20 Examples of Marketing Assets

Updated June 24, 2022

An organization's marketing strategy is key in creating and distributing information to employees and the public. Marketing materials reflect what the company is, what it values and how it operates. These assets can take many forms, and every business should design marketing collateral thoughtfully. In this article, we discuss what marketing assets are, the different types of marketing assets and 20 examples of marketing assets.

What are marketing assets?

Marketing assets are any items that an organization uses to educate people about and promote its products, services or brand. These assets can be physical, like brochures, or digital, such as web content. A company's mission, marketing strategy and target audience help determine what assets are most effective.

Types of marketing assets

Marketing teams use marketing assets for a variety of purposes:

Internal marketing assets

Internal marketing assets are designed to teach an organization's employees about new products or initiatives. The goal of internal marketing assets is to help employees explain and sell your products to customers. Internal marketing can also encourage employees to share information about the company with other people, increasing word-of-mouth advertising and brand awareness.

External marketing assets

External marketing assets focus on potential customers and clients. They rely on market research and targeted marketing efforts to ensure their pieces resonate with consumers and incite action, such as calling the company, visiting the website or making a purchase.

Inbound vs. outbound marketing

Marketing professionals use different marketing assets for different audiences. Inbound marketing efforts target potential customers who are currently shopping for your products or services. These customers are often currently researching products and plan to make a purchase. Outbound marketing strategies focus on any potential customers, regardless of whether they are in the market for your product.

The marketing asset life cycle

Marketing assets go through several stages of development, including:

Creation: The creation stage includes brainstorming, deciding on a concept, creating drafts and editing.
Approval: The approval phase includes approval of the assets by management.
Distribution: After approval, assets are distributed through the appropriate marketing channels, such as mail, email or social media.
Management: Assets must be stored, secured and maintained so users can access them.

20 examples of marketing assets

Here are some examples of marketing assets you can explore as you develop your own marketing strategies:

Training materials

Training materials explain company policies and procedures to new employees. Employees can apply this knowledge and guidance to their interactions with clients and customers. Training materials may include:

Vacation policies
Benefits packages
HR policies
Instructions for technology use

Brand guide

A company's brand guide outlines its mission and vision. It discusses the organization's values and priorities and the strategies it uses to achieve its mission. A brand guide helps employees better understand the purpose of their organization and how their efforts contribute to the company's overall goal.

Cheat sheets

Cheat sheets are internal marketing assets that can serve as a convenient reference point for employees for significant information they use often, such as:

Login information
Instructions for software use
Key contacts
Important dates

Emails

Marketing emails can be internal or external assets depending on the recipients. Emails sent to employees are internal assets, and emails sent to current or prospective clients are external assets. Email marketing can include:

Event invitations
Employee and client newsletters
Company announcements
New product descriptions
Current promotions

Messaging matrix

Your organization's messaging matrix outlines the type and tone of all internal and external messaging. This ensures messaging stays consistent with your brand's position and marketing strategies.

Sell sheets

Sell sheets are one-page documents that describe a product or service. They typically include text, images, logos and contact information.

Product descriptions

Long-form product descriptions describe product features and specifications, such as size, colors, uses and materials. Companies can use product descriptions to reflect their brand voice and image. For instance, a children's toy company may write product descriptions from the perspective of a child.

Brochures

Brochures provide information on a company, product or service. They include copy, images and contact information for the company. Organizations can use brochures internally or externally.

White papers

White papers explain complicated topics by providing research on the subject, background information and proposals for action. White papers can help position your organization as an authority on industry-related issues, developing trust among consumers.

Ebooks

Ebooks are books published digitally that can educate and entertain readers. They can help a company reach a broader audience and promote their industry and products.

Blog articles

Blog articles are generally short, informal articles that companies add to their website. Consistently adding blog articles can:

Increase your site's search rankings
Engage your target audience
Educate readers about various topics
Inform readers about your products and services

Logos

Your organization's logo is a visual representation of your company. It communicates your company name style, aesthetic and colors.

Videos

You can incorporate videos in your marketing strategies on your website, through emails and on your social media accounts.

Images

Images help customers relate to your brand. Ass thoughtful images to your marketing materials, including your website, social media feeds and physical documents. Your company can commission original photography or purchase stock photography for marketing initiatives.

Website content

Many clients and customers visit a company's website as their first step in learning about them. Your website's tone and style should align with your brand and communicate your products, services and other information in a clear, engaging way. Make sure your site is user friendly and aesthetically pleasing.

Infographics

Infographics are graphics that incorporate images and text to relate data such as research and statistics. Infographics help deliver this complex data in a more appealing and engaging way to consumers.

Social media content

Your company's social media channels are an opportunity to interact directly with clients and customers. Your content should reflect your brand's voice and represent your values.

Advertisements promote your products and services and tell people how to contact you. Depending on your company, you may choose physical or digital advertisements, including:

Social media ads
Newspaper ads and inserts
Television commercials
Direct mail ads

Business cards

Business cards can be helpful when employees are out of the office and want to share their contact information. They are marketing assets because they can assist salespeople and other team members with initiating and closing deals. Business cards are also another visual representation of your brand's style and personality.

Displays

Visual displays for trade shows, industry events and billboards are part of your organization's marketing assets. They can garner attention, generate interest and provide contact information.