Photo by Galymzhan Abdugalimov on Unsplash

Growing your business requires knowing what assets to include in your marketing campaign. Raising brand awareness and generating high-quality leads aren’t perfected overnight. You will need to develop a rock-solid strategy for attaining your next marketing goals.

This is where an asset checklist comes in. In this guide, we look into the value of having an asset checklist and what should be included there, to begin with.

What Are Marketing Assets? 

Any business that sells a product or service knows the importance of delivering the right kind of information to its audience. Every marketing campaign should include knowing the materials that are needed to guide potential customers through every step of the buying cycle, namely:


How well do people recognize your brand? Are you visible enough in your industry? Does your brand come off as memorable?


Are people reaching out to learn more about your products or services? Are they curious enough to try your offers?


How likely is it that an individual will purchase your product or service? What kind of message do they need to finally make a decision? 


What will push your buyers toward deciding to purchase your offer? What steps will you take once a prospect converts into a paying customer? 

By answering these questions at every step of the buying cycle, you can have a better understanding of the types of assets that can push customers toward the finish line. If you’re not sure how to build and manage your marketing assets, here’s a guide to help you get started. 

The Only Asset Checklist You Need

Before you start building your marketing strategy and optimizing your campaign, follow this checklist to success!

✅ Align Goals with Your Brand’s Vision

Any business initiative should circle back to the organization’s core principles. Without a solid foundation for your marketing campaign, you could end up wasting time and resources on the wrong strategies. 

As you build a marketing workflow and process, you need to ask if your strategic goals align with your business’s overall vision and mission. Doing this will help you craft an impactful brand message and make it easier to write assets that produce the outcomes you want. 

✅ Create a Brand Kit

An effective marketing strategy should be supported by a well-defined brand kit. Since brand retention is critical to helping you convert potential customers, you need to make sure to use the right branding assets so your business cuts through the online noise. 

Your brand kit should include a mission statement, logo, typefaces, and color combinations that align with your brand identity. In addition, your brand kit should also include a style guide. This will provide your marketing team with direction in terms of the form, tone, and style for creating your marketing assets.

Once you have a brand kit, it will be easier for you to craft assets that are guaranteed to hit the right targets.

✅ Include Essential to Your Asset Checklist

Regardless of the goals you want to accomplish, you should be using assets that are the most effective in each step of the buying cycle. 

The Top Brand Assets You Need:

1. Social media

Use your social media pages to deliver engaging content that can help establish your brand presence on platforms like Facebook, Instagram, and LinkedIn. Make sure to use relevant hashtags and post content on different social media groups related to your industry. To make the most out of your social media campaign, set up a workflow for creating and publishing great content.

2. Blog articles

Write articles that talk about problems or topics that are relevant to your target audience. Each post should be search-optimized so it will appear in search results.

3. Landing pages and lead magnets 

If you want to attract high-quality leads, use landing pages for capturing email addresses and names. Be sure to offer something in return after getting such data. 

4. Videos 

Produce informative videos that talk about the benefits of using your products or services. Use YouTube or Facebook to create engaging how-to videos or visual product guides that can give your audience a more in-depth look at your offers. 

5. Downloadable content 

From e-books to templates, downloadable content is a great way to attract and nurture leads. You just need to create usable materials such as guides, infographics, worksheets, and even coupons.

6. Emails

Sending emails remains an effective means of nurturing potential customers. Make sure to design emails that make your audience stay engaged. Use this channel to offer promo codes and special discounts that will push them toward a conversion. Emails are also great for ensuring customer retention, so reach out to existing customers by upselling other offers and encouraging them to drive referrals.  

7. Case studies and reports 

If you are selling to other business owners, you should provide sales materials that will help them make a more informed choice. For this, consider adding case studies and research reports to the mix. Prospects who have a strong interest in buying your products will most likely request these materials, so it pays to be ready. 

8. Testimonials

It’s not enough to provide people with information about what you can do for them. They’re also curious about what you’ve done for others. Consider asking for testimonials from past clients. Whether in the form of a video or a direct message, testimonials can help boost your brand credibility and give prospects a more compelling reason to buy from you.

✅ Set Up an Asset Management Process

Now that you have a marketing asset checklist to use in your campaign, you need to build workflows and processes that will help you accomplish your objectives. When setting up your asset management process, include a list of editorial standards and a calendar for tracking the progress of each component of your campaign.

Considering the complexity of brainstorming, approving, creating, and publishing digital assets, your team should use a platform that allows for seamless collaboration and automates stakeholder or client approvals. For this reason, Gain would be the best platform you can use to help your marketing team work more efficiently in creating brand assets that will help your business thrive. 

Are you looking to increase your business’s digital reach and generate more sales? Use the checklist above to build your next campaign, and try Gain free to have all your marketing assets, digital content, social media posts, and client feedback and approvals in one place for everyone involved in the content creation, management, and approval process.