Successful marketing starts with a consistent brand and a compelling message. But how do you get your brand and your message out of the strategy meeting and in front of your customers? This is where marketing materials come in. The materials you create to bring your brand message, voice and images to life are a key part of any marketing strategy.

What is a marketing guarantee?

Marketing materials are the content that brands deploy to promote their products or services. These materials show customers how the products will benefit them and reinforce brand identity. Marketing materials include print materials (like brochures and catalogs) but also digital content (like websites, blog posts, and e-books).

The purpose of marketing materials

Marketing materials have two main purposes: to provide customers with the right information at the right time and to build your identity as a brand.

1. Guide customers on a journey

Before you create a piece of content (or even decide what type of collateral you’re going to create), think about how to guide people on a journey with your brand. Are you introducing your brand to people for the first time? Arouse their interest in your brand and your products? Persuade people to choose you over a competitor?

You will need different types of collateral for different audiences. In marketing, this framework is often described as a funnel. Marketing materials provide users with the information they need as they move from the top of the funnel to a purchase, as shown below.

a. Sensitization

Documents introducing your brand for the first time should be short, simple and easy to understand. Use catchy titles and summarize your brand and products to their most essential benefits.

b. Interest

Once people have a general idea of ​​your brand, further nurture their interest with a more diverse array of content. Don’t push too hard for a sale at this point. Instead, focus on building a relationship. Show customers how your products would fit into their lives and build trust by showcasing your brand expertise.

vs. Evaluation

Customers about to buy want to know they are making an informed decision. Offer them guarantees that expose all of your best-selling items comprehensively in an organized format. Now is the time to get into more technical details – but don’t get too jargon. Show people what you offer that your competitors don’t.

2. Show people who you are

If you only focus on products and technical specifications in marketing materials, you will end up with a boring list of features that will put audiences to sleep. Instead, inject content with a personality that reflects a strategically cultivated brand identity.

It is absolutely essential that you present your brand consistently across all of your marketing materials. Much like our relationships with people, we expect a cohesive personality from brands in our lives.

To keep all your marketing materials cohesive, cement your identity in a brand style guide so all your content creators know how to get the right look and feel.

Also Read: Creative Team: Bringing Marketing Strategies to Life

Types of marketing materials

– Printed materials

Perhaps the most classic example of marketing material is the printed brochure. When sales teams visited potential customers in person, a flyer or catalog was the best way to get valuable information into customers’ hands.

Today, most marketing materials are digital. However, the printed brochure has not entirely disappeared. They are still the norm in some industries and stand out even in a digital world. A slightly updated version is the digital brochure.

– Website

The homepage is arguably the most valuable marketing asset of any brand. It’s the face of your brand and your calling card in the public sphere. It’s worth investing time in perfecting a landing page before moving on.

Of course, your homepage isn’t the only content on your site. You’ll need subpages for different products or features, information about your business, and landing pages for specific marketing campaigns. Each of these elements can also be considered as a marketing element.

– Blog posts

For some brands and industries, reports and white papers can be a little too serious. Luckily, business blogs provide the perfect opportunity to publish article content on lighter topics. You can also use blogs to repackage serious information — like your commitment to ethical sourcing — into a more digestible format.

– Infographics

Infographics are one of the most engaging types of marketing materials. They are visual, informative and easy to digest. Even people who don’t want to take the time to read a detailed report will be attracted by attractive design and visualizations. Infographics are also a great format for social media, where your ideas can reach a wider audience when followers share them.

– Video content

What could be more attractive than pictures? Moving pictures! Any type of content that works in a digital or print format can also work in a video.

69% of consumers say they would rather watch a video than read a text to learn about a new product or service. It’s not hard to imagine why. The narrator’s voice gives your brand a more human touch. Product demos, customer testimonials, and even data insights (with the help of animations) can make great video content.

Choose the right marketing medium

Although the warranty types described above are proven, not all warranty types are suitable for all brands. Think about what fits your brand and your industry. If your sales teams meet with customers in person, they’d probably appreciate handing out printed marketing materials. If being digital and futuristic is central to your brand identity, you can skip the old-fashioned brochures.

last line

Whatever you decide, don’t panic. You don’t have to do everything at once. Prioritize your website, then add other types of marketing materials, one at a time. If you take your time, get inspired, and create quality content, your growing body of marketing materials will stand you in good stead for years to come.