Marketing collateral is any communication material or media you can use to promote your company’s product and services. Marketers can use marketing collateral to:

• Build brand awareness
• Attract new leads
• Nurture existing leads
• Provide support for the sales team
• Increase customer loyalty
• Win repeat customers

Let’s now check out the 25 types of marketing collateral you can create to promote your brand. As you go through the list, don’t fret if you don’t already create these types of marketing materials. Instead, focus on creating the ones most relevant to your business.

1. Blog Posts

Blog posts are among the most common collateral marketers create to attract more leads. These blog posts usually live on the company website and are optimized to rank high on search engines. It’s essential to create blog posts to help you alleviate your customers’ pain points and offer education that fills their knowledge gaps. When your audience finds consistent value in your blog content, it becomes easier for them to trust and view you as an authority, making them less hesitant to buy or try out your products and services.

2. Landing Pages

A landing page is a standalone web page created to convert traffic from advertising and marketing campaigns. Unlike other web pages with multiple links and different calls to action (CTAs), a landing page should have a single conversion goal—whether to make people download an ebook, buy a product, register for an event, or something else. Because they are specific and targeted, landing pages help marketers quickly convert their audience into leads. Here’s a short landing page example with the specific goal of making people sign up for an event. Some of the best practices for creating landing pages that work include:

• Using a clear benefit-driven headline
• Replacing industry jargon with clear and simple language
• Personalizing your CTAs

3. Branded Content

Branded content is created to build awareness about a brand by associating it with other content with aligned values. A great example of branded content in action is The Lego Movie, which doubled as a branded content campaign for Lego toys. Lego focused on making a good movie first instead of looking for clever product placement, which made the campaign a win-win situation—they made a great movie and sold a ton of toys.

4. Infographics

Infographics are a fun and visual marketing collateral you can create to engage your audience. Because of their graphic nature, infographics are handy for visualizing data, timelines, or breaking down complex subjects into a simpler and easier-to-understand format. Considering that more than half of the brain’s surface is devoted to processing visual information, it’s a no-brainer to create visual marketing collateral like infographics. In addition, the visuals and colors present in infographics help businesses sell up to 80% more.

5. Brochures

Unlike the other marketing collaterals we’ve mentioned already, brochures can appear both offline and online. Before the rise of the internet, companies primarily used brochures to promote their offerings to an audience through physical or in-person interactions. Although some companies still print physical brochures, many have chosen a digital format for their brochures. That way, they save money on printing and make the brochures easily accessible to their audience. Whether printed or digital, brochures work because they’re usually visually appealing and versatile. For instance, a restaurant can create a single brochure that contains information about their menu, opening hours, and even coupons customers can cut and use.

6. Event Magazines

Now that the world is slowly opening up after the COVID-19 pandemic, companies can create event magazines to promote their conferences and events. Unlike other types of magazines, these are created specifically for the purpose of each event. In the magazine, people can find a recap of the event, pictures of the attendees, and information about future events.

7. Brand Stories

A brand story is a narrative that details why your company does what it does. Just as knowing a superhero’s origin story draws you closer to them, so too is your brand story expected to make people care about and buy into what you do. With a great brand story in place, your business will easily stand out from the rest and enjoy increased loyalty from customers. You can find our brand story on the About section of our website.

8. Case Studies

Case studies are created to provide in-depth examinations into how customers use your products and services to solve their problems. Because they show other customers’ success with your product/services, they’re necessary marketing collateral in the sales process. According to DemandGen’s 2021 Report, case studies are among the top content formats B2B buyers consider before making a purchase.

9. White Papers

A white paper is a long-form, in-depth document that addresses a specific problem your audience faces. Because white papers are also primarily educational, research-based, and written in a serious or academic tone, they work best for people at the decision stage of your sales funnel Looking for case study inspiration?

10. eBooks & Downloadable Guides

eBooks and downloadable guides are similar to white papers because they’re both created to educate an audience about a specific topic. However, unlike white papers, ebooks are usually more engaging and meant for people at the awareness stage of their buyer’s journey. eBooks also sometimes serve as an extension of your blog posts by allowing you to discuss specific topics at greater lengths.

