”.
