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Marketing Assets Design and Creation

Marketing Assets Design & Creation

60% of marketers create at least one piece of content each day.

Consistency is the key to building a successful business, even with the marketing assets that you create make sure that you are consistent in their development.

What Are Marketing Assets?

Anything used by an organization to promote its brand, products or services can be considered as marketing assets. They include emails, brochures, white papers, podcasts, blogs, website content, videos among many others. The type of marketing asset that a company will use to target customers is determined by its marketing strategy. Inbound marketing uses assets that focus on the informed buyer. This is a customer who is in the market for your product. Blogs and other assets that present you as a market expert will appeal to this buyer. Outbound marketing, markets to people regardless of their interest and uses assets like TV commercials, and online ads. Some marketing assets are used internally and focus on employees for example brand guides, training materials and product presentations. 

The Marketing Asset Lifecycle

Marketing assets are usually stored in a repository for easy access and usage. However these assets move through a lifecycle from the time they are created, used for marketing campaigns to the point that they are outdated and no longer useful.

In the first stage, after brainstorming, and planning the asset is designed and created according to its purpose. The next stage is management, an asset manager will ensure that the assets are approved, in an accessible location and are up to date. Once this is done the assets are quickly, easily and securely distributed internally and externally. They can be used for campaigns using traditional media or digital marketing. Finally when it has served its purpose, the asset is archived to be preserved for historical reference and future use.

Marketing Assets Design & Creation

Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads.

Investing your time and money into content marketing will reduce your costs while generating more leads.

92% of marketers reported that their company views content as a business asset.

Designing Marketing Assets

There are so many types of marketing assets from blog pages to infographics, ebooks to white papers. It can be overwhelming to figure out how and where to start creating content. Some guidelines to follow while designing your marketing assets include knowing the right balance of text and graphics to make your asset easy to follow and allow your audience to better retain information. Your assets need to remain consistent as they proceed to build awareness, trust and a following so that your audience can tie it together and know that it’s coming from the same company. This means keeping the tone of voice and messaging consistent along with the visual elements like the brand colour palette and templates. Such consistency will help in future brand recall.

Best Practices For Managing Marketing Assets

Marketing assets need to be designed and created with a marketing strategy in mind, having an abundance of them without a system can quickly go out of control. These are some ways to help you maintain control of your marketing assets.

Start with auditing all your existing marketing assets. An inventory will help you understand what you already have on hand and what you need to create. Categorize your assets into current, outdated or requires updates. Having done that, identify your requirements, what is the current system that you are using to manage your assets, what is unnecessary and what is missing? Then decide on which solution  delivery model is best suited for the needs of your business. Finally provide training and guidance to your employees with guidelines on creation of content, version control and proper use and sharing of assets to ensure that their creation and use is compliant with your business requirements.

FAQs on Marketing Assets

Marketing assets need to be designed and created with a marketing strategy in mind

What type of assets do I need?
The type of marketing assets you need to create are best determined by the type of marketing campaigns that you plan to run. Even once they are created, they need to be periodcally evaluated for relevance.
How do I find these assets?

You can buy assets, rent or hire them for a period of time, this generally costs less than purchase, create your own either inhouse or by an expert in marketing assets design and creation, or form a partnership with another company.

How can I effectively employ marketing assets into my campaign?

They have to be appropriate and in proper context to your campaign. It is important that you match your marketing assets to the platform most suited to bring maximum exposure to your campaign.

How do I build an asset library?
Catalogue, date and save every asset that has been created. Record the purpose for which it was created and categorise it by type so similar assets can be easily located when necessary.
Should I create my own assets?
If you don't have the time or expertise to create your own assets , engage an agency specializing in marketing asset design and creation to do a professional job for you.

Marketing Assets Design & Creation

Marketing Assets That You Need To Create

White Papers

A white paper is differentiated from a scientific paper, e-book or blog post by certain criteria. To start with, it must be a professional authoritative and in-depth report or guide that provides information and education about a complex issue. It should not be promotional but rather help readers understand an issue, solve a problem or make a decision. Their purpose is to exhibit your competency and expertise to existing and potential customers  while building brand trust and credibility. Usually readers are required to submit their email addresses for a download so they are also great for capturing leads.

Videos/webinars

Videos and webinars are a great alternative to offer people who do not want to read a lengthy document. They are a quick and easy way to tackle your lead’s pain points. They are also a great format for “How To”  information. Product launches through video and webinars humanizes your brand when a product is being released. They are also an effective medium to run online sales demos which will drive interest and awareness of your product. Depending on what your videos offer they can be TOFU or MOFU marketing assets.Real-time chat, remote production and on-demand features allow you to diversify your content and increase audience engagement and participation.

 

Case Studies

When your leads have moved to the middle of the sales funnel, they are aware of their problems but need convincing that you are the right answer. This is where case studies come in, they provide a concise, interesting and factual narration of existing clients and how their pain points were addressed. This gives your potential clients reassurance that your business and customer service are trustworthy since no one wants to make an investment without looking at ratings and reviews first.

Interactive content

It is an irrefutable fact that interactive content grabs audience attention far more than plain copy. 

Consumers’ attention spans are getting shorter and expectations are getting bigger. In order to spice it up add interactive content such as contests, quizzes, calculators and polls. Interactive content generates four to five times more page views and twice as many conversions as static media does. The interactive content that you produce needs to be relevant to your buyers journey. It should be fun, smart and professionally designed to  build credibility and trust. Interactive content is best hosted on one’s own website and promoted on social media. 

 

Free evaluation or trials

Most people can’t resist something that is free. Offer your middle funnel leads a free consultation,evaluation or trial depending on your business or service as part of your marketing strategy. Successful freebie offerings meet a brand’s target audience where they spend time, deliver something of value and avoid asking too much of the customer. When using this strategy, maintain clear goals and measure the response rate of each campaign’s ROI. Besides increased sales, freebies can improve brand visibility and reach in the marketplace. The trick to this kind of content is to make it personal, let your leads know what you can do specifically for them.

 

Consultation call

Free consultations are a useful marketing tool that gives you a chance to demonstrate your value and connect with new clients. They are not only an important marketing asset for your bottom funnel leads but also for your business. This is a great way to vet potential clients to see if they are at the right stage or have the budget for your services. The process helps you determine if they are a good fit for your company.A consultation call with a potential customer will give them a deeper insight into what your business provides and the cost of your product or service. Make sure that you position yourself as a problem solver by talking about similar cases that you have worked with.

The ngX Framework

Based on our deep design and technical experience across industries we’ve developed a proprietary digital framework, the ngX framework, which is leveraged across all our projects.

The ngX framework consists of the following steps:

Assess

Assess your current customer experience and digital posture across all digital properties

Define

Define a digital experience transformation roadmap to capture digital moments

Develop

Develop the front-end and back-end systems and technologies to bring the digital next strategy to life

Deploy

Deploy all the technologies and design elements together after thorough QA and user testing

Support

Support the deployed components to ensure digital experience ecosystem meets its stated business objectives

Market

Digital marketing to promote the reimagined brand, acquire new customers and retain existing customers for continued business impact

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