Marketing assets are any materials, resources, or content businesses use to promote their brands, products, or services. Assets are designed to help communicate brand messages, demonstrate value, engage audiences, and support marketing strategies.
In the past, marketing assets were predominantly physical. Think billboards, posters, leaflets, flyers, etc. Today, the term is used to describe virtually any form of communication or messaging, from website landing pages to social media posts, and from brochures to trade show displays.
Marketing assets should be viewed as extensions of a brand. They are consistent, uniform, and align with a company’s overall goals. Regardless of where they are used, marketing assets must reflect brand identity accurately, ensuring they resonate with the target audience.
The main motivation behind accumulating marketing assets is that they’re always on. Assets work for a business at all times. Your store might only open from 9 to 5, but the strategically placed billboards don’t shut down. Likewise, your custom-designed sales presentation will always be available to a proposed client.
While each marketing asset is different, they serve the same purpose, to satisfy your target audience. As your industry grows, so too does the need for new or revised assets. In this article, we discuss the importance of marketing assets, helping you stay ahead of the curve.
Why are marketing assets important?
Marketing assets are crucial for a broad scope of reasons. They are fundamental to branding and play pivotal roles in all marketing activities, externally and internally. Not all businesses have an abundance of marketing assets at their disposal but a bare minimum is necessary to have a visible presence in your industry and attract customers.
In 2025, the need for digital assets, in particular, is growing. Customers expect more from businesses than ever. Furthermore, customers want continuity within businesses, emphasizing the point that assets must be aligned.
55% of customers feel they communicate with separate departments of a business rather than one organization. Communication between businesses and customers should be seamless, and there are plenty of tools and assets available, such as ContentSnare, to help with this.
That said, the reality is that marketing assets provide a lot more value than satisfying customers. They are pivotal parts of the customer journey, influencing your target audience from the first interaction, guiding them through the sales funnel, and maintaining impact after a sale.
Below, we dive into some of the core reasons why marketing assets are so important for your business.
- Shaping brand identity: Marketing assets help ensure consistency in visuals and core messaging across all platforms. Whether it’s a logo, social media content, email template, or any other resource, these assets help your audience immediately recognize the brand.
- Improve campaign performance: Tailored assets work holistically to improve brand awareness, drive conversions, or progress toward other goals.
- Build trust and credibility: Professionally designed marketing materials establish authority and trustworthiness in an industry. Further assets, like case studies or testimonials, reaffirm credibility, demonstrate expertise, and create confidence in what you have to offer.
- Enhance sales enablement: Assets like dynamic presentations and pitch decks enable salespeople to do their jobs and close deals more effectively. They provide structure and persuasive content that can give your business a competitive advantage.
- Boost organic reach: The right marketing assets can help you dominate search rankings. SEO-optimized blog posts, social media, infographics, and other media resources are essential in the digital age.
- Always on marketing: Evergreen content, like guides, how-tos, templates, case studies, and white papers provide continuous value. Although they require maintenance and updates, they essentially work autonomously once created.
- Performance tracking: Digital assets that integrate with analytical tools allow for seamless performance tracking. They allow you to draw actionable insights, meaning you can make the necessary adjustments to satisfy your target audience. In the modern era, data-driven marketing assets are a must.
Types of marketing assets
Marketing assets come in a variety of forms. Depending on the nature of your business, certain types of assets will carry more weight. For a lot of modern companies, digital assets are the priority. However, physical assets remain critical for many.
Below, we categorize marketing assets to help you segregate activities for different sectors of a business. It’s important to remember that even though categories of assets may serve slightly different purposes, they should all work together.
Digital marketing assets
- Social media content
- Videos (explainer videos, product demos, ads, etc.)
- Website content (blogs, landing pages, FAQ pages, etc.)
- Email templates and newsletters
- Digital ads (banner ads, Google Ads, etc.)
- eBooks, whitepapers, and reports
- Webinars and virtual events
- Infographics and data visualizations
- Interactive tools (quizzes, calculators, templates, etc.)
