Marketing Collateral Explained (2025)

Marketing collateral encompasses all the tools, content, and media that businesses use to support their sales and marketing efforts. From brochures and presentations to eBooks, videos, and social media graphics, these assets help companies communicate effectively with audiences.

In this comprehensive guide, we’ll outline the different types of marketing collateral, their benefits, how to create them, and excellent examples to inspire you. We also asked industry leaders to share their expert insights on creating effective marketing collateral in 2025. Let’s get started!

What Is Marketing Collateral Today?

In the past, marketing collateral primarily consisted of printed materials like brochures, catalogs, and flyers, which were distributed to educate and persuade potential customers. However, with the rise of the internet, the scope has expanded to include digital assets such as infographics, videos, social media graphics, email templates, eBooks, and more, to drive a brand’s digital marketing strategy.

Modern marketing collateral is tailored to reach audiences across multiple platforms, making content accessible, informative, and engaging. From top-of-funnel educational resources to bottom-of-funnel sales enablement materials, it ultimately bridges your messaging and your target audience’s needs.

Himanshu Sawant, Creative Head for Leo9Design, articulates the effect of the global shift to digital: “Brochures and case studies are now interactive, dynamic, and often digital-first. It's no longer about static content — it's about engaging users with immersive, personalized experiences that bridge offline and online seamlessly.”

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5 Important Benefits of Marketing Collateral for Businesses

Marketing collateral is a vital component of any successful brand marketing strategy. By providing informative, visually engaging content, you can:

• Enhance brand recognition: Consistent, branded collateral reinforces your company’s identity and makes it more memorable. Your target audience can immediately identify your marketing collateral when they come across it on any platform.
• Build audience trust: High-quality, informative marketing collateral establishes your authority in your industry and demonstrates reliability for customers and stakeholders.
• Improve customer retention: When you provide solutions to customers’ problems and pain points through educational and supportive marketing materials, you gain their loyalty in the long run.
• Boost lead generation: Whitepapers, eBooks, and webinars can attract leads through value-driven content.
• Support sales efforts: Sales teams can use marketing collateral to communicate the value of brand offerings.

18 Types of Marketing Collateral

There are many types of marketing collateral, and we've grouped them into three primary categories to help you prioritize your resources based on necessity and overall business impact:

• Essential marketing collateral
• Recommended marketing collateral
• Bonus marketing collateral

1. Essential Marketing Collateral

Whether you’re a startup or a well-established company, certain types of marketing collateral are critical for building your brand presence, educating customers, and supporting sales efforts. Here are the six must-have collateral types every business should prioritize:

• Brand visuals
• Website
• Blog posts
• Social media graphics
• Reviews and testimonials
• Product catalog

1.1. Brand Visuals

Your brand’s visual identity encompasses all graphic elements and imagery representing your company across all channels. These include logos, color schemes, typography, iconography, branded templates, and more. They help establish recognition and differentiate your brand from competitors.

Brand visuals best practices:

• Align visuals with your brand’s mission, vision, and values to create an authentic identity.
• Reflect your brand identity, voice, and visual style to build trust and ensure consistency in every customer interaction.
• Invest in professional imagery and design assets demonstrating your brand’s commitment to quality.
• Create a comprehensive brand style guide to maintain consistency and unified brand identity across all marketing collateral.

1.2. Website

Your website is your brand’s digital home and is the primary point of contact for potential and existing customers. Your homepage, product/service pages, and other landing pages should capture your unique value proposition and guide visitors toward increased engagement or conversions, whether through a purchase, subscription, newsletter signup, etc.

Brand website best practices:

• Focus on user-friendly design, easy navigation, and mobile friendliness.
• Provide updated contact information to ensure easy accessibility for customer inquiries.
• Leverage search engine optimization (SEO) to drive organic traffic.

Browse our list of top website designs for inspiration. Additionally, here's our comprehensive guide to web design.

1.3. Blog Posts

Informative, engaging, and high-quality blog posts help you establish thought leadership, engage your target audience, and improve brand visibility. They provide value by educating readers, answering questions, and solving their problems. Well-researched, original content should provide value and cater to your target readers’ preferences and concerns.

