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Privacy Notice/Terms Of Use
...collect it, no Sensitive Personal Data is ever shared with Newfangled. For more information on the privacy practices of Newfangled, please visit the Newfangled Privacy Terms web page: https://www.newfangled.com/privacy-notice/ Links...
article
Thought Leadership is the New SEO Currency
...that a successful marketing communications program in the age of generative AI will revolve around the unique perspectives and expertise of a company’s thought leaders. Google’s New Search Features At...
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The Secret to Asking Good Questions
...what is on the other person’s mind. Closed questions are most effective in competitive (negative) situations so as to not let the competitive person’s agenda run the show. For example:...
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Q&A: The Impact of AI on Media and Marketing, With Pete Pachal
...down the page. Practically, what that means is a new version of the SEO game will emerge for AI search — publishers and brands will compete to be the primary...
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8 Tips To Help You Kick Off Work with a New Agency
...ready to act. Here are eight tips for onboarding a new communications agency to help you hit the ground running: Work From a Clear and Comprehensive RFP After choosing your...
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How a Research Report Can Fuel Your Entire B2B Marketing Program
...and market research, as both involve data collection and analysis. Market Research Versus Original Research as a Content Deliverable Market research is used by companies to learn more about their...
Case Study
Pivoting to New Markets
Over our 15+ year relationship with the Bluetooth Special Interest Group (SIG), INK has worked with every iteration of tech company, starting with the wide-eyed startup introducing the world to...
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2024 Comms Outlook: AI + Social Media’s Impact
...become more than Google’s incorporation of AI-generated answers at the top of search results. This new feature, Search Generative Experience (SGE), reduces brands’ opportunity to answer their audience’s common questions and drive...
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AI in Marketing: Three Ways AI Helps You Work Smarter, Not Harder
...that show content marketers how to comprehensively cover a topic. The goal is to help you create quality content that addresses searcher intent and rises to the top of search...
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How to Get Your Contributed Articles Published
...isn’t accepted. Be Bold and Move Fast Today’s shorter news cycles and increased competition for contributed article placements mean the bar for originality and timeliness is even higher. So when...
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How to Build an All-Star Thought Leadership Roster
...and development, policy, or sales – or their overall industry. Thought leaders may even be experts on leadership itself, like a CEO who knows how to successfully navigate a company...
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Don’t Get Lost in the Energy Transition Herd
...start communicating. Companies who want to capitalize on the industry’s growth must differentiate themselves from competitors. In the past years, a familiar storyline has emerged from many energy companies: they’re...
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Want to Increase Your Marketing ROI? Update Your Content Strategy
...catchall phrases, it comes with caveats. While experimentation with new strategies is valuable and necessary for your marketing communications program, content development and how it impacts your business shouldn’t be...
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What’s Next in Cybersecurity Communications
...about to enter a new era of cybersecurity where these threats will be amplified by new technologies. Is your organization ready to communicate about the challenges that come with it?...
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4 Employer Branding Insights from HR, Marketing, and the C-Suite
...joining a new company. When communicating externally for talent acquisition, remember candidates are researching extensively before they apply – and not only on the company website. They’re looking at Glassdoor, LinkedIn,...
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3 Reasons B2B Brands Should Try Instagram Reels
...new type of content Starting a marketing strategy on a new platform is not something your brand should take lightly. It’s a business decision that necessitates a deep analysis of...
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An Introduction to Industry Analyst Relations
...a move your company is making. Which leads us to news. Since you don’t want to surprise your analysts, news announcements should go to them early. The goal with news...
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Is B2B Influencer Marketing Right for My Brand?
Have you heard? More and more B2B companies are embracing influencer marketing as people increasingly turn to social media for news and information and generative AI inundates the internet with...
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Defining Your B2B SEO Strategy Throughout the Funnel
...searches, which Semrush defines as searches where users are looking to investigate brands or services, is the best way to optimize during the knowledge stage. Examples of B2B commercial searches...
article
Should B2B Brands Quit Facebook?
...already proactively searching for you, your services, and/or your competitors. Then we layer on tentpole campaigns that look like throughout the year while allocating spend on various channels. This might...
Case Study
A New Approach to IT Messaging
...2017, the company had gone quiet to address internal priorities and develop new products – but now it was time to reemerge. Before HiveIO could introduce its new solution, it...
