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

24. Whitepapers

A whitepaper is a comprehensive document that informs the reader about a complex topic. Prospects expect whitepapers to be backed by research, and to contain valuable and actionable information.

The topics in whitepapers should be related to your business. For example, if you own a Facebook advertising agency, you could write about how to succeed at Facebook marketing.


(Image Source: DocuSign[80])

When to Use a Whitepaper

You should use whitepapers as part of your marketing collateral. They should attract potential prospects and deliver information when they’re considering buying your product or service.

How to Create a Whitepaper?

Use our white paper template[81] and get started.

The type of collateral you provide your leads really depends on who your target market is, and what industry you’re in. A whitepaper is basically an extended blog post and is a good tool for most industries and audiences. 

You can leverage whitepapers as a way of explaining a product, service or aspect of your business that would be too lengthy for a blog post. A white paper is a good tool to use if you want to provide your prospect with persuasive information that gets straight to the point.

It’s not as descriptive as an ebook but it’s more complex than a blog post. In order for the whitepaper to be effective, you need to include facts, statistics, and research with documented references. Whitepapers are basically guides to help people make more informed decisions.

Britt Armour, Director of Digital Marketing at Kibii[82]

Offline Marketing Collateral

25. Brochures

Brochures should be well-designed and provide information about your business, your product, and/or your services. Use visual elements to make them appealing.


(Image Source: Behance[83])

When to Use Brochures

You should use brochures if you need physical marketing collateral that can be easily handed to prospects without being expensive. You can easily print thousands of brochures for big events without blowing your budget.

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