A Few Words About Different Types of Assets

Videos, articles or blogs, client stories, books or manuals, infographics, press, and web pages can each be used to further business goals. Here are a few quick examples. View actual samples.

Concept video to highlight differentiators for specific targets

When you’re targeting a specific industry or buyer type, it can be helpful to position your product or service for that buyer even though your product may offer value to many different types of buyers. In this video (which is no longer live) the focus was on retail and how artificial intelligence technology can help firms improve customer experience.

This matters in many other customer support areas, not just retail.

Client story as a blog

Blogs are very flexible assets for sharing customer successes. They can be used to augment existing stories, to get a quick win or award out there, augment an existing case study, or generate a juicy asset for an existing journey or use on social media.

It wouldn’t need to replace a full case study, since many regions and industries prefer these more formal, costly and slow-moving formats. But it can give a peak into another success and get that out into the digisphere relatively quickly—which many sales teams really appreciate.

Client story as a case study

When this was written, Accrete.AI was using IBM Watson capabilities in addition to their own prioprietary AI to radically change how fund managers use information to make decisions. Case studies rarely stand alone, but are usually one element of an integrated reference program that also includes blogs, speaking opportunities and videos.

The key to an effective case study is a clear problem statement and strong results that complement a client brand’s own product strengths. Distinguishing the specific difference IBM’s products made ensured the client’s innovation and expertise shone bright, creating a win-win that reinforced differentiators of interest to IBM buyers.

Blog to show off your successes

Blogs are great for a lot of things. That’s why we see so many of them. They’re more affordable to create than videos, case studies, magazine or other content. And can be done faster, making them perfect to highlight industry recognition, get the word out about new products, special events and more.

Blogs are best when they offer clear, concrete statements of value for targeted readers.

Educational manual to empower a whole industry

Some assets, like the ERSEA Tool Kit can change the course of whole industries. HGJA Consultants created this toolkit to help Head Start and Early Head Start agencies meet complex federal requirements to continue to receive funding. The challenge these agencies faced was simple: Many didn’t have the business backgrounds needed to set up systems and processes to monitor and document things like attendance at the scale required to fulfill reporting requirements.

This work was an immediate success and an industry first. It remains instrumental in helping agencies stay open and continue providing services to their communities. All it took was a good idea, some editing and packaging help, and iterations as HGJA learned and grew.

Do you see a need that isn’t being met, and have an idea to address it? I love working with change agents committed to a world that works for everyone.

Explainer video that set new branding and performance standards

Sometimes a product or service is just so new or different that it sounds unbelievable without a hands-on, time-consuming demonstration. That was exactly the challenge for this very cool use of AI that could dramatically help reduce the time—and ensure accuracy—of reviewing dense, contractual and legal information.

This 90-second video used cutting-edge illustration for the time to visualize how this new technology could accomplish what it promised. Viewership and completion numbers for this asset—and the product page—jumped dramatically.

Digital landing pages and other experiences

Buyers expect a lot from digital experiences as diverse as landing pages, online assessments, gated content or master classes. Not only must it be direct, specific and relevant, it also has to meet ever-changing SEO criteria so readers can find it. And it has to progress potential buyers through a journey in a complex ecosystem. Something as simple as transitions from content through calls-to-action and follow-on content or nurtures must make sense to readers, not just to HQ.

I think of digital experiences as Jenga puzzles or intricate, beautiful lacework that can leave consumers powered up with new ideas and possibilities … or not. It’s critical to know what measurements, messages, and tactics matter to the business in order to efficiently refine content and deliver engagement.

Infographics can be useful online and for sales kits

With many business audiences, often infographics can be more consumable than white papers or other traditional long-form content. This is also true if your readership consumes your content on phones instead of laptops or desktops.

This infographic was derived from a white paper that while informative didn’t pull in the required readership. Usage grew when we dramatically reduced text and used graphics to help convey the key messages. Sellers also printed the piece and used it as a leave-behind in a sales kit.

Short feature brochure or handout

This short paper illustrated a competitive differentiator for the product. It was made available online as a download from the product site as well as to sellers for their use as a mailer or leave-behind. It was succinct, specific and short to ensure consumption and action. In this day and age, such content would likely be better served as a blog post or online magazine article. An even better option would be have an early client talk about what they’re seeing in early use and what they hope to see farther down the road, and embed a simple version of the infographic as visual aids or an interactive download.

Journalism-friendly content that works for your business

Businesses will often partner with local and national press to announce features, profile leaders and clients, and celebrate aspects of their community that are relevant to their buyers. Often media teams can use an extra set of hands to pull together content that is authentic, journalistic and supportive of your product or service goals. Whether you’re a Pilates studio with professional ballroom dancers as clients, or a high-tech start-up changing the nature of online interaction.