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Presenting to Executives: Tips to Get Your C-Suite Listening
...I presented recommendations to a client’s new CMO about how to measure the success of our communications program. We prepared a beautiful slide deck on our measurement philosophy complete with...
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Why Marketing Communications Matters in a Downturn
...an unwavering focus on marketing and communications. Consistent and relevant messaging engages existing and new audiences, builds brand reputation, and demonstrates market leadership. Instead of scaling back communications and marketing,...
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How to Apply ESG Communications Strategies Across Channels
...amid emerging climate policy and regulation, and how it’s planning to attract and retain diverse talent to stay competitive. Successfully communicating about ESG doesn’t just mean having one page on...
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Selling the Value of Thought Leadership to SMEs
...compromise the success of your communications program. Your thought leaders play a critical role in building credibility, earning trust and differentiating your brand. You need them to build a successful...
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What You Need to Know When Hiring a Communications Agency
...salt has an online presence to demonstrate how it has been successful for similar companies before. You can also look to brands and companies that have faced and surmounted similar...
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5 Tips for Building Brand Credibility with Strategic Content
...best with your audience. A recent study on B2B content marketing found educational blogs receive 52% more organic traffic than those focused on company news. Turn casual buyers into brand-loyal...
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Social Media Presence for B2B Tech Brands: 7 Tips for Success
...when creating these calendars. You’ll have to intertwine these stories across blogs, white papers, and company news announcements to ensure your brand’s latest news is evenly disseminated across all platforms....
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4 Tips to Reach Clean Energy Investors
...opportunity for energy and climate-tech companies is immense and competitive. Anywhere there is growth and competition, marketing and communications play a major role in demonstrating a company’s potential and unique...
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INK’s 5 Things: Choosing the Right Client Partnerships
...of new clients each year due to the depth and commitment of our relationships. 4. Are They Open to a Hot Start? We believe in quick wins. When we immediately...
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Three Myths of Earned Media
...all types Social media mentions References to a company’s branded research or content Reviews and ratings Contributed articles Unpaid inclusion in analyst reports or other commentary Organic influencer mentions Participation...
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Gen Z: From Social Media App to Job App
...Social media isn’t just for researching companies; it’s also a communication and application tool (not to mention free!) best used as a conversation, not a billboard. It is an effective...
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What ChatGPT Means for the Future of Content Marketing
...where the tool zags. Kick-start your content When writing about complex topics like B2B tech and energy, expertise comes with time. For content marketers still developing their knowledge, or for...
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B2B Digital Marketing Starter Pack
...digital marketing program is a non-negotiable part of a successful integrated communications plan for B2B tech companies. If you’re already running organic social, taking the next step and exploring paid...
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What to Do Now: Leadership Through Communication
...get through COVID-19? There are a lot of ways to answer these questions, but the one I keep coming back to is “communicate.” As simple as it sounds, it can...
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What is Thought Leadership?
...a company. It should help start a relationship where none exists, and it should enhance existing relationships.” How to Get Started Your first step should be to identify your company’s...
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How PR Measurement Should Guide Your Annual Planning
Measurement, though it might feel like a bad word in communications sometimes, is a necessity. It not only proves the value of your communications but, if done correctly, it also...
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How Marketers Drive Growth: Customer Data + Creativity
Drive new growth for the company, beat out the competition, and explain why you need budget to do this. Does this sound familiar? The CMO Survey from February reported that driving...
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Clearing the Hurdles of Insurtech Marketing
...Growing Competition Differentiation is challenging in a sector where new features and innovations are quickly matched by competitors. Both challenger and legacy insurtechs often find their messaging gets lost in...
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Company Rebrand: Three Tips to Take Your Launch to the Next Level
...an industry expert under your new name. To help illustrate each step, we’ll talk through how we worked with international test and measurement company, National Instruments, to successfully launch their...
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Make the Most of Trade Events for Media Relations
...a sad fact that the media industry has undergone significant difficulties in recent years. With tighter budgets, smaller staffs, and increased competition from old and new media, reporters are having...
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The State of Journalism
...as a news source for journalists. More than one-third of journalists go to social media as their “first” source of news. Outside of online newspapers, Twitter remains the biggest source...
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Paid Analyst Relations: Optimizing Your ROI
Not all analyst relations is pay-to-play – in fact, you should always ensure you have a foundational organic program in place built on frequent communication, relationship building, and research participation...
