If you are just getting started in content marketing, or if social media is still a bit of a novelty for your organisation, there are a couple of things you should definitely avoid when attempting to use third-party content for your own promotional purposes: don’t misappropriate, and don’t misrepresent.
All marketers will be alert to false, deceptive or misleading advertising. More experienced content developers should also understand legal issues such as plagiarism, copyright infringement, passing-off and libel. However, even seemingly innocent and well-intentioned references made to third-party content may inadvertently border on unconscionable conduct.
Last week, I had the rather disturbing experience of a company attempting to use my blog to promote a service, and in a way that not only implied I was endorsing that service, but also suggested that my blog was somehow the reason why customers should sign up for it.
I found this problematic for three reasons:
First, I had no knowledge of or connection with this particular service, and the promotional message gave the impression I was endorsing it, which was obviously misleading, and it quoted my article out of context. At an extreme level, if I ever wrote a blog about the “10 reasons why I take public transport”, and then a political party co-opted my content to say “10 reasons why you should vote for our transport policy”, that would be misappropriation (of my content) and misrepresentation (of my views).
Second, even though the service referred to was being offered for free, if the company had managed to generate new clients via this particular campaign, there’s no direct benefit to me or my business, but lots of benefit to the company and/or its partners. In this increasingly self-directed, interconnected and collaborative environment, it’s important to make sure we are all “paying it forward” in a constructive and mutually beneficial way. (I have no problem with receiving a referral fee or a direct benefit in kind if my efforts have been instrumental in securing new customers for your business!)
Third, I am fortunate that a number of my blog articles have been re-syndicated via social media and other channels. In writing about third-party products and services, I am very careful not to endorse specific businesses or brands, other than to mention names (and link to relevant sites). Where I am providing criticism, I endeavour to do so under the auspices of “fair comment”. This is important when establishing credibility with an audience: that my content is seen to be authentic, that I demonstrate awareness about the purpose and context of my blog, and that I attribute whenever I am referencing or citing third-party content. (See an earlier blog I wrote on this topic) But, if in doubt, always ask the content owner in advance before linking, referencing, quoting, attributing or re-contextualising their content.
Finally, if I can be of any assistance in relation to your own content marketing, please let me know via this site.
Content in Context 
Excellent and useful post Rory. You address the ongoing issues around open source publishing- ethics, copyright, plagiarism and as you mention, the ability to co-opt ideas and information. It has been said there is no such thing as bad publicity, however this is an example of debunking that myth. A great reminder to us all, thank you. ML
Glad to be of assistance! To be fair to the company referred to, they immediately took down their content as soon as I contacted them. However, what was slightly worrying was the fact that they had a new team of content marketers, who were still “finding their feet”. Clearly, some risk management issues.
The era of ‘content marketers’ has spawned new developments in media law. A content marketer is different than a journalist although some are one in the same. However, most pro journalists are aware of media law and maybe a good rule to follow is to hire a credible journalist as Tim Martin of NET101 says.
Or, dare I say it, a content expert such as myself….!