It’s crucial, if your B2B business wants to attract and maintain ongoing relationships with valuable leads, that you’re consistently creating quality content. This content, either shared digitally or offline is referred to as marketing collateral.
“Marketing collateral is as imperative as having a website” – Business to Community
Originally, B2B marketing collateral purely involved content such as business cards, company brochures, billboard advertisements and the like. In recent years, however, technological advances have facilitated the evolution of marketing collateral and significantly broadened organisations’ promotional media options.
With this change comes new opportunities and, if your business is unresponsive to these, you’ll likely struggle to remain competitive in a highly volatile market. Marketing collateral aims to reduce consumers’ uncertainty, solidifying your brand as a reliable choice and transforming prospects into new leads.
So, what types of marketing collateral should your company focus on to achieve exceptional outcomes and reach your organisational goals?
1. Case Studies
Case studies are written content recalling real-life experiences that clients have had with your brand. A compelling case study will explain the key product or service that you provided in a distinct circumstance and highlight your company’s success. Content of this type will often also include testimonials directly from the client the case study is based on. By providing easily accessible case studies to potential customers, such as on your website, prospects are reassured of your ability to meet their unique needs.
If possible, your business would see most benefit from sharing case studies covering a range of clients that you’ve worked with across several different industries. This means that, when searching through your resources, potential customers have a greater chance of discovering a company you’ve already partnered with that they can relate to. In such instances, the case study will be highly relevant to their business context. This can, in turn, drastically lower any uncertainty preventing them from taking the next step and reaching out to your company.
2. Blog Posts
By consistently sharing relevant, valuable blog posts with your audience, you have the opportunity to demonstrate extensive knowledge in your area of expertise. When the insights you provide accurately represent your business’ core interests and personality, blog posts can also contribute positively to your branding.
In addition to this, blog posts can help your organisation effectively communicate with prospects on a more personal level. The content you’re sharing isn’t explicitly promotional and, often, uses conversational language. Readers have the option to comment on your blog posts, facilitating direct discussion between your business and engaged potential customers.
It is, however, essential to note that consistency is crucial when it comes to blogging. If your business is considering starting a blog, it would be suggested that you complete at least one 750 word post each week. This is because, if you share any less, it will be difficult to truly establish yourself as a thought leader and build a strong following.
3. Downloadable eBooks and Guides
Similar to blog posts, sharing informative information in eBooks and guides displays your expertise by delivering valuable resources and specialist insights to consumers. Such content, once downloaded, acts as an easily accessible point of reference for customers that can be viewed digitally using a number of different devices.
By creating a series of comprehensive guides and eBooks, your business can provide prospects with relevant content all while reaching them in a new and exciting way. This can, in turn, help you foster and nurture value-driven consumer relationships that generate leads.
It’s paramount that the information you’re sharing is of high quality and, importantly, adequate consideration needs to be made towards the design of your eBook or guide. When deciding on the style of your marketing collateral, it’s crucial to ensure that the graphics used are consistent with your business’ branding and represent the level of work you create.
4. Explainer Videos
“65% of people are visual learners” – Lead Quizzes
For many B2B businesses, incorporating audio-visual marketing collateral into their content has proven to be a highly effective strategy. This is because, essentially, such an approach can help organisations present their product or service in a practical, entertaining way.
Explainer videos are user-friendly and, once integrated into your marketing strategy, can be shared across your website, social media, newsletter and the like. To optimise their effectiveness, your content should be no longer than 1-2 minutes, helping to ensure that consumers remain engaged.
Want to Find out More?
If you’re interested in creating exceptional digital marketing collateral for your B2B business, our experienced team at the Lead Agency can help. For more information, or to speak with a professional B2B marketing consultant, get in touch with us today.