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20 Marketing Collateral Types Essential for Growth (2023)

See inspiring marketing collateral examples to convert leads and grow your sales. From brochures to case studies - communicate value and drive revenue.

Dominika Krukowska

17 minute read

Marketing collateral types

Short answer

What is marketing collateral?

Marketing collateral is a collection of digital or printed creative assets including text, infographics, videos, and art that support a brand’s marketing efforts. Marketing collateral helps promote the company, its products, and its services. It is intended to educate prospects about the key features, benefits, and value of a product or service, build brand awareness, and generate leads.​​​​​​​

Creating all the marketing collateral your company needs can get overwhelming. It’s especially true, now with the number of ways you can reach your audience constantly growing. Finding your way through all the options can feel impossible.

But don’t worry, there’s only 20 marketing collateral types really worth doing, and I'll give you the compass to lead you where your time and effort is best spent.

If you read this post through you'll learn what you need (and do not need) to promote your brand, increase visibility, and drive growth like a master marketer.

If you skip this post you may get lost with no compass and waste your limited time on collateral that will not bring results.

What are the main types of marketing collateral?

Marketing collateral is like the cape and the utility belt of your marketing strategy, providing it with the tools it needs to succeed. From brochures to business cards, marketing collateral gives your message that extra oomph it needs to reach your target audience and make an impact.

We’ll start by showing you the main tools you should always keep under your metaphorical belt before moving on to some useful marketing collateral types and extras you might want to consider incorporating into your marketing strategy if you have the time and resources.

Types of marketing collateral you can’t live without

1. Logos

Logos are the face of your brand and can make or break your marketing efforts, like a game-winning shot or a costly fumble. They are the first thing people see when they look at your brand, and they play a crucial role in creating a lasting impression.

This is why it’s important to create a logo that represents your brand and speaks to your intended audience. But the benefits of a logo go beyond just representation.


Main advantages of logos as marketing collateral:

  • A good logo can boost your brand's recognition and recall.

  • It can also set you apart from your competitors.

  • Additionally, a well-designed logo can evoke emotions and create a connection with your audience.


Unfortunately, even the best logos can have their own set of problems.


Here are the key challenges of creating logos:

  • Creating a logo requires a lot of research, like scouting the competition before a game, to avoid court battles over copyright infringement. Before you use any tool, it’s worth checking who actually owns the rights to your creation: you or the software company? For example, if you use any of the graphics from Canva’s library, you won’t be able to trademark your logo.

  • A poorly designed logo can be like a own-goal in a football game, turning off potential customers.

  • Similarly, a logo with a negative connotation can be like a scandal in the locker room, ruining your reputation.


That's why it's crucial to measure the effectiveness of your logo, like a coach analyzing game stats. Keep an eye on metrics like brand recognition and recall, to make sure your logo is resonating with your intended audience.


How to create a logo:

Luckily, there are plenty of tools out there to help you create a logo that'll have your audience cheering your brand on. Here are some examples of the best logo designer software, including both free and paid options, as well as creative logo designs to inspire your own!

2. Business cards

Business cards may seem old-fashioned, but when done right, they can be a powerful tool in creating a lasting impression and building relationships with potential clients.

Think of them as the ultimate icebreaker at any networking event, trade show, or even just when you're handing them out to prospects. They serve as a tangible reminder of who you are and what you do, long after that initial meeting is over.


What are modern business cards like?

Did you know that some companies have been integrating business cards with NFC (near-field communication) technology? These cards may look like your regular run-of-the-mill business cards, but they’re actually the future of networking.

With just a tap of your phone, all your contact information, social media profiles, and even a video message can be transferred to the person you are networking with. Plus, you get to choose and personalize the information that gets displayed on their device. It's like magic!


Even if you choose to stick with traditional business cards, they can have several benefits for your business.


Key advantages of using business cards as marketing collateral:

  • Business cards are a tangible reminder of who you are and what you do

  • They are a great way to make a lasting impression and build relationships with potential clients and customers

  • They are cost-effective, especially if you design them in-house or print them in bulk

  • They are easy to carry around, always ready for a networking opportunity


But, using business cards as marketing collateral also has its disadvantages:

  • Business cards are easily misplaced or forgotten

  • They can be perceived as old-fashioned

  • They can be easily replicated by others

  • They can be ignored if not designed and presented in an attractive way

  • Measuring their effectiveness with concrete metrics is like trying to catch a unicorn - it’s hard to get a good sense of how well your cards are working for you


If you decide to make use of this marketing collateral type, here’s a cool article rounding up the best free online business card makers.

3. Landing pages

Landing pages, just like a plane safely touching down on a runway, are an essential part of any successful marketing campaign. They are the perfect destination for your audience after clicking on an ad or link, and can be used for a variety of purposes:

  • Promoting a specific product or service

  • Collecting contact information for lead generation

  • Driving conversions


Landing pages are standalone pages built as part of a specific campaign. They’re created by the marketing team with the goal of getting leads to complete forms or surveys, often in exchange for a piece of content (Pssst… This is where your lead magnets might come in handy) or a newsletter sign-up.

However, there are some potential problems to be aware of, such as high bounce rate if the landing page is not relevant or if the design is not optimized for conversions.


Key metrics for measuring the success of your landing page:

  • Conversion rate

  • Bounce rate

  • Cost per conversion.


