Marketing Minute: Content versus Digital Assets
Introducing Marketing Minute, where we condense popular topics down into easy-to-understand marketing articles.
I’ve seen many conversations online about the difference between content and digital assets. It’s even created confusion within the industry, and there seems to be no shared definition. Insight Projects is here to help in the understanding.
Let’s begin by defining what an asset is. An asset is a resource with economic value that is owned with the expectation that it will provide future benefits. Without getting too deep into the weeds, an asset can reasonably be defined as something that will produce future cash flow. Companies buy property, plants, and equipment to generate cash flow. Intangible assets and intellectual property are valuable because they can produce cash flow.
Content does not produce cash flow by itself. Content becomes an asset when deployed strategically. Content should either introduce customers into your funnel, facilitate customers through your funnel, or keep customers returning. When your content is doing that, it is producing measurable cash flow, and it becomes an asset.
Do you need help turning your content into digital assets? Reach out to Insight Projects for help in turning your content backlog into cash flow.
Originally published at https://www.linkedin.com.
Current projects:
