"Should you file copyright for your online videos, webinar presentations, email newsletter articles, blogs, SEO-ed Web pages, podcasts, white papers ... and the rest of the content your marketing department produces?" asks Anne Holland on the Marketing Sherpa blog. The answer, she says, is yes and no.
If your marketing materials are basically the intellectual property you sell—meaning, you sell research or data as either a primary product or a value-added benefit—then you should consider copyrighting that material, Holland says. This way, you can shut down a competitor that purloins your IP and presents it as their own.
The trade-off, of course, is that it costs between $35 and $75 to file each copyright application, and it takes up valuable time.
MIKE HOFMAN was previously editor of Inc.com and a deputy editor at Inc. magazine, which he joined in 1996. The site was nominated for a National Magazine Award for Digital Media in 2010, and was named the best business website by Folio Magazine. In 2006, Hofman was part of a team of writers nominated for a Webby Award for best business blog. He lives in New York City. @mikehofman