Best tools to create a high-converting landing page:


For more in-depth information, here’s a knowledge hub of all the landing page resources, as well as some of the best landing page examples out there!

4. Social media posts

Social media posts are like a wild card in a deck of cards - they can be played in a variety of ways to give your business a winning hand. From Dove’s #ShowUs campaign to Chipotle’s TikTok challenges, there is no limit to what can be accomplished with a well-crafted social media post.

Posting regularly will keep your audience engaged and build a strong following, but you'll also want to be strategic about when you post. Don't be afraid to experiment and try posting at different times of the day to see what works best for your audience.


The benefits of social media posts include:

  • The ability to reach a large and engaged audience with minimal effort

  • Building brand awareness

  • Driving website traffic

  • Generating leads and sales.


However, negative comments and reviews can damage your reputation. Businesses also need to be aware of the ever-changing algorithms of social media platforms, which can make it difficult to predict the reach and engagement of your posts.

But don't let that discourage you! With the right strategy and tools, you can create a social media recipe that will have your audience coming back for seconds.


Top tools to aid your social media strategy:

  • Graphic design software like Canva or Adobe Illustrator can help you create eye-catching images and videos.

  • Social media management platforms like Hootsuite or Buffer can help you schedule and analyze the performance of your posts.


Example of a successful social media strategy:

Spotify is a prime example of how effective social media marketing can be. Show of hands, is there anyone who hasn’t been bombarded with screenshots of people’s Spotify Wrapped highlights? (Apparently the best 3 words to describe my afternoon music are Mayhem, Angst, and Melancholy…)

It's like a musical version of a yearbook, reminding you of all the memories you've made with your favorite songs. It’s a genius example of how a simple yet clever idea can create a viral marketing campaign that keeps users excited and engaged all year round.


How to create a social media strategy:

For more tips on how to get started, including what metrics to track and a free template, check out Hootsuite’s guide on how to create a social media strategy in 9 easy steps.

5. Blog posts

Blog posts may not be as flashy as a brochure or as attention-grabbing as a video, but they pack a punch when it comes to reaching and engaging your audience.

Blog posts are great for educating your customers on a specific topic, sharing industry news, or even promoting a new product or service. They're also a great way to establish yourself as a thought leader in your industry.


Benefits of using blog posts:

One of the best things about using blog posts as a marketing tool is that they don't cost a fortune. They're easy to make and share, and they can bring in a lot of bang for your buck. When optimized correctly, they can also help boost your website's visibility and bring in more visitors naturally.

But like any other marketing form, they require consistent effort and a little patience. It might take some time to reap the rewards, but I promise you, it'll be worth it in the end.

The main goals and KPIs for a blog post marketing campaign should be centered around increasing website traffic, lead generation, and engagement.


Metrics for tracking blog post performance:

  • Page views

  • Time on page

  • Bounce rate

  • Conversion rate


Content management platforms for blogging:

make it easy for anyone to get started with content creation.


And, if you want to take it up a notch, you may want to consider using tools like:

to enhance your writing and create visually appealing graphics.


One of my favorite examples of content marketing is the Ahrefs blog - and I love this story of how they came up with the idea for their featured images:

The 5-year-long story of "featured images" on Ahrefs Blog.

[ 📚 A THREAD]

...

Please give me some likes/retweets/comments if you'll enjoy this story ;) pic.twitter.com/elJ9TpQ1hV

— Tim Soulo 🇺🇦 (@timsoulo) August 12, 2020

6. Pillar pages

Pillar pages act as a one-stop-shop for all things related to a specific topic. A pillar page covers all the aspects of a core topic in detail, linking to relevant subtopic pages that in return link back to the main page.

It’s the foundation of a well-thought-out SEO and content strategy.


Benefits of pillar pages:

  • Showcasing your expertise and authority

  • Increasing visibility and credibility for your brand

  • Improving your internal link profile.


Unfortunately, creating a high-quality pillar page requires a lot of time and resources. It involves thorough research and planning to ensure the content is comprehensive, well-organized, and engaging for the target audience.

An excellent example of a pillar page is HubSpot’s Ultimate Guide to SEO. It covers everything someone taking their first steps in the world of digital marketing might want to know, from what SEO is to building an SEO strategy and relevant online training resources.


Main metrics for measuring the effectiveness of a pillar page:

  • Website traffic

  • Engagement

  • Bounce rate

  • Lead generation

  • Conversion rates


By tracking these metrics, you'll be able to see how many people are visiting your pillar page, how long they're spending on it, and how many of them are filling out forms or taking other actions that indicate they're interested in your products or services.


Best tools for creating a high-quality pillar page:

  • First of all, you need the right Content Management System (CMS) like Wordpress or Squarespace to create and organize the contents of your pillar page.

  • SEO tools like SEMrush or Ahrefs will help you optimize your pillar page for search engines.

  • To measure the success of your landing page, you can use tools such as Google Analytics or Hotjar to track visitor behavior and conversion rate.


If you need more information, here’s a 10-step framework for building your own pillar page to get you started.

7. Infographics

Infographics are like the superhero of the marketing world - they swoop in and save the day by making boring, confusing information easy to understand and entertaining.

When you have a lot of data or a complex concept to explain, infographics are the perfect sidekick to help you get your message across in a way that will hold the interest of your audience and make a lasting impression.


