A growing reliance on content for business-to-business marketing tactics has positioned the content licensing market for strong growth, Marie Griffin writes. Marketers are using content licensing to build communities and thought leadership to grow new channels, but these licenses often come with strict controls on appropriate use. "As a cost-effective method for the buyer, it could also bring new customers into the market," said Sheila Rice, vice president of business development and licensing at Northstar Travel Media.

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