Copyrights, trademarks, and patents are somewhat complex topics. However, they each can have an effect on the way you run your WordPress site, which makes understanding their basics important.The good news is you don’t need to hit the law books to figure out how each of these elements impacts you. In this article, we’re going to discuss the difference between copyrights, trademarks, and patents, and how WordPress is licensed. Then, we’ll talk about what elements of your site you need to protect and how to do it. Let’s get to work!
What’s the Difference Between Copyrights, Trademarks, and Patents?
Before we dive into how these elements affect your WordPress site, it’s important to know what their differences are. For now, let’s keep things simple and talk about them one by one:
- Copyright. Think of this as proof of ownership over the content you create. For example, if you’re running a WordPress website you can copyright your graphics and content (and we’ll talk more about this later on). On top of proving you’re the owner of your content, copyrights also govern how others can reproduce, imitate, and distribute it.
- Trademark. Unlike copyrights, trademarking isn’t about protecting your content, it’s all about your brand. Using this method enables you to claim your website’s name, domain, logo, and any other symbols representing your brand. That way, other people can’t use them to deceive your visitors and customers without breaking the law.
- Patents. This type of protection is reserved for unique business processes and technologies. However, you can’t patent a website as a whole (in the vast majority of cases).
Before moving on, let’s talk a bit more about patents. There’s a common misconception that almost any idea can be patented, but it’s not quite true. In fact, it’s likely you won’t be able to obtain a patent for your product unless you can prove it’s unique (and non-obvious).
To put it simply, if you run a simple WordPress website, you probably don’t need to think about patents. That is unless you’re offering a service you can prove is unique and innovative. If you just want to protect your intellectual property, copyrights and patents are the way to go.
How is WordPress Licensed (And How Does It Affect You)?
Most of you probably know that WordPress is open-source software. What you might not know is that it’s available to the public under the GNU General Public License (GPL). Let’s break down what this means:
- You’re free to run the platform for any purpose you want.
- You can have access to the platform’s code and modify it to suit your own needs.
- It can be freely redistributed. This means you can share the platform with other users if you want, instead of having them download it directly from the developers.
- You can also redistribute the platform including any modifications you’ve made to it.
This last point is particularly important for you as a WordPress user because it also covers ‘derivative’ works. In WordPress’ case, both plugins and themes fall into this category. It means you can create either of those two options for any purpose, and distribute them without having to pay the original developers.
Plus, if you’re a developer, you can also charge any price you want for your plugins and themes. The only caveat is that they must be made available under the GPL license as well without any additional restrictions. This is where things get a bit confusing if you’re a WordPress user or developer, so let’s discuss what this means for you:
- You only need to adopt the GPL license if you plan to distribute your plugins or themes. If they’re meant for private use or a particular client, that doesn’t apply to you.
- If you want to, you’re free to charge extra for technical support and other similar tasks. That’s why you often see plugins and themes available for purchase under limited-time licenses. In that case, you’re not just selling your work, but also your expertise.
- You can sell your work. However, according to the GPL, once someone purchases it they can also distribute and charge for it.
If you’re a developer, you might be worried about that last point we covered, so let’s elaborate using an example. If you create and distribute a WordPress theme under the GPL (which it must be), anyone who purchases it can legally access its ‘source code’, modify it, and redistribute it. In WordPress’ case, that refers to its core PHP files.
What they can’t do is copy any other part of your work, including bundled graphics, and CSS customizations. That means they can’t just take your theme and resell it under the same name to pocket the profits. In that case, they would be breaching its license and be open to legal action.
Do You Need to Copyright Your WordPress Website?
echnically, you don’t need to copyright your WordPress website – at least not under US law. That’s because websites are considered ‘original work’, and they’re copyrighted from the moment they go live. The same law applies to other types of creative work as long as you document them in a way you can prove, such as writing them down or recording them.
The question is, if you don’t need to copyright your site, why do so many pages on the web bother to include notices to that effect? A lot of them do so as a deterrent to would-be copycats, while others may include them because they actually went to the trouble of registering their copyright.
While a copyright isn’t strictly necessary for every site, it can come in handy. At least in the US, registering this proof of ownership makes it much easier to prosecute anyone copying it. For other countries, the situation could get muddier – so we recommend doing some research with an expert in your particular nation’s law.
What Elements of Your WordPress Website Should You Protect?
We’ve already talked about copyrighting your site, but that isn’t the only thing you can do to keep it safe from a legal standpoint. Let’s check out some of the other elements you can protect and how to do it.
Your Logo, Site Name, and Slogan
These three elements are a big part of what makes up your overall brand, which makes them perfect candidates for trademarking.
To register a trademark in the US, you’ll have to go through the United States Patent and Trademark Office(USPTO). To apply for one, you’ll need to submit a representation of your mark that includes its name and any designs associated with it (such as logos and other related icons).
