9 Kinds of Digital Marketing Collateral

Marketing collateral is a type of printed or digital material that businesses use to achieve their goals. It should be noted that the right kind of collateral can make or break a campaign. With so many different types of marketing materials available, choosing the one that fits your needs might be challenging.

Your marketing materials should be geared towards business-to-business (B2B) customers, not just conventional outbound ads. While attention is important, what happens when a potential client sees a product description and a pricing page on your website? Having the proper content can help you walk the talk and attract more potential customers. One of the most effective ways to get your message across is through marketing collateral.

What is Digital Marketing Collateral?

Marketing collateral refers to any type of media that a company uses to promote its products and services. This includes various materials such as posters, flyers, and digital content.

Traditionally, businesses relied on printed materials for their marketing efforts. But these days, traditional methods are no longer enough. Instead, companies should embrace digital marketing.

Your marketing collateral is a collection of print and digital materials that you can use to communicate your message to your target market. It can include various forms of media, such as brochures, landing pages, and blogs. These materials can help you connect with your customers and increase brand awareness.

9 Kinds of Digital Marketing Collateral

These are examples of collateral that you can use to introduce your value proposition and brand to new audiences.


Individuals who want to establish themselves as experts on certain subjects can turn to eBooks, which are typically informative and entertaining. Before we get into the differences between eBooks and white papers, let us first recognize that both are useful digital tools, but the former is better suited for certain applications.

Blog Posts

One of the most important factors that businesses consider when it comes to developing effective marketing collateral is providing value to their customers. Having a well-designed company blog can help them build effective content that will help them drive traffic to their website and generate leads.

Landing Pages

Landing pages are standalone pages that individuals visit after clicking on a link or an ad from a search engine result. They are the first pages that your potential customers will see when they navigate to your site. Your goal with a landing page is to convert leads into buyers by nurturing them through various marketing campaigns. You can also offer a variety of products and services through this page, such as white papers, newsletters, and online courses.

Pillar Pages

A pillar page can be used as a standalone section or a blog. It can serve as a hub for people who are looking for information related to your topic. In addition, all of the related content that you include on your page will be linked back to it. This is very beneficial for your SEO, as it will help boost the number of links that you provide and increase the likelihood that your content will show up in search results.

Branded Content

Unlike other forms of collateral, branded content is created exclusively for publication in a news outlet. It can be articles, videos, or other content that aligns with the brand's identity.

Instead of an advertisement, branded content is like a news article. It doesn't need to contain any specific details about the company or its services, but it can show its logo and make mention of its sponsor.

White Papers

A white paper is an in-depth report that raises a particular issue and provides a solution. It's typically written in a more technical manner and is less accessible than an e-book. It's intended to draw a crowd that's more interested in your industry, and it might also spark a discussion about the issue at hand.

Rather than product pitches, white papers should be educational and objective. The topics should be relevant to your industry or business.


According to a survey conducted by HubSpot, infographics are one of the most popular types of content marketing. They combine the aesthetics of a well-designed infographic with the ease of digestible content to help boost brand awareness and improve search engine optimization. They can be printed in any format and shared online to help boost your marketing efforts.

Explainer Videos

One of the most common types of videos that people can use to appeal to visual learners is explainer videos. These are designed to provide an easy and quick explanation of a certain topic or product, and they can be used on a variety of platforms, such as social media and website landing pages. Usually, these videos are around 30 to 90 seconds long, and they can be found on a website's homepage or other prominent pages.

Digital Magazines

Another marketing asset that you can consider is digital magazines. You may believe that these are dead, but a study claims that the digital magazine industry will generate more than $39 billion in 2023. These are not dead, and they provide various advantages over other forms of media.


After you have acquired the necessary knowledge about various marketing collateral types, you can now create and manage all of your marketing communications needs. This includes creating web-based and print collateral. A well-designed marketing collateral can help boost your sales and give you an edge over your competitors. Not only will it help you attract more potential customers, but it can also help you build a stronger relationship with them by providing you with an image of trustworthiness and authority. If your company isn't creating it, try one of these formats.

The design of marketing collateral is the most crucial part of any project. Since there are so many different aspects involved in creating such materials, it can be challenging to consistently produce all of them.

Updated on: 10-May-2023


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