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How to Evolve Your IoT PR Strategy with Case Studies, Data, and Newsjacking
...breaking news stories. If you’re too slow, you’ll miss out – there are thousands of PR pros doing the same thing. Compared to proactive newsjacking, reacting to breaking news opportunities...
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Don’t Put Digital in a Corner. Integrate and Amplify.
...help you stand out against competitors. But too often, we see B2B companies think of digital as a low priority “nice-to-have,” as separate from the rest of their marketing efforts,...
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Speaker Tips to Engage Your Audience and Stand Out
...tough questions. Based on the session topic, other speakers, the event theme, and the latest news cycle, what is currently happening that the audience might want to ask about? Is...
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3 Strategies that Win Energy Coverage: Silver Linings, Shareability, and Speed
...this comes down to people wanting to know what is going to impact them today. When you work in PR at an energy company, you hear the alarm bells ringing...
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Uncovering Your ESG Story
...net-zero goals with customers and other stakeholders. Company newsletters for employees effectively communicate your DE&I and talent development initiatives and other internal communications channels. Well-aligned and Ready to Act Companies...
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Why Most B2B Customer Personas Fall Short
...glean through qualitative research. And no, not surveys where customers only answer the questions you think are important. Schedule 30- to 45-minute interviews with a range of buyers — not...
Case Study
Showcasing an Industry Pioneer’s History
...leadership in an increasingly competitive industry. Challenge Over the last several years, multiple competitive startups have entered the furniture rental space. In response, media has shifted its focus to these...
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Improving Your Media Training with Empathy
...hope comes from it? What does immediate success look like? What does long-term success look like? Which one is the priority here? This detail can feel cumbersome to share, and...
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Roundtable: Navigating B2B Marketing in an Election Year
...most complex issues. I sat down with three of INK’s brand communications experts to explore all the nuances of running B2B communications programs during an election year. Should you stay...
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Our Top Picks For SXSW 2018
...and what it takes to stand out in today’s increasingly competitive market. Create the World You Want to Live In We live in a world where one person’s story, shared...
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Getting the Most Value Out of Virtual Events
...out of it? Are they looking for specific commentary? Is it more helpful to brief them on news or just share via email? These are all questions that media and...
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Want Stronger Agency Partnerships? Make 6 Changes to Your RFP.
...that will help you make an informed decision, it starts with the request itself. Your RFP is a powerful tool for sharing critical and up-to-date information about your company, so...
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Form vs. Function: Choosing the Right Content Format
...put out, but it shouldn’t necessarily dictate its format. For example, if you are a cutting-edge B2B tech company, you might think that all of your content needs to be...
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Keeping Your Energy Brand Messaging Fresh Throughout the Transition
The energy transition is in full swing, and nearly every energy company faces a common challenge: communicating their unique place in a massive and complex transformation. Through the long haul...
Case Study
Maximizing the Momentum of a Refreshed Brand Identity
...year. INK elevated the story of NI’s new company identity to mainstream audiences while staying true to our company’s mission and goals. Brandi Martina Director of Global Communications, NI...
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How to Conduct Brand Messaging Research
...conversations that other industry players are either ignoring or are less suited to lead. Competitive Analysis Competitive research helps identify or confirm the unique value your company brings to stakeholders...
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Curbing Your Content Pollution in an Attention Economy
The backbone of any good B2B communications program these days is owned content. And while once upon a time, it was enough for companies to produce copious amounts of content...
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Setting Goals in Flux Times
...growth. Define Success for Your Team Let’s use PR and brand awareness as an example. You already know it’s important to drive news coverage, especially in certain trades and top-tier...
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Proving Value With Your Marketing Reporting
...relevant, time-bound, evaluated, and revisited) objectives that tie directly into these company-wide goals. 2. Understand what success looks like This involves defining success first and then identifying the key performance...
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How to Scale Strategy and Stay on Track
...priorities, new opportunities, and the evolving interests of media, customers, and other stakeholders. If it doesn’t, it will be ignored in practice. We’ve found that the end deliverable of research...
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Roundtable: How Should Executive Social Support Your Thought Leadership Strategy?
...passions. If you aren’t sure what kind of content to be publishing, consider the following: industry news, research or events; your company’s news, research or events; team wins or projects;...
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B2B Brands’ Best Conversation Starters for 2019
...push, who you gonna call? Not the 15.4% of male influencers (no offense). Do some research: Search for keywords, hashtags, and followers of accounts that match who you want representing...