Business blog best practices:

• Integrate relevant keywords naturally and use headings and subheadings for readability and SEO benefits.
• Include images, infographics, or videos to break up text and increase reader engagement.
• Revisit and update older posts to reflect current industry trends and provide fresh, accurate information. This keeps your content relevant and improves your search rankings.

1.4. Social Media Graphics

On-brand social media graphics create a consistent, recognizable presence that grabs audience attention, drives engagement, and communicates your brand messages. With 63.7% of the global population using Facebook, Instagram, X/Twitter, TikTok, LinkedIn, and Pinterest, there is a lot of potential for success.

Social media graphics best practices:

• Use eye-catching visuals to stand out in crowded social feeds.
• Follow the size and format requirements on each platform for optimal display.
• Participate in social media trends to showcase your brand personality and foster deeper connections with your audience.

1.5. Reviews and Testimonials

Firsthand feedback from satisfied customers highlights real-world success stories that demonstrate your brand’s credibility and reliability and help sway decision-making. You can display these on your website, share them on social media, or include them in promotional materials to reinforce a positive reputation.

Reviews and testimonials best practices:

• Showcase genuine, unedited, and relatable feedback to ensure authenticity and foster trust.
• Choose testimonials that focus on specific benefits and features that address common customer pain points.
• Place reviews and testimonials in prominent places on your website for maximum influence.

1.6. Product Catalog

This comprehensive piece of marketing collateral showcases your entire range of products or services, complete with details such as descriptions, images, features, and prices. It is an essential reference for customers, allowing them to explore your offerings at their own pace, compare options, and make informed purchasing decisions.

Product catalog best practices:

Structure the catalog with a logical flow by using distinct categories and sections depending on your offerings. Include a table of contents to make it easy for customers to navigate and find what they’re looking for.

• Use high-resolution images that accurately represent the products.
• For digital catalogs, include clickable links, search functionality, and multimedia elements to enhance user experience.

2. Recommended Marketing Collateral

While essential marketing collateral forms the backbone of your marketing strategy, good-to-have and supportive materials can significantly enhance your brand’s presence, boost audience engagement, and provide additional value to customers:

• Case studies
• Business cards
• Email templates
• Infographics
• Brochures
• Pitch deck

2.1. Case Studies

Case studies demonstrate how your product or service has successfully solved a client’s problem or achieved specific results. They provide real-world examples and detailed insights into your solutions’ practical applications, building credibility and trust.

Case studies best practices:

• Use a clear format that includes an introduction, the primary challenge, your solution, and objective results.
• Support your narrative with relevant data, statistics, and measurable outcomes to reinforce your brand impact.
• Incorporate visuals to make the story more engaging and emphasize aspects that set your solutions apart from competitors.

2.2. Business Cards

Despite the rise of digital communication, business cards remain relevant because they demonstrate professionalism and create a personal touchpoint. They provide a tangible representation of your brand and a physical reminder of a meeting or conversation, making them invaluable for networking.

Business cards best practices:

• Incorporate brand colors, logos, and fonts to align with your established brand identity.
• Invest in high-quality paper or cardstock for a professional feel.
• Incorporate QR codes, embossing, or spot gloss to make the card more informative and engaging.

2.3. Email Templates

Email templates provide a pre-designed structure you can use for various email campaigns, from promotional newsletters and product announcements to welcome emails and transactional updates. With well-crafted email templates, you can efficiently personalize messages while maintaining a cohesive look and tone that aligns with your brand identity.

Email templates best practices:

• Use clean, uncluttered designs that focus on delivering key messages without overwhelming the reader.
• Ensure templates are responsive and easy to read on all devices, including mobile.
• Use compelling calls to action (CTAs) to direct readers toward a specific goal, like making a purchase or visiting a landing page.

2.4. Infographics

Infographics are visual representations of information, data, or knowledge, designed to make complex ideas more accessible and engaging. They combine text and graphics to explain a process or present statistics in a format that’s easy to understand.

Infographics best practices:

• Focus on a single, coherent topic or data set to avoid confusion.
• Include verified sources and factual data to maintain credibility.
• Create versions formatted for posting and sharing on different social media platforms.

2.5. Brochures

Available in various forms, such as bi-folds, tri-folds, or digital, brochures are great marketing collateral for trade shows and industry events. These informative handouts highlight key aspects of your business to educate readers and guide them toward the next step, like contacting your sales team or visiting your website.

Brochures best practices:

• Organize content with sections, subheadings, and bullet points to enhance readability and information flow.
• Choose durable, high-quality paper for printed brochures.
• Ensure digital versions are optimized for online viewing and mobile compatibility.

Browse our list of best brochure print designs for inspiration.

2.6. Pitch Deck

This precise presentation is used to communicate business ideas to potential investors, clients, or professional partners. It’s a visual and narrative tool that conveys critical aspects of your brand, including its mission, value proposition, market opportunity, and financial projections. Well-designed pitch decks prompt further discussion and tell a story that persuades and motivates action.

Pitch deck best practices:

• Use minimal text and focus on impactful visuals that support your message.
• Ensure the deck is visually appealing without becoming overwhelming.
• Conclude with a clear ask or next steps.

3. Bonus Marketing Collateral

This bonus, supplementary marketing collateral can further elevate your brand’s strategy and create memorable experiences for your target audiences. They provide unique touchpoints that reinforce brand loyalty and create more immersive marketing campaigns.

• Whitepapers
• Webinars
• Branded merchandise
• Holiday catalogs
• Annual reports
• Podcast

3.1. Whitepapers

Whitepapers and eBooks are authoritative, in-depth reports that present a problem and provide a well-researched solution. They are a step above even the most detailed blog posts and content pillars, as they offer deep insights and highly detailed analysis. Often used as a lead generation tool, they are gated behind a signup form that encourages users to exchange contact details for access.

Whitepapers best practices:

• Use a structured approach: start with an introduction, then a problem statement and analysis, followed by proposed solutions and a conclusion.
• Use clear, formal language that reflects your expertise.
• Optimize the PDF for easy download and sharing.

3.2. Webinars

These are live or recorded presentations, workshops, or seminars conducted online, ideal for building trust, expanding reach, and nurturing leads by providing valuable insights. They enable direct interaction through live chats, Q&A sessions, and polls to foster deeper connections with participants.

Webinars best practices:

• Select topics that resonate with your target audience and align with your business objectives.
• Run through the presentation multiple times to address potential technical issues.
• Send follow-up emails with a recording or additional resources to encourage further interactions with your brand.

3.3. Branded Merchandise

Branded merchandise includes items like clothing, office supplies, gadgets, and other everyday products printed with your logo, slogan, or brand message. They create lasting impressions and reinforce customer loyalty in the long run.

Branded merchandise best practices:

• Choose high-quality items that suit your target audience’s lifestyle and preferences.
• Position your brand assets prominently but tastefully, so they are visible without being overwhelming.
• Distribute branded merchandise strategically (as giveaways at industry events or gifts for loyal customers) to maximize reach and impact.

3.4. Holiday Catalogs

In 2023, holiday retail spending in the US reached $930 billion — it is one of the most lucrative periods for businesses, with millions of consumers actively searching for gifts. Holiday catalogs and gift guides streamline the shopping process and inspire purchases across all of your product or service offerings.

Holiday catalog best practices:

• Select a mix of bestsellers, new arrivals, and specially packaged items to attract various customer preferences.
• Incorporate special promotions or holiday discounts to create urgency and encourage purchases.
• Clearly state how and where customers can purchase, whether through your website, physical store, or a special holiday landing page.

3.5. Annual Reports

While primarily created for investors and board members, these reports can also be valuable marketing collateral that enhances transparency and trust. By showcasing your successes and future goals, annual reports position you as an accountable and forward-thinking brand.

Annual reports best practices:

• Start with a snapshot of the report’s contents: key highlights, financial performance, and strategic initiatives.
• Break up dense text with high-quality images, charts, and infographics.
• Include narratives that illustrate your brand’s impact on your community.

3.6. Podcast

The global podcasting market was valued at $233.9 billion in 2023, with an expected compound annual growth rate of 27.8% over the next decade. This incredibly popular medium has provided a unique way for brands to share expertise and build deeper connections with listeners. A great podcast can position your brand as a thought leader and complement other content marketing efforts.

