Basically, with content licensing, you pay your content partners a fee for the right to use their content on your web site, and have your members benefit from it. The payment itself can be structured in many ways, and it doesn't always have to be a cash payment: 1) You pay for the content upfront and purchase it outright, 2) You pay a small royalty on every sale, on every new membership sign up. 3) Which is basically a combination of the two, which is cash PLUS royalty... you pay a little bit upfront, and then continue to pay a small royalty per sale. If you see some of the most aggressive offers on the TV show Shark Tank, you'll see that the sharks want their money back and also a royalty. You can see this with some of the bigger movie stars, where they get a paycheck for the movie, as well as royalties. Like the recently released Deadpool movie, starring Ryan Reynolds. So that's cash PLUS royalties. And finally, the last type... #4) You pay in kind - like a barter.
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I want to tell you a true story, that delves into the psychology of a rabid fan, and how you can use those insights to create better content and better offers for your membership site or online course.
In case you don't know, Ventriloquism is where someone has a puppet - or a dummy - on their lap or on a stand next to them, they talk without moving their lips, they make the dummy's mouth move, and through a combination of a funny script, good comedic timing, and decent lips-not-moving skills, it makes it look like it's actually the dummy that's speaking. Obviously, everyone knows it's not the dummy that is speaking, so it's critical that you have a funny script and a good sense of timing, and you can make people easily suspend reality, and actually start to look at the dummy entirely when you are speaking.
Back in 2006-2007, when I was still renting DVD's from a video store called "Blockbuster" - remember those days? Yeah, barely a few years before that I used to rent cassette tapes! Oh my god. VCR. There's something I never thought I would hear again, and worse yet, hear myself uttering those 3 letters! If you're too young to know what a VCR is, I'm hoping you're old enough to know how to Google stuff! So Google it!
Anyway, back then, I watched a movie called Dummy, starring Adrian Brody. It's about this really introverted, unemployed, depressed guy, who has major social issues. And one day he discovers that he has a knack for ventriloquism. It's a really cute, feel-good movie. And at the end of the movie, as part of the DVD extras, they show the ventriloquist who helped Adrian Brody with the vent skills and the dummy scenes and the dummy humor and stuff. Turns out, the guy is the world famous ventriloquist, Jeff Dunham. And he goes on to show behind the scenes with the dummy, and even gives a quick ventriloquism tutorial on how to pronounce words without moving your lips, timing, the script etc. That's it - I... was... hooked.
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When I say "User" in this context, it means users of your product or service. Your members, your community, your subscribers. Forums and Discussion groups are a great way to get your members communicating with each other, creating great discussion threads and contributing great online content that search engines love, and can bring you a lot of organic traffic, even if they are sometimes of the long-tail variety. Facebook groups are easily one of the most popular forms of online forums today, for connecting and networking with others in your niche. But online forums have been around forever, starting with the now-extinct eGroups which became so big and so popular, that it was bought by Yahoo and renamed to Yahoo Groups - this was in the late 90's. In the online marketing space, there are popular forums like WarriorForum.com, DigitalPoint Forums and Sitepoint Forums. And there are several “answers” forums like Quora.com and Yahoo Answers. And I am willing to bet, that you have probably run into a forum answer at some point when searching for information on Google. It happens to me all the time, where a top 2 or 3 search result is from an online forum of some sort. That's how powerful the SEO potential is with forums. But there's more to User-generated content than just Forums and Discussion groups. UGC can be applied in many facets of your online business.
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