{"id":83332,"date":"2023-01-03T11:00:09","date_gmt":"2023-01-03T16:00:09","guid":{"rendered":"https:\/\/marketinginsidergroup.com\/uncategorized\/11-types-of-marketing-collateral-you-should-be-creating\/"},"modified":"2023-09-14T06:14:40","modified_gmt":"2023-09-14T10:14:40","slug":"11-types-of-marketing-collateral-you-should-be-creating","status":"publish","type":"post","link":"https:\/\/marketinginsidergroup.com\/content-marketing\/11-types-of-marketing-collateral-you-should-be-creating\/","title":{"rendered":"11 Types of Marketing Collateral You Should Be Creating"},"content":{"rendered":"<p>Does your business consistently share several types of marketing collateral? If not, you\u2019re missing out on major <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/how-to-optimize-your-blog-page-for-conversion\/\">opportunities for conversion<\/a>.<\/p>\n<p>Sure, the product descriptions and prices on your website are important \u2013 but they\u2019re not enough to convince prospects that you offer trustworthy, high-quality products and services.<\/p>\n<p>That\u2019s where marketing collateral comes in. Sharing various types of marketing collateral establishes legitimacy, supports sales, and proves to site visitors that they\u2019re in good hands.<\/p>\n<p><em><strong>Key Takeaways<\/strong><\/em><\/p>\n<ul>\n<li aria-level=\"1\"><em>Marketing collateral establishes credibility, protects authority and builds trust with your audience, ultimately supporting sales and encouraging conversion\u00a0<\/em><\/li>\n<li aria-level=\"1\"><em>Research shows that lack of trust is the #1 reason for customers not converting<\/em><\/li>\n<li aria-level=\"1\"><em>Traditional advertising aims to capture viewer attention, whereas marketing collateral works to retain and enhance customer relationships\u00a0<\/em><\/li>\n<li aria-level=\"1\"><em>99% of survey respondents say they enjoy watching video content from brands online<\/em><\/li>\n<li aria-level=\"1\"><em>A well-maintained blog drives traffic, generates leads and encourages conversion through education and expertise<\/em><\/li>\n<\/ul>\n<p>Consistently creating various types of marketing collateral enhances your brand image by clearly communicating the value proposition of your business.<\/p>\n<h2>What Is Marketing Collateral?<\/h2>\n<p>Marketing collateral comes in many shapes and sizes, but each form shares a similar purpose: to establish credibility, protect authority and <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/content-marketing-builds-trust\/\">build trust<\/a> with your target audience.<\/p>\n<p>Research shows that lack of trust is the <a href=\"https:\/\/hbr.org\/2022\/03\/to-win-over-an-audience-focus-on-building-trust\">#1<\/a> reason for not converting. This makes establishing trust and credibility a major key to supporting sales and encouraging conversion.<\/p>\n<p>Luckily, both traditional and digital marketing collateral builds trust with consumers by representing your business, communicating value and connecting your brand with your audience.<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter size-full wp-image-3258886\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/marketing-collateral-benefits.png\" alt=\"infographic shows benefits of marketing collateral\" width=\"700\" height=\"390\" \/><\/p>\n<p><em>Image Source: Paper Flite<\/em><\/p>\n<p>Marketing collateral is more informational than typical advertisements. Advertisements aim to capture viewers\u2019 attention, whereas marketing collateral aspires to retain and enhance customer relationships. Sharing marketing collateral educates your audience, demonstrates expertise and drives brand loyalty.<\/p>\n<h2>Why Is Marketing Collateral Important?<\/h2>\n<p>Marketing collateral makes your business stand out in the crowd. Its educational nature is more convincing than basic advertising, and <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/four-ways-to-beat-out-the-competition-with-interactive-content\/\">separates your company from competitors<\/a>. Without it, your offerings are more likely to be overlooked or confused with that of other industry players.<\/p>\n<p>Before potential customers convert, they consider the overall value of your business. Marketing collateral shows customers that you\u2019re more capable than competitors, and completes the first step towards increasing customers\u2019 perceived value.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-3258887\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/Screen-Shot-2022-12-05-at-2.58.48-PM.png\" alt=\"infographic of steps to increase customers\u2019 perceived value\" width=\"1956\" height=\"778\" \/><\/p>\n<p><em>Image Source: Watch Them Live<\/em><\/p>\n<p>Marketing collateral helps to achieve company goals, <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/content-marketing-builds-brand-awareness\/\">spread brand awareness<\/a> and ultimately secure repeat business. To whichever audience or goal you wish to reach, demonstrating your business\u2019s expertise with a few types of marketing collateral will get you much closer.