The strengths and weaknesses of Infographics:

  • On one hand, they can make complex information easy to understand, increase engagement and retention of information, and improve brand awareness.

  • On the other hand, if the data isn't properly sourced, the infographic can be filled with inaccuracies. And if too much information is packed into one design, it can overwhelm the audience.


Key metrics for measuring the success of an infographic include:

  • Tracking the number of views your infographic receives will give you an idea of how many people are seeing your infographic.

  • Next, you'll want to track the number of shares and likes. It shows that your audience is finding value in your infographic and they want to share it with others.

  • And finally, you'll want to track website traffic. This will show you how many people are clicking through to your website as a result of the infographic.


And just like a chef needs the right ingredients to create a delicious meal, you need the right tools to create an engaging and effective infographic.


Best tools to create infographics:

  1. First up, we have Canva, it's like the salt and pepper of the infographic world, it's simple, versatile, and essential. This user-friendly tool allows you to create professional-looking infographics without any design experience.

  2. Next, we have Piktochart, it's like the secret sauce that takes your infographic to the next level. With a wide variety of templates, icons and charts to choose from, this tool makes it easy to create visually stunning infographics that will impress your audience.

  3. And last but not least, Venngage adds the final touch of polish to your infographics. With a wide range of customization options, Venngage allows you to create infographics that are truly unique and tailored to your brand.


To get you started, here are some of the best infographic templates to stun your audience that you can instantly download and adapt to your needs.

8. Brochures

Brochures have come a long way since their humble beginnings as simple folded sheets of paper. Back in the day, brochures were mainly used to provide information about a company's products or services in a compact and easy-to-digest format.

But now, with the rise of digital technologies, brochures have also become an essential part of a company's digital marketing strategy.

Imagine yourself in a trade show, you're walking around and collecting brochures from different exhibitors. But, as soon as you leave the trade show, what do you do with them? You might keep a few that caught your attention, but most likely you'll end up leaving them in a hotel room or throwing them away.

With digital brochures, you can simply store them in your phone or laptop and refer to them at any time. And the design possibilities are endless - you can add interactive elements, videos, and even links to landing pages.


Challenges of using brochures:

  • Brochures can be costly to produce, especially if you want to make them interactive or with videos.

  • They can be easily ignored or forgotten if not properly designed or targeted to the right audience.

  • Digital brochures can be easily lost in a sea of digital clutter if not properly distributed and promoted.


Key metrics to track the success of a brochure:

  • Click-through rate: This measures the number of people who clicked on the links within your digital brochure. A high click-through rate means that your brochure's content is engaging and relevant to your target audience.

  • Bounce rate: This measures the number of people who viewed your digital brochure and then quickly left. A high bounce rate could indicate that your brochure's content is not relevant or interesting to your target audience.

  • Conversion rate: This measures the number of people who took a desired action after viewing your digital brochure, such as making a purchase or filling out a form. A high conversion rate means that your brochure is effectively driving leads and sales.

  • Shares: This measures the number of people who shared your digital brochure with others. Alot of shares means that your brochure's content is valuable and shareable.


Tools to create brochures:

With so many tools available on the market, it can be overwhelming to choose the best one to create your digital brochure. But don't worry, we've got you covered. While many people still prefer using static software like Microsoft Publisher or PDF to create their brochures, the real magic happens when you go interactive.

If you want to take your brochure to the next level and add interactive elements like videos, animations, or smart CTAs, you’ll need to use interactive software such as Adobe InDesign or Venngage.


Here's a great example of an interactive brochures with a wow factor:

Matics - Digital product brochure

A product brochure showing smart manufacturing execution systems on a mission to digitalize production floors.

9. Online ads and banners

Imagine you have a sale coming up, a new product to launch, or an event to promote. Where do you turn? Online ads and banners are one option!

These attention-grabbing virtual billboards can reach thousands of potential customers with just one click. It's like having your very own personal megaphone to shout your message to the world.

With online ads and banners, there are endless possibilities and opportunities, but it can also be a bit of a risk.


Benefits of online ads and banners:

  • They're perfect for reaching a wide audience quickly and easily.

  • They're highly customizable and can be tailored to target specific demographics.

  • You can easily make changes or adjustments to your ads in real-time.


Downsides of online ads and banners to consider:

  • They can be subject to banner blindness - as online ads are often seen as intrusive, they can be deliberately or unconsciously ignored or overlooked by users.

  • They can be costly if not optimized correctly.

  • They can be subject to fraud and bots, which can skew performance metrics.

  • More than a quarter of all Internet users in the US alone use ad blockers, so they might not get seen at all.


When it comes to online ads and banners, it's not just about creating a pretty picture or coming up with a clever tagline. Understanding the metrics behind your ad performance is essential to making sure your ad dollars are well spent.


Here are some of the most important online ad and banner metrics:

  • Impressions: This metric measures the number of times your ad has been displayed. It tells you how much visibility and attention your ad is getting.

  • Click-through rate (CTR): This metric measures the number of clicks your ad receives divided by the number of times it's been displayed. In other words, it tells you how often people are clicking on your ad.

  • Cost-per-click (CPC): This metric measures the cost of each click on your ad. It's a great way to see if your ad spend is delivering a good return on investment.

  • Conversion rate: This metric measures the number of people who take a desired action (like making a purchase or signing up for a newsletter) after clicking on your ad.

