Custom content is the raw material used in content marketing, often presented in a variety of formats, including news, video, white papers, e-books, infographics, case studies, how-to guides, question and answer articles and photos. These are also known as ‘content assets’.
A content asset is defined as any content that is enduring, enhances your brand’s reputation and has the potential to create incremental revenue for your business.
Content assets live online and are continually helping to develop and retain your most important asset, your customers. In today’s multi media economy, your content assets are arguably more important than any other marketing or brand asset you have.
Content has minimal value in absolute terms, but when created and mapped to the information needs of B2B buyers, it has significant value.
Types of Content Assets:
- Annual reports
- Article writing
- Blogs
- Case studies
- Cheat sheets
- Data sheets
- Digital magazines
- eBooks
- eNewsletters
- Executive briefs
- HR communications
- Influencer relations
- Infographics
- Landing pages
- Licensed / Syndicated Content
- Online presentations
- Microsites
- Mobile apps
- Mobile content
- News feeds – customised for your audience
- Photos
- Podcasts
- Print magazines
- Research – Custom Research
- Research – Market Intelligence
- Research – Buyer Insights
- Research – Reports
- ROI calculators
- Technical papers
- Tip sheets
- Video – Explainer videos
- Video – Demo videos
- Video – How-to-videos
- Video – Testimonials
- Virtual conferences
- Webcasts
- Webinars
- White papers
Get a quote for your content asset requirements.
Relevancy is Key
The buyer’s decision journey, where prospects move through various stages to reach a purchasing decision, is a significant component of the B2B customer journey. Content marketing that uses relevant content assets can bring value to all aspects of the buyer’s journey, presenting opportunities to the buyer for engagement with your business.
According to CMI’s 2014 fourth annual content marketing survey, (n=1217), North American B2B marketers use an average of 13 content marketing tactics, compared to their UK survey which revealed that UK marketers use an average of 14. You can see below the different types of content assets that make up these tactics.
Image source: CMI