<\/p>\n<h2>11 Types of Marketing Collateral<\/h2>\n<p>A healthy mix of marketing collateral will make a huge impact on the value of your content. First, identify your target audience and clarify company goals to determine which types of marketing collateral will maximize your efforts.<\/p>\n<h3>1. Blog Posts<\/h3>\n<p>The foundation of effective marketing is consistency. Regularly sharing blog posts is one of the most cost-efficient ways to demonstrate consistency to your audience.\u00a0<img decoding=\"async\" class=\"aligncenter size-full wp-image-3258888\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/Screen-Shot-2022-12-05-at-2.17.32-PM.png\" alt=\"image of Marketing Insider Group\u2019s consistent blog posts\" width=\"2560\" height=\"1383\" \/><\/p>\n<p>Blog posts act as supplemental material to sales by sharing valuable insight with readers. They answer relevant questions and concerns of your audience, and establish credibility within your community.<\/p>\n<p>A <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/the-roi-of-blogging\/\">well-maintained blog<\/a> also drives traffic to your site, generates leads and encourages conversion through educational expertise. What more could a business owner ask for? To create the perfect blog post, learn about Marketing Insider Group\u2019s expert strategy <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/anatomy-of-the-perfect-blog-post\/\">here<\/a>.<\/p>\n<h3>2. Logo<\/h3>\n<p>Your logo is the face of your company, making it one of the most important pieces of the marketing collateral puzzle. Logos are the foundation of branding and appear on almost everything your business produces.<\/p>\n<p>The perfect logo includes your company name and visually communicates your brand&#8217;s personality and purpose. Make a good first impression on your audience and create a logo that accurately represents your business.<\/p>\n<h3>3. Testimonials &amp; Reviews<\/h3>\n<p><a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/how-to-get-more-customer-reviews-testimonials-and-social-proof-infographic\/\">Testimonials and reviews<\/a> provide positive feedback from clients who have previously worked with your company. Sharing positive client reviews allows prospects to understand the outcome of working with your company, and establishes credibility within your community.<\/p>\n<p>Easily accessible, positive testimonials provide proof of the benefits your company offers. They also make clients feel confident in their decision to invest in your business.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-3258889\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/Screen-Shot-2022-12-05-at-2.17.11-PM.png\" alt=\"example of testimonials from Marketing Insider Group\u2019s clients\" width=\"2560\" height=\"1677\" \/><\/p>\n<p>Featuring testimonials and reviews on your homepage and landing pages is a great way to casually let prospects know you\u2019re the real deal.<\/p>\n<h3>4. Social Media<\/h3>\n<p>In today\u2019s world, a brand\u2019s social media presence is key to spreading awareness. Social media platforms are one of the quickest, most cost-efficient ways to educate your audience and build credibility.<\/p>\n<p>With so many popular <a href=\"https:\/\/marketinginsidergroup.com\/social-media\/why-social-media-isnt-enough-to-drive-your-business-growth\/\">social media<\/a> platforms available, it\u2019s important to be strategic about which ones are best for reaching your target audience:<\/p>\n<ul>\n<li aria-level=\"1\">Facebook<\/li>\n<li aria-level=\"1\">Twitter<\/li>\n<li aria-level=\"1\">Instagram<\/li>\n<li aria-level=\"1\">YouTube<\/li>\n<li aria-level=\"1\">TikTok<\/li>\n<\/ul>\n<p>Use your <a href=\"https:\/\/marketinginsidergroup.com\/strategy\/what-is-marketing\/\">marketing<\/a> time and effort wisely! Narrow down which channels are best for creating an educational experience for your online community and <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/benefits-of-outsourcing-your-content-creation\/\">share content consistently<\/a>.<\/p>\n<h3>5. Videos<\/h3>\n<p>Did you know that <a href=\"https:\/\/www.lemonlight.com\/blog\/67-video-marketing-stats-you-need-to-know-for-2022\/\">99%<\/a> of survey respondents say they enjoy watching video content from brands online? This makes video content one of the valuable types of marketing collateral your business can offer.<\/p>\n<p>In particular, explainer videos are an ideal way to educate and <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/create-b2b-content-your-audience-actually-wants-to-read\/\">appeal to your audience<\/a>. Explainer videos provide a short, easily-digestible explanation of the benefits and features offered by your products and services.<\/p>\n<p>Sharing explainer videos is a simple way to convince your audience that you\u2019re knowledgeable, reliable and prepared to solve their problems. Enjoy the short explainer video below to see an example of educating, engaging and entertaining your audience.<\/p>\n<p><iframe title=\"DollarShaveClub.com - Our Blades Are F***ing Great\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/ZUG9qYTJMsI?start=70&#038;feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<h3>6. Websites<\/h3>\n<p>Similar to your brand logo, your website is a hub for all things related to your business. Here, your audience will expect to find everything necessary to make an educated purchase decision.