  • Bounce rate: This metric measures the number of people who leave your website after only viewing one page. A high bounce rate could indicate that your ad is not relevant or interesting to the user.

  • Return on Ad Spend (ROAS): This metric measures the overall return on investment of your ad spend. It’s calculated by dividing the revenue generated by the ad spend.


If you’d like to get started with online advertising, here’s the official Facebook guide that will help you set up your first ad in a matter of minutes. For banners, you can start by playing around with Canva’s free online banner maker. Good luck!

10. Newsletters

Newsletters are a powerful weapon in every marketer’s toolkit, but if you don’t know what you’re doing, you might as well be shooting blanks.

Creating a newsletter is like planning a big party - there are a lot of moving parts and if you don't have a solid plan, things can quickly spiral out of control.


Main steps for creating a newsletter:

  • First, you have to decide on the theme of your newsletter - do you want to promote a new product or service, share industry news or updates, or simply provide valuable information to your audience?

  • Then, you need to think about the guest list, or, your target audience - will you send it out to all contacts or chosen segments?

  • Once that's settled, it's time to start crafting the invitation, meaning the perfect subject line to grab your audience's attention.

  • Next up is the menu, aka the content of your newsletter. You want to make sure you have a mix of appetizers (short snippets of information), entrees (valuable content), and dessert (calls-to-action) to keep your audience engaged.

  • And of course, no party is complete without decorations, or in this case, design elements, to make your newsletter visually appealing.

  • Finally, it's time to send out the invitations and see who RSVPs (open and click-through rates) and who actually shows up (conversions).


Just like a successful party, a successful newsletter takes a lot of planning and execution. If you mess any of the elements up, you don’t get a do-over once your email is out into the world. And, if you're not careful enough, your newsletter can become like spam mail - annoying and unwanted.

To avoid this, make sure you segment your audience and personalize the content of your newsletter. When done right, a newsletter can be a real crowd-pleaser that allows you to stay top-of-mind with your audience and drive traffic to your website.


There are hundreds of email marketing tools to help you get the job done. But, don’t worry, I’ve narrowed it down to the top 3 ones in my opinion:

  1. If you’re looking for a great place to kickstart your newsletter creation process, Mailchimp should be your go-to. With its intuitive drag-and-drop editor, A/B testing feature, and AI-assisted suggestions, you can easily start building newsletters that resonate with your audience.

  2. If you want to take it up a notch, try HubSpot's email marketing tool that is powered by your CRM data.

  3. Or, if you want to build automated workflows, Sendinblue offers a variety of templates to choose from.


Finally, let me leave you with some of the best email marketing campaign examples that you can draw inspiration from. And, if you ever get stuck, check out the email marketing guide I shared in the e-book section!

11. Explainer videos

Explainer videos are like the secret ingredient in a recipe for a successful marketing campaign. They add a touch of excitement, engagement, and understanding that can elevate the overall experience for your audience.

But, before you start filming your next masterpiece, let's dive into the nitty-gritty of explainer videos.


When should you use explainer videos?

The answer is simple: whenever you want to explain something in a fun and engaging way. Introduce a new product or service? Check. Provide an overview of your company or its mission? Check. Explain a complex process or concept? Double check.


The intended audience for explainer videos can be either:

  • Your current customers who need a little extra help understanding your products or services, or making the most of its features.

  • Or, they can be aimed at prospects who are still on the fence about making a purchase. Using explainer videos is a great way to overcome change resistance. Seeing just how easy your product or service is to navigate might just sway them in the right direction!


The main benefits of creating explainer videos include:

  • Increasing brand awareness

  • Improving customer engagement

  • Increasing conversions


However, if not executed properly, they can come off as cheesy or too salesy. So, it's important to strike the right balance.


Here are the top metrics to measure the success of your explainer videos:

  • If your goal is to increase website traffic, you'll want to track metrics such as website views, click-through rate (CTR), and bounce rate.

  • If your goal is to boost conversions, track metrics such as the number of conversions, conversion rate, and revenue generated to see how many people it's turning into paying customers.

  • If your goal is to improve brand awareness, think of your video as a brand ambassador. Track metrics such as brand recall, brand sentiment, and reach to see how well it's representing your company.


Lastly, let's talk about the tools of the trade. There are a variety of options when it comes to creating explainer videos, from animation software to video editing tools.


Some popular options of video making tools include:


Finally, let us toot our own horn a little - for examples of how explainer videos should be executed, check out our own YouTube channel ;)

12. Product catalogs and portfolios

Whether you're showcasing your products at a trade show or sending them out to potential clients, product catalogs and portfolios are the perfect way to give your business a touch of class and professionalism.

Plus, they're a great way to make sure your customers have all the information they need to make an informed purchasing decision.

But, as with anything in life, there are always advantages and disadvantages.


Let’s start with the pros of using product catalogs and portfolios:

  • They provide a comprehensive look at your products or services.

  • They can be used in a variety of business settings (trade shows, sales meetings, email marketing campaigns).

  • They make it easier for customers to make informed purchasing decisions, particularly in industries where images speak louder than words.

  • They can help businesses establish a professional image.


Here are the cons of product catalogs and portfolios:

  • They can become outdated quickly if your product line changes frequently.

