What Are Your Content Assets?
Every business knows what its financial assets are. They show up on your balance sheet, and they are a huge part of the value of your business. But what about your content assets?
Since content is such a powerful tool (and also a jargon word, I know!) for attracting people to your business, it’s important to take stock of what assets you have in this area.
Tomorrow I’m hosting a free content planning seminar, and one thing we will be looking at is what content assets you have. This is important because they can be reused, repurposed, or developed into your content plan for the rest of the year. (If you are interested in checking out the teleseminar, click here.)
So, what exactly is a content asset? Content assets come in two different forms…
Existing Content Pieces
The first type of content asset is the more obvious of the two. It is the content pieces you have already created. Any existing articles, e-books, audios, interviews, webinars, etc.
Having a library of content to draw from makes your ongoing content marketing easier. These content pieces can be reused, repurposed into different formats, bundled into products, or leveraged in other ways.
Even if you haven’t been explicitly blogging or using “content marketing,” you may have pieces or presentations that can be used as a starting point.
Knowing and using your content assets is what makes this possible. If you go on creating new content every single time, you aren’t experiencing the benefits of being past the “magic moment,” a phenomenon I wrote about in another article.
If you are new to content creation, you may think that you don’t have any content assets. I beg to differ!
You have content assets that just haven’t been expressed yet. What does that mean? It is the content that is in your head – your knowledge, your stories, your experience, your passion. You have content pieces floating around in your brain, they just haven’t been expressed yet.
Looking at it this way can be helpful when getting started. Looking at your unexpressed content assets is another important part of planning. I often help clients get their ideas and expertise out in the form of a topic list, which is a great way to catalog them. They can also be put into an editorial calendar, which brings them one step closer to becoming fully expressed content!
As the mortgage broker in my BNI group always says, “Don’t sit on your Assets!”
What content assets do you have and how are you going to use them this year? If you’d like to walk through a content planning process with me, register for my free teleseminar here – Create GROWTH: Plan Your 2015 Content.