Word of the week: marketing asset
A marketing asset is a piece of content used to instruct, develop, and promote interest for a company’s products or services. Marketing assets may include, emails, blog posts, whitepapers, videos, newsletters, case studies, testimonials, infographics and webinars, and should be used as part of an integrated campaign. Before you start developing a B2B marketing campaign, make sure you have a system in place to keep track of your current marketing assets. Reviewing your inventory and building a content library that stores and organizes all your assets will help your team determine what’s appropriate to use for each audience in different stages of the buying cycle. From there, we recommend developing a content calendar to assist in managing workflow and prioritizing new marketing asset creation projects.