  • If you have several product lines, you might want to consider creating separate portfolios to make sure they’re relevant to different target markets.


When it comes to figuring out if your product catalogs and portfolios are slaying it or just barely scraping by, there are a few key metrics you'll want to keep an eye on.

Best metrics to measure the success of your product catalogs and portfolios:

Engagement rate

This metric measures how many folks are opening your emails, clicking on links, or visiting your website after receiving your catalog. Basically, it's all about who's paying attention to you.

Conversion rate

This metric tells you how many people are taking the next step after viewing your catalog or portfolio. Are they making a purchase? Signing up for a newsletter? Asking for more information? This metric gives you an idea of how well your marketing collateral is doing in terms of moving people down the funnel.

Sales figures

This metric tells you how many products or services were sold after the distribution of the catalog or portfolio. It's a straightforward way to see if your materials are driving sales or just collecting dust.

Return on investment (ROI)

This metric measures the financial return of your catalog or portfolio campaign. It's calculated by dividing the revenue generated by the costs of creating and distributing the materials. In other words, it tells you if your campaign is worth the investment.

How to create product catalogs and portfolios:

To get you started, here’s a handy article that will walk you through the process, including a bunch of templates for different use cases.

And as for portfolios, we’ve got you covered there too. Our guide will teach you how to create an online portfolio in 8 easy steps and leave you with some of the best examples out there to inspire your efforts!

13. Lead magnets

Lead magnets, also known as opt-in incentives, are like the ultimate wingman for your business.

By definition, they’re marketing tools helping you attract and convert potential customers by offering valuable incentives in exchange for contact information. Think of them as an ice breaker at a party, except instead of small talk, you're collecting valuable information about your prospects.

When it comes to creating lead magnets, the sky's the limit! Your marketing or sales team can get creative and come up with all sorts of goodies to entice prospective customers. From e-books, to webinars, to free trials, the options are endless.


Pros and cons of lead magnets:

  • On one hand, they give you valuable information about potential customers which you can use to tailor your marketing campaigns and personalize the sales experience.

  • On the other hand, if your lead magnets aren't tailored to specific customer needs, they may not always convert into a sale.

The most popular lead magnet types include:

14. E-books

E-books have truly taken the business world by storm these past couple of years, and soon became one of the most popular marketing collateral types.

Want to educate potential customers by diving deeper into a particular topic or industry? Write an e-book. Trying to establish yourself as a thought leader and build trust with your target audience? Write an e-book. Or maybe you’re looking for a cost-effective way to generate more leads? Yep, you may have guessed it… Write an e-book.


Tools to create an e-book:

A great way about creating an e-book is that you don't need to have years of design experience under your belt to make it look visually appealing.

Tools like Adobe InDesign or Canva come with a variety of features such as templates, graphics, and interactive elements that can easily take your e-book from boring to beautiful. But, the visual aspect aside, it’s crucial to track if your e-book is hitting the mark with your target audience.


Best metrics to measure the success of your e-book:

  • The number of downloads

  • The number of leads generated

  • The conversion rate


How to create an e-book:

If you’d like someone to walk you through the creation process, check out HubSpot’s article on how to create an e-book from scratch, featuring some ready e-book templates.

They also put this strategy into practice with The Beginner’s Guide to Email Marketing. HubSpot are the masters when it comes to content marketing, and this guide is no exception. I love how you can click through several screenshots of the e-book, so that you know exactly what you’re signing up for - literally and figuratively!

15. Case studies and testimonials

If you wanted to purchase a new product or service, what steps would you take? Chances are, you’d start by searching for user reviews online, or speaking to friends in your industry.

That’s where case studies and testimonials come in. Case studies are basically a form of storytelling that showcases how your product or service has helped a real-life customer solve a problem or achieve a goal.


Benefits of using case studies as marketing collateral:

  • They’re a great way to give concrete examples of the value you can offer to potential customers.

  • You can build trust by showing real-life capabilities of your solution.

  • You can show potential customers that you understand their needs and have helped others in similar situations.


But, they’re not all sunshine and rainbows. There are also some downsides to using case studies in your business:

  • Case studies can be a real pain to create. You’ve got to do your research to ensure the questions you’re asking are as relevant as possible, interview past customers, organize the findings, and write the actual case study.

  • Case studies can be hit and miss. Even if you’ve put in all the effort to create a great case study, it doesn’t guarantee that it’s going to be a hit with your target audience.

  • Case studies can be a bit of a snooze-fest. I mean, let’s be real here, most people don’t want to read a bunch of technical jargon. It’s like trying to watch a science documentary on ambien. You might learn something, but if it’s not engaging and easy to digest, you might also fall asleep.


Unfortunately, checking if your case study is hitting the mark is not always so straightforward. Here’s a great piece outlining how various content marketers measure the effectiveness of their case studies.


How to create a case study:

When it comes to creating a killer business case study, there are plenty of tools at your disposal. Most businesses use editable PDF, MS Word, Google Docs, or Pages. But, if you want to tell the story of your business and its successes in a way that sticks, you should look into interactive case studies instead.

If you want to see what interactive case studies can look like, check out Storydoc’s own case studies. We also have a handy guide on how to write a case study for business in 5 steps to help you in the process.


Here's a great example of an interactive case study deck:

Boom25 - Interactive case study deck

Fun, engaging, and interactive case study of a UK cashback service: mixing business with entertainment.