- Mobile apps
Physical marketing assets
- Brochures
- Flyers
- Product packaging
- Trade show booth designs and displays
- Merchandise (branded pens, clothing, mugs, etc.)
- Business cards
- Direct mail (postcards, catalogs, letters, etc.)
- Print advertisements (magazine, newspaper ads, etc.)
- In-store displays and signage
Internal Marketing Assets
- Customer data:
- CRM databases
- Purchase history reports
- Email subscription lists
- Audience personas and market research insights
- Paid data
- Branding assets:
- Logos, color palettes, fonts, etc.
- Brand voice and style guides
- Mission and vision statements
- Internal presentations and training materials
External marketing assets
- Case studies
- Customer testimonials
- PR materials (press releases, media kits, etc.)
- Sponsored content (articles, videos, social media posts, guest blogs, etc.)
- Sponsorship materials
- Partnerships and affiliate content
- Community engagement tools (polls, surveys, discussion forums, competitions, etc.)
Intellectual property assets
- Patents for products, services, or processes
- Trademarks for brand names, logos, slogans, etc.
- Copyrighted materials
- Proprietary marketing software or tools
- Data analytics models or algorithms
- Exclusive templates for presentations or digital campaigns
Key marketing assets for businesses in 2025
Marketing assets are indispensable tools for all businesses. Regardless of your industry, you must build on your assets in 2025.
Knowing where to focus your efforts can be tricky because, in truth, all types of assets are important. However, to help, we’ve outlined several key marketing assets you should consider prioritizing in 2025.
1. Social media marketing campaigns
Social media is one of the most valuable marketing assets for any company. Strategic thinking is needed to create impactful campaigns for each network. Remember, different platforms are more popular among certain demographics. Content should be tailored to the audience.
Visual content works best for all social channels. Short-form video has been the dominant media type for some time. Even if your business isn’t one typically associated with social media or video content, don’t overlook it.
Take the Attorneys of Chicago, accident and injury lawyers, as an example. The company uses social media to give users insights into interesting aspects of the job as well as tips for preparing for court and attending law school.
Think outside the box, get creative, and look to your competitors for inspiration. Create a social media strategy that resonates with your target audience, helping you stay relevant in a continually evolving digital marketplace.
2. Essential digital marketing assets
Your digital marketing assets form the backbone of a digital strategy.
Digital marketing assets include your website, blogs, email templates, newsletters, landing pages, SEO content, and any other online resources that attract leads and convert your target audience.
There’s no room for sub-optimal digital assets in 2025. Your website, blog posts, emails, and landing pages should be SEO-optimized and contain keywords that persuade customers. Equally, your internal and recruitment assets, like job descriptions, should be up to standard.
Use tools to personalize messaging, leverage AI for customer service, like chatbots, and ensure your digital assets are mobile-friendly.
Winters & Yonker Personal Injury Lawyers do a great job at this. The firm’s website is visually engaging with high-quality images and videos. Key information is easy to find and the website is integrated with a chatbot to handle common queries in both English and Spanish, catering to its target audience. To boot, it has an SEO-optimized blog to add further value and organic traffic.
3. Video marketing assets
Video content dominates the current marketplace.
In the past, video content was associated with TV advertising or YouTube and required a significant budget due to production expectations. Today, short-form video is king, and it has a place in all areas of marketing, from your website to sales presentations.
Consider incorporating video into your website, landing pages, product demonstrations, and social media. Live streaming is another great way to market your business and capture new audiences.
This strategy can be incorporated into any industry.
Baumgartner law firm does this with an introduction video included on their homepage.
Don’t worry too much about production quality. A smartphone’s camera should have enough quality for most video content. Keep an eye on emerging trends, like shoppable video posts. These can dive deeper into engagement and their directness may lead to better conversion rates.
4. Customer Success Stories and Testimonials
Customer success stories or testimonials can prove to be pivotal marketing assets. 92% of customers read reviews or testimonials before making a purchase. Furthermore, 63% claim they’re more likely to purchase if the site has ratings and reviews.
