At its core, content should be informative. In a world of digital noise, content marketing solutions are a fantastic method to attract new readers, generate brand awareness, drive traffic to your website and increase revenue. But a great content strategy entails more than just writing and publishing content across multiple platforms. For content to truly work for your news organization or news section, you must have a comprehensive strategy that utilizes goals and key performance indicators.
Content is steadily growing in popularity, with 82% of marketers actively using content marketing in 2021 — up 70% from the past year. With 47% of consumers seeking to view three to five pieces of content before converting, publishing as much content as possible to educate your audience is essential.
If you are looking to create content for a news website, you’ll want to source fresh and relevant content consistently. Here is our guide to getting and republishing content for a news website or educational content section of your website.
Considerations for Getting Content for a News Site or Section
If you are adding a news section to your website or you are a publication providing news content, it’s not enough to simply post content you think is relevant. You must think about the needs of your audience. It’s essential to consistently post timely information and share stories about subjects that interest your readers — don’t just post content to populate your website. Consider these factors before you hit “publish.”
Credibility and Reliability
In an age where misinformation is both prevalent and easily accessible, it’s vital that your website is viewed as a reliable source. It can be challenging for readers to differentiate what stories are real and which ones are fake. Unfortunately, it can be hard to change someone’s mind after they’ve read something and formed an opinion on a story. Credibility and reliability are intangible advantages for news sites, so having a reputation as a trustworthy source is valuable.
Timeliness
A challenge with getting news stories onto a website is making sure they are timely. If your offerings are outdated, consumers won’t view your organization with the same reverence as your competitors.
Additionally, if your company lacks the resources to cover certain topics, it can be challenging for writers to get up to speed on articles that require timely information. If you are just starting out and developing a news website, ensure you have the resources available for your news staff to write relevant content.
Audience
It’s key to consider the kind of news that your audience wants to consume. For example, if your site addresses financial professionals, they are likely looking for financial news and business updates instead of general news stories.
If you are unsure what kind of content your audience seeks, ask them directly. Whether via an email newsletter, a social media post or an in-person conversation, ask your audience what type of content they would like to consume.
How to Get Content for a News Website
Depending on your content strategy, there are a few different methods for acquiring content for your news website.
1. Content Outsourcing
Not every media company has the internal resources to create a comprehensive content production plan and strategy. Other professionals are available to help you bring the news your need to your audience.
Outsourcing content can be an excellent strategy for companies looking to expand the breadth of the stories they cover. Outsourcing can happen in several ways, such as working with freelance journalists or partnering with a larger publisher in a niche you want to explore.
2. Licensed Articles
Content licensing refers to content where the author maintains legal ownership but allows other websites to publish this content for personal and business use.
Licensed articles can be a great way to create more content on your news site, no matter your industry. Using licensed articles gives you the advantage of knowing they have already been researched, edited and published in credible, world-class publications.
3. Licensed Photographs
Some members of your audience may enjoy consuming stories visually, and licensed photographs can help complement your news stories. These pictures can cover different topics while bringing your stories to life. There are a few different kinds of news photography you can choose, including:
Editorial photography:
These photographs convey a story. Typically, these photos are placed alongside newspaper articles to help illustrate the text.
Commercial photography:
This kind of photography helps brands communicate their message with consumers, and the photos can often be found across different marketing materials.
Travel photography:
These images document different places, historical sites and cultures around the world.
Photojournalism:
This is the act of using the art of photography to tell a story.
Some examples of licensed photography you can access through NYTLicensing include:
- Sporting events, like the 2022 Winter Olympics
- COVID-19
- The U.S. military withdrawal from Afghanistan
- General news
4. Licensed Videos
In addition to graphics and written content, videos can be purchased through a rights licensing organization. These can range from short clips to longer segments and are used to bring context to an original story and to complement your news pieces.
The different types of videography include:
- Video journalism: This type of journalism uses the art of videos to share a story.
- News videography: Used when bringing context to a story with moving images. These videos are usually run alongside web content to help illustrate the text.
- Cooking videography: Used to document the process of following a recipe or demonstrating a cooking technique.
- Stock videography: These are short clips of videos that are editorial or commercial and are used in creative projects.
5. Guest Posting
Allowing guest posts on your blog will likely result in an influx of inquiries from potential contributors. Here are a few things to keep in mind when it comes to accepting guest posts:
- Industry leaders: Only publish contributor content that is actively related to your industry. You also want them to have a sizable social media following since this can help drive more traffic to your website.
- Quality links: Ensure all links in contributor bios are to high-quality, relevant websites.
- Proofread: Always proofread and edit all blog submissions since all content you publish is a direct reflection of your business.
The Basics of Republishing Content
Now that you have some ideas on how to source your content, it’s important to follow the rules of content republishing. Typically, you will create your own republishing rules with your licensed content provider, but here are some basics.
What is the Difference Between Republishing and Reprinting?
Republishing means copying and replicating a work that has already been made available to the public. Common republishing examples include books, blog posts and newspaper articles.
A reprint is material that is republished after its original publication date. Typically, the reprint has the original publication’s masthead placed on top and tends to be a customized version of a specific article.
Do You Need Permission to Republish an Article?
If you intend to use third-party content, you will need permission first. The rightsholder owns the copyright to the article, and they are the only ones who can legally distribute, reproduce or repurpose the work. Using the piece without adequate permission means you are infringing on the copyright.
Can I Republish an Article on My News Website?
You can republish an article on your website as long as you have obtained permission from the copyright holder. It’s important to know that even if the article mentions you or your company, you still need permission to repost the full article.
Final Thoughts
Licensed content is a great way to fuel your news website with relevant articles, videos and graphics. The New York Times Licensing Group has content offerings to help you easily tell your story.
