Many marketers spend years creating content that disappears after a few days.
- A blog post gets buried.
- A Facebook post is forgotten.
- A tweet lasts a few hours.
But an asset continues working long after you create it.
That realization completely changed how I think about building an online business.
What Is an Asset?
An asset as something that:
- Continues creating value: An Asset is essentially a product that can be sold. If it’s well researched and documented, it’s value remains and can be improved.
- Can be reused: An asset can be used in whole or in part in many places. Blogs, Websites, emails, videos, audios, etc. The asset has valuable information in it that continues to endure.
- Can generate leads: A simple form to collect leads can be embedded in a written asset or linked to a blogpost that has a form to collect leads. With a simple headline, subheadline and a few bullets or a graphic, collecting leads into your autoresponder is the first priority you should have. An email list is your most important and valuable asset.
- Can generate sales: Sales pages are very valuable assets that bring in cash or ongoing subscriptions.
- Can build authority: Building authority is getting more and more important as AI and LLM on which they are based are being used on Search engines such as Google. I’m sure you have seen at the top of the Google search engine that AI is giving the first answer. Wouldn’t it be nice if it brought your site up at the top of Google when a relevant question comes up for which you have the answer? That’s how AI and the AEO (Answer Engine Optimization) work. One important new information that we just discovered. See Answer Engine Optimization (AEO) – How to Write So AI Wants to Recommend You
Examples:
- Email list
- Blog articles
- Prompt libraries
- Lead magnets
- Templates
- Checklists
- Courses
- Videos
- Workshops
- Books
- AI Assistants
- Evergreen funnels
Content vs Assets
Content is information that can be in a couple of places like your blog or maybe a video or video series.
An Asset is information that contains content but is more in depth and contains information that not all people know or understand. Thus it has learning value and can be sold as PLR or blog content or other when grouped with similar information. The asset can be written, Video or audio or a set of these.
Content says…
“Look at me today.”
Assets say…
“I’m still helping people next year.”
Why Assets Compound
Each asset supports another.
Example:
Blog
↓
↓
Lead Magnet
↓
Subscriber
↓
Trust
↓
Sale
↓
New Asset
This becomes easier every year as the asset ages
My Philosophy
Introduce:
Build Assets.
Build Relationships.
Build Trust.
Explain why this framework matters more than chasing every new AI tool.
Lesson Learned
Don’t chase content.
Build assets that continue working while you’re creating the next one.