Podcast best practices:

• Invest in quality audio equipment to ensure that sound quality is clear and professional.
• Invite industry experts and thought leaders to provide new perspectives and attract a wider audience.
• Release episodes regularly to build a loyal following.

Measuring the Effectiveness of Marketing Collateral

To ensure your marketing collateral is achieving the desired results, it’s important to track and measure its effectiveness. Andrew Pillinger, Digital Lead for Ballito Web Design, advises an omnichannel approach. “At Ballito Web Design, we believe in measuring the effectiveness of our marketing collateral by focusing on metrics that directly reflect its purpose.”

He shares the following specific examples: “If we create an eBook, we track downloads and how many readers convert into leads. For an online video, we analyze views, watch time, and click-through rates. We also pay close attention to how users interact with our interactive infographics, measuring things like time spent exploring the content and social shares.”

Moreover, it is important to define what success looks like for each type of collateral. For example, social media graphics are designed to increase brand awareness, while webinars boost lead generation. Then, track the following relevant metrics:

• Brand awareness: Track likes, shares, comments, and other social media key performance indicators (KPIs) for social posts and infographics. Impressions and reach measure how many people viewed or interacted with your content.
• Engagement: Page views, time on page, and bounce rates are relevant metrics for content hosted on your website. You can also measure how often eBooks and whitepapers are downloaded and shared.
• Lead generation: Track the number of leads generated through gated collateral and monitor the percentage of people who take further action after gaining access.
• Sales impact: Gather feedback from your sales team about the usefulness of your marketing collateral to close deals. Customer relationship management (CRM) systems can provide data on how collateral contributes to overall sales performance.
• Retention and loyalty: Customer satisfaction surveys can reveal how collateral influences ongoing satisfaction. Monitor renewal rates and upsells linked to educational and support materials.

Future Trends in Marketing Collateral

In the digital age, the landscape of marketing collateral is evolving rapidly, influenced by technological advancements and changing consumer behaviors. Key trends shaping the future of marketing include:

• Interactive platforms
• AR/VR
• Artificial intelligence (AI)

1. Interactive Content

Andrew Pillinger shares that more and more of their clients are opting for increasingly interactive experiences: “We're seeing a trend towards innovations such as interactive online platforms that allow customers to engage with their products or services in new ways. Think virtual tours and interactive storytelling.”

Interactive content such as clickable infographics, immersive presentations, and animated product demos allow users to engage directly with the content and make the experience more memorable and enjoyable. This trend is especially effective for enhancing lead generation, as it encourages more involvement and strengthens connections with audiences.

2. AR/VR

The augmented reality (AR) and virtual reality (VR) market is expected to generate $40 billion in 2024. AR allows customers to visualize furniture in their own environments, try on clothing, and tour properties, while VR offers fully immersive experiences for users to explore products in a simulated environment.

AR/VR in marketing collateral provides hands-on, memorable experiences that engage modern consumers and boost your brand impact.

3. Artificial Intelligence (AI)

Over 80% of industry experts use some form of artificial intelligence (AI) in their marketing activities. This technology has reshaped the way marketing collateral is created, shared, and analyzed, as it automates design elements, generates content, and tailors material to individual audience preferences.

Through intelligent and ethical use of AI, you can produce smarter, data-driven collateral that enhances customer experiences and optimizes your resources in a highly competitive marketing landscape.

4 Tips for Creating Effective Marketing Collateral in 2025

As audiences become more selective and tech-savvy, it is more important than ever for brands to design collateral that is visually engaging and aligned with their goals. These tips will help you create effective marketing collateral for a successful digital marketing strategy framework:

• Prioritize your audience
• Embrace personalization
• Solicit customer feedback
• Utilize data-driven insights

1. Prioritize Your Audience

Start by understanding your target demographic’s preferences, needs, and challenges, then tailor your content to speak directly to them. By focusing on relevance and value, your marketing collateral will appeal to your audience and make your brand more memorable.

Renata Kaminska, Fractional Marketing Director for Kamreno, emphasizes the importance of audience-centric collateral: “It’s essential to craft content that doesn’t just highlight the product but speaks directly in the buyer's language, addressing their specific challenges and offering clear, tailored solutions. This approach should emphasize how we understand and can solve their problems, rather than boasting about product features.”

