What are Marketing “Assets”?

Written By Maigen Berg

Marketing assets can very simply be defined as those items you use to promote your brand, product, or service. Below is a quick hit list to further explain “items”:

  • Videos

  • Photos

  • Audio Clips

  • Social Media Accounts (Instagram, Facebook/Meta, LinkedIn, TikTok, X/Twitter, etc)

  • Website

  • Landing Pages

  • Mascot Costume (we’ve all seen them!)

  • “Swag” like stress balls with your logo, pens, notepads, water bottles, t-shirts

  • Your GMB (Google My Business) Page

  • Slogan

There are many more items but hopefully this can begin to paint the picture for you. Marketing assets are truly those things you would use in various ways, at different times to promote your brand. Sometimes they are digital assets and other times they are physical assets.

What Do I Do with All of My Marketing Assets?

You can begin to to cluster your marketing assets in three primary buckets: evergreen marketing assets, seasonal marketing assets, and temporary marketing assets. As the descriptions allude to, different marketing assets can be used for a short time, periodically, or always.

Temporary Marketing Assets Example
Any assets you create specific to a “Grand Opening” may be used only temporarily. Once the grand opening has concluded, you may never use those particular marketing assets (like a digital banner ad for an email blast or a social media post), ever again.

Seasonal Marketing Assets Example
Perhaps you sell something periodically at 20% OFF discount. You could create a little logo or graphic that may allow you to seasonally use the same creative any time you decide to offer 20% OFF your product or service.

Evergreen Marketing Examples
These types of examples are likely the most obvious; Your logo, your website, your social media accounts, your slogan, your swag material like stress balls that you keep on hand for any event throughout the year.

This will help you best organize your marketing assets, and learn to understand where you may be a little sparse on assets to begin building your repository for use in various ways.

Maigen Berg
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What are KPIs (Key Performance Indicators)?