What Is Marketing Collateral? Definition and Types

Have you ever heard this term? If you are in business or marketing, I’m sure you are aware of it. But for other readers or those seeking marketing information, I’ll explain this to you.

Marketing collateral is basically the collection of different kinds of media and advertising tools that are employed to accomplish specific sales objectives. Different industries and businesses offer a wide array of marketing collateral. They can be of various types since we have to keep in mind both digital and printed material.

The characteristic feature of marketing collateral is that it emphasizes the business and is a form of communication or advertisement for your business. Let’s explore marketing collateral and its different types.

There are several types of marketing collateral that any brand or company can use, I’ll tell you about the well-known and most used ones and their benefits.

1. Blog Posts

You have probably heard and read this term many a time. These are among the most popular forms of creating marketing collateral used for different businesses. It is a way to share content on your website as frequently as you like. They can be used for varied topics and lengths of articles and for marketing in multiple ways. 

• One of the benefits of blog posting is that they can hold a Call to Action (CTA) in them, which can help them focus on one result.
• Secondly, they are very helpful for increasing your website’s search engine optimization (SEO).
• You can also use it to sell the pitch and for other marketing purposes.  

In an interview with the Icy Whiz team, Anthony Cote, the founder and CEO of AIDAMTERIX®, explained the role of strategic marketing in today’s dynamic business landscape. Here is what he said:

I see a lot of companies struggling with marketing these days, especially with everything changing so fast. The truth is, if you want to stay ahead, you need to adapt your marketing strategy ASAP.

The game changed almost overnight with generative AI. The internet is now flooded with automated content and both brands and consumers are still adapting.

It poses challenges around content overwhelm, but it also presents opportunities to stand out by ensuring that your content isn’t just generic “Revolutionized” Chat GPT filler in “the digital landscape”.

If you use the open AI text generation platform enough, it becomes plain as day when content is generated by their LLM.

It doesn’t matter how good a product is if the message behind it is off. Think about it: consumers are way savvier now. They want quality products, sure, but they also want to know the company behind them is legit and cares about them as individuals.

I’m not saying AI in marketing is bad, but when integrating it your data and personalization elements are mission critical.

By using data analytics, businesses can understand what their customers want so they can tailor their messages, and fine-tune their LLMs accordingly. No more of this one-size-fits-all marketing or generic fluff!

Moving forward I see the balance between personalization and sustainability being two major factors of who ends up being a dinosaur that drowns in the sea of AI content and the unicorns riding on Noah’s ark.

Also, progressive, customer-centric mission statements aren’t just a trend, they are a big deal for the people who are engaging with modern brands.

People care about the environment and the communities they live in, and companies that show they care about the same causes as their ideal customers can win big in the long run.”

2. E-books

Obviously, it is synonymous with a book, so an ebook can be a tool that shows how expert a particular company is in a field or industry. It gives you an educational direction to a complicated matter and then breaks it down into forms that anyone can easily understand.

The benefits of using e-books are numerous. For example, they can provide a very in-depth coverage of topics and educate their audience. These are downloadable, so you can download and access them anytime without internet access, and they are also designed to assist you in gaining a better understanding with the help of relevant images, data, and infographics. 

3. White Papers

The third type of Marketing Collateral is white papers. These usually focus on more complex topics and are used for credibility purposes or understanding the company’s positioning. They are beneficial for the audience by educating them, forming authority, and providing necessary information and in-depth analysis.

Since these have data backed by evidence, experiences, theories, and facts, this is a reliable and persuasive marketing collateral. These can be used to sell sheets in multiple ways for marketing and research purposes. 

We interviewed Julia Lozanov, Chief Editor at Verpex, and talked about the effectiveness of data-driven storytelling in effective marketing. Here is what she had to say:

“In today’s dynamic business landscape, embracing data-driven marketing strategies is crucial.

Leveraging advanced analytics tools to gain insights into consumer behavior, preferences, and digital footprints allows companies to craft highly personalized and targeted marketing campaigns.

However, striking the right balance between data-driven strategies and human-centric storytelling is essential to build genuine connections with customers.

Successful marketing necessitates a deep understanding of the target audience, anticipating their evolving needs, and delivering seamless omnichannel experiences.

Companies that can effectively harness the power of data while maintaining authenticity and relevance in their messaging will be well-positioned to thrive in an increasingly competitive market.”

4. Landing Pages

A landing page is part of your website, but the goal is not the same. The aim of setting up a landing page is actually to get a CTA. These are pages that will provide you with specific information about what you are looking for, and the most beneficial part is that these pages are not permanent.

This implies that if you put them up for a marketing campaign, you can remove them later without impacting your website. They are very effective in running tests like A/B testing, as you can remove the one that responds less, thus helping as digital marketing collateral.

5. Testimonials

Without a doubt, these are significant for your business. The positive feedback that your product or service receives from existing customers is known as a testimonial. They help new clients or prospective customers understand what is special about your brand and if it is the exact product/service they are looking for.

The perk of putting up testimonials is that their relatability factor increases when other potential customers read them. Secondly, it gives more credibility to your brand as it is not you who is praising them but other users. Lastly, it is among those marketing materials that help build trust and bring in loyal customers. 

