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Content Licensing

This document discusses how content marketing and big data are driving content licensing opportunities. It provides examples of companies using content licensing by building communities for marketers using licensed content and distributing information through multiple channels. It also discusses how big data is enabling new content licensing agreements by fueling online trading platforms and impacting licensing for all B2B media. Site licensing is allowing media companies to augment revenue by providing access to employer's employees.

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NB Thushara Harithas
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131 views11 pages

Content Licensing

This document discusses how content marketing and big data are driving content licensing opportunities. It provides examples of companies using content licensing by building communities for marketers using licensed content and distributing information through multiple channels. It also discusses how big data is enabling new content licensing agreements by fueling online trading platforms and impacting licensing for all B2B media. Site licensing is allowing media companies to augment revenue by providing access to employer's employees.

Uploaded by

NB Thushara Harithas
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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CONTENT MARKETING & BIG DATA DRIVE CONTENT LICENSING

Submitted by: Bindu Thushara. N,IGTC August 23, 2013

CONTENTS
Content marketing Big Data Content licensing Demand for content marketing Opportunities for Big Data

Application of Site licensing


References

CONTENT MARKETING
Content marketing is any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers. This information can be presented in a variety of formats, including news, video, whitepapers, e-books, case studies, how-to guides, question and answer articles, photos, etc.

Content marketing is focused not on selling, but on simply communicating with customers and prospects. The idea is to inspire business and loyalty from buyers by delivering "consistent, ongoing valuable information"

BIG DATA
Big data is a collection of data sets so large and complex that it becomes difficult to process using on-hand database management tools or traditional data processing applications. The challenges include capture, curation, storage, search, sharing, transfer, analysis and visualization.

The trend to larger data sets is due to the additional information derivable from analysis of a single large set of related data, as compared to separate smaller sets with the same total amount of data, allowing correlations to be found to perform;
Spotting business trends Determining quality of research, preventing diseases and linking legal citations Combating crime and determining real-time roadway traffic conditions.

CONTENT LICENSING- DEFINITION


Licensing agreements are legal bonds with providers of electronic content and these contain negotiated terms and conditions that are extremely important.

Few examples of the content licensing agreements could be;

Electronic journal subscriptions Customized slices of databases High-value market research or other research Training programs (just-in-time, web-based programs) Enterprise business and news information services

DEMAND FOR CONTENT MARKETING


B-to-b marketers are demanding more content for their websites, social media efforts and email campaigns. Many b-to-b media companies have set up marketing services units to meet the demand for custom content, but content licensing is emerging as an additional option. Scenarios: A marketing services company, Penton media uses content licensing as a new area among the services it offers. Vice President, George Assimakopoulos noted that marketers are hiring people to build communities that will position them as thought leaders in specific business areas.

Continued..

Penton plans to build out communities on behalf of marketers using content licensing as a key component and continue being a market leader using this technique.

Penton also wants to remain the informational hub in its vertical industries not only as a content creator but also as a distributor of information through multiple channels, including digital media, social media and live and virtual events.

Another media marketing company, CFE uses ContentStream which is automated content licensing tool and is subscription based for an annual fee to cater the requirement of its customers.

Continued..

Content being licensed is formatted in Extensible Markup Language (XML), which is designed to be easily exchanged on the Web, and sent via a secure connection from CFE Media to a subscriber's content management system.

Clients use the content that cannot be edited on their websites, in newsletters and on social media and ContentStream also keeps the viewer on the marketer's site
ContentStream which is a content syndication software tracks page views and time on page for every piece of content. Based on those reports, customers can tweak their content feed to fine-tune the topics and maximize their traffic.

OPPORTUNITY FOR BIG DATA


Vice President of business development and licensing at Northstar Travel Media, Sheila Rice made her newest licensing agreement using Big Data for a startup called The Data Exchange to fuel its online trading platform for travel-related data. Media company ALM uses content licensing for the reserved key sets of data to be used in its growing suite of research and business intelligence offerings. Chief Operating Officer of ALM, Kevin Michielsen focuses on licensing content to sales channels that are different from theirs or which go to different market segments than they do. The move toward Big Data is a trend that could impact licensing not only for ALM but for all of b-to-b media. Also, Big Data holds a strong future for content licensing.

APPLICATION OF SITE LICENSING


Business media companies augment revenue by converting individual subscriptions to site licenses, in which an employer pays to provide access for all or a certain number of its employees. Certain companies like Financial Times and Access Intelligence have been making revenue and increasing its customer database by selling corporate subscriptions. At the end of 2012, FT had more than 160,000 corporate users at almost 2,800 licensee companies and Site licensing revenue for Access Intelligence is up more than 10% in the first half of 2013 Site licenses not only bring in significant gross revenue but also prevent incremental costs for the companies.

REFERENCES
By Marie Griffin, Originally posted on: 7/9/13, BtoB, the magazine for marketing strategists, http://www.btobonline.com/article/20130709/MEDIABUSINESS08/307089991/contentmarketing-big-data-drive-content-licensing

Dow jones Infopro resource center- Chapter 9

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