When it comes to promoting a business, your website is only one part of the marketing equation. Many companies have a rich archive of sales tools—PowerPoint presentations, brochures, direct mail, white papers, and case studies—that live offline or sit dormant on a hard drive. These materials have value, yet they often go unused in the digital space.
The good news? Merging your marketing and sales materials with your website is easier than it sounds—and doing so can amplify your message, strengthen brand consistency, and generate more qualified leads.
Step 1: Audit What’s Working
Start by reviewing your existing sales and marketing content. Go through past presentations, brochures, sales letters, training manuals, and more. Identify which pieces contributed to increased sales, generated quality leads, or helped close deals.
Set aside any materials that had a positive impact on your sales efforts. These are the assets worth updating and bringing online.
Step 2: Update Branding and Design
Once you’ve selected high-performing assets, review them through a current branding lens. Has your logo changed? Have you updated your typography or color palette? Take the time to align all visual and messaging elements with your current brand identity.
Updating these materials to reflect your current design system ensures brand consistency across every touchpoint—both online and offline.
Step 3: Integrate Into the Website Experience
Now that your materials are aligned with your current branding, it’s time to bring them into your digital ecosystem. This might include:
- Creating dedicated landing pages for downloadable brochures or presentations
- Embedding slide decks or case studies on service or resource pages
- Offering gated downloads in exchange for email addresses
- Converting static PDFs into interactive formats for better engagement
Avoid hiding these valuable resources deep in your site architecture. Instead, surface them strategically throughout key pages or navigation paths—ensuring users can discover them easily.
Make the Most of What You’ve Already Built
By merging your offline marketing materials with your website, you unify your brand message and get more mileage out of assets you’ve already invested in. It’s an efficient way to strengthen your digital presence while giving visitors more reasons to engage, learn, and convert.
Looking to modernize your existing collateral or bring your marketing library online? We help companies transform archived sales content into powerful digital experiences through content strategy and user-focused design.