The 33 Best Types of Marketing Collateral: The Massive Guide for Better Marketing Material

Marketing collateral has changed over the years. Two decades ago, all you needed to boost your marketing efforts were a couple of brochures and a few flyers. Nowadays, the options can seem endless. So we created this marketing collateral guide to help you find the best marketing materials for your business.

We provide you with an overview of (almost) all existing marketing collateral and suggest when and how to properly create it.

But first of all, let’s make sure that we’re on the same page.

Marketing Collateral

Marketing collateral describes a compilation of different media types, which is used to help improve the sales of a product or service. In the past, the term “marketing collateral” was mainly associated with brochures[1] that were used to support the sales process.

But today, companies use marketing collateral to inform potential customers about their products or services, so this term now refers to both offline and online media.

The marketing message depends on the type of collateral you’re using. In general, you should concentrate on answering the following questions (among others):

  • What makes your product or service unique?
  • What are the benefits of using your product or service?
  • Why should people use your product or service?
  • Why is your product or service better than your competitor’s?

I know you want to have a look at our complete list of marketing collateral. Let’s dive into it. So, sit back and enjoy ?

You don’t have the time to read the whole guide now? No problem. We’ve got you covered:

How to Manage the Marketing Collateral Creation Process

Before we get a better idea of the key types of marketing collateral out there, let’s take a closer look at how you can manage the creation of that collateral. For most pieces of marketing collateral, there are four steps you’ll want to follow – here’s a closer look.

1. Concept

The marketing team launches the process and works to create a strong “concept”. The concept is essentially the high-level idea behind marketing collateral. It should answer big questions like:

    • Why do we need this particular marketing collateral?
    • What do we need marketing collateral to communicate to audiences?
    • What are the specific goals we have for the marketing collateral?
    • How will we structure the marketing collateral to achieve those goals?
  • How will the marketing collateral look/sound/feel?

Sometimes, the concept has to be created in cooperation with internal or external stakeholders.

2. Briefing

Now that the concept has been agreed upon, the marketing team needs to turn that abstract concept into an actionable briefing. This creative brief needs to give every stakeholder a clear idea of the project. It should include all the key information so that stakeholders can use it as a guide while working on the project.

Here’s a sample collateral creative brief from Filestage. Feel free to make a copy:[2]

Creative briefCreative briefOnce the brief has been completed, marketing should share it with the team members responsible for the creation of the collateral. This can be done within Filestage [start your free trial here][3] – the tool makes it simple for project stakeholders to review the brief, request changes, ask for clarification, and agree on the final brief.

Review and approve marketing collateralReview and approve marketing collateral

With Filestage[4], all of your feedback is clear and transparent – it’s the perfect way to make sure your creative brief is created as quickly and accurately as possible.

3. Review and Approval: Marketing <> Design

Now that your creative professionals have a detailed creative brief in their hands, they’ll be able to work their magic. Once they have a first draft ready they should upload it to Filestage so that all of the necessary stakeholders can leave their feedback.

It is simple to invite internal and external collaborators using Filestage. You can decide to invite reviewers using their email address, for instance, or simply copy a review link that can be shared using your preferred contact method:

collaboration on marketing collateralcollaboration on marketing collateralDepending on your collateral, you might have multiple review steps. Filestage makes it easy for you to add new steps so that your marketing collaterals are reviewed appropriately and polished to perfection.

collaborating on marketing materialscollaborating on marketing materials

4. Optional: Approval by Management

It might sometimes be necessary for high-level stakeholders to review particular marketing collateral. If that’s the case, Filestage[5] makes it easy to invite those stakeholders to review the collateral.

The tool helps you to impress those important stakeholders and save their time. You can collect their valuable feedback in one place and use Filestage’s integrated to-do list to make sure you don’t miss a thing.

You can repeat this process as many times as necessary. Simply create a new review step until you have the final, polished collateral ready.

Types of Marketing Collateral

Online Marketing Collateral

1. Biographies of Founders and Executives

Place biographies of your founders and executives on your website as social proof that informs your visitors about the successes of your founders and executives. That way, they will associate the performance of your company with these leaders’ accomplishments.

Founder BiographyFounder Biography

(Image Source: Loop54[6])

When to Use Biographies of Founders and Executives

Did your founders and executives work at popular companies, or are they considered to be leaders in your industry? Perfect. Present this information to your prospects as a warranty for success.

How to Create Biographies of Founders and Executives

If your founders and executives are very busy, just have a look at their LinkedIn profiles, and compose a compelling bio about them. Afterwards, send it to them for approval.

2. Blog Posts

Blog posts[7] are great ways to provide your prospects with a lot of value. Don’t concentrate on selling. Instead, focus on solving problems and helping your prospects. Blog posts are good methods for describing topics in-depth.

Blog PostBlog Post

(Image Source: Microsoft[8])

When to Use Blog Posts

Blog posts can be used whenever you want to tackle topics that are not directly related to your product or service. They’re great methods for nurturing prospects and getting in touch with them in a non-salesy way.

1 2 3 4 5 6 7 8