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“What the heck is that?”

That was a common question at my grandmother’s rural roadside stand. The object of people’s curiosity was the Razzmatazz: a quirky, pinwheel-shaped cookie stuffed with raspberry cheesecake filling and topped with chocolate and coconut. It looked unusual, but one bite was enough to turn skeptics into fans — and it became her bestseller.

We get the same question at content licensing at People Inc. And while our answer involves content instead of chocolate, the effect is similar: Once brands experience the impact of licensed content, they become converts.

Simply put, licensed content is a fast, affordable way to fill your owned-and-operated channels with trusted material from brands your audiences already know and respect. Done well, it inspires, educates and drives action — without the heavy lift of starting from scratch.

What exactly is content licensing?

At its core, content licensing means legally obtaining permission to use someone else’s content — articles, videos, recipes and more — on your owned channels. Instead of creating content from scratch, you can save time and ensure quality by licensing materials from trusted, award-winning brands your audience already loves.

Here’s how it works in practice:

• A health system seeking fact-checked, medically reviewed resources can license content from trusted health brands such as Verywell and Health.

• A pharmaceutical brand promoting a diabetes or weight-loss medication can license healthy recipes from EatingWell or Allrecipes and feature them across its website, CRM programs and patient support materials.

In both examples, licensed content allows brands to easily offer practical, clinically aligned resources that support healthier choices, deepen audience engagement and ultimately help drive better outcomes.

The benefits of licensing content

Not all licensing partners are equal. Be sure to look for one that delivers these essentials:

• Trust and credibility: Choose content from reputable brands with rigorous editorial standards (and medical review when relevant). Licensed content from People Inc., for example, draws on more than 40 trusted brands, including Better Homes & Gardens, Health, Allrecipes and Real Simple.

• Speed and ease: Because licensed content already exists, it can be deployed in days — not months — dramatically accelerating time-to-market.

• Cost-effectiveness: Compared with creating custom content, licensing is budget-friendly. And when stacked against AI-generated copy, it delivers accuracy, brand safety and trust.

• Flexibility: Whether you need to supplement your existing library with recipes, create a hybrid package of custom and licensed content or scale quickly into new categories, the right partner will help design a strategic mix that meets your specific needs.

Can’t I just use AI?

Technically, yes. But we wouldn’t recommend it. Truth is, we’re entering an age of AI sameness: a sea of “good enough” content that lacks originality, nuance and credibility.

For healthcare and consumer brands alike, accuracy matters. Licensed content offers the authority of expert-vetted, human-created storytelling. The result: content that connects on a personal level, aligns with regulatory standards and strengthens your brand’s reputation.

At People Inc., our tagline says it best: “Made by people for people.” We believe content should inspire, empower and move audiences. Licensed content delivers that level of trust and impact, something AI simply can’t replicate.

Ready to learn more?

The demand for trustworthy, high-quality health content has never been greater. And the right content licensing partner can give you the speed, scale and quality your brand deserves.

We’d love to discuss your specific goals. Drop by our site or send us a note. Maybe we’ll whip you up a Razzamatazz, too.

For more information, please contact Jonathan Whitbourne (jonathan.whitbourne@people.inc), Renée Lauber (renee.lauber@people.inc), or drop us a line on our contact page!