Getting the Most From Your Marketing Assets

Have you noticed a seemingly endless amount of marketing blogs talk about “marketing assets”? The traditional answer to the question “what is a marketing asset?” is CONTENT. A blog post, eBook, podcast, report, mobile app, infographic, whitepaper, webinar are all examples of content. To our minds, the best explanation we have seen comes from Seth Godin, who says, “For a marketer, an asset is a tool or a platform…something you can use over and over without using it up. In fact, it’s something that gets better the more you invest.”

What it comes down to is this: The more you use an asset, the better it becomes. Let’s take a look at the various ways marketing assets can be promoted.


In case you haven’t heard, email is still popular. In 2012, 91-percent of consumers reported checking their email every day according to a survey by Exact Target.  That number is steadily increasing. Further, the survey found email is the preferred channel for customers, period. Email remains an important channel for distributing and promoting your marketing assets.

Social Media

Every social media platform serves a different purpose and draws a distinctive audience. Understanding this makes your marketing efforts more efficient. For example, it’s not logical to promote a law firm on Instagram or Pinterest, is it?

Twitter users enjoy accompanying images, Facebook users get giddy over pictures (and often can’t stand asking for “likes”), and Google+ followers tend to be passionate brand advocates. Knowing this, test each platform and how your audience responds. Matching your marketing asset topic and target audience with the right platform increases the likelihood of prospect converting.  Infographics are a natural fit with Pinterest, and perform well on Twitter. A targeted Google+ group is a good choice for a brand survey.

Google AdWords

In an ideal world, organic Search Engine Optimization (SEO) efforts would yield enough for all your marketing. But this world isn’t perfect. So we have Pay-Per-Click Ads. A Pay-Per-Click (PPC) strategy is an ideal way to see immediate results. Using Google AdWords to advertise for specific searches of keywords enables you to pay only if someone clicks on your ad. Offering a valuable marketing asset in your ad can greatly increase user engagement.

Additionally, all the major social media platforms including Facebook and Twitter offer opportunities to purchase ads, and advertising is also available on YouTube and Reddit. When you pay for placements, you expand your reach outside of your current community of contracts in a rapid and effective way.

Dynamic Content Promotion

The more relevant, custom, and dynamic content you deliver to your website visitor, the higher the level of engagement, conversions and revenues. Multiple e-commerce research companies have discovered the more relevant a website’s content is to the user, the more it resonates with user preferences and purchasing behaviors. This translates into higher conversions.

Companies personalizing content and marketing asset promotions via their online portals are reporting uplifts in conversions – as high as 40-percent. Implementing Dynamic Content Personalization entails delivering unique and relevant textual, visual and promotional content to site visitors based on their demographics, geo location, website behavior and more.

Generating your marketing assets is the first step.  Promotion and distribution of the assets over multiple channels provides lead generation opportunities.  Finally, track where and when the marketing asset converts and by who to get important behavioral data. Analyzing the data of the highest performing marketing assets gives clues on to how get the most from other promotions and future marketing assets.