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All the Content Marketing Collateral You Can Use To Grow Sales Numbers (with Examples) - YouTube
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The amount of content formats has its own
name - marketing collateral.
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I’m not sure if any marketer truly understands
just how many types of content are out there.
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Because they’re enough to never get bored
creating the same thing over and over again.
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Well, in this episode, we’ll explore the
best marketing collateral examples and hopefully
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get inspired.
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What’s up marketers!
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Miruna from Planable here presenting the latest
episode of People of Marketing.
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People of Marketing is a show with and about
marketers: the struggles, the industry, and
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the solutions.
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People of Marketing is powered by Planable
which is a content collaboration platform
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to help you preview, collaborate, approve,
and schedule all of your content in one single place.
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Marketing provides limitless possibilities
for content creators.
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Print?
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Radio?
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3D videos?
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WhatsApp newsletters?
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It has all been done before.
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And there are new ones that appear all the
time.
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So content marketing can take many forms,
and each of them can be used in your favor.
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Articles on your blog are a great asset for
both promoting your brand and attracting visitors.
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Original content marketing is what will help
you the most, and blog posts are the tool
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to inform your users and readers about your
activity, product, and services.
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But it also helps you position yourself as
an expert.
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Have a look at how Slack creates blog posts
if you’re looking to see some awesome examples.
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Intercom does a great job of showcasing case
studies.
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They are a genuine form of showing what you
did without bluntly bragging.
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Use them to teach others your success recipe.
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They are bigger than blog posts and are usually
dedicated to those interested in your way
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of doing business.
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If you’d like to think in terms of the marketing
funnel, case studies are the step before a
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user decides to interact with a salesperson.
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Users that are reading case studies are very
close to signing up, so this type of marketing
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collateral is also a way of knowing which
visitors are likely to buy.
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One of the simplest types of marketing collateral
is your email signature.
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You can easily use a template for all your
employees and add all the important details
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of your business.
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Here’s how we do it
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Phone number, address, website, and even slip
a link to an important project you want to promote.
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Even though the email signature is a small
piece of content, think about it like this:
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you put it in the inbox of every person you
interact with, and it won’t feel like any
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kind of intrusion.
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E-books are basically traditional books made
it easier to read in the 21st century.
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The advantage of e-books is they are saved
in multiple formats and can be read on any
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device that has a screen.
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Well, I don’t know about smartwatches, but
if you insist, you can read while you run.
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For marketers, the e-book written by somebody
in the business is usually a compelling yet
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brief version on a specific subject.
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How is this marketing collateral?
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You can give this e-book for free, or you
can trade it for an e-mail address.
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From there, you can start the relationship
and transform prospects into customers.
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Basically, landing pages are part of your
website.
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I want to talk about them separately because
visitors usually treat them differently.
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While the website works as marketing collateral
that talks about the entire business, landing
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pages are focused on only one aspect, providing
a targeted message for what you need to emphasize
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at that given moment.
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Even though the landing page respects the
brand rules, it usually has a lot of media
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files, videos, call to actions, and even registering
forms.
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Newsletter – and e-mail marketing in general
– is still an important marketing collateral
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tool, as you can use it to inform your subscribers
and then generate sales.
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Even though the main reason you use newsletters
is to keep in touch with every prospect, you
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can also use it to become an authority and
increase ROI.
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Newsletters are a great way to promote all
your pieces of marketing collateral.
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Did you just publish an e-book?
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Did you write a new blog post?
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Have you upgraded your product and explained
its benefits in a video?
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You can let your audience know about it in
your next newsletter.
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Yes, it’s time to contact your favorite
customers and ask them for testimonials and
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reviews.
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The importance of this lies in the fact that
lately, most customers don’t make a decision
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without seeing what others experienced.
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Look at how Dormify does it.
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They collect testimonials and reviews from
parents, even though their kids are the end-user.
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And that’s because they know who is making
the decision to purchase.
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Whitepapers help you become an authoritative
voice in your domain.
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Usually, they are documents that present compelling
and useful information that solve a certain problem.
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Use a direct approach and a concise voice,
people looking for whitepapers don’t have
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time for fluffy words.
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Especially if you work in a B2B environment,
whitepapers are a valuable piece of content marketing
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They are way more in-depth than blog posts,
and they tackle all the aspects of an issue.
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This is a strategy that can bring you both
customers and collaborators.
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Ok, this is probably the ace in the hole.
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All businesses should have a functional website,
and since you’re here, I suppose you know
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what I’m talking about.
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So what I’m trying to tell you is your website
is one of the few owned media pieces you have
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as a business.
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And what’s even more interesting is there’s
an inception phenomenon here: you can use
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the website to promote and host a lot of other
pieces of marketing collateral you produce.
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The younger and trendier brother of
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e-mails, and a very effective marketing strategy
more and more businesses use.
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Whatsapp newsletters brought a lot of success
for early adopters, and now more and more
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marketers leverage its popularity.
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For example, the guys from Social Chain are
doing a great job with their B2B Whatsapp
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Newsletter:
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This type of marketing collateral is at the
top when it comes to a personal approach,
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and so far, it’s proving to have great results.
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And I’m talking open rate and click-through-rate
here.
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Once the user attention shifted to video formats,
content creators forgot about what it’s
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like to be camera shy and started producing
vlogs.
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Trust me, I know what I’m talking about.
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They are basically the classic blog posts
on steroids: more dynamic, colorful, but with
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the same compelling information.
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In case it wasn’t clear, this is a vlog.
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Except if you’re listening on Spotify, then
it’s a podcast.
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Oh well, you understand.
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Want to start vlogging for your business?
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Well, you should start with some professional
lights and a microphone.
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You should always keep your portfolio close
and updated.
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Together with the reviews and testimonials,
they are proof you’re doing your job well,
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and your work is appreciated.
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Your portfolio is also a great tool for employer
branding and attracting other partners, as
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they can see what you’re doing at a glance.
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We’re visual creatures, and many of us prefer
watching videos instead of reading.
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This is why you need to be ready and come
out with explainer videos when needed.
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Just like DocuSign did it here:
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These videos are usually short, animated,
and explain the main features of the product
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or service.
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It is a captivating way to talk about what
you’re doing, and you have more chances
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to get users attention.
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Marketers live on fast forward, and they like
to absorb information on the go.
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This is why podcast became so popular: for
moments when your audience doesn’t have
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time to watch a video, you give them podcasts
to listen to.
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That was it for today if you want to check
20 more marketing collateral materials just
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head out to our article on the Planable Blog,
find the link in the description below.
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And see you next time- bye!
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