The ultimate guide to licensing content
Research on Warc, NewsCred, April 2014
This report from NewsCred provides advice for brands on licensing high quality content from publishers.
This report from NewsCred provides advice for brands on licensing high quality content from publishers. When it is not possible to achieve a large enough volume of good quality content in-house, brands can purchase the rights to republish content from a licensor. Licensed content can add significant value to a company's brand strategy because trusted sources bring balance and credibility, brands can scale their content marketing campaigns along with the pace of the web, users remain within the site, and it is cost-effective. The article explains how to integrate licensed content with existing marketing plans, by first identifying coverage strength and gaps, and recommends keeping the content portfolio as diverse as possible, and to be led by the brand's distribution strategy. Metrics should align with overall content marketing goals, as both licensed and original content can be assessed according to the same performance benchmarks. Supporting examples are provided via case studies from Land Rover, the automotive brand, and Time Inc., the publisher.