By creating marketing collateral for your business, you help to establish authority and trust with potential customers. Marketing collateral is informational content that shows prospects that your company is capable and knowledgeable about the areas that you help your customers with. The content is often placed on the company website and helps to demonstrate why a company or its products or services are the best option for a potential customer to choose. In this article, we go over some of the top options for creating marketing collateral.

Explainer Videos

As the name implies, explainer videos quickly explain to potential customers what your product or service is about. These videos are usually under a minute long and their goal is to inform your audience, build trust, and increase sales. They can be used in various places, such as websites, sales pages, and social media channels.

White Papers

Unlike most other marketing assets, the white paper does not advertise. It is a serious, authoritative, technical document created for the part of your audience segment that is interested in technical information about your industry. Creating this kind of report takes in-depth research and good writing skills. The report needs to inform and persuade your audience at the same time. Choose a topic for your white paper that your audience would be interested in and present a problem and solution for it.

Case Studies

Case studies are often among the most powerful form of marketing collateral because they can be very persuasive and are also educational. They demonstrate a real-life example of how a product or service helped a customer solve a problem, which helps to build trust with potential customers. Case studies help your audience to see that your company is capable and knowledgeable and can deliver the kinds of results that they want.

E-books

Like white papers, e-books are educational content for your target audience and help to build trust and establish authority. However, they usually don’t have the serious tone that white papers have. Unlike white papers, they can also contain promotional information such as links to offers or groups. E-books also aid lead generation marketing efforts since they can usually only be accessed when a person enters their email address into a landing page form.

Testimonials

Like case studies, testimonials help to build trust with your audience. Since they are shorter than case studies, they are easier to put together and quicker for potential customers to look at. So it is important to have them, even if you have case studies as well. You can help customers to write great testimonials for you by sending them questions to answer. A testimonial should be well presented, detailing how you helped the customer and what it was like to work with your company. Include the name and company of the customer in the testimonial, and a picture of the person who is giving the testimonial, if possible.

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