Petrichor · Free tool

Which of your marketing assets actually compound?

Marketing assets split into two kinds. Hot-blooded assets (posts, ads, an ongoing newsletter) decay the moment you stop feeding them. Cold-blooded assets (evergreen pages, structured entity data, a canonical resource that AI answers and search cite unattended) keep working once built and raise your reputation permanently. Most companies spend on the first and own almost none of the second, so their reputation never compounds. This audit computes your hot-to-cold ratio, the monthly hours going into assets that decay, and the one cold-blooded asset to build next, from your own numbers.

The Hot/Cold Reputation Audit · How much of your marketing compounds, and how much just runs in place?

Be honest. A post or an ad dies within weeks. An evergreen page, structured entity data, or a resource that search and AI cite keeps working.

A rough count is fine. If the answer is near zero after months of work, that is the finding.

23
Compounding score
On the treadmill

About 78 hours a month are going into assets that decay the moment you stop.

  • You keep 27 assets alive and only 3 would still bring a lead a year from now if you stopped. That is a 11 percent stock ratio.
  • 20 months of production and 1 inbound lead in the last quarter came from anything older than a year. The effort is not compounding into gravity. It is flow, not stock.
  • Cold-blooded assets, the ones AI answers and search cite unattended, are what raise your category gravity permanently. You are under-built there.
You are spending roughly 78 hours a month sustaining assets that reset to zero when you stop. A Trust Audit takes this ledger and names the one cold-blooded asset that starts compounding your gravity. Start with a 20-minute intro.
Book a 20-minute Trust Audit intro

Get your full hot/cold ledger (PDF)

Every asset sorted into stock or flow, the hours going to each, and the cold-blooded asset to build first.

FAQ

What is a cold-blooded marketing asset?
One that keeps working after you build it, with little upkeep. An evergreen page, structured entity data, or a canonical resource that search and AI answers cite on their own. It raises your reputation permanently, unlike a post that decays.
Why does running mostly hot-blooded assets hurt?
Hot assets stop producing the moment you stop feeding them, so effort resets to zero every cycle. Reputation compounds only through assets that persist. All flow and no stock means your gravity never accumulates, no matter the output.
Does the audit use my data?
Every output is computed from the five numbers you enter. There are no invented industry benchmarks.
Where does the hot/cold idea come from?
The hot-blooded versus cold-blooded distinction is Herbert Lui's. This audit applies it to reputation: which of your assets compound unattended, and which decay the moment you stop feeding them.