Which marketing assets work for you?

Everybody talks about marketing assets, but what exactly are they?

In short, it’s the stuff we throw out there to grab attention, tell our stories, and get people to do, well, whatever it is we want them to do (you know, like buy the thing). But here’s the catch: there are so many options.

Many teams face a choice: do we go for the tried-and-tested stuff, or do we try something new? Sure, maybe you’ve used the same old marketing assets forever, but have you asked yourself the all-important question: What does my audience actually want to see?

It’s easy to default to what feels safe and comfortable. But by doing that, you might be missing the chance to connect more deeply with your audience or stand out in your industry (more on that in our breaking the chains blog).

So, let’s break it down. Here are some marketing assets that are worth considering, when to use them, and which audience they’re best for.

What it is: A long-form, in-depth guide that covers a topic your audience cares about. It’s like a mini-novel but with a lot more visual value – and ideally, it should be interactive.

Best for:

• Decision-makers in B2B industries who want to deep-dive into a subject (think: white-collared folks with a lot of questions).
• Lead generation — gated content that captures leads because people are willing to part with their email for some really great insights.

What it is: A snappy, visual breakdown of data or concepts — no complicated words, just clear, easy-to-understand visuals and sexy stats.

Best for:

• Time-starved audiences (ahem, that’s everyone these days) who want to grasp something fast.
• Platforms like Instagram and LinkedIn, where people are scrolling quickly and don’t have time for a whole novella.

What it is: Short, snappy, visual content that explains a process or tells a story without using a million words, and usually has a funky (sorry designers) character or two.

Best for:

• Complex topics that need simplification (hello, SAS products, or tech solutions).
• Young, tech-savvy audiences (think Gen Z on Instagram, TikTok, etc.), who love eye-catching visuals.

What it is: Deep dives into industry challenges and solutions. Full of stats, research, and facts. The kind of thing you print out and keep on your bookshelf until you need to sound like you know what you’re talking about in a Monday morning meeting.

Best for:

• People in industries like tech, finance, or anything that requires hard-hitting (and verified) research and analysis.
• Thought leadership campaigns where you want to be the industry expert.

What it is: Quick, eye-catching, and optimised for platforms like LinkedIn, Instagram, Twitter, and more.

 Best for:

• Keeping your audience engaged with short updates, offers, or quick tips.
• Building brand awareness and staying top-of-mind, without bombarding your followers.

What it is: Think product demos, behind-the-scenes looks, face to camera interviews, or brand story videos that are tailored for social sharing.

Best for:

• Boosting engagement (video gets way more love than static posts).
• Building that emotional connection with your audience. Plus, who doesn’t love a bit of showbiz, kid.

At the end of the day, it’s not about picking the same old asset because it’s “easier.” It’s about understanding your audience’s needs and grabbing their attention in a way that makes them go, “Whoa, I need to know more about that.”

The best marketing asset isn’t the one you’ve always used, it’s the one that resonates with your audience and makes them want to engage.

So, ask yourself: is this asset helping your audience or just checking off a box? And if you’re still unsure, we know a thing or two about what makes good content really work – get in touch to find out.