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Content or data and want to leverage that material into a great link building solution. Be warned though: there are important rules to consider in order to avoid potential duplicate content issues as well as cannibalization. You want your content licensing working for you, not against you, so watch this week's WBF to learn how you can manage licensing arrangements to best reap the benefits... SEOmoz Whiteboard Friday - Content & Technology Licensing from Scott Willoughby on Vimeo.