What is marketing collateral?
Marketing collateral is any type of content that supports your marketing and sales efforts. It helps you promote your brand, generate leads, and close deals. Collateral can take many different forms, from blog posts and ebooks to infographics and case studies. The key is to create content that is relevant to your target audience and that helps you achieve your marketing and sales goals.
The different types of marketing collateral
There are many different types of marketing collateral, and the best type for your business will depend on your goals and your target audience. Some common types of collateral include:
- Blog posts
- Ebooks
- Infographics
- Case studies
- Whitepapers
- Webinars
- Podcasts
- Product sheets
- Sales decks
The benefits of using marketing collateral
There are many benefits to using marketing collateral, including:
- Generating leads: Collateral can help you generate leads by providing valuable information that potential customers can use to make a buying decision.
- Nurturing leads: Once you have generated a lead, you can use collateral to nurture that lead by providing additional information that will help them move further down the sales funnel.
- Closing deals: Collateral can also be used to close deals by providing information that will help the prospect make a buying decision.
- Building trust: By providing helpful and relevant information, you can build trust with your target audience.
- Establishing thought leadership: By creating high-quality collateral, you can position yourself and your business as a thought leader in your industry.
How to create effective marketing collateral
Creating effective marketing collateral requires a bit of planning and strategy. Here are some tips to help you get started:
- Define your goals: What do you want to achieve with your collateral? Do you want to generate leads, nurture leads, or close deals? Your goals will determine the type of collateral you create.
- Identify your target audience: Who are you trying to reach with your collateral? What type of information will they find helpful?
- Create a content calendar: Planning ahead will help you ensure that your collateral is relevant and timely. Creating a content calendar will also help you stay on track and meet your deadlines.
- Work with a professional: Creating high-quality collateral takes time and effort. If you don't have the internal resources to do it yourself, consider working with a professional content marketing agency.
The top 10 marketing collateral examples
Not sure what type of collateral to create? Here are 10 examples of effective marketing collateral:
- Blog posts
- Ebooks
- Infographics
- Case studies
- Whitepapers
- Webcasts
- Podcasts
- Product sheets
- Sales decks
- Video
