Marketing assets are any materials that are used to represent a company in the best possible light to the public. This can include brochures, emails, blog posts, newsletters, web content, as well as any images and videos used in marketing campaigns.

When establishing their marketing assets, a company can either acquire them from scratch, purchase them from one or more creators, rent them for a certain duration, or use content from the public domain. Once done, they are cataloged using a marketing asset management system from which all assets can be retrieved and used when needed.

It is important that marketing asset management systems are coupled with a general company-wide policy on cataloging all assets for later use. By doing this, the company shortens the onboarding process for new employees, coordinates different departments, and creates a stockpile of assets that can be used, modified, and combined for any marketing campaign at little to no cost.

For start-ups, the most common approach is to create marketing assets on a budget, which can be achieved by either hiring a freelancer to do so or doing it in-house. In both cases, the design process is the same – start from a rough idea and gradually refine it until it meets the expectation of the company.

If texts are being used as a marketing asset, it should convey valuable information and contain SEO keywords to ensure high placement in search results. However, if images are used, companies should ensure that they are unique and related to the rest of the content. They should also be visually appealing so that they actually attract the company’s target consumers. 

Furthermore, depending on the type of marketing campaign, different types of marketing assets will be more effective than others. For example, advertising on radio will involve a significant use of audio marketing assets, such as jingles and slogans. On the other hand, websites will involve a mix of written content and visual information.

Once a company owns enough marketing assets, it can start launching the desired marketing campaigns. Throughout each campaign, viewer feedback is gathered and analyzed to figure out the most effective strategy to further push the campaign.

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in General Marketing Definitions
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