Definition of Marketing Collateral

Marketing collateral refers to various media materials, both print and digital, used to promote a company’s products or services. These materials support the sales and marketing efforts by providing valuable information and engaging content targeted at the audience. Common examples include brochures, flyers, email campaigns, presentations, and promotional videos.


The phonetic pronunciation of “Marketing Collateral” is: /ˈmɑrkətɪŋ kəˈlætərəl/Please note that this pronunciation is based on the General American (GenAm) accent. There might be slight differences when pronouncing this phrase in other accents, such as British or Australian English.

Key Takeaways

  1. Marketing collateral serves as an essential tool to promote a brand, product, or service by offering detailed, relevant, and engaging information to potential customers.
  2. Types of marketing collateral include print materials (brochures, flyers), digital assets (e-books, whitepapers), websites, social media content, as well as videos and presentations which appeal to different audience preferences.
  3. Successful marketing collateral must be consistent in branding, professional in appearance, and continuously updated to reflect the current state of the market and the company’s offerings.

Importance of Marketing Collateral

Marketing collateral is essential in digital marketing as it encompasses a wide range of visual, written, and digital materials that aid in promoting a company’s products, services, and brand identity.

These materials, including website content, blog posts, social media campaigns, whitepapers, and other promotional materials, help businesses communicate their message effectively to target audiences, build brand awareness, and ultimately generate leads by sparking consumer interest.

By leveraging well-designed and strategically distributed marketing collateral, companies can enhance their visibility online, differentiate themselves from competitors, provide valuable information to potential customers, and support the overall marketing strategy, ultimately contributing to business growth and success.


Marketing collateral serves a crucial purpose in the grand scheme of a brand’s digital marketing strategy, as it not only aids in promoting products or services, but also bolsters a brand’s identity and messaging. The primary aim of marketing collateral is to pique the target audience’s interest and effectively communicate the core benefits and values that a brand has to offer.

By curating a cohesive set of promotional materials ranging from brochures, case studies, and whitepapers to videos, infographics, and digital advertisements, marketing collateral provides a comprehensive outlook of the brand for prospective customers. With this approach, decision-makers are better equipped to understand how a brand’s offering can serve their needs, enhancing the likelihood of conversions and fostering lasting business relationships.

In the ever-evolving world of digital marketing, the utilization of marketing collateral has become a golden ticket for brands looking to stand out amidst the sea of competition. Through a fine balance of visually appealing design elements and persuasive storytelling, marketing collateral serves to engage, educate, and persuade customers, ultimately leading them down the sales funnel.

This powerful combination often propels customer action and significantly influences purchasing decisions, as the materials are specifically tailored to address the pain points and aspirations of the target audience. In conclusion, marketing collateral is an indispensable component of a brand’s digital marketing toolkit, instrumental in driving business growth and setting the foundation for long-term success.

Examples of Marketing Collateral

Sales Brochures: A sales brochure is an informative print or digital document that highlights a company’s products or services, often featuring captivating images, persuasive copy, and relevant information. These brochures can either be handed out in person, sent via direct mail, or shared as a downloadable PDF on a company’s website. Sales brochures provide potential customers with an overview of what the business offers, helping to generate interest and convert leads into sales.

Email Newsletters: An email newsletter is a regular communication sent by companies to their subscribers, typically containing company news, product updates, promotions, or helpful content. Email newsletters help businesses maintain engagement with their audience, build brand awareness, and drive sales. They are an essential component of any digital marketing strategy, enabling companies to stay connected with their customers and prospects, providing them with relevant information, and fostering trust and loyalty to the brand.

Social Media Graphics: Social media graphics are visually appealing images or animations crafted for sharing on social media platforms such as Facebook, Instagram, LinkedIn, or Twitter. These graphics generally include company branding, engaging visuals, and concise messaging, designed to capture attention and drive user engagement. Social media graphics are vital marketing collateral in the digital age, as they help businesses expand their reach, share valuable content with their audience, and promote their products or services in a visually appealing manner.

FAQs: Marketing Collateral

What is marketing collateral?

Marketing collateral refers to various types of printed or digital content, materials, and media used to promote a company’s products or services. This can include brochures, presentations, eBooks, case studies, and other informational resources used to inform and engage potential customers.

What are the different types of marketing collateral?

Some common types of marketing collateral include brochures, flyers, business cards, case studies, whitepapers, eBooks, promotional videos, infographics, email marketing campaigns, and blog articles. The chosen type of collateral depends on the target audience and marketing objectives.

Why is marketing collateral important?

Marketing collateral is essential in supporting sales and promotional activities by providing valuable information about a company’s offerings. It helps create brand awareness, engage potential customers, showcase the company’s expertise, and ultimately influence decision-making in the buying process. By delivering relevant and appealing content, marketing collateral can effectively contribute to business growth.

How can I create effective marketing collateral?

To create effective marketing collateral, start by understanding your target audience and their needs. Develop a clear, consistent, and compelling brand message that resonates with your audience. Choose the appropriate collateral format based on the audience and marketing objectives. Ensure your content is eye-catching, easy to understand, and provides value to the reader. Lastly, include a clear call-to-action and measure the effectiveness of your marketing collateral to optimize future efforts.

Can I use digital marketing collateral and traditional marketing collateral together?

Yes, utilizing both digital and traditional marketing collateral can maximize the impact of your marketing efforts. Combining these strategies can help you reach a broader audience, cater to different preferences, and provide various touchpoints for engagement. This approach can also reinforce your brand message and ensure a cohesive marketing campaign across all communication channels.

Related Digital Marketing Terms

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  • Graphic Design
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  • Brochures and Flyers

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