The Main Types of Marketing Assets

Marketing assets can be external (email, catchy graphics, blog and website content, video, and images) or internal (client onboarding procedures, training materials, management investment in personnel education, and long-term satisfaction).

External marketing assets seek to draw a customer or client’s eye and are often driven by a sales team. While internal marketing assets are more focused on driving employee engagement – put simply, getting employees to buy-in to their own company’s mission and values.

Historically, marketing material in many iterations has been regarded as a solely customer-focused idea. In the Digital Age? Not so.

For instance: Human Resources departments need to be aware of their marketing assets and capabilities. This helps to keep up with the recruiting and employee engagement demands. Especially in the current context of the Great Resignation, it’s never been higher stakes for companies seeking to retain or draw excellent talent.

What Kind of Marketing Efforts do I Need to Pursue?

It’s important to bear in mind your audience and existing engagement when brainstorming new asset formation. Relevantly, ask yourself: what audiences are you attracting currently? Now, what India Phone Number audiences would you like to attract more? Tailor your next content task with this information as the key to marketing efficiency.

There are so many content vehicles out there that it can feel downright overwhelming when you’re deciding which type of marketing asset to deploy. Put yourself in the customer’s position concerning the buyer’s journey.

This industry-defined term refers to the process by which a customer realizes a problem, researches solutions to that problem, and eventually decides based on their research which product or service is right for them to solve their problem.

The part of the buyer’s journey that your ideal audience is on informs your ideal content makeup. If, for instance, you are mainly seeking to draw those who are on the problem-identification, or “awareness” stage of their buyer’s journey, it may behoove you to go the route of an informational blog post, without pushing sales as a priority.

If, however, you are trying to make a sale, and engaging with an already interested party who’s firmly in the decision-making stage of their buyer’s journey, it might be best to present that audience with a series of case studies or testimonials.

Give Yourself Some Flexibility Here

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As well as room for trial and error. There is no tried-and-true, one-size-fits-all marketing solution. Your business, brand voice, and mission are all unique and therefore require creative, specialized vehicles.

Get out of your comfort zone and experiment with media you perhaps haven’t considered. Seek out the right content formation for you and your business, always staying sensitive to customer traffic, engagement, and feedback.


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