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Welcome to your marketing career. You’ve mastered the basics and have learned a good mix of skills demanded of content creators today. And then somebody comes up to you and asks: “What marketing materials are we using for this?” And you think: “What are marketing materials?”
It can feel a bit like the time Jim was asked on “The Office” to get the rundown. What’s the rundown? And don’t feel bad about not knowing what they are referring to when they say “marketing materials.”
So, let’s unpack what that actually means – from a guy here who grew up when marketing teams probably couldn’t go a day without talking or being asked about said materials. And that term was used. Some people might also use the term marketing collateral – which has the same meaning.
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What does marketing collateral mean?
When somebody asks about marketing materials or collateral, especially in a traditional business context, they’re typically referring to the tangible items used to promote and market a business. Drawing from my experience in the field, here’s what people usually mean:
Print materials
These are the physical items that companies have historically relied on heavily:
Brochures – The folded documents that share detailed product or service information. Think of those tri-fold pieces you might pick up at a business.
Business cards – People used to and still do hand these out at conferences and when meeting people. I personally have not used a business card since before 2019.
Side note: If you collect business cards, this organizer might make note-taking easier:
Flyers – Single-sheet advertisements that promote specific events, sales, or products. These are particularly effective for local businesses and events. Many companies take them to their conference booths as well.
Catalogs – Those printed booklets showcasing a company’s full product lineup, complete with descriptions and prices. While many have gone digital, some industries still find immense value in physical catalogs.
Traditional advertising materials
Beyond the items you can hold in your hand, marketing materials also include:
Billboards – Those large outdoor advertising structures you see while driving. They remain a powerful way to catch attention in high-traffic areas and for some businesses.
Direct mail – The promotional pieces that land in physical mailboxes, from postcards to letters. Despite digital marketing’s rise, direct mail can still drive impressive results for certain audiences.
Print advertisements – The ads you see in newspapers, magazines, and other print publications. While print readership has declined, these can still reach specific demographics effectively.
While these traditional marketing materials might seem “old school” to some, in some businesses they work alongside digital marketing efforts. Many successful companies use a mix of both traditional and digital materials to reach their target audiences effectively.
The trick is knowing when to use which. For instance, at a trade show, people can take physical materials with them. But for a digital campaign, “materials” might be entirely online.
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Newer marketing materials
While traditional marketing materials still have their place, digital marketing materials have become essential to reach the modern consumer. All of this content is also marketing-related and really falls into the marketing materials or marketing collateral categories – even when these things aren’t printed.
Website
No doubt, website content serves as digital marketing material. That includes:
Blog posts – Articles that share industry expertise, company updates, and valuable information with audiences. Companies use them for search engine optimization and to build authority in their field.
Website pages – From your homepage to product pages to contact forms – all these pages are marketing materials that help tell your story and drive conversions.
Case studies – These detailed examinations of successful projects or customer implementations help showcase your expertise and results.
Read next: Crafting your company story: The core of B2B content marketing
Digital assets
Beyond the website, digital marketing materials include:
Social media content – Posts, images, and videos shared across platforms like LinkedIn, Instagram, and others count as marketing materials.
Email newsletters – Regular communications sent to subscribers, including company updates, industry insights, and promotional content.
Videos – Product demonstrations, company overviews, and educational content shared on platforms like YouTube or embedded on your website. This can also include livestreams.
Podcasts – Audio or video content that shares expertise, interviews industry leaders, or discusses relevant topics for your audience. This can also include livestreams.
Downloadable resources – These might include:
- White papers
- eBooks
- Templates
- Checklists
- PDF guides
But “what are marketing materials?” really means…
When someone asks about marketing materials, they’re essentially asking about the tools to communicate with the audience—whether those tools are physical or digital. But do keep in mind that the people using those terms might be more prone to referring to traditional materials.
Regardless, when people use those terms, sometimes it’s best to ask for clarification. No need to be running around like Jim, looking for the rundown and guessing.