16. White papers

White papers are a way to showcase your company as a thought leader, an authority, and an expert in your field.

Unfortunately, white papers require high skill to research and write which means that they tend to be extremely time-consuming and expensive to create. Therefore, it's essential to have a clear goal and target audience in mind before starting the process.

The intended audience for white papers are usually the decision-makers or influencers within a company or organization. They're looking for detailed and informative content that can help them make informed decisions.


Key metrics for white paper performance:

  • Time spent on page. If your audience is spending a lot of time reading and absorbing your white paper, it's a good sign that they're finding it valuable and interesting.

  • Leads. This metric can help you understand the ROI of your white paper and inform future content creation.

  • Conversion rate. It provides insight into how successful the document is at convincing readers to take a specific action, such as filling out a form or making a purchase. This information can then be used to improve future marketing efforts and increase overall return on investment.

  • Shares. This metric tells you how many people are sharing your white paper on social media or with their networks, like a virtual high-five for a job well done. The more shares you have, the more your white paper is resonating with your audience and the wider your reach becomes.


How to create a white paper:

Creating a white paper can be a daunting task, but with the right tools, it doesn't have to be. Check out these interactive white paper templates that you can easily replicate to create your own marketing collateral that goes way beyond any standard PDF or Word.

There’s also a handy guide on how to write a white paper. And, if you’re curious to see what the finished product should look like, here’s a great example of a white paper by Drive TLV that shows high-level research on the topic of electric vehicle charging while delivering an attention-grabbing interactive experience.

Drive - Automotive research white paper

A white paper showing high-level research on electric vehicle charging wrapped in stunning interactive experience.

17. Reports

Reports are a long-form in-depth document covering detailed information about a specific topic relevant to your audience, such as market trends, customer behavior, or your company's long-term goals and objectives.

A special type of long-form reports are digital annual reports which are like the ultimate year-in-review for your company. Think of it as a highlight reel of your company's financial performance, sales metrics, and business development. It's a chance to show off all the hard work and dedication that went into making your company a success in front of key stakeholders.


Main benefits of long-form reports:

  • Reports can position your company as a thought leader in your industry, making you the go-to source for industry insights and knowledge.

  • Reports build up credibility and earn your audience’s trust. Who doesn't love a company that is transparent and informative?

  • Reports are handy for PR purposes and can improve your company’s reputation. For example, by showing the positive effects of your work on the local community, you can gain people’s support and admiration.


But, reports are a double-edged sword. Poorly designed or inaccurate reports can damage your company’s reputation.


Here are some metrics to consider when measuring your report's effectiveness:

  • Report downloads

  • Social shares

  • Number of leads generated

  • Bounce rate


If you haven’t set up reporting software for your company yet, here’s a comparison of the best tools currently available on the market. And, once you have your hard data, with the right tools you can turn it into a visually stunning, attention-grabbing report, just like this one:

SNC desert-tech - Long-form report

A desert-tech report with live graphs & beautiful design - easily shareable at scale for easy reading on any device.

You can grab this template and use it to create your best report to date in a matter of minutes!

Optional types of marketing collateral

18. Webinars

Webinars are the hottest ticket in town when it comes to marketing collateral. They're like a live concert, but instead of a rock star on stage, you've got an expert in your industry sharing their knowledge and insights with a captive audience. And just like a concert, webinars are all about the experience.


The benefits of using webinars as marketing collateral are as follows:

  • The ability to reach a large audience in a short period of time without them having to leave their home or office

  • The ability to reach out to a global audience as webinars can be recorded and played back at a later time which makes it accessible to people all around the world

  • The ability to build trust and credibility with potential customers by providing valuable information and showcasing your expertise

  • The ability to generate leads and sales by providing a platform for direct communication and promotion


But wait, there's more! Just like a concert, where the sound system could go haywire or the power could go out, webinars also come with their own set of technical difficulties. That's why it's crucial to ensure that you have a rock-solid internet connection and a dependable webinar platform.


Are you ready to create a show-stopping webinar? Look no further!


Here are some top-notch tools to help you put on a performance to remember:

  • Zoom is a popular choice for hosting live meetings and webinars. With its easy-to-use interface and a wide range of features, it's the ultimate choice for anyone looking to host a professional and engaging webinar.

  • LiveWebinar is a budget-friendly Zoom alternative that packs a punch. Create polls, surveys, and even host live Q&A sessions for a truly interactive experience.

  • BigMarker is a browser-based platform built for engagement. Keep your audience on the edge of their seats by interacting with them in real-time throughout the entire webinar.


Want to make sure your webinar is a hit? Check out this fantastic article about the essential webinar metrics you should keep track of. And once you're ready to take the stage with webinars in your marketing strategy, be sure to check out this comprehensive guide on how to create engaging and effective webinars.

With the right tools, metrics and strategies in place, you can put on a webinar that'll have your audience cheering for an encore. So, go ahead and rock the virtual stage!

19. Podcasts

Podcasts are the ultimate marketing collateral for those who want to stand out and be heard in a crowded digital world.

Podcasts are audio-based content typically delivered in a series format, which can be downloaded and listened to on a variety of devices. They cover a wide range of topics and are usually hosted by one or more individuals.

