Q. What is licensed content, and how does it work?
A. Licensed content, sometimes called syndicated content, is content produced by a professional publisher that can be legally licensed for use on your own website.
Licensed content can be acquired through a 1-to-1 agreement with a publisher or from a content library like Matcha’s.
Making Content Marketing Scalable for Small Businesses
Large brands have been using content marketing — including blog articles, videos, and social media content — to grow their businesses for years.
It’s no secret why. Content marketing works.
One study showed brands that publish regularly get 4x more leads on average than those that don’t.
But until recently, small ecommerce businesses weren’t invited to the party. Consistently creating content overwhelmed lean teams, and commissioning original content wasn’t scalable; it just cost way too much.
Plus, investing in original content comes with a certain amount of risk when you’re not certain if the topics are what your audience wants.
Licensed content has helped change all that.
With licensed content, even the smallest of ecommerce and direct-to-consumer businesses can publish professional content that gets people to click their ads, convert to leads, and keep on coming back for more.
Let’s take a closer look at how licensed content from the Matcha platform can help your brand punch well above its weight in the battle for ecommerce sales.
Meet Matcha’s Content Library
The Matcha platform includes a library of content that businesses can license and republish on their own websites. And with over 10,000 articles available, there’s something for virtually every audience.
Content types include:
- In-depth articles
- Photo essays
High-quality articles covering topics like food, travel, wellness, outdoor adventure, parenting, beauty, and more can be published in seconds. It’s like having a team of subject matter experts who are also professional writers to create content for you on demand.
In short, licensed content allows you to provide experiences your audience will fall in love with. It’s not just about brand awareness and community building (although those are important, too). Licensed content brings real outcomes like traffic, leads, and sales within reach of growing brands like yours.
What Will Licensed Content Do for Your Brand?
Licensed content is a powerful and versatile marketing tool that helps small brands compete, even against large competitors with deep pockets.
Create a high-performance blog instantly and effortlessly
A licensed article from Matcha takes seconds to publish and costs 75% less than custom content. It’s the fastest, most cost-effective way to build an ecommerce blog that drives results.
Generate more traffic and leads faster
People are more likely to take an action — like clicking an ad or giving their email address — when you offer something of value in return.
That’s why Facebook ads and lead capture forms that offer valuable content outperform their product-only counterparts — by a lot!
In fact, traffic to licensed content costs almost 90% less than traffic to product pages.
Having an on-demand source of relevant content means you can start getting those results immediately.
Gather more data, make smarter investments
Every time someone interacts with a piece of content — reads, likes, comments, shares, converts — you learn something. That data guides future content investments, audience targeting, and even product development.
Traditionally, big brands have won because they have the budget to gather these insights at scale. Spending thousands on custom content and anaytics is cost-prohibitive for small businesses, but for entrenched brands, it’s just a drop in bucket.
Licensed content levels the insights-at-scale playing field.
Matcha customers can afford to published licensed articles on multiple topics, then test them against varied audiences. This lets them gather useful data fast. Then, they use it to make smarter investments across their whole business.
The Logistics of Licensed Content
That all sounds great — but how does licensed content actually work? Here some FAQs about licensing content from Matcha.
Can I edit licensed content?
No, that would be considered a modification and against our licensing terms. To make it your own, you can:
- Add resources in the header or footer of each page.
- Place product ads on the content pages as you would any landing page.
- Include the content in branded newsletters.
Can another brand use the same content as I do?
Yes, another brand can use the same content as you. However, it’s highly unlikely that a shopper would encounter the same article twice.
Does using licensed content affect my SEO?
We put canonical tags on our licensable content so there are no issues with search. You can use any piece of licensed content from our library without penalty from Google.
What happens to the content if we leave?
Licensed content is yours to use as long as you’re a subscriber. If you do decide to leave Matcha, the licensed content is required to be removed from your site per our EULA.
Summing It Up
Content marketing has been an important growth tool for a long time. But until recently, it’s been out of reach for most small ecommerce and direct-to-consumer brands.
Licensed content is the great equalizer, giving small businesses the power to drive traffic, generate leads, and influence revenue through performance blogging.
Want to see more examples of how growing brands like yours use licensed content to grow their businesses?
Feature image provided by Arnel Hasanovic