Digital assets are the building blocks of your marketing campaign and are custom pieces of content that make you stand out amongst your competitors.
When used to their full potential, digital assets can do everything from marking you out as a thought leader to capturing data.
These assets should be useful to your target audience, therefore you can expect to get something in return, whether this be newsletter sign-up or the email addresses of potential leads. Employing a combination of digital assets will give you a multi-pronged approach to attracting clients and driving your business forward.
Move away from generic design and stock imagery with powerful and well-designed custom graphics. These digital assets will leave a deeper visual impression on your audience, communicating your message in an enjoyable way. They represent a chance to show off your company’s personality and approachability, even if you’ve always used more traditional forms of marketing in the past.
Deploy custom graphics when you launch a new marketing campaign to draw attention to other assets and spread your reach. Use them on your website to move away from a bland, one-dimensional design and transform it into an appealing space that gives a positive first impression of your brand. Cut through the noise on social media and use custom graphics to stop users in their tracks when otherwise they might scroll past your posts.
Incorporating a strong visual element like an infographic into your marketing will deliver a memorable experience to your audience. It’s an effective way to communicate information that can sometimes be quite dry in a fun and engaging manner. In fact, studies have shown that our brains are better at processing information when it is presented in a visual form, so put all those facts and figures into an infographic to make your content easier to digest.
Infographics are hardworking digital assets that can help to convert leads into sales, as well as raising awareness of your brand. They’re easily shareable on social media and particularly good for earning high-quality backlinks that improve your SEO. Show your audience you are a thought leader in your field with an infographic demonstrating your in-depth knowledge of a topic.
White papers and guides
White papers and guides allow you to explore topics in greater depth than blog posts, educating your audience and demonstrating your expertise on a subject. They are high-value digital assets that can generate leads, influence purchasing decisions and help to build your brand’s reputation. As they will be very useful to potential clients you can expect to get something in return, such as an email address that you can use for further marketing opportunities in the future.
White papers and guides can be anywhere between six pages long to in excess of 50, depending on the topic and style of the asset. They should offer a research-based approach to a subject that affects your audience, presenting it in a well-structured manner with engaging visual elements. These assets are not overtly salesy, but educational and informative.
Another long-form digital asset is the ebook, but it doesn’t rely on research or data as heavily as white papers or guides. It’s downloadable, so you can collect lead information as you make it available to your audience. Offering an in-depth exploration of a theme, ebooks build trust, recognition and authority for your brand, as they answer your customers’ questions fully.
Despite their length, ebooks can be relatively time efficient to create, as you’re likely to have an archive of content that can be repurposed. Once you’ve put your ebook together, it can be used as a focal point within a larger marketing campaign, which other digital assets feed into. Once you start using ebooks as part of your content marketing strategy you’ll realise just how successful they are.
Show potential customers the proof that you can deliver on your promises by sharing your track record with them through case studies. Deployed at exactly the right time in the buyer’s journey, case studies can be the difference between securing a client and not. After all, they’ve heard all about what you think of your brand through your marketing efforts, it’s now time to let past customers do the talking.
Collecting case studies can seem cheeky, but it’s well worth the time and effort. Not only can you dedicate a page of your website to these reviews, you can put the best ones pride of place on your homepage and include references to them in blog posts. Case studies also make solid foundations for other content, such as videos and social media posts.
Once you have started to gain a reputation for yourself through your marketing efforts, it’s time to think about diversifying your offering. This is where podcasts and webinars come in. They are an effective way to help your brand stand out from the crowd, deliver value to your customer and show off your expertise in your industry.
Podcasts and webinars are a unique opportunity to communicate with your audience in a much more personal manner than other forms of content. You can develop a style that not only enhances your brand but but develops a real connection with potential customers. This will allow you to tap into an audience found on other platforms as opposed to just your website. They work best when they’re promoted through content such as blogs and newsletters, offering plenty of talking points across your brand’s marketing platforms.