Marketing Assets vs Marketing Activities: What's the Difference and Why It Matters

28 Apr 2023 · 1 min

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In this brief monologue, the speaker distinguishes between two core concepts in marketing: assets and activities. Marketing assets are described as evergreen digital pieces that continuously build audience awareness, likability, and trust—even while the marketer is not actively working, essentially operating in the background. In contrast, marketing activities refer to the high‑frequency social media posting and outreach tactics that many so‑called gurus prescribe—such as posting dozens of times a day on Twitter or a few times weekly on LinkedIn. The speaker argues that these activities only generate results while they are being performed; once they stop, the content disappears from feeds and the flow of clients dries up, leaving the marketer with nothing. The overall message is a critique of the over‑reliance on constant activity and an endorsement of building lasting assets.

Chapters

Now, the difference between marketing assets and activity, 'cause there's a subtle difference between them. Marketing assets are digital assets that live out there on the ether that do that job of building up know, like, and trust with your audience whilst you're, you know, in your sleep, basically. And marketing activity though, again, which is what a lot of the gurus and experts and shit coaches out there, quite frankly, tell you to do, they're like, go and get onto social, post 20 times a day on Twitter. Yeah. Go and put 3 posts up, like, you know, a week onto LinkedIn, go and do your outreach on LinkedIn. All of these things though, when you stop doing them, you will stop getting clients because all of that content falls off the feed, and then you are nothing. You're nobody. Yeah.