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What Is Marketing Collateral? Explained!

7 minutes, 30 seconds Read

Historically, marketing collateral refers to brochures, sell sheets, or other media that support a sales pitch. Today, the term is used to refer to a collection of media that supports a marketing or sales campaign.

White papers

Whether you are writing a white paper or another form of marketing collateral, it’s important to get the message across. White papers should provide useful information and build trust with your audience. This will ultimately help you gain a reputation in your niche and improve your business’ success.

A white paper is an authoritative piece of content that helps your audience make a purchasing decision. It should be informative, with logical arguments. It should also answer all the questions your readers have before making a final purchase.

A white paper should be well-written, and it should include a design that makes your most important points stand out. Generally, the more detailed a piece of content, the higher the chances it will rank.

Choosing the topic of your white paper is a key component of producing quality content. The type of audience you’re targeting is also a factor. Understanding your target audience and your company’s goals will ensure your white paper has the best chance of reaching your intended audience.

The first draft of your white paper isn’t always perfect, and there will be mistakes. Getting another set of eyes to look over your work can improve the quality of the content.

You should also consider gatekeeping your white paper. This allows you to capture email addresses of readers who are interested in learning more. It can also increase the lead quality of the leads you generate. It’s also important to follow GDPR rules.

A gated white paper can also serve as an asset for your SEO efforts. It will allow you to offer valuable content at any time to your potential customers.

Creating white papers as marketing collateral is one of the easiest ways to attract the attention of your target market. However, the process of producing these documents can be time-consuming.


Creating marketing collateral can be a daunting task. It is important to follow a few guidelines to ensure the quality of your work. These include the type of content you use, the design, and the brand’s voice.

The best type of collateral is the one that resonates with your target audience. This can help you convert leads into customers and keep them coming back for more. It is also a great way to demonstrate your company’s values, history, and mission.

The first type of marketing collateral was flyers and brochures. These were portable and included concise information about the company and its products and services. These are still very useful today. You can distribute them to your target market or include them in your website.

An infographic is a visual representation of a concept, statistic, or story. They are often presented in visually appealing designs. A good infographic should be easy to read and understand, as well as valuable to readers. You can create a standalone piece of collateral, or integrate it into your website or social media profiles.

A blog is another popular form of marketing collateral. These can be used to answer questions, promote a new product, or educate existing customers. It can also increase your website’s traffic.

Case studies are another effective form of collateral. These documents include testimonials from clients, and show the results of a product or service. These can be single-page documents or multi-page documents. They can also be embedded into your website or attached to an email campaign.

The best marketing collateral includes the correct amount of text and graphics. The right combination of these can make a big difference in how well your audience engages with your brand.

Blog posts

Using blog posts as marketing collateral is a great way to increase brand awareness and drive traffic to your website. You can write about your business’s latest products, services, or industry news. This can be done on any stage of the sales funnel, but it’s especially helpful during the awareness stage. You can also use blogs to educate existing customers and build trust in your brand’s expertise.

You can use a blog to answer your audience’s most pressing questions, which will help you grow your readership over time. You can also create a series of blog posts that target specific personas. These may be individuals who have similar interests or are likely to be interested in your product. You can also include influencers who share your company’s values.

Blogs are also a good choice for inbound marketing strategies. You can increase your search engine rankings by creating content that is relevant to the keywords that your customers are searching.

Another important aspect of using a blog as marketing collateral is tracking metrics. Depending on how you implement your strategy, you can get a better sense of how your content is performing. By analyzing the numbers, you can see where your blog is getting the most attention, which can inform future blog post creation.

You can also show off your brand with infographics, charts, or statistics. These are visually appealing presentations of information that can be shared across all kinds of platforms. An infographic that stands out from the crowd is one of the best ways to boost your content marketing efforts.

You can make a great marketing collateral with the right mix of images, text, and a call to action. You can also choose a variety of different formats for your content, which can greatly benefit your SEO.

In-person events and conferences

Whether you’re hosting a trade show, launching a new product, or putting on a conference, you can make use of marketing collateral. These digital and print media assets help to educate consumers, increase brand awareness, and generate interest in your products.

Case studies are a form of high-impact marketing collateral. These documents feature company success stories. They’re designed to appeal to a targeted audience and to build a sense of trust. You can create a compelling case study by interviewing clients, sharing their success story, and highlighting their unique value proposition.

Another popular type of marketing collateral is blog posts. These short pieces of content are often accompanied by a call to action, directing readers to your website or landing page. They’re also effective for driving traffic.

Catalogs and guides are also effective forms of sales collateral. They’re designed to simplify the purchasing process by offering a comprehensive overview of all of your offerings. They contain essential information about your product or service, including technical specifications.

The American Dental Association’s product guide provides details about its equipment, supplies, and services. It’s a great resource for buyers, especially when they’re just starting to consider a purchase.

Forrester, HfS Research, IDC, and Gartner are other companies that conduct research. These organizations partner with businesses to produce research reports. They’re designed to help buyers evaluate options, decide on a purchase, and understand the benefits of a solution. They’re often available in analyzers or decision tree matrices.

Solution videos are another great form of high-impact collateral. They highlight the features and benefits of a particular product or service, urging the audience to take action. These pieces of content range from one to three minutes.

Digital asset management

Using a digital asset management system can help your marketing team get the most out of their creative efforts. It can streamline the content approval process and give your team a central point of access to your media assets.

A digital asset management system also provides an easy way to store brand materials. This ensures a consistent message is delivered to your customers. This can improve collaboration among your teams.

One of the biggest challenges agencies face is locating and securing all of their marketing collateral. It is common for creative staff to spend more than a third of their time looking for assets. It can take up to two hours to re-create a new file.

Most marketers license content from stock libraries or individual creators. These files may be duplicated, creating wasteful time and money. Using a digital asset management solution can eliminate these duplicates.

It can also simplify the process of distributing assets to affiliate partners, sales and marketing teams. It can make it easy to retool completed projects and allow team members to test new use cases. It can save teams time and money, since they no longer have to search for files.

Another benefit of a digital asset management solution is the ability to create reports. These reports can help you trace the return on your digital media investments. You can identify the assets that are most frequently used. This can give you an idea of what kinds of assets will be most effective for your campaigns.

A digital asset management system is an essential part of your marketing operations management strategy. It allows your team to access and share your media assets. It can also help you stay on top of your branding guidelines.

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