Why your business must own its content

Business news from the Peterborough Telegraph - peterboroughtoday.co.uk/business
Business news from the Peterborough Telegraph - peterboroughtoday.co.uk/business
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The Way of the Web: Businesses can hire office space from as little as an hour of time, can lease hardware or make use of cloud computing solutions, and can compete on a relatively level playing field online with just a cheap hosting account.

But conversely, it’s never been more important to own the central location where you’re creating and publishing your content.

There’s a timely reminder of the terms and conditions for LinkedIn, Twitter and Facebook by Luke Brynley-Jones, which highlights the extensive agreements you make when signing up to a social network for yourself or for your business.

For example you grant LinkedIn the rights to distribute and commercialise:

any user generated content, ideas, concepts, techniques or data to the services, you submit to LinkedIn, without any further consent, notice and/or compensation to you…”

At the same time, those companies are also looking to attract more users from search and other social networks in exactly the same ways as you are. Check out this insightful post by John Battelle – Portrait of Twitter as a young media company. And consider the widely reported launch of Facebook’s Graph Search. Or how Google is unifying everything around the Google+ backbone – business pages, local map listings etc.

Leverage external sites, but own yours:

We actively advocate the use of social networks, and assist companies in making the most of those opportunities.

But quite often we’re asked why a client should bother running a blog, website or their own community?

Not only are there risks in relying on a third party to always be available (See the current uncertainty over the future for Posterous for a good example), but in a time where content and content marketing are becoming ever more important to business, do you want to be allowing a variety of services the opportunity to distribute, commercialise and benefit from your content?

There are benefits in allowing people to access, use, and re-use your content – this blog, for example, is licensed under Creative Commons, but that was our choice to make, and not pushed onto us by any terms and conditions. It also comes with the restriction that any distribution has to be accompanied by attribution, and is non-commercial. That attribution means that sharing will help this site benefit in terms of inbound links and search engine optimisation.

In terms of business assets, you need to own your content, and the benefits that will come from it . It’s more important than a nice office for attracting customers, and changing your perspective will encourage you to devote the time and effort required for high quality articles which will help you rise above the coming content marketing deluge.

And if you’re struggling with how to start tackling that challenge, we can help break down the website set-up, content and social media strategy, and the tactical implementation, for you – or even supply high quality articles which are prepared in conjunction with you, to ensure they’re exactly how you want to portray your business, and exactly what your customers want or need to read.

Originally published on The Way of the Web - thewayoftheweb.net, 22 January 2013.