What is a marketing asset, you ask?
It’s any visual, audio, written, interactive or another type of content that achieves a marketing goal.
Marketing assets can be short and sweet like a Facebook post, or they can be epic, like this tome about content marketing.
All of them need to give something of value to the audience, even if it’s just a good chuckle (never underestimate the power of a chuckle; BuzzFeed built its empire on chuckles).
Great marketing assets are threaded into a bigger marketing strategy. They work together to harness the attention of a potential customer and gradually lure them toward your products or services.
Let’s look at each marketing asset’s role in the sales funnel, and unpack its value in the digital marketing hierarchy.
Awareness: Getting eyes on your brand
All marketing starts with traffic. Circa 1800, it was strictly foot traffic. Marketing meant posting fliers, distributing pamphlets and shouting in the streets. With the ascent of the automobile, …