Building a strong brand online means creating content that truly represents your business or nonprofit. But as you develop your website, blog posts, images, and videos, it’s important to understand copyright—what you can use, what you can’t, and how to stay on the right side of the law.
Knowing the difference between stealing content and taking inspiration is a fine but crucial line to walk.
In this article, we’ll break down the basics of copyright, explain the dos and don’ts of using other people’s content, and help you confidently create original content that builds your brand legally and strategically.
Disclaimer: Not Legal Advice. Before we dive in, please note: We are not an attorneys, and this article is not legal advice. We are sharing our knowledge to help you better understand copyright as it relates to your website content. If you have specific legal questions or concerns about copyright or other matters, it’s always best to consult a qualified attorney who can provide advice tailored to your situation.
Understanding Copyright: The Basics
Copyright is so difficult in some ways that an entire field of law is dedicated to it. But here are some basics that’ll get us started.
What is Copyright?
Copyright is a legal protection granted to original works of creative expression fixed in a tangible form. This means when you write a blog post, create a photo, design graphics, or produce videos, your work is automatically protected by copyright law.
Copyright covers a wide range of content types, including:
✔ Written content (articles, blog posts, newsletters)
✔ Photographs and images
✔ Videos and audio recordings
✔ Graphics, logos, and artwork
It’s important to note that copyright protects the expression of ideas, not the ideas themselves. For example, the concept of “how to bake a cake” isn’t protected, but the exact wording of a recipe you write is.
How Long Does Copyright Last?
Generally, copyright lasts for the life of the author plus 70 years. This means your original content is protected for a very long time, and others cannot legally copy or use it without permission.
Automatic Protection
You don’t have to register your work to have copyright protection—it’s automatic the moment you create something original and fix it in a tangible form (like posting on your website).
However, registering your work with the U.S. Copyright Office can provide stronger legal benefits if you ever need to enforce your rights.
Copyright on Your Website
Your website content—whether it’s your blog posts, images, or videos—is automatically protected by copyright. This means others can’t just copy and republish your content without your permission.
Best Practices to Protect Your Content
Include a clear copyright notice in your website footer, such as:
✔ © 2025 Your Business Name. All rights reserved.
✔ Consider registering your most valuable content with the U.S. Copyright Office.
✔ Monitor the internet for unauthorized use of your content using tools like Google Alerts or reverse image search.
✔ If you find your content copied, take action by contacting the infringer or filing a DMCA takedown notice.
The Dos and Don’ts of Using Other People’s Content
When building your website, you might want to use content created by others. Here’s what you need to know:
Dos
✔ Use Public Domain Content: Works published before 1929 (as of 2025) are usually in the public domain and free to use.
✔ Get Permission or Licenses: Always seek explicit permission or purchase licenses for copyrighted content.
✔ Use Open-Licensed Content: Creative Commons and other licenses allow use under certain conditions—read and follow those terms carefully.
✔ Rely on Fair Use Carefully: Fair use allows limited use for commentary, criticism, teaching, or news, but it’s a complex legal area.
✔ Give Proper Attribution: When required, credit the original creator clearly.
Don’ts
✔ Don’t copy and paste text, images, or videos from other websites without permission.
✔ Don’t assume content found “free online” is free to use.
✔ Don’t use copyrighted content for commercial purposes without a license.
✔ Don’t rely on fair use without understanding its limits.
What Qualifies as Stealing Content?
Stealing content, or copyright infringement, happens when you use someone else’s original work without permission or giving them credit.
This includes copying large sections of a blog post exactly as they were written, sharing images or videos that you don’t have rights to, or making small edits to someone’s work—like changing a few words—while keeping their ideas and structure the same.
To avoid infringement, always create your own content, get permission when needed, and properly credit sources.
Why is this risky? Besides legal trouble like DMCA takedown notices or lawsuits, stealing content damages your brand’s reputation and trustworthiness.
What Qualifies as Taking Inspiration?
It’s natural to look at others’ work for ideas, but there’s a difference between inspiration and infringement.
Inspiration involves drawing from broad ideas, themes, or concepts to spark creativity. It’s about crafting original content that reflects your voice, style, and perspective, while incorporating your own insights, examples, and personality.
Infringement occurs when someone directly replicates the unique expression of an idea—whether it’s words, images, or design—without authorization. It involves using another creator’s distinct artistic or conceptual choices without their consent.
How to ethically take inspiration
✔ Absorb & Reflect: Read or view the content, then step away to process your own understanding before writing.
✔ Diversify Your Sources: Drawing from multiple perspectives helps create well-rounded, unique content.
✔ Infuse Your Own Voice & Style: Interpret ideas through your lens rather than mimicking someone else’s approach.
✔ Add Your Own Insights & Examples: Bring personal experience, fresh perspectives, or original analysis into the content.
✔ Credit When Appropriate: If a specific idea or phrasing strongly influences your work, give proper acknowledgment through links or references.
✔ Avoid Copying Phrasing: Express concepts differently to ensure your words feel distinct and authentically yours.
This way, inspiration fuels creativity instead of imitation.
Fair Use: The Gray Area
Fair use is a rule that lets people use small parts of copyrighted content—like books, videos, or music—without permission in certain situations, such as for teaching, news, or reviews.
Courts look at things like why you’re using it (for school or business), how much of the original work you’re using, and whether it harms the creator financially.
Since fair use can be tricky and risky, it’s usually best to ask for permission or use content that is free for anyone to use, like public domain or open-licensed material.
Practical Tips for Entrepreneurs and Nonprofits
✔ Create original content: Your unique voice and story are your best assets.
✔ Use tools: Plagiarism checkers and reverse image searches help avoid accidental infringement.
✔ Set clear policies: Include copyright notices and educate your team.
✔ Monitor your content: Use Google Alerts to spot unauthorized use.
✔ Set clear expectations for staff and freelancers: Be sure the people you hire to work on your website understand your expectations. They also need to know the dos and don’ts so that they don’t accidentally infringe on someone else’s copyright while working on your site.
What to Do If Your Content is Stolen
If you discover that someone has copied your content without permission, start by gathering proof—take screenshots and save the website URLs showing the infringement. Then, reach out to the person or website politely, asking them to remove the copied material.
If they don’t comply, you can file a DMCA takedown request with the platform hosting the content. For serious or ongoing violations, it may be best to consult a legal expert to protect your rights.
Alternately, if someone ever contacts you to make a legitimate removal request of content from your site, be sure to take it seriously and remove the material. However, be wary of potential phishing scams. Never click links in emails from unknown senders, even if it appears to be a link to your own site.
Final Thoughts
Respecting copyright protects your brand and builds trust with your audience. By creating original content and ethically drawing inspiration, you can grow your online presence legally and strategically. If you ever feel unsure, don’t hesitate to consult a legal professional.
Ready to build your brand with confidence? Need help creating original, copyright-safe content for your website? Reach out to us at JCD Promotions. We’re here to help your organization shine online!
