Role of Digital Assets in Content Marketing

Content marketing is the art of selling something without selling. Yes, you heard it right!

So, Instead of pitching your products or services, you are communicating with your customers and prospects and delivering information that makes them more intelligent. The essence is straightforward, delivering consistent, ongoing valuable information to prospects or customers, ultimately reward back with their business and loyalty.

What forms it can take?

Frequently they take the form of online and offline assets like custom magazines, print or online newsletters, digital content, websites or microsites, white papers, infographics, case studies, how-to-guides, webcasts/webinars, podcasts, video portals or series, in-person roadshows, roundtables, interactive online, email, events, etc.

Why does my business needs content assets?

  • Brand Building: Content Assets shows your product or service information to a large target audience.
  • Attract Leads & Customers: Creating and sharing content assets arouses the willingness of customers to buy your product or services.
  • Educate Customers: Content assets answers to audience questions, information, ratings, and reviews to provide the audience the information they seek.
  • Establish Reputation: They are a great way to establish your brand by providing information that shows your knowledge of a particular niche in the form of an asset.
  • Build Customer Relationship: Customers no longer play a passive role; they access product or service information and express or distribute their opinions to a large audience which affects customer brand loyalty and positively influences the relationship between brand equity and consumer response.

What type of content assets does my business need?

The types of assets one needs are determined by the objective of content marketing and the presence of the target audience. Today, your target audience is on digital media, so the digital assets can be used and can be served as a medium to disseminate resources and information. One-size-does not fits-all, there are several other factors that decide the mix of assets essential for your business.

Below are some of the fabulous digital assets that can add the much-needed zing to your content marketing:

  • Videos:

Videos are highly trending in content marketing, and why they wouldn’t be, over 64% of consumers make a purchase after watching branded videos on social platforms. This highly engaging asset evoke the emotions, appeal to the needs of the audience, and engage with their emotions. Several free tools like Canva, Youtube editor, PowToons, etc can help you create one for your brand.

  • Infographics

This visually appealing content asset help to create content that your audience can view at a glance. With the use of graphics, information, facts, and data, infographics stand out to be a highly shareable content asset. Canva, Adobe, Piktochart are a few of the free infographic makers.

  • Whitepaper

The whitepaper is a powerful weapon that can help your audience connect with you as it is an in-depth report about a specific topic and the problems that surround it. So, one can educate its readers and help them solve an issue. This digital asset enables you to build trust, boost sales, generate leads, and much more. Here’s one from Deloitte.

  • Case Study

The business challenges that you solve for your existing customers can eventually be the challenges that your prospects have, converting these challenges into stories can tell your prospects, how their problems can be addressed using your product/services. They convince your prospective customers about the merit of your products and services by providing details about the problem, the solution, strategy, team, and results.  One can publish these case studies on their website with a call-to-action guide to prospects on what to do next and get more conversions for your business. Take a look at this example of a case study by Manal Agency:

  • Article

Writing articles will improve your business. How you may ask? Articles are easily shareable, People can simply search for a keyword and hundreds of relevant articles will appear, this way you can promote your business, assist your online presence, establish a connection with your audience, etc.

Here’s an example of the article shared by BCG:

Other digital assets like webinars, eBooks, podcasts, surveys, webinars, presentations, testimonials, newsletters, GIFs, Guest blogs, Whitepapers, Brochures, Live Streams are crucial for the success of content marketing. While each asset aims to develop delightful customer experiences and build deep relationships with them, choosing the right assets for your business is essential to get desired results.

Overwhelmed with the number of options available? Not sure which one to leverage? Connect with us, our experts will suggest you based on your business analysis.


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Ashwini works as a content strategist at Manal Agency. Armed with her intensive research and analysis, she crafts cohesive content that aligns with the brand. She crafts & strategizes the content on diverse topics that aim to educate, entertain, inspire, and engage the readers.
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