2. Embrace Personalization

A customer’s purchase history, interests, and demographic information will help you create relevant and meaningful experiences that resonate deeply. Personalized content ultimately boosts satisfaction and conversion rates, so it’s worth investing in CRM and automation tools to deliver them at scale.

Himanshu Sawant is a strong proponent of personalization in marketing. He says, “It’s all about personalization at scale — using data to tailor messaging, design, and content flow based on who’s viewing. AI and automation will drive this, creating real-time customization for every buyer persona.”

3. Solicit Customer Feedback

By gathering insights from customers through surveys, interviews, and feedback forms, you can better understand what content they find valuable, engaging, and persuasive. You can also identify areas for improvement.

Renata Kaminska shares that her team actively seeks out feedback to improve their marketing collateral: “Direct customer feedback is invaluable. It gives us qualitative insights into how the materials resonate with our audience.”

4. Utilize Data-Driven Insights

Insights from analytics tools, CRM systems, and A/B testing reveal which types of content, visuals, or messaging are most successful, allowing you to refine your approach. Leveraging these insights ensures that your marketing collateral remains relevant and supports your overall business objectives.

3 Excellent Marketing Collateral Examples

The following examples of marketing collateral showcase brand identities and deliver value to customers through impactful design and messaging:

• IKEA’s digital catalogs
• Starbucks’ branded merchandise
• Patagonia’s sustainability reports

1. IKEA’s Digital Catalogs

IKEA’s brochures combine interactivity with practical, user-friendly design, allowing customers to explore IKEA’s products in a dynamic and immersive way. It features 360-degree views, room simulations, and clickable product links. Customers can visualize items in their own spaces, which fosters greater confidence in purchasing decisions.

IKEA is one of the world’s biggest home furnishing retailers, with over 400 stores in more than 60 countries. The corporation generated over €47 billion in 2023.

2. Starbucks’ Branded Merchandise

Starbucks mugs, tumblers, planners, and other seasonal items not only promote the brand but also create a sense of exclusivity and loyalty among customers. Each piece of merchandise is thoughtfully designed, often reflecting unique themes or global locations, making them highly appealing as collectibles. By turning everyday items into brand ambassadors, Starbucks reinforces its position in the market and expands its presence beyond café locations.

Starbucks has over 38,000 stores worldwide, more than half of which are international locations. The corporation generated $26.58 billion in revenue in 2023, cementing its place as the biggest coffeehouse chain in the world.

3. Patagonia’s Sustainability Reports

Patagonia’s sustainability reports reflect the brand’s commitment to environmental responsibility. They detail the brand’s initiatives, impact, and progress toward ethical goals, providing transparency to customers and stakeholders. Through well-organized data, impactful storytelling, and compelling visuals, the reports resonate with eco-conscious audiences and strengthen brand trust.

The brand’s commitment to sustainability has led to undeniable success. Patagonia has generated over $1 billion in revenue yearly since 2019 and is one of the most popular outdoor clothing brands in the world.

Marketing Collateral: Key Takeaways

Marketing collateral is essential for a brand to communicate effectively, engage audiences, and drive long-term growth. From essential assets like websites and social media graphics to supplementary content like branded merchandise, well-designed collateral strengthens brand presence and builds customer trust.

Partner with one of the top digital marketing agencies to create marketing collateral that resonates with your target audiences. Agencies offer expertise in design, messaging, and distribution that can help you drive results.

Marketing Collateral: FAQs

1. What kind of marketing collateral should you use?

The types of marketing collateral you should use depend on your goals and audiences. Essential materials include a website and social media graphics. For lead generation, consider eBooks and case studies. If your goal is brand awareness, create infographics and explainer videos. Tailor your marketing collateral to support your specific objectives.

2. What tools can be used to create marketing collateral?

Tools like Canva, Adobe Illustrator, and Piktochart can help you create high-quality graphics, presentations, and reports to engage your target audience and deliver valuable, actionable information about your brand.

3. How often should marketing collateral be updated?

Marketing collateral should be re-evaluated and updated at least once a year to stay relevant and aligned with current branding and market trends. Regular updates keep content fresh and reflective of your brand’s offerings.