The Legalities of Content Marketing

Nina L. Kaufman, Esq.

Nina L. Kaufman, Esq.

An award-winning small business attorney in New York City, Nina is a sought-after professional speaker and Entrepreneur Magazine online contributor. She is the go-to counsel for knowledge economy and creative companies, delivering legal services and educational resources that save them time, money, and aggravation.

Posted on November 4, 2019 in IP & Social Media

What is content marketing? The dry definition of content marketing is “the creation and sharing of content in order to engage current and potential consumer bases.”

More importantly, content marketing recognizes that in this confusing world, people need information.  Information they can trust. And people like to do business with those they know, like, and trust.  So while traditional, hard-sell marketing focuses on “Buy me!” content marketing shares information so that potential customers get to know you. And hopefully, to know you is to like you … which then turns into trusting you because of the expertise you’ve shared through your content marketing.

Expertise can come from sources other than “just you.”  Your expertise can, in part, be based on being a purveyor, or curator, of valuable content for your market. Think of that approach to content marketing like making a fabulous meal.  A great meal comes partly from knowing how to cook, but partly from knowing where to shop and how to choose ingredients well.  (I have no kitchen skills, but a friend who’s a master chef swears by this.) When you choose wisely for your target market, you help them cut through the noise … which saves both time and aggravation (yay!).

All well and good, but there’s an integrity factor that underlies good content marketing.  You can’t pass off other people’s work as your own. Especially in the Web 2.0 world, you need to give attribution to the sources you pluck from.  So how can you do this efficiently and well?

Listen to this special podcast, “The Legalities of Content Marketing” that I did with innovative marketer Jane Tabachnick in preparation for Social Media Week.  We cover hot topics like:

  • What are the guidelines for using other people’s content?
  • How can you determine what’s “fair” when it comes to using content you find online?
  • What are best practices when it comes to using infographics in your blogposts?
  • When can ISPs take down your website for infringing copyrighted material in your content marketing?



What else would you like to know about the legalities of content marketing?

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