"I'm a marketer, not a lawyer!" Avoiding common content pitfalls
Many content marketers are struggling with creating content that involves the inclusion of community members and influencers, without getting them into legal hot water. This week #ContentChat was joined by Kerry O'Shea Gorgone (@kerrygorgone) to discuss how to avoid common legal and ethical content missteps.
Q1: How can I make sure my brand is ethically creating and curating content?
A1: Transparency is key. Any content that is not your own needs to be noted and linked to. #ContentChat— Andrew Pelletier (@Andrew7000) October 24, 2016
A1: Know what's okay and what's not. You can't steal content from others and if you cite someone, give credit. #ContentChat— Express Writers (@ExpWriters) October 24, 2016
A1a: Always reference sources if they are not original #contentchat— Nichole Muller (@muller_nichole) October 24, 2016
A1) Citing sources is also crucial. If you didn't say it, give credit. It works to your advantage to share info! #ContentChat— Jason Schemmel (@JasonSchemmel) October 24, 2016
A1 Don't buy into the startup mantra of "seek forgiveness, not permission" when it comes to content. Ask FIRST. #contentchat— Erika Heald (@SFerika) October 24, 2016
A1 Understand that different cultures view content creation differently, some in Europe view curation as stealing for example #contentchat— Mack Collier (@MackCollier) October 24, 2016
A1 People look to the INTERNET for models of writing. Folks: look to books. Look to legit storytellers. Aim. Much. Higher. #contentchat— Ken Gordon (@quickmuse) October 24, 2016
A2 One misstep is to curate too much of your own content. Which means it's not truly curation :-) #contentchat— Dennis Shiao (@dshiao) October 24, 2016
A2. Outright copyright infringement. No attributes. Not getting permission to use something - an attribute is not enough #ContentChat— Megan McCarthy (@thlittleartiste) October 24, 2016
A1: Copy/pasting others' content and presenting it as yours #contentchat— Spin Sucks (@SpinSucks) October 24, 2016
A2: sharing facts or statics without listing references. You know, the whole "photo or it didn't happen" deal #contentchat— Phil Barnes (@Barnes_Phil) October 24, 2016
A2: Images + ideas shared by brands on SM that arent referenced, can lead to inaccuracy of info too if not a site worthy source #contentchat— Nichole Muller (@muller_nichole) October 24, 2016
A2.Do NOT search Google for a blog post pic. Trolls optimize their images for search just so they can sue you when you use one. #ContentChat— Kerry O'Shea Gorgone (@KerryGorgone) October 24, 2016
Q3: Many brands are struggling with understanding and enforcing FTC guidance. Do you have a cheatsheet or tips to share?
A3: If you get paid for it, take something for it, get something for it... Say it Add to your content the what & why #ContentChat— Brandie McCallum (@lttlewys) October 24, 2016
Q4: Content creators are also struggling to comply w/FTC guidance, especially with affiliate links. What are the must-dos?
A4. Disclosures don't have to be boring, but they do have to be clear #contentchat— Megan McCarthy (@thlittleartiste) October 24, 2016
A4: Just add it in, most people put a paragraph at the start or end of post, for tweets & Fb just use AFF link #ContentChat— Brandie McCallum (@lttlewys) October 24, 2016
A4: Let's be honest, most ppl are going to skim it so be clear upfront and obvious for those taking their time. #contentchat— Alan Fleming (@alan_fleming) October 24, 2016
A4. Remember mobile: disclosure must show on a small screen b/f reader clicks away to buy. No pinching/scrolling can be req'd! #ContentChat— Kerry O'Shea Gorgone (@KerryGorgone) October 24, 2016
Q5: Should brands have a standard disclosure that they ask bloggers to use when posting sponsored content?
A5 Standard disclosure would be a good thing. Helps to eliminate confusion across sponsored posts from the same brand #contentchat— Dennis Shiao (@dshiao) October 24, 2016
(We've touched on Q5 a bit already, but would love to get a feel for if folks are/will use something standardized) #ContentChat— Erika Heald (@SFerika) October 24, 2016
A5 brands should create standards/education for disclosure, but also let the influencers use their own voice & tone. #contentchat— Maggie Rimnac (@chitownmags) October 24, 2016
Q6: What are some examples of brands doing a good job with FTC disclosure and ethical content creation?
Q7: What are some tools and resources to help ensure lawful and ethical content creation and curation?
Q8: Are there and legal changes coming in 2017 that will impact content creation and curation?
Join us for #ContentChat Mondays at 12 noon Pacific / 3:00 p.m. Eastern.