However, keep in mind that the USPTO enables you to register each of these components separately if you want to do it. This means you can have a trademark for your logo, another for your site name (and URL), and one for your slogan. Doing this provides you with more protection if you decide to mix those site elements.
Keep in mind, registering a trademark with the USPTO isn’t free so you should only do it once your site gains a little traction and you’re sure the investment is worth it.
Many digital marketers believe that their brand provides a positive user experience. However, in many cases, the consumer feels differently. This disconnect can damage brand reputations and hinder the success of marketing efforts.
We now live in a customer-first world. Consumers today have their choice of countless companies within nearly every conceivable niche, and it’s up to the organizations to demonstrate why they should gain more business over their competitors. Staying ahead of digital marketing trends and adapting strategies accordingly are essential to success.
The brands that succeed are the ones that build an online experience tailored to the consumer, meeting their needs every step of the way. Sixty-one percent of customers report that they would not return to a brand’s mobile site after a negative experience, and 40 percent say they would go to a competitor’s site, according to Google.
The need to have an intimate familiarity with customers, what they like and the platforms they live on, is critical. As technology and customer expectations mature, brands need to be alert to the rising trends so that they can provide the optimal user experience for consumers. These top five trends below comprise a critical component of the modern digital marketing strategy. Here is what you should know to make it a part of your organization.
Trend 1: Data and personalization
In the increasingly competitive digital ecosystem, brands need to stand out for their customers. These consumers want to know that you care about their individual needs, and thus you need to create a highly personalized experience. Personalized calls to action, for example, convert 42 percent more than ordinary CTAs. Data and personalization will be the cornerstone of marketing moving forward.
Data can help you uncover topics that matter the most to your target audiences. It also allows you to better track how different personas interact with your content, move through your buyer’s journey, and learn what material will be most helpful for them next. Thus, data informs personalization efforts.
Tips for succeeding with data and personalization
- Secure data on a broad scale by uncovering trends within your industry and important topics that matter the most to your customers. Rising topics can help you get material published before competitors, building a strong presence in those areas as well.
Look at personal data to see how particular personas use your website.
- Look at the content they enter your site on, how they move about the site after reading it, and how they go from visitor to lead to customer. This will help you create personalized experiences, because you will know which content to display next to visitors.
- Gather statistics about how data and personalization impact the traffic and revenue of your site.
- Examine your site statistics before beginning these campaigns, including bounce rates, traffic rates and revenue rates, and then compare them to the statistics once the efforts have been enacted. Successes will help you build a case to budget more for data and personalization, driving your site strategy forward.
Trend 2: AI and intelligent agents
The demands of technology and customers are quickly outpacing the capabilities of human marketers. Although the amount of data is expected to reach 40,000 exabytes by 2020 (up from just 130 in 2005), the human brain is only capable of holding about 1 million gigabytes, according to Northwestern University professor Paul Reber. The technology available today can collect information about user behavior and help marketers better understand personas, points in the buyer’s journey and what that particular customer likely wants to read next.
The key to using that information, however, will be artificial intelligence. AI could double the rate of economic growth by 2035, according the Accenture.
AI will never replace quality marketers, because it cannot replace human creativity. What it can do, however, is help optimize content throughout the creation process, make it easier for brands to select topics and assist with the creation of digital strategies. It will allow for the automation of all the steps that can be completed simply by analyzing data and spitting back answers, freeing marketers to focus on how to best utilize this information.
What’s interesting is how digital marketers view and implement AI. There is a clear disconnect between importance and adoption, and brands must come to grips with implementation of AI in 2018.
Tips for using AI for your brand
- Find areas in your marketing strategy where AI can help, such as the optimization of content or triggering email campaigns. This means taking a closer look at steps that can be automated.
- Avoid excessively using AI to the point where customers are turned off or feel uneasy interacting with the brand.
- Incorporate AI into the broader strategy. The same way marketers in different departments, such as PPC and SEO, need to learn to work together, brands need to make sure their AI technology seamlessly integrates with the rest of the team.
- Have a defined role in the workflow, such as uncovering popular topics and guiding them through the optimization process, to ensure that everything runs smoothly.
Trend 3: Mobile and connected devices — the Internet of Things
We already know that mobile has begun to dominate search: The number of searches performed on mobile devices in the US, and several other countries, outpaced desktop back in 2015. Google has also announced an imminent mobile-first algorithm that we should see by 2018. Optimizing content for users should be second nature for website owners now.
Moving forward, we also need to consider the rise of alternate mobile devices, such as fitness trackers and smart watches, as well as the growing importance of voice search, both with personal assistant devices and on these mobile devices.
