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Legal And Ethical Aspects of Blogging And Content Marketing

New SEMrush roundup devoted to the most common legal and ethical aspects of blogging and content marketing. In this presentation you will find useful links, answers to the sharp ethical questions and comments from guest experts who shared their experiences and thoughts on dealing with copyright, fair use, ghostwriting and brand mentioning.
Don’t forget to check out full post at SEMrush Blog.

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Legal And Ethical Aspects of Blogging And Content Marketing

  1. 1. GUEST EXPERTS Kerry Butters Technology writer, founder and director of marl<ITwrite Amberly Dressler Managing Editor at Website Magazine Gideon Greenspan Entrepreneur, Co-Founder and CTO of Copyscape Susan Gunelius President 8 CEO of Keysplash Creative, inc. , published author Andrew Hutchinson Author, blogger and social media and media monitoring consultant Kelsey Jones Managing Editor at Search Engine Journal Kelley Keller IP attorney, speaker, educator. CEO of Innovation to Profits Trevor Klein Content Strategist at Moz John Rampton Entrepreneur and writer
  2. 2. WHAT IS PLAGIARISM? If someone duplicates and reproduces your content without permission, and without attribution, that's plagiarism. Andrew Hutchinson 9 2 I consider five consecutive words copied as plagiarism. After the fifth word, you can think of what you're doing as stealing. John Rampton ,
  3. 3. A person, publishing text, images, video, or audio — any original work created by another person (who owns the copyright) without that person's permission, is . .. .., . . . , ..a. .. . ,,, ._ , ._ . .., .- . .,. _.. .., ..q . . . ... -_ ,1 n __, , l , . , _ - i *7“ an . . r . . "- . .é. u.. ... .-. .A-. c- as V . ... .. . -—. ... .. . .-5.. ..
  4. 4. T COPYRIGHT a legal right created by the law of a country that grants the creator of an original work exclusive rights to its use and distribution, usually for a limited time, with the intention of enabling the creator (e. g. the photographer of a photograph or the author of a book) to receive compensation for their intellectual effort. Wikipedia #
  5. 5. LEARN MORE ABOUT COPYRIGHT AND FAIR USE CONSIDERATIONS
  6. 6. IT’S ONLY OK To QUOTE SOMEONE OR REPUBLISH SOMEONE’S CONTENT UNDER CERTAIN CONDITIONS. 0 Ask permission to republish content. 0 Cite the author and give a link to the Original source. 0 If you republish content (with the owners permission of course) use canonical redirect to make sure that Search engines don't see it as duplicate content. 0 When quoting someone, provide attribution or a link.
  7. 7. WHAT SHOULD YOU DO IF YOUR TEXT HAS BEEN COPIED? 0 Contact the owner(s) of the plagiarizing site and ask them to remove the content or link to your original post. 0 If this doesn't work, contact the web hosting company used by the site; inform them of their customers abuse and ask them to take down the offending content. 0 At least file a complaint with Google under the Digital Millennium Copyright Act through Webmaster Tools and provide details about the offending website.
  8. 8. LEARN MORE ABOUT RESPONDING To PLAGIARISM
  9. 9. fit) E _B__ 1,)‘ F‘. '1 J l. .l lgr _l _l‘! “— LT! ~ ~ l i*. t f it l ' ' iii‘. I - ii i"ii'i-i~. i
  10. 10. T Copyright laws also protect images. Violating them can have a serious consequences. On a par of copyright you must be aware of public copyright licenses. Under public copyright licenses, authors can give others the right to use and modify images, but only under certain circumstances. However, participants need not worry about copyright infringement if they follow the terms of use. ;
  11. 11. LEARN MORE UNDERSTANDING CREATIVE COMMONS LICENSES
  12. 12. PROTECT YOURSELE BY NOT USING IMAGES IF YOU’RE IN DOUBT! If you are not sure about the fair use status of the image — use free stock photos! {
  13. 13. 14 Amazingly Free Stock Photo Websites Entrepreneur 15 Amazing Sites With Breathtaking Free Stock Photos BootstrapBay 53 Free Image Sources for Your Blog and Social Media Posts Buffer
  14. 14. GHOSTWRITING IS NOT ILLEGAL, BUT OPINIONS ON THIS TOPIC ARE CONTROVERSIAL. .. ‘
  15. 15. It's I I iii I it ill taiti ieii III. ill and something I have personally had done for me and have done for other people. I think it's a very healthy practice and the ONLY way to scale content. John Rampton
  16. 16. It isn't inherently unethical. In a sense, it's good enough for me. 2) That doesn't mean, though, that I'm a fan of it I I ei'i"; ii It; leiii
  17. 17. T IF YOU WORK WITH A GHOSTWRITER Your article must be based on your idea — don't let anyone decide what to write on behalf of your name Every article is meant to express your opinion on the topic — be sure to explain your ideas to the writer properly You can make edits when the article is done and add your "personality” to it It's OK to mention that you wrote an article in collaboration with someone
  18. 18. ~—‘-—->— :9}. . ¢»- vg. -_~ —w: —s_. .a. —.¢
  19. 19. WHAT ABOUT BRAND Ivi'ENTIOITS P Every editorial guideline states that promotional articles are not accepted.
  20. 20. Ninety-nine percent of time affiliatevvritten pieces are very Obvious and are rejected for their clear affiliation to the mentioned brand.
  21. 21. We usually strip out all links that are promotional in that way. If an author wants to link to something they are involved with, we require a disclosure. KeBeyJones
  22. 22. FIRST ASK YOURSELF IF YOUR BRAND MENTION IS VALUABLE TO THE READER.
  23. 23. You're working to promote your expertise and that of the brand you represent. If you don't mention it, you're not showcasing your knowledge. Andrew Hutchinson ~I“I "‘—l= i‘ I in l Pi, i r‘= ir= I , l'” Ni ‘ii. I ill , I l= = . ’/1“ I’-«I I I . '«I I II“! I It I l’ ‘I it-H " i"| ‘ __t:4 In : Il“r: i l "i H= - __| r l I. l I | l:~: =- rat N If’ i=4 i H ml I It I r. - ; ,I. I 2 jig]
  24. 24. BUTBRAND MENTIONING IS NOT JUST AN ETHICAL ISSUE
  25. 25. The U. S. Code of Federal Regulations provides very specific instructions on how bloggers should disclose material connections, which Could be in the form of monetary compensation, free items, free advertising and so on. Susan Gunelius
  26. 26. If you are asked to write about some product or service without disclosing the compensation or free product that you received from the third party in exchange for publishing the post or review,
  27. 27. LEARN MORE ABOUT DISCLOSING MATERIAL CONNECTIONS
  28. 28. VISIT SEMRUSH BLOG FOR THE FULL POST
  29. 29. FOLLOW SEMRUSH ON SOCIAL MEDIA -3’. fin

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