11. Podcasts

A podcast is an audio-focused marketing tool you can use to spread the word about your business. Even though many no longer commute to and from work (usually when they listen to podcasts), they still find time in their remote work schedule to listen to relevant podcasts.

12. Corporate Brochures & Magazines

Corporate brochures and magazines are publications companies use to showcase their products and services to customers. Although they might sometimes appear digitally, these brochures and magazines are usually printed. The brochures and magazines are expected to have an eye-catching design and contain content that educates and engages your audience. Most companies distribute this marketing collateral at in-person events or display counters at retail stores.

13. Product Catalogs

Product catalogs are marketing collateral that contains all the essential details about your products to help people make a purchase decision. These details include the product’s name, size, weight, price, pictures, available colors, description, reviews, and price, among other things. Contrary to what you might think, product catalogs work for various businesses, not just eCommerce businesses.

14. Proposals & Presentations

Proposals & presentations are a type of marketing collateral used to provide an overview of a business or project plan to an audience or clients. These presentations are usually prepared on design tools like Canva, Visme, and PowerPoint.

15. Newsletters

Email marketing is one of the most cost-efficient ways to reach your customers today. Don’t take my word for it: Reports show that you get, on average, a $36 return for every $1 you spend on email marketing. One of the best ways to use email marketing is to run a newsletter. You can use your newsletter to keep in touch with your customers, promote your products, and nurture leads.

16. Re-Engagement Emails

Another way you can use email is to send re-engagement emails to subscribers who haven’t bought from you or opened your emails in a while. Thanks to the segmentation features of email marketing, you can quickly create a list and start a re-engagement campaign targeted at these inactive subscribers. Because you’re trying to re-engage an inactive audience, you’d need to use creative subject lines and email copy that grabs their attention.

17. Abandoned Cart Emails

These are the types of emails you send to customers who don’t complete a purchase after adding items to their online shopping cart. Considering that over 80% of online carts were abandoned in March 2021, businesses must send abandoned cart emails to recover some of the sales they’d otherwise have lost.

18. Customer Magazines

You can think of customer magazines as newspapers, except that they’re focused on news within your industry and are usually published bi-weekly or monthly. These magazines help your audience stay on top of news within your industry. Considering the amount of online distractions people face daily, customer magazines offer your audience a quiet and relaxed way to enjoy content.

19. Member Magazines

These are closely related to customer magazines, except for one key difference: member magazines make more exclusive content and value-added services available to the magazine’s paying subscribers. It’s common to place these magazines behind a paywall so that not everyone has access to them.

20. Webinars

Webinars, or web seminars, are video-based online presentations hosted live using webinar software. These presentations could be training sessions, workshops, or classes that aim to pass information across in real-time to an audience. Due to the pandemic, more businesses are now using webinars than ever before. And they’re finding success with it as 76% of respondents on this ON24 survey mention that webinars helped them reach more leads.

21. Testimonials

A testimonial is a statement from a customer or client endorsing your products and services based on their personal experience. Testimonials are vital because they serve as social proof and encourage others to buy from you. Therefore, your testimonial needs to be specific, personalized, and direct to get the most out of it.

22. Email Signature

Although often overlooked, your email signature provides ample real estate for you to create marketing collateral. Instead of leaving your email signature area blank, include your name, position held, contact information, and company logo — all of which add to your company’s marketing whenever you send an email.

23. Digital Report

If you run a company that collects a ton of data, you should create digital reports as a marketing collateral. These reports usually present an analysis and visualization of original data for the public. And because the reports are typically unique, it positions businesses who create them to receive a ton of backlinks.

24. Visual Aids Used In Presentations

Another set of marketing collateral to create for your business are visual aids used in presentations. Visual aids might include cartoon characters, props, and charts. Although they might be subtle, these visual aids add to your brand’s consistency and help your audience understand your message better.

25. Company Awards

If you’ve just won an award, you can use it as marketing material to promote your business. These awards add to your company’s credibility and show that even your competitors recognize you as a high performer. To make the most of these awards, you can feature them prominently on your website, ask customers to share the news, or write a press release about it.