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Digital marketing assets – A guide to this evolving concept

by Casey Schmidt  |  February 5, 2020

4 min. read
A chalkboard of digital marketing ideas.

Companies have a lot of different assets that help them succeed as businesses. A lesser-known version of these are digital marketing assets, which are ever-changing and growing with the advent of new technology. The digital realm has created a whole new range of things we consider assets. Are you using the available digital assets you have at your disposal to boost your marketing? If you’re unsure, don’t worry, there are plenty of things you can do to get on the right track. Let’s begin with a description of digital marketing assets, then we can give some concrete examples and explain why they’re so important.

What are digital marketing assets?

Assets, of course, are something of value owned by a particular group. Digital marketing assets, then, are valued items in the world of digital marketing. In other words, they are assets because they make digital marketing more effective for those who own them. Remember that a lot of different things can be considered a digital marketing asset, since it is subjective. However, there are some common assets to include that most companies have a form of.

Digital marketing assets typically include things such as social media profiles, company websites, email themes, data, images, audio, video and blogs. Of course, this is just a small sample of assets and doesn’t represent every company’s assets. Furthermore, companies may consider a wide range of digital items to be marketing assets. It all boils down to which digital items boost their marketing campaigns. With that being said, let’s take a look at some common digital marketing assets and breakdown why they’re important.

Two coworkers work on computers.
There are a lot of digital tools available to boost marketing.

3 digital marketing assets examples

Now that you have a strong understanding of digital marketing assets, here are some examples that exemplify how powerful digital assets can be.

1. Social media profiles

Social media profiles tops this list of examples because of how confusing people still are about how it can be considered an asset. On the surface, it may seem paradoxical but certainly there is large marketing value in a strong social media account. Consider this example: two competing magazine companies create accounts on a popular social media tool. Magazine company A focuses on connecting with customers, potential customers and everyone in-between in a positive, fun way. Magazine company B feels that a social media account is merely a formality and isn’t a true digital marketing asset. They now and then link a new product but don’t put considerable time into building a following. It doesn’t take much to see that magazine company A stands to benefit much more from their account than company B, considering how many new customers they might attract and how many normal customers they might convert into diehards. Remember this when creating your own account or deciding whether or not to implement a new social media tool.

Social media letters using different cutout pieces.
Social media is an underrated aspect of marketing.

2. Websites

There’s a reason that companies have filed lawsuits over the domain of a website in the past – these things have value. For marketing, they give a chance to promote interesting content which draws customers to the company. Things like blogs and other digital content are a driving force between a lot of new sales and loyal customers. The key to a website is to treat it like more than just a way for customers to get in touch and make purchases. Instead, make it a comprehensive digital realm that is the center for interesting content and new ideas. The ultimate goal is to attract people to the website regardless of whether or not they are seeking out your specific product or service.

3. Data

Data often goes overlooked when considering digital assets, especially for marketing. However, think of how valuable information about a wide range of customers and potential customers could be. Not only that, it also allows you to determine what types of projects are successful. Information about the success of a piece of content or landing page is highly important, as it gives insight into what types of things will work in the future. It also lets you design new campaigns based on past successes. The more you let data guide you, the better a digital marketing asset it becomes.

As you can see, digital marketing assets are extremely valuable, even if they seem rather abstract. Make sure you use this to your advantage. Finally, remember that new technology sprouts up all the time. Ensure your company utilizes it and makes it a marketing asset.