Testimonials are a form of social proof at a time when consumers have access to more information than ever. Businesses shouldn’t just rely on Google Reviews or similar resources. Work on curating stories and testimonials that can work as marketing assets for multiple platforms, such as video testimonials, detailed case studies, or statistic pages.
Social proof is critical in most sectors, but none more so than the legal industry.
Malone Law backs up its motto, “A Tradition of Excellence”, with multiple success stories, statistics from cases, and high-quality client testimonial videos. These assets build credibility and trustworthiness, making them powerful marketing assets.
5. Value-Driven Content That Educates and Inspires
Modern businesses should be investing in quality, value-driven content that educates and inspires the target audience.
Each of the assets mentioned so far can help with this. However, what we mean here is building the foundations for truly impactful marketing assets. Focus on the following key content pillars.
- Cornerstone content: These pieces should be the core of your marketing strategy. Cornerstone content typically includes assets like guides, eBooks, in-depth reports, comprehensive case studies, and resource libraries. They establish authority in your industry and drive long-term traffic.
For example, Percy Martinez Law uses historical cases as cornerstone content to add value to customers. Furthermore, the firm’s website has a knowledge base section with in-depth articles on specific case types.
- Evergreen content: These are timeless resources that maintain relevance over long periods. Evergreen content should tackle the primary pain points of your target audience. FAQs, how-tos, tutorials, and in-depth articles are popular examples of evergreen content.
- Customer-centric content: Insights, visual content, infographics, data-driven insights, and other resources that provide instant value to customers should be central to your marketing approach.
CustomShow’s blog provides added value to customers with industry insights, tutorials, and in-depth articles that help them excel. Each blog post adds credibility and authority, helping build stronger relationships with customers. CustomShow goes beyond selling products, establishing itself as a reliable brand that cares about its audience.
Furthermore, the blogs can be SEO-optimized, earning backlinks as well as natural traffic from search engines. If you need help with optimization or paid digital advertising, consider working with an expert, like Jorge Argota, to get the best results.
6. Data Analytics Tools for Smarter Marketing Decisions
Data analytics tools are essential assets for modern marketers. They allow all marketing efforts to be tracked and provide insights into campaign performance. Businesses can also gather information on customer behavior and market trends, allowing them to make more data-driven decisions.
From here, you can refine targeting, tweak strategies, improve customer experiences, and maximize return on investment (ROI). There are plenty of paid analysis tools on the market, but businesses can also benefit from free tools on social media and Google Analytics.
Whether you run a personal injury law firm or a global technology firm, data analytics are key now and in the future.
In conclusion
Most businesses will have marketing assets already. However, this isn’t enough. Your assets must be built upon and used strategically to progress toward your goals. The management of marketing assets is crucial. A major part of this is maintenance.
Maintaining your assets is crucial to ensuring their relevance doesn’t fade. Make regular audits and update your assets when needed. This can mean refreshing outdated blogs, updating landing pages, updating SEO, or upgrading visuals and technology. Dedicating time to maintenance extends the lifecycle of your assets, which is critical for holding on to your competitive edge.
As discussed, the visual element of your marketing assets is more important than ever. Find the right tools to make asset management easy.
CustomShow simplifies preparing and executing sales presentations. With features such as a slide library, interactive functions, and direct sharing, you have everything you need to deliver quality presentations.
If you have a sales team, CustomShow will quickly become their priority tool. It’s a technology-friendly interactive resource that enables them to consistently deliver persuasive on-brand presentations. Plus, you can get started for free. Click here for more details.
Author: Freya Laskowski
Freya Laskowski is the founder of SERPManiac, an agency focused on helping brands scale their organic growth with content marketing and SEO services.
She is a quoted contributor in online publications like Business Insider, Fox Business, Yahoo Finance, and the Huffington Post. She also owns CollectingCents– a personal finance blog that she grew from the ground up.
