Something that many times gets overlooked is what more can be done with those expensive digital assets.
So many times they are created to showcase product features only to be left sitting on the website and on YouTube. Producing product videos can be expensive. Specification sheets and brochures that look professional take time and can also come with significant costs. Product pictures? Well, that can cost some money too. So why not exploit these assets to the max?
The honest answer is that projects are commonly done for a specific reason, and any additional use is an afterthought. The budget gets approved, the creative team does their thing, the assets get uploaded, and everyone moves on. Nobody circles back to ask, “What else can we do with this?”
The Inbound-Only Trap
The grand majority of digital assets are commonly used for inbound. One perfect example of this is automobile manufacturers. They make nice videos, photos, and brochures. Some have walkaround videos talking about the vehicle features. Interestingly enough, to see these you have to purposely go to their YouTube channel, and that’s if they even have them on their website. So those assets are basically underutilized. Why? Because if you don’t go find them, they will not find you.
You would think that when you go see a vehicle at the dealer and don’t purchase because you’re considering your options, the dealer would send you those assets to nurture you toward completing the sale. But most don’t. So basically, this translates to leaving a sale, and the revenue that comes with it, to the chance that hopefully you’ll do the work as the buyer and initiate the purchase on your own.
Think about that for a second. A company spends millions producing world-class content, and the entire strategy depends on the prospect being motivated enough to go hunt it down. That puts too much responsibility on the prospect to take the next step.
Flip the Script: Use Those Assets for Outbound
So basically, this means that those expensive assets should also be used for outbound and not just inbound. After all, any way to increase ROI is a beautiful thing.
Here’s where it gets practical. Those same videos, brochures, spec sheets, and product photos can be packaged into a Multimedia Presentation. Add that presentation to a sequence, and now there’s an automated nurturing process doing the work. It’s proactive instead of reactive. The prospect is being reached instead of waiting for them to come back on their own.
This is one of the most effective ways to put those assets to work. Instead of a static library sitting on your website, you now have a dynamic sales tool that goes out and helps you nurture and sell. The content you already paid for is now generating additional value every single time it lands in a prospect’s inbox.
The Network Effect: Scaling Across Teams and Dealers
Now imagine the bigger picture. Let’s go back to that automobile manufacturer example. What if they could create sequences and multimedia presentations at the corporate level and then assign them to their entire dealer network? Think about what that means.
First, you get consistency. Every dealer, regardless of location or team size, is presenting the same high-quality content with the same messaging. The assets are always current, always on-brand, and always available.
Second, you lift your underperformers. Not every dealer or sales team has a marketing department or a creative resource. Some locations struggle to put together anything beyond a basic email. But when they have access to ready-made multimedia presentations and sequences, they’re working with the same ammunition your top performers already know how to use. It levels the playing field, and the result is increased sales across the board.
Third, you get visibility. When assets are distributed through a platform with tracking capabilities, the manufacturer can see what’s being used, what’s being opened, and what’s actually driving engagement. That kind of visibility is a game changer. It shows which assets are performing well, which ones need updating, and which dealers are actually executing the strategy versus letting it collect dust.
This Isn’t Just About Cars
I used automotive as the example because it’s one of the most obvious cases, but this applies to nearly every industry. Medical devices, SaaS, manufacturing, real estate development, financial services. Any business that produces content to support a sale can benefit from this approach.
Think about a SaaS company with a library of product demo videos sitting on their website. Those same videos could live inside a sequence that triggers after a prospect attends a webinar or downloads a whitepaper. A manufacturing company with detailed spec sheets and product comparison guides could package them into a multimedia presentation that reps share after an initial conversation. The content already exists. The investment has already been made. The only thing missing is the delivery mechanism.
And this is where a lot of companies get stuck. They assume that having great content on the website is enough. It’s not. Inbound is only half the equation. The other half is taking that content to the prospect, meeting them where they are, and doing it in a way that doesn’t require a salesperson to manually dig through folders, copy links, and paste them into an email. That manual process is exactly why it doesn’t get done.
The Real ROI Conversation
Let’s talk numbers for a second. If a company spends $50,000 producing a product video and that video lives exclusively on the website, its value is limited to whoever finds it organically. Maybe it gets a few thousand views over the course of a year. Now imagine that same video embedded in a multimedia presentation, attached to a nurturing sequence, going out to 10,000 prospects. The cost of producing the video didn’t change, but the reach just multiplied. The ROI equation shifts dramatically.
This is the conversation that doesn’t happen enough in boardrooms. Leadership approves budgets for content creation but rarely asks how that content will be distributed beyond the website. The production cost is a line item everyone can see. The missed revenue from underutilizing those assets is invisible, but it’s almost always the bigger number.
Stop Leaving Money on the Table
The bottom line is simple. If you’ve invested in producing quality digital assets, you owe it to your business to get the maximum return on that investment. Leaving them on your website and hoping prospects find them is not a strategy. But when those same assets are packaged into multimedia presentations, built into automated sequences, and distributed across your sales network, that changes everything. That’s a strategy.
Your content was built to sell. Let it do its job.
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