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

How to Create an Explainer Video

Either create an explainer video[26] on your own, or hire somebody on a marketplace like Fiverr or Upwork to do it for you. You can use tools like Pow Toon or Biteable to create your own explainer videos. [27][28]

đź“ą Creating a great explainer video is teamwork. Use Filestage[29] to get simple feedback on your video from colleagues and/or clients.

Clients and prospects consume data in different ways, and so we meet potential clients and understand what they need, creating materials tailored for each opportunity. 

That said, we are finding that video is very hot and has given us the highest open rates. It shows the human element of our people and enables us to explain complex concepts in less than 2-3 minutes. 

Michael Mellor, Director of Marketing at Pryor Cashman LLP[30]

9. Landing Pages

A landing page is quite similar to your actual website. The only difference is that the landing page completely concentrates on delivering your marketing message, but it refrains from needless distractions and links.

It is only one page, which includes one type of Call-to-Action. So it focuses on the most important aspects and benefits of your product and service.

Landing PageLanding Page

(Image Source: Shopify[31])

When to Use a Landing Page

All of your marketing campaigns should have dedicated landing pages[32]. Here’s the advantage of having a landing page, compared to using your homepage for all of your ad campaigns: You can easily adjust and rebuild it, according to the specs of your campaign.

How to Create a Landing Page

If you don’t want to code pages yourself, you can use tools like Unbounce, Instapage, or Leadpages. They create stunning landing pages within seconds. [33][34][35]

đź’» Finetuning landing pages is super important. Design collaboration tools[36] like Filestage[37] helps you easily collaborate on the landing page layout with colleagues and/or client.

One piece of targeted marketing collateral that every business should have are landing pages. Landing pages allow you to make the most of your advertising and inbound marketing efforts by having a specific page to drive traffic to where you can provide a personalized offer to visitors in an effort to capture leads or make a sale. Essentially, instead of driving all your traffic to your website, you’re able to segment your audience and send them to a page that speaks more directly to them which allows you to improve your conversion rate. 

Additionally, landing pages are a great place to tie in other pieces of marketing collateral like testimonials, whitepapers, ebooks, etc. to further a business’ objectives of generating leads or making a sale. 

Josh Brown, Content Manager at Sales & Orders[38]

10. List of partners or vendors

A list of partners or vendors will demonstrate powerful collaborations with leaders from other or similar industries. If you work with trustworthy companies, you must be trustworthy as well (at least in the eyes of your prospects).

Partners and VendorsPartners and Vendors

(Image Source: Slack[39])

When to Use a List of Partners and Vendors

If you’re collaborating with a popular company, proudly present these partnerships on your website.

How to Create a List of Partners and Vendors

You don’t need to create a whole page for your partners and vendors. Simply list them on your website in a subtle but visible way.

11. Mission Statement

A mission statement is the compass of a company. It gives your team direction, but it can also send a strong, bold message to outsiders.

Mission StatementMission Statement

(Image Source: American Express[40])

When to Use a Mission Statement on Your Website

You should put your mission statement on your website if you feel that it’s perfectly aligned with your marketing message, and demonstrates your exemplary way of working.

How to Create a Mission Statement

Not sure how to create a powerful mission statement? Utilize this guide about composing an effective statement[41].[/vc_column_text]

12. Newsletter

A newsletter is an email that you regularly send to all of the subscribed recipients. It should contain valuable content and interesting news about your company.


(Image Source: UXPin[42])

When to Use a Newsletter

Before using a newsletter, make sure that you build an email list of recipients. You can build this list by using lead magnets, such as eBooks or downloadable guides. Afterwards, you should regularly send out newsletters. 

How to Create a Newsletter

Creating a newsletter[43] is no longer complicated. To easily create your own newsletter, you can use a software for email marketing[44] like Sendpulse. Alternatively, you can use other tools like Mailchimp, Mailjet, or Campaign Monitor, which offer a drag-and-drop interface. If you want to go one step further, create and design your own digital interactive publication. You can use tools like Instant Magazine to create beautiful publications in minutes[48].[45][46][47]

13. Portfolio

A portfolio can be especially interesting for creating products or services. Are you are building websites for your customers? Make sure that you put all the websites you’ve designed so far on your own website, and add them to your portfolio.


(Image Source: Toyfight[49])

When to Use a Portfolio

You can either present your portfolio directly on your website, or use an external service like Crevado. Either way, make sure that it can be accessed online. An offline portfolio is no longer enough. [50]

How to Create a Portfolio

Creating a portfolio requires compiling a collection of your best work. You can learn how to create the perfect portfolio on sites like Canva and Creative Blog.[51][52]

14. Press Mentions/Clip File

Is your company mentioned in the news? Perfect. You must be very important (and trustworthy) if popular media sources are favorably reporting about you all the time, eh? Gather these press mentions, create a clip file, add it to your website, and update it regularly.

Press MentionsPress Mentions

(Image Source:[53])

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