For the production or purchase of new content, it is necessary to clarify which data is required in addition to the existing data – based on the company’s own strategy, defined target groups and inspirational topics.
Ideally, newly acquired or produced content should be generated as a total buy-out by default, i.e. with all rights. This should already be taken into account when making arrangements with content producers (e.g. copywriters, photographers, videographers). Sample contracts made available by the DMO provide service providers and producers with certainty of action. In addition to the agreements with content producers, attention must also be paid to the agreements with system operators (databases, CMS, newsletters, etc.) in order to ensure that the data entered can generally be used for other purposes.
As is already the case with inventory data, it is also extremely important to store the corresponding usage information with new data – both in proprietary storage media, e.g. DAM (Digital Asset Management), and in open databases. In principle, the DMO can also impose greater restrictions on the use of the data when publishing it, i.e., for example, it can publish data with a total buy-out only under a different license. This can be useful for key visuals of a campaign, for example.