Marketing assets are the tools and resources organizations use to reach target audiences, promote products and services, and build brand identity. These include digital assets, brand assets, and content assets that live on website pages and social media channels. Strong marketing assets will engage customers, drive sales, improve brand consistency, and increase brand awareness.
Let’s explore different types of marketing assets, benefits and use cases, and tools to support a marketing asset management strategy.
Types of Digital Marketing Assets
Marketing assets can be used for both internal and external purposes. Internal marketing assets are used to promote a company’s vision, culture, goals, and purpose to employees within the organization. These assets are accessible internally and are not meant for external use.
Examples of internal marketing assets:
- Onboarding kits or manuals
- Brand style guide
- Internal employee newsletters
- Competitive sell sheets
External marketing assets are used to promote a brands’ products or services, and help reach their target audience. These assets help foster relationships with current customers, engage and build relationships with prospective customers, and solidify brand identity. External-facing assets belong to an organization and are available to the public.
Examples of external marketing assets:
- Digital files (logos, videos, images)
- White papers or case studies
- Infographics
- Blogs
- Emails
- Website content
- Business cards
- Podcasts or webinars
Benefits of Marketing Asset Management
- Maximize target audience outreach – Marketing asset management ensures a brand can get the right content out to the right audience quicker, all while accurately conveying goals, products, and services.
- Streamline workflow – Marketing asset management tools store digital marketing content, allowing team members to locate what they need as fast as possible. Users can use AI-assisted search capabilities to help with quick-turn projects.
- Maintain brand identity – The key to brand awareness is consistency. Utilizing marketing asset management software guarantees all assets (logo, messaging, visuals, color palette) are standardized to one holistic style and format.
- Measure performance – Analytics from marketing asset management systems reveal insights into metrics like views, downloads, and conversions. This data helps measure marketing efforts by assessing how well assets perform across various channels.
- Improve ROI – It takes time, money, and effort for marketing teams and creatives to develop new digital marketing assets (advertisements, email marketing campaigns, graphics). With proper tools in place, these teams can find and reuse valuable assets for different marketing campaigns, rather than start from scratch.
Who Benefits the Most?
- Sales teams
- Marketing and SEO teams
- Design teams
- Content creators
- IT departments
- Potential customers
- Employees and stakeholders
- Third-party vendors or external agencies
Kickstarting Your Marketing Asset Management Strategy
Now that we’ve covered the primary users and benefits, let’s understand how marketing asset management helps improve marketing efforts by managing the entire lifecycle of marketing materials – from creation to distribution.
Social Media and Digital Marketing
As brands continue nurturing their own unique digital marketing strategy, it’s critical for marketers to revise their marketing asset management strategies to align with the dynamics of social media channels. For example, a blog post shouldn’t be morphed into a social media post as-is. There needs to be updated language, visual format, and style adjustments. Social media and digital marketing is where templates are beneficial to ensure brand messaging and consistency.
Content Marketing
When developing and launching content on a website (such as blog articles, white papers, infographics, and landing pages), brands might look to implement a Content Management System (CMS) to their tech stack. CMS tools are specifically designed to manage web content, assisting creators and designers in the creation, modification, and publishing of digital content, and ultimately improving workflow.
Marketing Asset Management vs. Digital Asset Management
A marketing asset management platform shares many similarities with digital asset management (DAM) tools, but the primary difference lies in the type of media they support. A DAM system manages the collection, distribution and storage of all types of digital files within a company, while a marketing asset management system is catered to an organization’s marketing team to manage files (like visual and audio) that their department requires.
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