Marketing Collateral: Must-Have Content Types to Boost Your Marketing & Sales Strategy

Lance Rohde

As our world increasingly revolves around the digital realm, marketing collateral has taken on an integral role in the success of marketing and sales endeavors.

Marketing collateral is any type of content that businesses use to promote their products or services, and it can take many forms, including brochures, flyers, infographics, ebooks, and more. In this post, we will discuss what marketing collateral is, why it is important, and the types of marketing collateral that businesses should consider.

What is Marketing Collateral?

Any media that a company uses to promote its product or service is known as marketing collateral. Want to make sure your product or service is seen by as many potential customers as possible? Marketing collateral to save the day!

This powerful tool includes both digital and print materials that are essential for effective advertising. Marketing collateral serves as a means of communication between a business and its target audience, conveying information about the business and its offerings. The primary goal of marketing collateral is to educate, persuade, and motivate potential customers to take action.

Why is Marketing Collateral Important?

Marketing collateral is an essential part of any successful marketing and sales strategy. It provides businesses with a way to communicate with potential customers and convey important information about their offerings. Marketing collateral can also help your business boost its branding, establish credibility, build trust, and differentiate itself from its competitors. By tailoring your marketing collateral to specific audiences, you can effectively generate leads, promote new products and campaigns, attract new customers, reignite the interest of existing ones, and improve your brand recognition.

Types of Marketing Collateral

As the needs and behavior of the audience may differ significantly based on their industry and intent, persona research plays a critical role. By gaining insights into their distinct awareness and evaluation process, you can develop a highly effective content marketing strategy featuring personalized content that optimally guides them toward making a purchase. You can read more about the buyer’s journey here. For now, let’s dive into these content types!

To create a successful marketing strategy, it’s crucial to comprehend the path a customer takes from discovering a product or service to making a purchase. Source: Hubspot

1. Infographics

Infographics are visual representations of data, statistics, and other information. They are a great way to convey complex information in a simple and visually appealing format. Infographics are highly shareable and can help businesses attract attention and drive traffic to their website.

2. Blog Posts

Starting a blog can do wonders for your business! I know it may seem daunting, but let me convince you why taking the plunge is worth it.

For starters, blogs are a goldmine for search engine optimization. Unlike static web pages, blogs are dynamic – meaning search engines like Google love them. Each new post is fresh content that search engines crawl and index. More indexed pages on your site equals better rankings in search results. And we all know higher rankings bring more visitors.

The key is staying focused. Research keywords and topics that are relevant for your audience. Break your content down into logical categories and subcategories. This organization helps readers easily find what they need in your blog. It also keeps your posts targeted instead of veering off course.

3. Ebooks

Ebooks are longer-form content pieces that provide in-depth information about a specific topic. They are a great way to educate potential customers and position a business as a thought leader in their industry. Ebooks can be offered as a free download in exchange for a potential customer’s contact information.

4. Video

Video content has proven to be a highly effective tool for marketing, with a recent report indicating that 93 percent of marketers consider it an important part of their overall strategy. Furthermore, 78 percent of video marketers have reported a significant increase in sales.

By using engaging and informative videos, businesses can capture the attention of their target audience, generate more shares and comments, drive conversions, and increase traffic to their website. Some types of videos to consider include interviews, presentations or how-to guides, behind-the-scenes glimpses, and explainer videos.

5. Website

Your website is often the first impression potential customers have of your business. It should be visually appealing, easy to navigate, and provide the necessary information about your products or services. Your website should also be optimized for search engines to ensure that potential customers can find you. If you are thinking about a redesign for your company website then get in touch with our web design team and let us build the site your business deserves.

6. Case Studies

Case studies provide potential customers with real-life examples of how a business’s products or services have helped other customers. They are an effective way to establish credibility and demonstrate the value of a business’s offerings. Case studies can be presented in a variety of formats, including PDFs, videos, and blog posts.

7. Sales Sheets

One sheets, also known as sell sheets, are a great marketing collateral type for businesses looking to showcase a specific product or service in a concise and visually appealing way. One sheets are typically one-page documents that include key information such as product features, benefits, and pricing. They often incorporate eye-catching graphics and images to grab the reader’s attention and convey the message effectively.

8. Brochures

Brochures are a traditional form of marketing collateral that provides potential customers with detailed information about a business’s products or services. They are typically printed on glossy paper and folded into a compact format. Brochures are a great way to provide customers with a tangible and comprehensive overview of a business’s offerings.

9. White Papers

White papers are detailed reports that help businesses present complex information, statistics, and research on a specific topic related to their industry. They’re great for generating leads and establishing your business as a thought leader in your industry. For example, if you’re a B2B software company, you could create a white paper on the benefits of cloud computing.

10. Proposals

A comprehensive document that outlines the scope of your solution and how it meets the prospect’s needs. A well-written proposal can differentiate your brand from competitors and help you win the deal.

11. Presentations

sales presentations
Pitch Decks

A visually compelling way to showcase the benefits of your product or service. A presentation can help you communicate complex information in a clear and concise manner, and persuade the prospect to choose your brand.


Marketing collateral and sales collateral are essential tools for businesses looking to attract and convert customers. By utilizing different types of marketing collateral, you can establish your brand, educate your target audience, and drive sales. Sales collateral, on the other hand, helps your sales team communicate your value proposition, address customer pain points, and close deals.

Neon Flamingo Creative specializes in creating high-quality marketing collateral that helps businesses attract and convert more leads. From infographics and ebooks to sales sheets and pitch decks, we offer a wide range of graphic design services for you and your business. Contact us today to learn how we can help your business succeed.

Meet the Author

Lance Rohde

Over the past 12 years, I've honed my digital marketing skills by working with well-known brands such as Eu Natural, Skinny Ms., and Costco, to name a few. Together with my wife Candyce, we help other businesses improve their marketing online. When I'm not helping my customers win, I'm playing/recording music, flying my drone and hanging with the family.

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