For businesses, podcasts offer a unique opportunity to reach a captive audience and showcase expertise. If you're in a B2B industry, consider using podcasts as a way to educate your customers and build trust. For example, if you sell HR software, you could host a podcast about HR trends and best practices.

However, podcasts may not be the best fit for every business. If you sell a tangible product, like a toy or fashion accessory, it may be challenging to effectively promote your products through audio alone. In these cases, visuals and hands-on demonstrations might be more impactful.


Here are the main benefits of using podcasts as marketing collateral:

  • Reach a specific and highly-engaged audience

  • Establish thought leadership and credibility in your industry

  • Create a personal connection with your audience

  • Repurpose and reuse content


Downsides to podcasting:

  • Requires a significant time and resources investment

  • Needs a dedicated team or agency to produce

  • Hard to distribute

  • Requires costly equipment

  • Requires editing skills

  • Hard to reach a large enough audience to extract business value

  • Limited ability to track and measure success and engagement

TIP: If you don't want to invest the time and resources in your own podcast, you can choose to appear as a guest speaker on other podcasts.

How to start your own podcast:

If you’re looking to start a podcast, here’s a complete tutorial written by none other than Pat Flynn himself.

In case you’ve never heard of Pat, he’s an American entrepreneur, blogger, and podcaster who’s a guru in the sphere of launching and growing businesses, and making passive income. From how to pick your podcast name to what equipment to use, it has all you need to make your voice heard.

And, if you’re after a new podcast to listen to, here’s our curated list of the only sales podcasts you’ll ever need!

20. Digital corporate magazines

Digital corporate magazines are a great tool for any savvy marketer looking to shake things up and engage their audience in new and exciting ways.

Think of them as the cherry on top of your marketing sundae. Use them to complement your existing efforts, such as email campaigns and social media, to target specific demographics or to reach out to a new audience.

They can be an effective way to showcase your products or services, share industry insights, or simply entertain and inform your readers.


Now, let’s talk benefits of digital corporate magazines:

  • The ability to reach a wide audience without having to create new content, as you can easily update and repurpose old materials.

  • It creates a polished and professional image for your company.

  • It gives you the ability to track engagement and performance through key metrics such as open rate, click-through rate, and engagement rate.

  • You can insert interactive elements, such as buttons, embedded videos, or tabs, which would not have been possible with static PDF content.


But, digital corporate magazines also do come with a catch:

  • They may have a lower perceived value than print materials, especially if you’re targeting older demographics.

  • Technical issues such as slow loading time, lack of compatibility with certain devices, and the need for a stable internet connection may hinder the user experience.

Marketing collateral design

Say goodbye to boring Powerpoint presentations and hello to visually stunning, interactive marketing collateral! Gone are the days of generic designs, now it's all about making an impact and grabbing your audience's attention.

The marketing world has seen a major shift, with businesses ditching traditional website builders for sleek one-pager builders, making it a breeze to create show-stopping pages without any coding skills.

Interactivity has also taken center stage in marketing design, bringing presentations to life with animations, videos, and interactive graphics. No more snooze-worthy presentations, it's time to elevate your marketing game with dynamic and engaging collateral!

To see it in action, check out these real-life examples of well-made decks designed with Storydoc and learn how you can easily make your marketing collateral stand out.

Are marketing materials the same as marketing collateral?

While these two terms are often used interchangeably, the difference between marketing materials and marketing collateral lies in their nature.

Marketing materials tell the target audience explicitly why your company or the solution you’re offering is better than the competition. Marketing collateral, on the other hand, is more educational. It shows an in-depth understanding of your unique value proposition and the industry as a whole.

What is the difference between marketing and sales collateral?

The main goal of marketing collateral is to establish a market for a product or service by exposing it to a wider target audience. It aims to generate interest in the brand and attract prospects organically.

Salespeople then operate within that market to turn individual leads into customers with the help of relevant, personalized sales collateral.

If you want to find out more about sales collateral, check out our article about the main sales collateral types critical to close a deal.

How do you use marketing collateral at different stages of the funnel?

For the purpose of this article, we refer to marketing collateral as any collateral that is typically used in the first stage of the funnel to generate awareness and interest in your brand.

But, the marketing and sales departments don’t work in vain. Once salespeople take over and start nurturing individual prospects to move them down the funnel, they can use the resources prepared by the marketing department to complement their core message. This is why the lines between marketing and sales collateral can get blurry.

See the tables below:

