Content Marketing: Managing Digital Assets

October 23, 2020
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Investopedia defines an “Asset” as an accounting concept for a company’s equity. Equipment, machinery, buildings, computers, movable and immovable property – these are all quantifiable assets. In addition to tangible and easily quantifiable assets, such as a computer or a car, intangible assets also count, such as brand value, for example.

Assets are one of the greatest attractions of shareholders for a company because the greater its equity, the greater its capacity to invest and generate more profits. A company with good assets is generally a profitable company.

The field of intangible assets is another case, they generate value but are more difficult to quantify. Today I’d like to call your attention to a type of asset that companies often ignore: Digital Assets.

A good domain name can be worth millions, like, which was sold in 2008 for $ 2.6 million. If a company has a portfolio with good domains in its segment, surely each of them is certainly worth much more than the costs of annuity and hosting. Imagine the value that the real estate domain could have for a real estate company in a large urban center, for CRECI or a real estate portal.

But a good domain does not guarantee traffic or qualified visitors, at least not by itself. To obtain quality website visitors, it takes much more than a good .com. This is one of the classic mistakes that SEO led many people to make: making weak content and having a strong domain to stand out. It went on for a long time, and technically, it still works for some industries. But this is just as weak an SEO strategy as purchasing low-rank backlinks.

Planning, Strategy, Quality Content, Integration, and Relationship with Customers are factors much more important than your website’s domain. But it’s easier to look for shortcuts than to do the hard work!

Each Profile on Social Media is a Point of Contact

Among the 4 P’s of marketing, the POS (Point of Sale) has always been important to establish direct contact with the customer, especially the product customer, who when buying at retail has only contact with the product, often without experiencing the brand itself.

On the internet, social networks have revolutionized, allowing the customer to have contact and live the brand experience in several different channels, not only at the POS.

This is what I call contact points since the same message can be transmitted via email marketing, Facebook and Twitter, but reach the customer only in one of these channels, usually the customer’s preferred channel, not the brand. The brand, in this context, has to adapt and get where it can, but it is the customer who chooses when and where to receive messages.

Why you should Create Digital Assets for your Business

By creating touchpoints in different digital environments, the brand is investing in Digital Assets, which tend to value over time, the more customers interact with them.

If the brand has a Blog, a Video Channel on Youtube, Twitter profiles, Formspring and a FanPage on Facebook, it is building a network of Digital Assets, several relationship channels with its customers, which facilitates contact with these customers, which interact with the content, give important feedbacks and recommend the brand to friends.

For this reason, instead of looking at their “Profiles” on social media as simple channels of information or relationships, the brand should see them as essential foundations of the digital relationship. When interacting through these Assets, the customer provides more and more information about themselves, creating different opportunities to connect with the concepts that each brand represents.

In the world of SEO, social profiles are used to build relevance and generate valuable links, but the main thing is often overlooked: keeping the profile active and up to date. That’s where Social Media marries SEO to be happy forever!

By integrating the different communication and relationship channels, we have the opportunity to generate real value, gather information and preferences from customers, and increasingly understand their needs and desires.

As MasterCard puts it, Content Marketing, when well implemented, is priceless!

About the author

David Karuri is an experienced Digital Marketer and Web Designer with demonstrated expertise in Search Engine Optimization (SEO), Web Design, Search Engine Marketing, Social Media Marketing, and Web Analytics.

David Karuri