The 6 Kinds of Digital Marketing Collateral You Should Be Creating

它会without saying, but your marketing materials shouldn't be limited to conventional outbound advertisements — particularly if your business is B2B. Sure, capturing attention is part of the battle, but what happens when a prospect visits your website and sees nothing but some product descriptions and a pricing page?

There has to be more there. You need to have some material to show that you can walk the walk. One kind of content that helps get you there is known as marketing collateral, and it can come in a variety of shapes and sizes.

在这里，我们将对该概念有更深入的了解，并介绍您可以用来帮助建立合法性并补充您的销售工作的最重要的营销抵押格式。

在其核心,是一种让营销抵押品prospects know that you know what you're talking about. It's not supposed to be as flashy as conventional advertisements. In creating marketing collateral, your first priority generally isn't to capture attention — it's to retain and enhance it.

In most cases, the prospects who are looking at your marketing collateral are curious about your company, but they might not be intimately familiar with you or what you're offering. Well-crafted marketing collateral can put them at ease. It can help build the kind of trust necessary to start and sustain a customer relationship.

Now you might be wondering, how does marketing collateral relate to marketing materials in general? Good question.

营销材料与营销抵押品

通常，营销材料和营销抵押品之间的差异归结为没有说明。虽然其他营销材料可能会明确地告诉读者为什么他们的公司或产品是最好的，但营销抵押品旨在展示为什么他们的公司或产品是最好的。bob全站app

这就是为什么营销抵押品在某种程度上倾向于具有教育意义的原因。正确完成时，该格式的信息性质使您可以通过展示对自己的行业的广泛了解，使您的空间中的其他人可能不会投射出来。

If all of your marketing materials are solely dedicated to talking up your product or service, you'll be selling yourself short. When prospects are deciding to buy, they're not just considering what's for sale — they're considering your company as a whole.

他们想知道，有能力，有能力，知识渊博的组织将照顾他们，他们可以依靠，以解决他们可能出现的任何问题和疑虑。创建周到的营销抵押是帮助这一原因的一种方法。

1. Blog Posts

Producing good marketing collateral is often a matter of consistently providing value to your audience. One of the better forums to create and promote the kind of material that does that on an ongoing basis is a well-maintained company blog.

It allows you to supplement your sales efforts with helpful insight and audience engagement — driving traffic to your website and generating leads through actionable advice, expertise, and entertainment. Below are some examples from HubSpot's Website Blog.

博客文章示例

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Like any other kind of effective marketing collateral, good blog posts can project authority in your industry. You want to show you're staying abreast of industry trends and understand the nuances of your space — constantly churning out high-quality, helpful content can help that cause and put your prospects at ease.

牢记所有这些好处，也就不足为奇的是，营销人员将博客排名为其内容策略中在其内容策略中使用的第二个主要形式最近的HubSpot调查.

2. Ebooks

电子书are similar to blog posts in that they should project industry authority through engagement, but they tend to be longer, more in-depth, and less零食than typical blog content. This type of marketing collateral generally attracts prospects with a vested interest in your industry. Below are some examples from HubSpot.

Ebook Example

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In some ways, an Ebook could be likened to an extended blog post or a few blog posts strung together. Like blog content, an Ebook generally contains accessible language and directly actionable advice.

在许多情况下，电子书是可下载的，只能访问以换取潜在客户的联系信息，这使它们成为潜在客户生成的强大工具。

无论您的公司的立场如何，您都可能拥有资源并bob全站app专门将您的行业特定知识引导到周到的电子书中。bob体育苹果系统下载安装请记住，您的营销抵押品应旨在建立对潜在客户和客户的信任。

If you can put out Ebooks to reliably bolster their knowledge of your industry, you can convince them they're in good hands when they buy your product or service.

3. Case Studies

实例探究are offering-specific documents that detail how specific customers saw success as a result of leveraging your product or service. This format is different from the previous two in that it's never product-agnostic. Below is an example from HubSpot.

Case Study Example

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每个案例研究都是与满意的客户合作进行的。这是一种交叉促销的形式，它显示了您的产品或服务在实践中的样子，这是一种路线图，使前景可以想象您可以为他们的业务做些什么。

Like almost every other example on this list, case studies are educational. They provide a more thorough explanation of how your product or service works through an active example. It's also another avenue for building trust.

If you can point to reputable customers who are willing to vouch for your business in extensive detail, you can bolster your company's reputation as a solid, knowledgeable organization with a product or service that delivers results.

4. Testimonials

Testimonials are essentially condensed, snackable case studies. Many — if not most — prospects don't have the time or interest to delve into a full-on case study. If you want to reach them, you're going to have to provide quick-hitting content that they can glance over passively. Testimonials can do just that. Below is an example of one from HubSpot.

推荐示例

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This testimonial follows the format's best practice. It's visually engaging, clearly establishes who provided the quote, and references specific benefits — a solid example of an appropriately informative, easily digestible piece of marketing collateral. Ultimately, a good testimonial helps project the company's legitimacy while inspiring potential customers to further explore the product it's promoting.

5. White Papers

白皮书是关于特定主题的有说服力，权威，深入的报告。通常，这些文件之一将提出问题并提出解决方案。

It's typically more technical and less accessible than an Ebook. It's meant to draw a crowd more intimately involved with or interested in your industry — an audience that might naturally run into the issue at the core of the document.

白皮书不应该是产品宣传。最好的做法是使他们保持客观和教育。话虽如此，您选择的主题需要与您的公司或空间相关。bob全站app

This kind of collateral also needs to be thoroughly researched, thoughtfully formatted, polished, and written in a serious tone. That means no flashy language or cute gimmicks. Below are some examples of topics from HubSpot'sNot Another State of Marketing Report.

White Paper Example

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正如我一直提到的那样，本文中列出的每种格式在某种程度上都量身定制为项目权限 - 白皮书是该趋势的最纯粹例子。它是技术的要证明的文件技术的knowledge to a crowd with技术的prowess.

6.解释视频

Explainer videos — themost commonly-created types of video— are an excellent way to appeal to visual learners. Designed to provide a quick and easy explanation of a product, service, or topic related to your industry, these help your company establish expertise and gain the trust of their target audience.

They are generally between 30 to 90 seconds in length, which translates into a written script of 200 words or less. This type of collateral can often be found on a website’s homepage, landing pages, prominent product pages, and social media accounts. Below is an example of one from HubSpot.

解释器视频示例

The explainer video is a quick and memorable way to make an impact on your audience. It can be the difference between a prospect buying your product and not buying it, or subscribing to your YouTube page, and more.

For inspiration, check out17个神话般的解释器视频示例.

Ready to Create Your Own Marketing Collateral?

精心制作的营销抵押品可以为您带来竞争的一员。它不仅是潜在客户生成的绝佳工具，而且还可以为您的业务提供权威和可信赖的元素，以使潜在客户更加舒适和倾向于从您那里购买。如果您的公司不生bob全站app产它，请考虑尝试以上列出的一种格式。

编者注：该帖子最初于2013年12月发表，并已更新以进行全面性。