Marketing collateral refers to pieces of content that convey the company’s brand message in the proper sense. Customers who are stuck at making their final decision generally benefit a lot from them.
Gone are the days when businesses prioritized printed materials. With the introduction of online media, methods that don’t require face-to-face interactions are taking over. Companies are utilizing the benefit of multiple opportunities to showcase their brand.
As marketing collaterals are becoming increasingly significant for businesses, here is a list that would help.
Ebooks focusing on fresh challenges
Ebooks are excellent lead magnets and highly preferred by businesses. But you must ensure you don’t bore your prospects and create engaging content towards the end. As they are digital, you can easily add links to your social channels or relevant blog posts. This will further help you improve your SEO.
A report by CMI showed that 51% of B2B businesses incorporate ebooks in their marketing campaigns.
Try to go into the details of a fresh challenge and provide relevant solutions to the same. The popularity of ebooks is drastically increasing due to the convenience it offers. Level up your lead generation game by writing ebooks that would help.
Work on long-form articles
People are consistently searching for information on the web. Well-researched articles are likely to interest your potential customers. Focus on creating engaging content followed by a clear call-to-action or CTA.
Research shows that blog posts containing more than 3000 words are likely to perform better. Apart from the word count, it’s crucial to work on topics highly researched by your target audience and include relevant keywords.
Long-form articles are a type of marketing collateral that works exceptionally well in the awareness stage.
Create valuable infographics
Infographics work well in conveying information that gets attention. Not only are these visually appealing but also easy to understand. Since humans are better at processing visuals than text, you must work in this area.
Whether you include infographics in blog posts or run them as standalone pieces, make sure you reap their benefits. Either way, it provides value to your prospects and makes your task easier.
Be clear with your target audience before working on infographics. Further, infographics that contain numerical data are likely to perform better.
Take a look at the infographic below. It was created after the COVID outburst that led to the work-from-home environment. This shows that even the simplest of information can be conveyed appealingly. But if you want more shares, include relevant statistics to it.
As you link multiple resources on your website, these pages are great for SEO. It takes time and effort to create pillar pages, but they work well in retaining visitors. They also ensure people keep coming back to your old yet well-researched and valuable posts.
Newsletter for keeping your current customers updated
Newsletters act as a great medium to stay in touch with existing customers.
Keep your customers informed about the new or upcoming products through the newsletter. Procuring more information about your leads will help you suggest specific products or services, thereby increasing the chances of conversion.
Make sure you also focus on sending valuable industry-specific information to your subscribers. Never focus on blind product/service promotion as they are likely to unsubscribe.
Even when you do, the focus should always remain intact to THEM instead of YOU. Furthermore, these days B2C companies are diverting their attention to WhatsApp newsletters.
Webinars for connecting with your audience
Webinars organized by industry experts are likely to perform well. Companies often organize free webinars in return for an email address. Undoubtedly, they work well in lead generation.
Talk and interact with your target audience. Make them feel valuable by talking about the issues they are facing along with the solutions they propose. It’s a great way of nurturing a relationship with your potential customers.
Take a look at the information they will extract when people sign up for this webinar.
Whitepapers (especially for B2B companies)
Whitepapers are an excellent way of establishing authority in your domain by targeting specific problems. This marketing collateral is specifically significant for B2B companies.
Try to provide concise answers that instantly solve problems instead of dressing them with multiple opinions. They contain more details than a blog post and go through all the relevant aspects of the target audience's major challenge or issue.
Effective landing pages
A landing page is somewhere your potential customers reach when they click on your ad. This shows they are currently searching for what you offer. They have to submit their information here, which is further used in contacting them.
Keeping the contact form precise is crucial to ensure they fill it. But before you can extract the information out of them, you need to offer something of value to them. Make this your area of focus and see how your offering is unique, valuable, and reliable to your audience.
A well-curated brand story
This is the part where you introduce your brand to your target audience. You can present your brand story in multiple ways, including a video on your channel, website, or as simple as a bio on your Facebook page.
Your ideal audience must resonate with the brand story to take relevant actions. Make sure it humanizes your organization and establishes trust to some extent. Most websites have a separate section dedicated to their origin story and how they eventually grew to their current position.
Focus on multiple marketing collaterals at a time to see what works best for your business. Make sure your content is well-researched, followed by the proper presentation. You will eventually generate high-quality leads and improve your conversion rate.
Tim Ferguson is a writer and editor of Marketing Digest. He enjoys writing about SEO, content marketing, online reputation management, social media, AI, and Big Data. When he is not writing and editing for Marketing Digest, he spends time on learning more about content marketing and getting better at it.