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How licensed content can help with social media marketing

By: Kane Hippisley-Gatherum

Posted on 01 October, 2018

How licensed content can help with social media marketing

Using third-party licensed content offers numerous benefits to brands and publishers, among them the ability to engage target audiences on a company website, boost SEO through strategic keyword usage, and earn the trust of customers and clients through providing them with relevant and useful information.

However an often overlooked benefit of using licensed content is the boost it can give a brand or publisher on their social media channels. Here are 3 ways third-party content can help with social media marketing:

1. Increased output

The goal of publishing content on social media is to engage audiences and drive a higher CTR to a blog or company website. Unless a brand boasts a huge publishing team, relying solely on original content will limit the amount of content which can be shared on social media platforms, and thus reduce daily post reach. Licensing content is an affordable and effective way to increase the number of potential social media posts for an audience to engage with.

2. Variety of content

Even with an in-house content team creating original content on a full-time basis, it can be hard to ensure that there is a good variety of formats being published. A good social media marketing strategy ensures that posts on platforms such as Twitter, Facebook, LinkedIn, are not just links to articles a blog. Licensing third-party content allows for increased output on social media of content such as videos, infographics, podcasts, and other formats which may be a little more time-consuming and costly to produce in-house. 

3. Easily optimizable publishing schedule 

By hiring an in-house content creator, a brand or publisher limits itself to the expertise of that individual, whether that be copywriting, graphic design, or video editing. In licensing third-party content, the brand can use the performance data gathered from social media reporting tools, and understand which formats and topics work better with different audiences and on different platforms, tailoring output to fit demand. For example, if the data shows that Twitter users engage more with short videos, third-party videos can be quickly licensed and distributed on that platform to ensure optimal interaction rates. The brand or publisher is no longer stuck with trying to make one specific type of content work in a space where there is little demand for it. 

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