Building Brand Authority Beyond Social Media
We all have a basic understanding of the term “asset,” right? In business, an asset is a tangible thing of value – such as property, money, or intellectual property.
If we expand this definition to marketing, a “marketing asset” can be anything that helps promote or support your brand, from billboards and branded packaging to your company website and logo.
Truly valuable marketing assets are pieces of material that consistently define and speak for your brand – 24/7, 365 days a year. Marketing assets are powerful tools that help you establish credibility and authority in your niche.
Let’s explore how marketing assets can bolster your digital marketing strategy!
What ARE Marketing Assets?
Marketing assets communicate your expertise and represent your brand’s identity. When done right, marketing assets create a lasting impression that resonates with your audience. Examples include:
- Website
- Blogs
- Email newsletters
- Video library
- Lead magnets
- Podcasts
- eBooks
- White papers
Thoughtfully created marketing assets provide consistency in messaging and build thought leadership. Plus, when you maintain a uniform voice across all platforms, you are building trust with your audience.
What are NOT Marketing Assets?
Social media posts are important for bolstering your brand presence, but I don’t consider them to be longstanding marketing assets. Yes, your social media presence can speak for your brand, and yes, it’s important to be consistent on your chosen platforms – but you don’t own your social media presence.
See the difference?
Marketing assets are durable pieces of content that have a sustained impact on your brand’s outreach goals. Unlike social media posts that people see in their feed, interact with briefly, and move on, marketing assets live longer.
What about videos?
Well-crafted video content can absolutely stand the test of time. Brand videos, promotional videos, educational videos, and recruiting videos are all examples of marketing assets that you can leverage again and again.
This begs the question… aren’t there videos on social media??
Yes, you can post your video content on social media! But the difference is that you’re using social media to distribute your assets. Social media is a powerful pathway for disseminating and promoting any of your marketing assets because you can use your platforms to promote your white papers, blogs, videos, email newsletter, etc. But your social media accounts, by themselves, are not assets.
How Marketing Assets Support Your Business’ Growth
Let’s go over a few examples of how marketing assets are the gifts that keep on giving!
Example 1: Lead Magnet
I work with a service provider who wants to grow her email list. In her email newsletters, she disseminates her podcast, shares educational content, and promotes her services. Her newsletter is an asset that helps her grow her business — but it’s not as effective if the number of email addresses on that list is small!
So, we created a PDF lead magnet that lists 101 ways that people use her services. To get the PDF, people need to sign up for her email list. Because this lead magnet is so useful, it has allowed her to grow her email list and improve sales.
Example 2: Video Library
I provide content marketing services for a consultant that has a large following on social media. One of the ways she has established herself as a thought leader in her niche is through video content. She creates helpful, short-form video content and long-form podcast content (audio and video) every single week!
These videos are shared on her social media accounts, of course, but also housed as a standalone video/audio library on YouTube and her website. Because these playlists have their own links, it’s easy to direct people to that evergreen content through all her communication channels. Plus, because the content is so valuable and keyword optimized, she gets tons of search engine traffic to her YouTube (and, consequently, her website) to grow her consultancy.
Example 3: Website
I connected with a small company providing commercial exterior repair services, but because the business was so new, it didn’t even have a website. All of its work came through word-of-mouth (which is awesome!), but even people who are referred to a business want to see proof of its credibility.
Now that this business has an attractive, well-written website, potential customers can find it organically through a search engine or check it out online after receiving a referral from an existing customer. This website is a valuable marketing asset that speaks for the brand, all the time.
Investing in Marketing Assets is Worth the Effort
Marketing assets payoff in brand loyalty and recognition. At Emily Writes LLC, we take pride in our personalized approach to crafting content marketing assets that align seamlessly with your brand voice.
We develop a deep understanding of the essence of your brand, translating your expertise into content that resonates with your target audience and communicates your message effectively. Click here to request services!