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Avoiding Copyright Infringement: 3 Tips for Marketers

Online marketing is absolutely essential for businesses to build their brand, especially in today's digital world. In fact, 45% of companies say content marketing is "highly integrated" into their SEO strategy. And between 70% and 80% of consumers look up a company online before deciding to make a purchase from them. But when it comes to marketing tactics, there is something companies need to be aware of: copyright infringement. So here are a few simple tips to help businesses avoid copyright infringement when marketing.

First off, like most other things in life, it's important to always ask and receive permission. If you're looking to use copyrighted content like images or music, it's best to simply ask for the creator's permission to use it. Once permission is given, you should keep records of the permissions in case there is a concern later on. And you need to remember that just because you have permission to use the content, that doesn't mean you don't have to give credit. The creator of the content always deserves credit, even after they give permission. If you fail to give credit, you could end up in a sticky legal situation.

If you use a lot of pictures, images, or music in your marketing tactics, it may be best to consider one of two options: either create your own content or buy content. Creating your own content can be a great way to save money, have original pictures, and avoid issues with having to find images and music to use. But having someone in-house to create this type of content isn't always reasonable. If this is the case, consider simply buying content. There are plenty of platforms that have resources for sale so you can legally purchase and use the content. Purchasing content is an easy way to ensure the artist not only gets credit, but that you're using their content with them knowing it.

No matter which kind of content you're using, it's crucial that you always read the terms of use and licensing information. There are laws in place to protect people from stealing their content and information -- there were 1,134 trade secret case filings filed in 2017 alone. So to truly avoid getting into legal trouble for using other people's work, make sure you fully understand the rules and regulations in place. If you are buying a license for images, make sure it allows you to choose which images you use. Overall, taking the time to understand regulations can help avoid copyright infringement issues.

With there being so much content on the internet today, it can be difficult to figure out how to safely use someone else's pictures or music. So follow these tips and keep up-to-date with the guidelines in place so you can avoid copyright infringement.

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