7 Content Marketing Assets Every Midsize Business Needs
Patrick McFadden
Are you developing corporate assets with your content marketing?
This requires a different mindset, one that focuses on building owned media entities. In other words, would your midsize business be able to survive and thrive if it were banned on Google?
I often talk about one of the biggest online marketing mistakes that I see more than anything else is the deadly practice of digital sharecropping. Building your business on a digital platform you don’t own or control.
Here Are 7 content marketing assets every midsize business should consider. You must build corporate assets in the form of on-going media entities.
- Presentation – Your business’s website. I always say, “that a website is for the company and gives a presentation (one-way conversation).” At a minimum, offer detailed information about your midsize business, products and services.
- A Stage – Your midsize businesses digital content hub. It provides useful information in a variety of formats. One of course is your blog which is for prospects and customers. A blog works the room (two-way conversations). Furthermore, blogs allow readers, viewers and listeners to engage with your company and generate word-of-mouth with your content.
- Permission list – The greatest asset that can be built online is permission. The privilege of marketing to people who want to be marketed to. Having a database or list of your suspects, prospects, and customers that you have permission to whisper to via email is indispensable today. At all cost respect their privacy and don’t share their information.
- Video – They say a video is worth a million words. Create a YouTube channel since it’s easy-to-use and is the second largest search engine. It’s a TV like platform. It allows you to build an audience, a database, or a following that feels like they know you personally.
- Podcast – A podcast provides an alternative media channel. There are some prospects and customers who prefer reading your content. Others prefer listening to it—podcasts. Podcasting brings in a whole new audience. Moreover, you can communicate with greater nuance than print offers alone. People can experience your company’s voice, enthusiasm, and warmth.
- Mobile App – Studies show 15-50% of the people who visit your website come in from a mobile device and this number will continue to grow. Sixty-seven percent of all “C-level” executives check their emails from their mobile devices. Provide special targeted content that helps your prospects and customers while their away from their home or office.
- Events – Both online (such as webinars) and offline (such as conferences and panel discussions forums where people gather. As a midsize business, events are your playground. It’s a great way to get create leads and qualify leads. You can create your own events or leverage other people’s events.
When planning your midsize businesses content marketing, incorporate plans to build business assets that increase your ability to contact your prospects and customers cost effectively. The goal is to deliver independent value with content before you attempt to make the sale.
Question: What do you think? What other content marketing assets would you add?
Understanding platform intent, sales cycles, and what actually works in high-ticket home services
1. The Challenge: VMI was like many service providers — positioning their value around what they thought clients wanted : “Office furniture installation and assembly — let us handle creating your perfect workspace.” But the actual buyers — facility managers, project managers, furniture reps — weren’t looking for “perfect workspaces.” They were trying to avoid installation nightmares . Their real priority? ✅ Great installation days. ✅ No chaos. ✅ No missed deadlines. ✅ No angry phone calls from clients. 2. The Insight: After conducting stakeholder interviews under our marketing strategy consulting engagement , the Indispensable Marketing team uncovered critical feedback: “We need installers who maintain a professional site and follow instructions.” “We lose relationships when installations go badly.” “I need quotes back quickly or I can’t sell the job.” This wasn’t just about services , it was about trust, problem-solving , and professional reliability . So we reframed their differentiators not by what they did, but how they showed up : Same-day project quotes Problem-solving on-site Update protocol with clients Professionalism guarantee Lasting Impression Insurance 3. The Shift: We shifted the positioning from vague benefits to real-world, emotional triggers : Instead of: “Let us create your perfect workspace.” Now: “Get the perfect installation day, every time.” That subtle shift aligns with who’s actually buying (and who feels the pain when things go wrong). The end-user may care about the workspace. But the buyer cares about the install . 4. The Lesson for Others: If you’re selling a service, don’t describe what you do. Describe what the client wants to avoid or achieve — and who the real buyer is. Then, systematize what you’re already doing well and give it a name. Just like our team did with: “Same Day Quotes” “Lasting Impression Insurance” “Reliable Presence Protocol” 5. The Outcome Within weeks of updating their messaging and positioning: The company reported more qualified leads asking the right questions Furniture reps began referring them because they were “easy to work with and made them look good” They were shortlisted for larger, multi-phase projects due to increased confidence in their process But most importantly, they stopped competing on price — because they weren’t selling perfect workspaces anymore. They were selling peace of mind on installation day.
Most marketing firms talk about tactics. We help our clients see the bigger picture.
