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What is a content marketplace?

By: Kane Hippisley-Gatherum

Posted on 11 September, 2018

What is a content marketplace?

With the launch of DISCO Content Marketplace, we take a look at the platform in a little more detail.

Finding high-quality, relevant, and timely content can be a challenge for brands and publishers alike. Individual copywriters are limited by their specific expertise as well as a lack of hours in the day, while even a team of copywriters can struggle to keep up with the ever-growing demand for quality content. 

That’s not to say that an effective publication or content marketing campaign cannot be successful with just the use of original content - it can, of course. However, for some publishers and brands, the use of licensed content is a must.

Third-party, syndicated content can be used as the sole source of all content, or used in tangent with copywriters producing original work. Both of these methods can be extremely effective in boosting output and engaging with readers, so long as a documented content strategy is in place.  

However, even having access to a small number of licensed content sources is sometimes just not enough, and this is where a Content Marketplace comes in. 

DISCO Content Marketplace gives brands, publishers, institutions, and other organisations the chance to browse through a vast database of diverse content which is updated in real-time. Upon finding a piece of content which suits them, it can be easily licensed with the click of a button.

This removes the need to negotiate individual contracts with each licensed content source, and removes the limitations set by having only agreements in place with one or two main third-party sources. 

A team of curation experts analyse a user’s content needs, audience, and publishing strategy, and recommends a number of sources to be made available to them in the Content Marketplace.

If the publisher knows of specific sources they would like access to, it is quickly arranged that they too are made available. They can then browse the content archive to find the right piece of content to suit their publishing needs, and license it in an instant. 

Content curation experts make sure that all content sources made available to the user are expertly selected to take into account editorial line, as well as audience. This is extremely helpful for those brands and publishers looking to increase output, while maintaining a certain tone or reputation among their readers. 

The benefits of a Content Marketplace are as follows:

  • High-quality, trustworthy content can be licensed from reputable sources around the world at the click of a button. 
  • A diverse range of content formats are available to publishers for all of their content needs.
  • The lengthy task of negotiating agreements with each individual third-party source is eliminated.
  • It is extremely cost-effective, with pay-per-use or package options available to users.

DISCO Content Marketplace licenses a diverse range of content, in a number of different formats and languages. Among the content types are: Analysis, Broadcast & News Content, Comics, Editorial Cartoons, Feature Articles, Graphics, Interviews, Listicles, Images, Videos, Raw Footage, Stock Music, Podcasts, and much more. 

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Image via Shutterstock.