<\/p>\n<p>As one of your strongest marketing assets, your website should be treated with care. Optimize your page for search engines, <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/b2b-lead-generation-strategies\/\">lead generation<\/a> and conversion. Design landing pages with minimal text and a clear call to action to collect information for prospects.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-3258890\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/Screen-Shot-2022-12-05-at-2.23.46-PM.png\" alt=\"MIG landing page with minimal text and clear call to action\" width=\"1690\" height=\"940\" \/><\/p>\n<p>Optimizing your website to perform well in searches, or <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/what-is-an-seo-marketing-strategy\/\">SEO<\/a>, will lead to more site traffic and likely increase your conversion rate.<\/p>\n<h3>7. Infographics<\/h3>\n<p>Infographics are depictions of information and data offered in a visually pleasing layout. They give readers a break from consuming lengthy text and offer a form of educational content that\u2019s easy to digest. Infographics most often come in the form of:<\/p>\n<ul>\n<li aria-level=\"1\">Illustrations<\/li>\n<li aria-level=\"1\">Graphs<\/li>\n<li aria-level=\"1\">Charts<\/li>\n<\/ul>\n<p>Infographics allow you to simplify dense content, making it easier to win your audience\u2019s attention. Share <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/10-best-infographics-inspire-content-marketing\/\">infographics<\/a> as standalone content, or feature them in blog posts as supplemental marketing collateral!<\/p>\n<h3>8. Case Studies<\/h3>\n<p>Case studies are a great way to publicly share your business\u2019s success stories. They demonstrate how you\u2019ve helped clients in the past and provide concrete proof of your company\u2019s value.<\/p>\n<p>Case studies are generally composed of four main components:<\/p>\n<ol>\n<li aria-level=\"1\">The Challenge<\/li>\n<li aria-level=\"1\">The Solution<\/li>\n<li aria-level=\"1\">The Result<\/li>\n<li aria-level=\"1\">The Client\u2019s Testimonial<\/li>\n<\/ol>\n<p>Before <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/how-to-create-a-case-study-that-impresses-any-client\/\">crafting a case study<\/a>, it\u2019s important to first interview your client to gain an accurate understanding of their perspective. Doing so allows you to share a valuable, first-hand experience of how your business helped solve your client\u2019s problems.<\/p>\n<h3>9. Email Signature<\/h3>\n<p>Did you know your email signature qualifies as one of the many types of marketing collateral? Those hundreds (or thousands!) of weekly emails you\u2019re sending each provide an opportunity to promote your products and services.<\/p>\n<p>The most informative email signatures include the following information:<\/p>\n<ul>\n<li aria-level=\"1\">Your Full Name<\/li>\n<li aria-level=\"1\">Your Full Company Title<\/li>\n<li aria-level=\"1\">Direct Phone Number and\/or Email Address<\/li>\n<li aria-level=\"1\">Professional Website &amp; Social Media Links<\/li>\n<li aria-level=\"1\">Consistency in Colors and Fonts<\/li>\n<\/ul>\n<p>Not only do email signatures encourage prospects to take action, but they also serve as a well-rounded first impression to new clients.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-3258891 size-medium aligncenter\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/Screen-Shot-2022-12-05-at-2.26.46-PM-300x152.png\" alt=\"example of marketing insider group email signature\" width=\"300\" height=\"152\" \/><\/p>\n<p>You\u2019d be surprised at how many leads are generated by a compelling email signature!<\/p>\n<h3>10. Ebooks<\/h3>\n<p>Ebooks are the lengthier, more in-depth cousin of blog posts. They also establish credibility, encourage engagement and educate your audience, but dive a bit deeper into informative content.<\/p>\n<p>In most cases, ebooks are downloadable and only accessible to readers after they\u2019ve submitted their contact information to your business. This makes them a powerful <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/best-digital-marketing-tools-for-small-businesses\/\">marketing tool<\/a> for generating leads and driving more traffic to your site.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-3258892\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/Screen-Shot-2022-12-05-at-2.29.29-PM.png\" alt=\"image of call to action for downloading MIG ebook\" width=\"2088\" height=\"918\" \/><\/p>\n<p>Sharing ebooks that demonstrate your expertise convinces clients of your credibility and heightens their chances of converting.<\/p>\n<h3>11. Whitepapers<\/h3>\n<p>Whitepapers are technical documents intended to communicate a specific level of mastery and skill. They are persuasive, authoritative and extensive in nature, providing current clients with concrete solutions to technical problems.