What is Marketing Collateral?
Marketing collateral refers to the collection of supporting materials and content assets used to promote products, services, or brands. These materials work together to educate prospects, support sales conversations, and reinforce brand messaging across different marketing channels and customer touchpoints.
Marketing collateral serves as the foundation of most marketing campaigns and sales processes, providing consistent messaging and professional presentation materials that help convert prospects into customers. Effective marketing collateral management ensures these assets stay organized, on-brand, and readily accessible for your team.
Marketing Collateral Definition (Quick Answer)
Marketing collateral is any media or content used to promote a company's products or services. This includes brochures, flyers, business cards, presentations, case studies, videos, white papers, social media graphics, and digital assets that support marketing and sales efforts.
15+ Types of Marketing Collateral
Types of marketing collateral
Print materials
Brochures and flyers, Traditional printed materials for product information and promotions
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Trade show displays, Large-format materials for events and exhibitions
Direct mail pieces, Targeted print communications sent to prospects
Digital assets
Website content, Landing pages, product pages, and informational content
Email templates, Branded email designs for campaigns and communications
Social media graphics, Visual content for platforms like Instagram, LinkedIn, and Facebook
Digital presentations, PowerPoint decks and interactive sales presentations
Organizing these digital assets effectively requires proper digital asset management systems to maintain version control and brand consistency.
Understanding digital marketing collateral connects to authentic content creation strategies that build genuine customer relationships.
Sales support materials
Product sheets, Detailed specifications and feature information
Case studies, Success stories and customer testimonials
Pricing guides, Cost information and package comparisons
Proposal templates, Standardized formats for presenting solutions
Video and multimedia
Product demonstration videos, Visual explanations of features and benefits
Customer testimonial videos, Authentic reviews and success stories
Explainer animations, Simplified explanations of complex concepts
Webinar recordings, Educational content and thought leadership
Effective video collateral often incorporates user-generated content examples to add authenticity and social proof.
Strategic importance of marketing collateral
Brand consistency
Marketing collateral ensures consistent messaging, visual identity, and brand voice across all customer interactions and marketing channels.
Sales enablement
Well-designed collateral empowers sales teams with professional materials that support conversations and help close deals more effectively.
Customer education
Educational materials help prospects understand products, services, and value propositions, reducing barriers to purchase decisions.
Competitive differentiation
High-quality collateral positions brands as professional and trustworthy compared to competitors with poor or missing materials.
Marketing collateral best practices
Audience-focused design
Create materials that speak directly to target audience needs, pain points, and decision-making criteria rather than focusing solely on product features.
Clear value proposition
Every piece of collateral should communicate clear benefits and outcomes that matter to potential customers.
Professional presentation
High-quality design, typography, and imagery reflect brand professionalism and build trust with prospects.
Call-to-action inclusion
Include clear next steps and contact information to guide prospects through the sales process.
Digital vs traditional collateral
Digital advantages
- Real-time updates and version control
- Interactive elements and multimedia integration
- Easy sharing and distribution
- Performance tracking and analytics
- Cost-effective production and updates
Traditional benefits
- Tangible, physical presence at events
- No technology requirements for viewing
- Professional handout materials
- Brand recognition through physical items
- Higher perceived value in certain industries
Measuring collateral effectiveness
Usage metrics
Track how often sales teams use different materials and which pieces generate the most engagement from prospects.
Conversion impact
Measure how collateral usage affects conversion rates, sales cycle length, and deal closure rates.
Lead generation
Monitor how downloadable collateral performs as lead magnets and content marketing assets.
Brand awareness
Assess how consistent collateral use impacts brand recognition and market positioning.
Creating effective marketing collateral requires understanding your overall brand strategy to ensure all materials work together cohesively.
SocialRails marketing collateral support
SocialRails helps optimize marketing collateral distribution through:
Social media integration: Share and promote collateral across all 9 supported platforms
Content calendar planning: Schedule collateral distribution for maximum impact
Performance tracking: Monitor how collateral performs across different social channels
Brand consistency: Maintain consistent messaging across all shared materials
Team collaboration: Coordinate collateral creation and distribution across team members
Frequently Asked Questions
What is marketing collateral?
Marketing collateral is any media or content used to promote a company's products or services. This includes brochures, flyers, case studies, presentations, videos, social media graphics, and other materials that support marketing and sales efforts.
What are examples of marketing collateral?
Common examples include business cards, brochures, product sheets, case studies, white papers, presentations, infographics, videos, email templates, social media graphics, flyers, banners, and proposals.
What is the difference between marketing collateral and marketing materials?
The terms are often used interchangeably. Marketing collateral specifically refers to supporting materials used in the sales process, while marketing materials is a broader term that can include any marketing-related content.
Why is marketing collateral important?
Marketing collateral supports brand consistency, enables sales teams with professional materials, educates customers about products and services, and helps convert prospects into customers by providing valuable information at key decision points.
How do you create effective marketing collateral?
Focus on your target audience's needs, maintain consistent branding, include clear calls-to-action, use professional design, support claims with data, and ensure materials are optimized for their intended channels (print or digital).
What is digital marketing collateral?
Digital marketing collateral includes any online or electronic marketing materials such as PDFs, ebooks, videos, social media graphics, email templates, presentations, and web-based content used to promote products or services.