Quick Answer
For search, voice, and "just tell me what to do".
Content is consumed; assets are owned. A blog post is content - read once and largely forgotten. A system, tool, or structured resource is an asset - used repeatedly and gaining value over time. The shift from content creation to asset creation changes everything: what you build, how you maintain it, and what you can charge. Build assets, not just content.
Key Takeaways:
- Content is consumed; assets are owned
- Assets generate ongoing value
- Creation approach differs for assets vs. content
- Asset maintenance creates compounding returns
- Pricing power increases with asset characteristics
Playbook
Audit current creation: content or assets?
Shift creation toward asset characteristics
Design for repeated use and ongoing value
Build maintenance into asset strategy
Price based on asset value, not content consumption
Common Pitfalls
- Confusing content production with asset building
- Creating assets without maintenance commitment
- Pricing assets like content
- Missing the mindset shift required
Metrics to Track
Repeat use rates
Value perception over time
Customer retention with assets vs. content
Revenue per creation effort
Asset vs. content portfolio ratio
FAQ
What makes something an asset vs. content?
Repeated use, ongoing value, structured for reference, and maintained over time. If someone uses it once and moves on, it's content. If they return to it, it's an asset.
Can content become assets?
Yes - through restructuring, making it referenceable, adding ongoing value, and maintaining it. The same material can shift from content to asset.
Which is easier to sell?
Content is easier to produce but harder to sell at premium prices. Assets require more upfront investment but command higher prices and loyalty.
Related Reading
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