<\/p>\n<p>Whitepapers are created with intent to educate and shouldn\u2019t be confused for a product pitch. They should add value to the rest of your <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/why-content-marketing-is-important\/\">marketing content<\/a>, after being researched with care, formatted with intent and polished with a keen eye.<\/p>\n<p>Lastly, remember that clients reading your whitepapers are looking for answers, not entertainment. Skip the witty humor and communicate your topic with clarity and expertise.<\/p>\n<h2>Create Marketing Collateral Today<\/h2>\n<p>Among the many types of marketing collateral, each one offers a reliable vehicle for driving traffic, educating your audience and encouraging conversions. Businesses that establish trust within their community gain loyal customers and secure repeat business.<\/p>\n<p>Constant creation of marketing collateral takes precious time and effort. Deliver consistent marketing content by checking out Marketing Insider Group\u2019s <a href=\"https:\/\/marketinginsidergroup.com\/content-builder-services\/\">SEO Blog Writing Service<\/a> today, or schedule a <a href=\"https:\/\/go.marketinginsidergroup.com\/free-consultation\">quick consultation<\/a> now to learn more!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Does your business consistently share several types of marketing collateral? If not, you\u2019re missing out on major opportunities for conversion. Sure, the product descriptions and prices on your website are important \u2013 but they\u2019re not enough to convince prospects that you offer trustworthy, high-quality products and services. That\u2019s where marketing collateral comes in. Sharing various [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":83341,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"","_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","footnotes":""},"categories":[15],"tags":[],"class_list":["post-83332","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.3.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>11 Types of Marketing Collateral You Should Be Creating - Marketing Insider Group<\/title>\n<meta name=\"description\" content=\"Turn site visitors into conversions and show customers that they\u2019re in good hands with these 11 types of marketing collateral.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/11-types-of-marketing-collateral-you-should-be-creating\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"11 Types of Marketing Collateral You Should Be Creating - Marketing Insider Group\" \/>\n<meta property=\"og:description\" content=\"Turn site visitors into conversions and show customers that they\u2019re in good hands with these 11 types of marketing collateral.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/marketinginsidergroup.com\/content-marketing\/11-types-of-marketing-collateral-you-should-be-creating\/\" \/>\n<meta property=\"og:site_name\" content=\"Marketing Insider Group\" \/>\n<meta property=\"article:published_time\" content=\"2023-01-03T16:00:09+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-09-14T10:14:40+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/types-of-marketing-collateral.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"960\" \/>\n\t<meta property=\"og:image:height\" content=\"540\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Michael Brenner\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@https:\/\/twitter.com\/BrennerMichael\" \/>\n<meta name=\"twitter:site\" content=\"@brennermichael\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Michael Brenner\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"8 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/marketinginsidergroup.com\/content-marketing\/11-types-of-marketing-collateral-you-should-be-creating\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/marketinginsidergroup.com\/content-marketing\/11-types-of-marketing-collateral-you-should-be-creating\/\"},\"author\":{\"name\":\"Michael Brenner\",\"@id\":\"https:\/\/marketinginsidergroup.com\/#\/schema\/person\/118d6e7d650168184b62731596035014\"},\"headline\":\"11 Types of Marketing Collateral You Should Be Creating\",\"datePublished\":\"2023-01-03T16:00:09+00:00\",\"dateModified\":\"2023-09-14T10:14:40+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/marketinginsidergroup.com\/content-marketing\/11-types-of-marketing-collateral-you-should-be-creating\/\"},\"wordCount\":1563,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/marketinginsidergroup.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/marketinginsidergroup.com\/content-marketing\/11-types-of-marketing-collateral-you-should-be-creating\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/types-of-marketing-collateral.jpg\",\"articleSection\":[\"Content Marketing\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/marketinginsidergroup.com\/content-marketing\/11-types-of-marketing-collateral-you-should-be-creating\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/marketinginsidergroup.com\/content-marketing\/11-types-of-marketing-collateral-you-should-be-creating\/\",\"url\":\"https:\/\/marketinginsidergroup.com\/content-marketing\/11-types-of-marketing-collateral-you-should-be-creating\/\",\"name\":\"11 Types of Marketing Collateral You Should Be Creating - 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