Online tools for republishing and reselling content are helping media outlets, small businesses and other publishers licence content in new and profitable ways.
Kelowna, BC-based Media Cooler Innovations has developed what it calls MediaWorks, a white-label software-as-a-service platform that automatically creates an online marketplace with automated features that let businesses request professional, published content – including text, graphics, photos and other media – customized for their needs.
Company co-founder and CEO Alison Yesilcimen said newspapers and other media outlet’s articles typically run just one time, and generate revenue just that once. She’s identified market segments in which other businesses would gladly pay to reuse that content for their marketing and communication needs if they could.
Media Cooler's automated online content marketplace platform makes that possible; For example, a news outlet may profile a small business or write a personal finance feature. Using Media Cooler’s technology, the news outlet can now offer businesses the rights to republish the same story for newsletters, websites and other marketing materials.
The Toronto Star was one of the first publishers to use the service; now, Postmedia paper The Calgary Herald has launched www.HeraldContentMarketplace.com to license their professionally created content for commercial use.
"The Media Cooler platform gives us a simple one-click purchase solution for businesses looking for trustworthy and compelling content, powered by top-level search functionality to help clients find exactly what they're seeking," said Calgary Herald Director of Digital Content, David Blackwell.
The technology lets users search content by name, title, subject or date. The platform dashboard gives publisher’s access to valuable user data, and rights holders can access user metrics, Google analytics, e-mail addresses and more in their content reuse and marketing efforts.
Yesilcimen says keys to successful repurposing and republishing include shelf life, and the “evergreen quality” and long-lasting relevancy of the content in question. Of course, she adds, the publisher must own the content or have the right to resell it.
That being said, the re publishing system itself must be easy to use in its operation, the content it sells must be affordable.
Payments are made online through the system, at individual story or package rates.
“The Calgary Herald quickly saw the opportunity to connect their content to a broader market who values the Herald’s brand. Today, businesses can only offer customers a link to a Publisher’s full article. Through the Herald Content Marketplace, businesses now have the ability of using the entire Calgary Herald article and image on their website, creating the engagement they desire with their customers,” added Yesilcimen.
Media Cooler Innovations Inc. was founded in 2010; Alison Yesilcimen was formerly the President & CEO of a multimillion-dollar publishing group in British Columbia. Bryce Cutt, Co-Founder and CTO, has an MSc in Computer Science at UBC. He contributed his original algorithm to a major open source database, where it is used by millions of people.