Awareness stage
Collateral typeHow to use it
LogosRepresent your brand visually and create a memorable image for your company.
Business cardsProvide contact information and represent your brand in a professional and accessible manner.
Social media postsCreate awareness of the brand and its offerings, engage with the target audience, and drive traffic to the website.
Blog postsProvide educational and informative content to attract visitors to your website and raise brand awareness.
Pillar pagesProvide in-depth information on specific topics related to your product or service to attract visitors and establish your expertise.
InfographicsVisualize complex data or information to make it more engaging and easier to understand for your audience, helping to capture the attention of the target audience and build interest in the brand.
Online ads and bannersAdvertise your products or services to a large audience through online platforms, such as Google Ads or social media.
NewslettersProvide educational and informative content to attract visitors to your website, raise brand awareness, and build relationships with the prospects.
Explainer videosQuickly and effectively communicate the key features and benefits of the products or services in an engaging and memorable way. Create an initial impression and build a foundation for the sales process.
Lead magnetsOffer valuable content in exchange for contact information to generate leads and build your email list.
PodcastsProduce audio content that discusses topics relevant to your target audience to reach a wider and more engaged audience.
Digital corporate magazinesIntroduce the brand and its offerings, educate the target audience about the products or services, and build relationships with the prospects. By providing regular, relevant, and valuable content, digital corporate magazines can help to establish the brand as a thought leader.
Consideration stage
Collateral typeHow to use it
BrochuresProvide more detailed information about the products or services to differentiate the brand from its competitors, and to support the purchasing decision.
Product catalogs and portfoliosProvide the information needed to make an informed purchasing decision in a visually appealing and organized manner.
E-booksOffer a comprehensive guide or resource on a specific topic to demonstrate your expertise and build trust with prospects.
White papersPresent in-depth research and analysis on a specific issue to position your company as a thought leader in the industry.
ReportsPresent data and insights on industry trends, market research, or company performance to position your brand as an expert.
WebinarsHost interactive online events to educate prospects, build relationships, and move them closer to a purchase decision.
Action stage
Collateral typeHow to use it
Landing pagesCreate specific pages with a clear call-to-action to convert visitors into customers or leads.
Case studies and testimonialsShow real-life examples of how your product or service has helped your customers to build trust and credibility with prospects.

Who creates and distributes marketing collateral?

Marketing collateral is the backbone of any successful marketing campaign. Without it, your message would be lost in the noise and your products or services would go unnoticed. But who exactly creates and distributes these materials? Let's take a closer look.

  • It all starts with the marketing team. These masterminds are the ones who know their audience like the back of their hand and use that knowledge to come up with concepts and ideas that will truly resonate with them - content marketers, product marketers, fractional CMOs and others. Depending on the type of collateral, other departments such as sales and product development may also give their insights.

  • Once the ideas are all set, it's time for the designer wizards to take over and work their magic to bring those concepts to life. Using their expertise in typography, color theory, and layout, they create designs that are not only aesthetically pleasing but also highly effective in getting your message across.

  • For companies without a separate marketing department or the budget for in-house designers, outsourcing marketing collateral creation to a marketing or design agency is a great option. These agencies have teams of professionals who specialize in creating marketing materials and offer a wide range of services to businesses of all sizes.

  • Once your marketing collateral is finished, it's time to get it out into the world and into the eager hands of your target audience. This is typically the job of the marketing department, but you can also outsource it to a marketing agency. In today’s fast-paced world, most businesses use social media and their website to distribute digital versions of their collateral.

What’s the difference between marketing collateral types for B2B and B2C companies?

B2B companies are all about showcasing their expertise and proving their worth to potential clients through materials like white papers and case studies. But when it comes to connecting with prospects, they're also not afraid to mix it up with industry events, webinars and trade shows to build those all-important relationships.

Meanwhile, B2C companies are all about capturing the attention and emotions of their target audience. They use visually-appealing and emotional materials such as online ads and social media posts to make a lasting impression on prospects. And when it comes to building brand loyalty, they use influencer marketing, brand ambassadors and interactive experiences to boost engagement.

By understanding these differences and creating tailored marketing campaigns, companies can better reach and engage their target audiences.

How to create exceptional marketing collateral?

Let’s face it, creating impactful campaigns that capture the hearts and wallets of your customers is not an easy task. It takes a lot of time, effort, and a whole lot of coffee. But don't worry, we're here to help! Grab a pen and paper, and let's get started on crafting marketing collateral that will make your brand shine!


  1. First and foremost, it's important to remember that your customers are the most important aspect of your marketing strategy. That's why you should focus your marketing collateral on them, not on your company. By highlighting the benefits they'll receive from your product or service, and addressing any pain points they may have, you'll be able to create a deeper connection with them. And who doesn't love feeling understood and cared for?

  2. Next, let's talk about design. You know what they say, "A picture is worth a thousand words." And in the case of marketing, a well-designed image or graphic can be worth even more! Make sure your design is visually appealing and easy to understand. Use images and graphics that complement the copy and make it more engaging. Trust us, your customers will thank you for not making them squint or scratch their heads trying to figure out what you're trying to say.

  3. Now, let's talk about interactivity. Gone are the days when marketing materials were just a one-way street. Instead of creating static materials, think about ways to make them interactive. This could include adding quizzes, polls, or other interactive elements that encourage engagement. Not only will this make your marketing materials more fun and entertaining, but it will also give you valuable insights into your customer's interests and preferences.

  4. Storytelling is a powerful tool in marketing. It allows you to connect with your customer on an emotional level and create a deeper connection with them. Use storytelling to share your brand's story, and highlight how your product or service can help your customer achieve their goals. Imagine, instead of just selling a product, you're offering them a solution to a problem or a way to fulfill a dream.

  5. Last but not least, make sure your key message is sharp and aligned across all your marketing collateral types. This means that whether your customer is reading a blog post, watching a video, or scrolling through your social media, they should be receiving the same message. This consistency will help to build trust and establish your brand as a credible source of information. Plus, it'll save you time and effort trying to come up with different messages for different platforms.

How to start creating your marketing collateral

Dominika Krukowska

Hi, I'm Dominika, Content Specialist at Storydoc. As a creative professional with experience in fashion, I'm here to show you how to amplify your brand message through the power of storytelling and eye-catching visuals.

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