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skate boarder illustrating how important it is to shake your content marketing assets

Shake Your Assets: Content Marketing Assets, That Is.

November 2, 2017 - Content Marketing, influencer content marketing, influencer management, Influencer marketing, Marketing -
By: Yolanda Fintschenko

At Fixate, we believe content marketing assets are the best type of content to create, particularly in Q4. Why? Timing, timing and timing.  By creating assets in Q4, you allow enough time for the content creation cycle, written and graphic, approval, and then you are positioned for launch with something amazing and evergreen in your next fiscal year’s Q1. Assets allow your messaging to be proactive rather than reactive, which means the content can be exploited for the rest of the next year. It can underpin a campaign that is strategic and creative, promoting a new product, service, or company position or brand identity.

What are assets?

Assets are longer-form content marketing, including whitepapers, ebooks, infographics and extended articles. Because they are longer format, they can allow for more in-depth research, higher quality, evergreen topics, and can include data and visual content that is memorable and shareable. Their complexity can form the backbone of shorter-form, easier to consume content that is available throughout the year.

What are the best asset topics?

Asset topics should focus on industry issues that are unlikely to be resolved quickly or easily. They can be awareness pieces or educational pieces. The best have elements of both. Ideally, they lay the groundwork for shorter-form messaging that you are planning related to a product or solution your company will offer. However, the best assets are for informing your target market, not directly selling your product.

What makes for a good asset?

Obviously, talented and skilled writers, practitioners, and designers will be needed to deliver something at a quality high enough for a return on the investment. However, there is more to making an asset into a good investment than just good-quality content. Here are a few things to pay attention to as you craft your asset strategy:

  1. Evergreen topic. The longer format means a bigger investment, so avoid a topic that will be out-of-date in a couple of months.
  2. Depth or breadth. Choose something to go into greater depth with than is typically offered, or choose a new area where offering breadth is useful to your readers.
  3. Optimized for SEO. Because of the long format, this is an opportunity to stake out a search term your industry uses that you want to be known for.
  4. New and interesting topic. Bring something to light that is highly relevant to your market, but has little content.
  5. Old topic, new data. If you are going to go with a tried-and-true topic, bring something new to the table. Nothing does that better than actual data that can inform or influence an industry.

The takeaway

Assets underpin a strong content marketing strategy. By creating a leadership position in informing your market, you create brand awareness. Employed strategically, you can lay the groundwork for solution and product pieces that are pulled into the problem context you have defined. In setting out the content in the absence of a product pitch, and alerting your customers to information they didn’t know they needed, you establish trust as well as leadership. So, as you lay out your content marketing strategy, be sure to shake your assets.


Yolanda is a scientist, writer, marketer, coach and avid runner who lives and works in Livermore, CA.  She founded Common SciSense, a marketing company for technical products, and co-founded founderTRACTION, lean marketing services for startups.