Customers use this technology to gain rapid answers to their questions, often while on the go. Brands that want to thrive need to make sure that they have prepared their content and digital strategies for these trends as well.
Tips for succeeding with mobile and connected devices
- Optimize for more verticals than before. Technologies such as personal assistant devices, often use alternate search verticals to find the information for their users. As an example, Kayak.com is used by some devices to pull flight and hotel information, or Yelp supplies information on local businesses.
- Use schema and high-quality content to move into top spaces whenever possible. With the smaller screens on mobile devices, and even fewer search results given on many non-smartphone devices, brands need to prioritize gaining access to the top spots on the SERP and earning Quick Answers whenever possible.
- Monitor how customers interact with your content. When you do earn top slots, see how it impacts your mobile traffic and conversion rates. This will offer key insights into how customers interact with your content and help you improve your strategy.
Trend 4: Content and SEO convergence
SEO and content cannot be regarded separately. All content developed needs to be optimized to boost its rankings on the SERP and to ensure its relevance, which means that content and SEO teams need to work together from the beginning.
Fortunately, most companies seem understand this need. A survey completed by my company, BrightEdge, found that that 97 percent of companies view these two functions as more integrated or converging into a single function. There are still ways that companies can improve their integration.
Tips for succeeding with SEO and content convergence
- Remember that customers recall experiences more than text. Use SEO insights, such as trending topics and keywords, to find topics. Then create outstanding content for digital experiences that align well with customer needs.
- Do customer analysis. Look at how customers interact with your material, including what devices they use to read your material, customer impressions of your brand and what customers want to see from you.
- Set realistic goals for your content, and regularly measure how well your efforts align with these benchmarks. Goals might describe traffic rates, rankings, conversions or revenue.
Trend 5: Native advertising growth
Native advertising will increase exponentially over the next few years. An estimated $7.9 billion was spent on this style of advertising in 2015, but that number is projected to reach an incredible $21 billion by just 2018. Mobile native ads are also expected to reach 63 percent of the mobile display ad revenue by 2020.
Native advertising has taken off because of its ability to fit more smoothly into the user experience. Customers have turned away from disruptive advertising practices. They do not respond to pop-ups or other ads that hinder their user experience. They want to see promotions that relate to them and their needs and experiences.
Native ads, which focus on creating ad copy that is relevant and natural for customers reading a particular web page, create positive outcomes both for the host websites and the company formulating the promotion. This form of advertising focuses on creating ads that align with the content that already appears on the website, thus making it more appealing to customers who had arrived on the page organically.
Tips for succeeding with native advertising
Research the audience and the target site’s content. The more familiar you are with these criteria, the easier it will be to select advertising platforms that align best with your target audience while also making it easier to create content that fits well with those visiting the host website.
Create content that will add something for the reader. To attract readers and make a strong impression, you want to focus on creating content that creates a positive experience for them. Just like your search optimization strategy, your native ad strategy should include providing value for those interacting with the material.
Test what advertising content works best where. Unlike using PPC advertising on Google, for native advertising, you have a better ability to target particular audiences that fit particular personas. Track not only what customers respond best to your content, but also the platforms where you find them and how well the traffic on your advertising content ends up becoming leads and then customers on your main site.
Digital marketing continues to change rapidly as technology and customer expectations evolve and mature. Brands that want to not only keep up with the curve, but thrive in this environment, need to capitalize on these emerging trends. These five that I have identified I believe will be the most significant moving forward through the rest of 2017 and into 2018.
It involves signing up to the beta – which is fun, but risky.
iOS 11 will officially be released in the autumn. But you can get your hands on it a lot earlier.
The new operating system will bring with it a range of new features, for both new iPhones and iPads and old ones.
Those include new ways of syncing messages between phones, and payment services so that people can pay each other from within messages. And Siri is getting a major upgrade too – getting more powers and a far more natural voice.
Apps within the operating system are getting big upgrades as well. Apple Music, for instance, adds a range of social features so that you know what your friends are listening to.
And Apple is adding new technologies under the hood of the operating system, which can in turn be used by new apps that will improve over time.
But none of those features will be coming to the public until the autumn – likely in September, as it usually is, alongside the release of new iPhones.
Some people are already using the operating system – developers who are signed up to Apple’s special programme, so that they can start making apps for the new software.
(Online guides claim to have workarounds to download iOS 11. This is very risky, both in terms of your personal data – which could be stolen by dodgy downloads – and the health of your phone. The Independent doesn’t recommend downloading one.)
But for anyone else who wants to get hold of it, you’ll have to sign up to Apple’s public beta for software. Then, later this month, you’ll receive an invite to take part – and can download the new software.
Those updates are usually fairly reliable – Apple doesn’t push them out until the public until they are. But they can often have bugs, meaning that the company doesn’t recommend installing it on a device that’s used every day.