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

5. Company Background

People prefer doing business with people they know. Make the first step, and inform prospects about your company and its background[16].

Let them know about the way you were founded, your progress during the first few years, important milestones, and the ways that your company has evolved. Inform them about your values. Then your potential clients will become more familiar with your company.

Company BackgroundCompany Background

(Image Source: SAP[17])

When to Add Company Background to Your Website

As long as you have an interesting story to tell, put your company background on your website, and help people get to know you and learn about your values.

How to Use a Company Background on Your Website

Write compelling text about your company[18], and add some visuals. Make everything as personal as possible.[/vc_column_text]

6. eBooks and Downloadable Guides

In the modern era, eBooks and downloadable guides are some of the hottest marketing materials. Everyone loves free things that are entertaining and educational. Hence, people love free eBooks and guides.

These PDF files should contain actionable, supportive, useful information. eBooks and downloadable guides will help you gather emails and generate leads.

ebooks and guidesebooks and guides

(Image Source: Filestage[19])

When to Use eBooks and Downloadable Guides

If you know that your prospects and customers are struggling to tackle specific topics, make it your job to help them. Compile an eBook, and offer it on your website for free. But ask interested visitors for their email addresses. That way, you’ll be able to reach out to them later and continue nurturing them.

How to Create Ebooks and Downloadable Guides

Creating an eBook or guide doesn’t need to be that complicated. If you’ve already written lots of content, just take 3-5 blog posts about a specific topic, merge them together, and convert them into an ebook. For the conversion, either use eBook templates or a tool like Google Docs or Word. [20]

I would argue the most important marketing collateral is not physical, but a digital downloadable PDF directed at your target audience used as bait to get your audience to give you their email to download.

Then you have their email in exchange for giving them valuable information and can use that to market to them and stay in touch for the future. 

Stacy Caprio, Founder of Accelerated Growth Marketing[21]

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