Protect your IP and maximize promotional opportunities

I’ve just been reading Jeremiah Owyang’s latest post about companies needing to make their content embeddable. Hey, people are going to scape it anyway if it’s useful, so you may as well maximise the promotional opportunity afforded when your feed / embedding is set up properly for use in blogs and websites worldwide.

You may notice that, because I think Jeremiah churns out really worthwhile stuff, I have an RSS feed from his blog on this page, and, hopefully, he is gaining some advantage from readers heading back over to WebStrategy by Jeremiah to get his full story. That’s the beauty of how RSS (really simple syndication, for those who have forgotten) can work. As can embedded videos, audio presentations and images.

However, from the ‘re-publishers’ perspective, organisations of any size need to be aware of intellectual property. As Jeremiah points out, without proper accreditation, content creators are getting ripped off. In his example about a slideshow of the Beijing’s Olympics opening ceremony, “Essentially, someone grabbed each of the images from and then uploaded them to and tagged them “public domain” with no attribution to the Boston Globe.” Further, especially with images and video, accreditation is often not enough in the professional world. These issues need to be dealt with up front by the content originator through the design of their distribution process to minimise intellectual property concerns, both for themselves and for their content suppliers (journalists, photographers). At the same time they can build into the process ways to maximise their marketing and promotional opportunities.

See Jeremiah’s post for the methods and measurements!


3 Responses

  1. For another angle on a similar theme, have a look at this post on official data and copyright. Traditional approaches to copyright can even make it hard for people who want their work to be distributed more widely. This is where a scheme like creative commons (as used on this site!) points the way to managing content in the online age. It’s all about the balance between making your content available (as you point out, it you don’t it will be pinched anyway) but still getting credit and, in some cases, remuneration for your efforts.

    Another arena in which this lesson is only being learned very slowly by traditional businesses is the music industry.

  2. Jeremiah, reminds me of the comment I made a couple of posts ago quoting the Burson Marsteller report showing only 74 of the Fortune 500 companies have blogs. We are really at the cross-roads where brand / corporate custodians are just coming to terms with the paradigm of “new media” connecting EVERYTHING.

  3. I talked with some folks last night at an event about this, they said “” doesn’t care, or doesn’t get this new media world, I may be talking to a wall.

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