But focusing on just one type of content can limit reach and engagement. By differentiating content assets, organizations engage their audience in their preferred learning styles and own the conversation in their industry.

Here, we’ll explore the types of content that are essential to content marketing and how to create content assets that convert.

If you’re looking for an additional resource on how to create content that is useful for your audiences and drives business outcomes, check out our Content Creation ebook.

What is a content asset?

Content assets distribute information to your audience. These resources build brand awareness, enhance credibility, generate more qualified leads, and increase conversions.

Content assets can be ungated or gated. Ungated assets are accessible at any time by your readers. Gated assets require customers to provide their contact information—usually a business email address or a phone number—before reading. While gated assets may generate more qualified leads, they are better suited for mid-funnel or bottom-of-funnel prospects.

8 essential types of content assets

Content assets come in many forms. Let’s look at eight essential assets that organizations use as part of their content strategies.

1. Blogs

A blog is a short or long-form piece of content centered around your audience’s interests or pain points. A blog can cover a variety of topics, including:

• How-to guides
• Lists and round-ups
• Interviews
• Product reviews
• Company news
• Industry news and insights

2. Email newsletters

An email newsletter educates and engages customers with periodic email messages. A newsletter is an effective tool to nurture existing client relationships and maintain engagement.

Email newsletters cover topics such as:

• Breaking down trends in your industry
• A round-up of articles or news stories relevant to your audience
• Highlighting other content assets like webinars, reports, or whitepapers

3. Videos

In the last decade, businesses have increased their use of video marketing to reach customers. A study by Wyzowl found that today, 86% of companies use video as part of their content marketing strategies. Eighty-six percent of marketers also report that video has helped them to generate more qualified leads.

And customers prefer video too. The same study found that 73% of consumers prefer to learn about a product or service by watching a short video.

While YouTube is the most popular platform for video, there are several ways to use video to connect with customers, including:

• Embed videos on your website or your email newsletters
• Webinars
• LinkedIn videos
• Instagram Live
• Facebook videos
• TikTok

4. Templates

Templates are ready-made resources designed to make your customers’ lives easier. These assets are valuable tools to build brand awareness and highlight value.

Organizations typically offer templates as a free resource. These assets are usually gated—meaning customers must enter an email address to download the template.

Types of templates include:

• Checklists
• Roadmaps
• Calculators
• Matrices
• Spreadsheets

5. Case studies

Case studies describe how your product or service helped solve a customer’s problem. This includes first-hand insights from existing customers and data to showcase results. These assets help establish social proof and demonstrate the value your company can create.

The accessibility of case studies varies. Some organizations choose to gate these assets, while others display case studies on their website.

6. Ebooks

An ebook is a piece of long-form content that helps build trust and authority. These assets are typically over 3,000 words, broken into chapters, and include more in-depth research than a blog post. These assets are usually gated.

7. Reports/surveys/studies

A report or study provides original research or analyzes existing data in an original way. These assets foster conversation and engagement while providing valuable data-driven insights.

Examples include:

• State of the industry reports
• Salary guides
• Trend reports

8. Whitepapers

A whitepaper is a long-form piece of content that includes original data, research, quotes from experts, infographics, and charts. They may also include case studies inside the content.

These assets are longer than ebooks (some whitepapers can be up to fifty pages) and have a more professional tone.

How do you create a content asset?

Creating high-quality content assets requires careful planning. Content Marketing Institute found that organizations that excel in content marketing produce more valuable content, feature original topics and stories, and distribute content effectively.

Let’s look at how to create content assets that resonate with your audience.

Start with well-defined objectives

Before diving into content creation, organizations should determine their content goals. How will you measure success?

Defining clear objectives starts with understanding your audience. Who are your buyer personas? How can you create content that fits their needs and caters to their learning styles?

Brainstorm topics

While it may be tempting to focus on high-visibility keywords that will drive traffic, it’s important to brainstorm topics that will appeal to your audience.

Last year, Google introduced its helpful content update. With the new update, the search engine giant aims to promote content that informs audiences over content just optimized for search engines. As a result, developing content that delivers value to customers is even more critical.

First, look at your existing content and determine which elements have been successful. If you already have a blog, newsletter, or YouTube channel, identify the topics with the highest engagement.

Next, find relevant topics by conducting keyword research. Use tools like Buzzsumo, SparkToro, Semrush, or Google Keyword Planner to uncover search terms and topics that will generate organic traffic.

You can also look to competitors’ content for inspiration. How is your product or solution different? Can you use research or insights from your executive team to offer a different perspective on a topic?

Finally, consult your sales and customer success teams for guidance. What feedback, questions, or pushback do they often receive? Create content that speaks to those pain points.

Determine the best content type

Once you identify a topic, determine the best content asset type. You can decide which type is appropriate by considering the following:

• The topic: Is this a topic that will require in-depth research? Would a video or ebook be a better way to present this topic?
  
  
• The organization: How will this topic move your business goals forward? Is this topic better suited as a short blog post to drive awareness? Can your sales team use this topic as a whitepaper to move customers further down the sales funnel?
  
  
• The audience: Where is your audience in the customer journey? Prospective customers at the top of the funnel may benefit from a blog post or short video. Alternatively, a whitepaper or ebook could push customers at the bottom of the funnel to convert.

Identify the resources required for production

Before starting the writing process, determine what resources you will need. Will the piece require interviews? Will your team conduct surveys or original research? Will the asset need images or original graphics? The timing of your project will depend on your requirements.

Consider content distribution

Sharing your content shouldn’t be an afterthought. Before you write, consider how, where, and when you will publish and promote your content. Include distribution channels and timing in your editorial calendar.

Get the most out of your content assets with GatherContent

Content assets are valuable tools to drive your content strategy. But producing high-quality assets is easier said than done.

GatherContent is a content operations platform that makes creating and scaling quality content easy. Content teams can stay on schedule by automating tasks and building custom workflows. With our Editor tool, teams collaborate on pieces in real time. And our Content Hub organizes all your assets in one place.

Start a free trial today to see how GatherContent simplifies the content creation process and maximizes the value of your content assets.