Content is essential for boosting marketing efforts for businesses, both big and small. But creating content can be difficult. It can be hard to brainstorm, produce and promote content that is unique, yet still stays in line with your brand’s messaging.
A simple way to keep your target audience from getting fatigued by similar messaging time and time again is by utilizing third-party content.
Simply put, third-party content is content that is developed by an outside party. Also known as curated content, third-party content can be a blog, graphic, article, social media post or video that was created by someone else and is credited on your website. Strategically choosing and curating the right third-party content will help support your brand, while providing a fresh message and new perspective to your readers.
4 Types of Third-Party Content to Consider
It’s always best to consider a variety of different content formats to mix things up. After all, no two readers are the same, so why only promote content that speaks to a subset of your entire audience?
For companies looking to deliver value via content marketing, third-party content can provide an edge over the competition.
Here are some examples of third-party content you can add to your content strategy.
1. Curated News
Curated news can be a great way to showcase industry trends, while establishing your brand as a thought leader. Your team can leverage industry insights from publications, such The Harvard Business Review and The New York Times, to further supplement your editorial calendar. This kind of curation allows your team to scale its efforts, while still putting out high-quality content.
2. Brand Ambassadors
Brand Ambassadors are superfans of your business. They post content about your brand because they have a history of enjoying your products and services. They are considered an efficient earned media source since they can expand your organic reach.
3. Macro and Micro Influencers
Macro influencers are those with very large audiences, and micro influencers are individuals with smaller, but more engaged audiences. They both can be worthwhile third-party content investments, depending on your strategy.
4. Licensed Content From Notable Publishers
If you want a ton of content, but don’t necessarily have the right resources to produce it in-house, then licensed content is for you. This is when you use content from a professional publisher, such as The New York Times, for use on your own website. Utilizing journalism in your content marketing can also establish brand credibility, while cultivating consumer relationships.
How to Use Third-Party Content to Your Advantage
Not all content is created equal, so it's best to use the following tips to ensure the third-party content you use is to your advantage.
1. Consider the timeliness of the content.
A news article will have a different shelf life compared to an opinion piece. Consider what trends may disrupt your clients’ business or what challenges they face. Being timely in delivering these insights can make you a valuable resource for consumers.
2. Use a variety of content formats.
Consumers engage with content across a wide variety of formats. It’s important to understand how your clients like to engage with your brand, while offering different kinds of assets.
3. Use reputable sources.
Choose third-party content that comes from reputable sources. By using credible resources, you can build trust with consumers.
4. Promote content from different thought leaders in your industry.
Thought leaders can provide a new perspective on a subject, while offering valuable information to your audience.
5. Ensure the content is valuable.
Every single piece of content you promote needs to bring some type of value to your reader, even if it is a quick blurb in a blog post. When your brand creates something of value for your consumers, your organization can further establish itself as an industry leader.
Where Can I Find Third-Party Content?
Here are some tricks to help you track down the best content for your audience.
Partner with reputable sources and thought leaders.
Third-party content allows your audience to benefit from the knowledge of industry experts. Showcase insights from reputable leaders and publications in your space. Curated newsletters, emails and blogs can help build trust with your audience.
Allow guest contributions.
Guest submissions are a way to gain new content and different perspectives. Additionally, you can incorporate posts from customers to showcase how they address challenges in the industry or how they use your product.
Explore different media types.
As mentioned before, third-party content doesn’t have to just be blogs and news articles. Feel free to branch out and look for different media types such as videos, graphics, infographics and photographs.
License third-party content.
NYTLicensing offers numerous licensing options for news articles, educational material, videos, graphics and photos. Licensing from publications associated with The New York Times ensures that the content you’re using is of the highest quality.
How Do You Use Third-Party Content in a Copyright Compliant Manner?
Unless you are just sharing an ungated link, you will need explicit written permission to use third-party content. Consider purchasing a copyright license in instances where you want to use content as part of your blog strategy or in email marketing. When in doubt, always consult your legal team.
Final Thoughts
Third-party content can bring your brand’s content marketing strategy from good to great. Since content can be difficult to produce internally, taking advantage of licensed content from reputable publications like The New York Times allows you to harness the power of world-class journalism, while meeting the needs of your target audience.
Frequently Asked Questions About Third-Party Content
What is an example of third-party content?
Third-party content is content that has been created by another company or person. There are multiple content formats that can be considered third-party content, including blog posts, long-form articles, social media posts, YouTube videos and graphics.
What are third-party content rights?
Third-party rights are the rights needed to reuse an article or piece of content. To use third-party content, one must have explicit written permission from the rights holder. Before sharing or reposting an article, be sure yo review the terms of your license. For example: Just because you have the rights to legally copy news content to your website, does not give your team the right to share the articles via email. If you're unsure of what's covered under your license, speak with your legal team.
Is third-party content the same as curated content?
Yes, third-party content is the same as curated content. Both are terms for content that you choose to promote on your blog that was created by another brand.