Kayden Roberts, CMO of CamGo, talked about strategic marketing, adapting to consumer behavior, and tech changes in an interview with the Icy WHiz team. Here is what she said:

“The pace at which consumer preferences and technologies change requires businesses to remain highly adaptable. Companies must be willing to pivot their strategies based on market feedback and emerging trends.

This means staying on the cutting edge of technological advancements, from artificial intelligence and machine learning to augmented reality and blockchain, and understanding how these can enhance marketing efforts.

Continuous learning and experimentation should be embedded in the company culture, allowing for quick adaptation and innovation in marketing strategies.

Data analytics and consumer behavior insights can help companies predict trends, personalize marketing efforts, and enhance customer engagement.

Tools that analyze consumer data in real time can provide actionable insights that drive the strategic decision-making process.

For example, predictive analytics can help forecast customer behaviors and preferences, allowing companies to tailor their marketing messages more effectively.

The core of any effective marketing strategy is a deep understanding of the customer. This goes beyond demographic information to encompass psychographic and behavioral insights.

In the digital age, customer engagement is key, and strategies should focus on creating meaningful interactions across all touchpoints.

Platforms facilitating direct communication and customer feedback can help businesses refine their offerings and improve customer satisfaction.

Moreover, aligning product development and marketing messages with the customer’s values and needs can foster loyalty and enhance brand reputation.

Leveraging technology to automate and optimize marketing processes is essential. Automated marketing platforms can enhance campaigns’ efficiency, from email marketing to social media ads, ensuring that the right messages reach the right audience at the right time.

Furthermore, integrating new technologies such as AR and VR into marketing strategies can provide immersive experiences that attract and retain customers.

For sustainable growth, companies must also consider the long-term impact of their marketing strategies on the brand and its stakeholders. This includes adopting sustainable practices and demonstrating corporate responsibility in marketing efforts.

Brands that communicate a strong, ethical stance and back it up with action tend to resonate more with modern consumers, particularly with the rising consciousness around environmental and social issues.”

6. Infographics

The visual representation of a topic, key point, or literally anything important is known as an infographic. Don’t you think it has many usages and makes it easy for the audience to understand your content?

The idea is that instead of writing something, it can be put up in a pictorial or more visual format. Since these are not written things, they are symbolic and understood by a lot of people, even if they can not read.

So, automatically, the reach of something like this is very large compared to a normal written piece. The idea here is communicating in a simplified manner and making higher engagement.

I would say it is a creative way to reach a larger audience, and like videos, these are also very easily shareable and can speak a lot with just one image; thus, they are easy to create marketing collateral.

7. Videos

A picture is worth a thousand words, so now imagine a video. If you have an urge to try your hands at something creative, I strongly recommend you go with this option. A video is said to be the most interactive marketing form that any brand can use, and it can be used for branding, educating, or creating awareness. They are very much in trend right now as they are very engaging.

These can be easily shared, and you can express much in just 1 minute. Due to the short duration, informative nature, and content, they are often shared, which helps the brands.

You can make new videos for every fad and keep them in trend with a small effort, so it is a very effective marketing collateral.

8. Automated Emails

Emails are not a new option, but nowadays, you can experiment with them to our benefit. Automated emails are the most common marketing collateral examples that have been used for a very long time by the sales and marketing teams of all companies.

As time passes by, the emails are getting more creative. They basically help businesses keep track of their clients and give them reminders and introductions to new products/services.

They are very useful because they are a form of marketing that can be measured so you can make changes accordingly. They are also customizable and scheduled, so you can operate them how you want to build your brand identity and personality. 

We talked to Adam Wood, Co-Founder of RevenueGeeks, on this. Here is what he said:

“In the modern era, the use of new technology has empowered consumers in ways that were not possible in the past. To stay ahead of the competition, brands have to adapt to the landscape of consumer behavior and technology to stay competitive.

For brands to thrive, they must deliver on consumer demands, and those that are slow to react to consumer demands will not be able to reach success.

Through various social media platforms, it has become very important for businesses to establish a strong online presence and engage with their target audience to help reach their goals.

Customers can share their opinions and communicate with brands through social media platforms, giving them a bigger voice and allowing them to interact with them.

Influencer marketing has rapidly gained popularity in recent times, as consumers tend to trust recommendations from people they admire or relate to.

Also, brands can effectively align their marketing efforts with the evolving needs and preferences of their target audience by staying agile and learning from successful campaigns.

By understanding the power of these factors, brands can confidently create impactful marketing strategies that resonate with their audience and drive meaningful results.”

You Can Choose Any or All

As I mentioned above, there are many different types of marketing collateral that are used in today’s world. These can be for a content marketing strategy or sales presentations. The idea is to tap the target audience and generate leads while following brand guidelines and the sales process.

We can infer from the above that different types of data presentations have different purposes and can be used for marketing strategies like online and printed marketing collateral. 

But to achieve a holistic and successful marketing outcome, I recommend you use a mix of a few, like printed marketing materials, visual elements, and direct mail. Whatever suits your product/service, helps bring in new customers, and helps your company build brand awareness.

Guest Author: Saket Kumar

Last Updated on May 20, 2024 by Pragya