In marketing, collateral refers to the collection of branded materials and content used to support sales, communication, and promotional efforts. It helps convey a company’s message, reinforce its brand identity, and persuade potential customers or partners.
Examples of marketing collateral include brochures, product catalogues, sales presentations, case studies, white papers, fact sheets, business cards, and digital assets like videos, eBooks, and social media graphics. These materials are often tailored to specific stages of the customer journey, from awareness to decision-making.
Effective collateral is clear, consistent with the brand, and aligned with marketing objectives. It plays a vital role in informing, engaging, and converting audiences.