Assets are good.
Stocks that you sell high and buy low. Home prices that grow year after year. A Mickey Mantle rookie card.
Can you tell an asset from a liability?
Most people can in their personal lives. Cash-rich versus debt-poor. How about health versus sickness.
It’s not that easy in marketing. Marketing tactics aren’t black and white like cash and debt. Marketing tactics are very dependent on objectives, customer segments and expectations. They are also very dependent on what the chief marketer is comfortable with, understands, and what they like…not necessarily what’s best.
But let’s imagine (in the voice Morpheus). Let’s wake up tomorrow focusing solely on building marketing assets. That means focusing on activities that our customers can use or engage in many times, and that they can easily spread to other people just like them. Let’s focus on things that build relationships, that help our customers before, during, and after they buy (or don’t buy) our products and services.
What does that look like?
- A blog
- A branded content tool
- A video series
- White papers
- A book
- An article series
- A research report
- An iPhone app
- A webinar series
- A community site
- A Twitter tips channel
- A custom magazine
- A screencast
- A shared tip
- An online answer that’s helpful
- A comment that’s thoughtful
What do all these things have in common?
They’re helpful. They have a shelf life. They can be shared with others. They position you as an expert.
It sounds wonderful, doesn’t it? But we don’t live in that world yet.
We still live in the world that believes interruption sells. We still live in a world where marketers are doing more selling than educating, more persuading than helping. We still live in a world where the majority of marketing dollars goes toward traditional advertising.
It won’t be easy. All I’m offering is the truth. Take the red pill.