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How to Prepare Spokespeople for Video Conferencing
...matter are likely to come up. Knocking video calls out of the park all comes down to preparation. If you and your spokespeople put in the time beforehand to go...
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How to Communicate in an Evolving Energy Transition
...is just one example of how looking at all channels of communication, and using each thoughtfully to reach specific stakeholders, can have a positive impact on communicating your company’s role,...
Service
Corporate Communications
Instill confidence and earn loyalty, internally and externally.
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Which Awards and Events Are Worth Your Time? Here’s How to Know.
...some answers to marketers’ common questions that will shine a light on how to build an events and awards program that’s worth the effort. Awards: Still the Darling of Industry...
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Are You Still Not Focused on Your Most Important Audience?
...the communications backburner as we build our enterprise empires of customer excellence? Employees! It isn’t breaking news to anyone that “employees are our greatest assets” and “good businesses start with...
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INK Founders Talk Ceiling-Busting, Honest Communications, and the Death of Old-School Client Service
...advocates” – it’s nice to see that idea truly come to life with the help of smart communicators. Blair: To build on that – smart, honest communication and communicators are...
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Humanizing Your Employee Communications
...straight from the source. Include questions about their schedule, work environment, communications channel preferences, as well as more values-based questions around their stressors, motivators, and goals. Combine the information you...
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An Elite Top 100 Agency Looks at What’s Next in PR
...marketing, investors, customers, employees, and the general public who all seek a new lens for evaluating businesses in today’s rapidly changing world. One that, more than ever, values issues such...
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Communicators Pivot in Light of Coronavirus
...new reality will fully impact our businesses and lives, it’s critical to act fast to adapt communications plans and messaging – and avoid missteps. Here are five considerations to help...
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What Does it Really Mean to Be a ‘Tech’ Company?
...company. But, as the Washington Post has pointed out, “When everyone is a tech company, no one is.” Myths Behind the Technology Company Label So, who counts as tech? Does...
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Goodbye Client Service, Hello Client Relationships
...of Communications, Caitlin New: Abby: As a seasoned comms professional, can you explain why we’re moving away from using client “service” and the significance of that shift? Caitlin: The idea...
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How To Tame the Devil’s Advocate in Marketing Brainstorms
...be the biggest innovation killer in America today. What makes this negative persona so dangerous is that it is such a subtle threat. Every day, thousands of great new ideas,...
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Is Your Agency in the Business of Client Disservice?
...two reasons: to get work done they don’t have the resources for internally and to give them a competitive edge when getting that work done. This competitive advantage comes from...
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What Marketers Need to Know About Independent Journalism
...Casey Newton, for example. After a seven-year stint with The Verge, Newton decided it was time to take his newsletter, previously known as The Interface, to the next level. Platformer...
Leadership Bio
Caitlin New
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How to Pitch Media for COP26
...an interactive video platform designed to shed light on the challenges Nestlé and other global companies face in sourcing deforestation-free palm oil. “As Nestlé admits [sic], the company pledged in...
article
PR Daily: How to Adapt Your SEO Strategy in the Age of AI
...2023, Google released a series of updates to Search aimed at elevating high-quality media over the masses of AI-produced content. These updates include Search Generative Experience (SGE), Perspectives Filter, the...
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Measure Better: Share of Voice’s Impact on Your Comms Strategy
At the heart of every effective communications program is understanding how your brand is performing in the media compared to your competitors. This metric, called share of voice, often tops...
article
The Art of Cybersecurity Public Relations
...journalists, and mainstream media frequently tap him to help put breaking cybercrime news into perspective. Kim Zetter, a freelance cybersecurity reporter and author who writes for New York Times, Politico,...
Service
Creative + Design
Bring your brand to life with thoughtful creative.
article
Using Twitter as a Media Relations Resource
...That fundamental objective doesn’t change, but as newsrooms shrink and news cycles continue to accelerate, Twitter can help us accommodate those shifts without sacrificing the value we provide. Since 73% of...
article
You’re Always On the Record (Unless You’re Not)
...Then there are exclusives. This is when a journalist agrees to cover a piece of news and the company commits to providing exclusive information. Meaning, you are not sharing this...
article
Media Relations in a Global Crisis
...time like this, all of your internal communications are external communications. Everything communicated to employees will likely be shared externally. And finally, rethink your media mix and prepare alternative communication...
article
Want To Stand Out in the Energy Transition? Develop a Point of View.
...in it is especially important for energy companies. The energy industry is becoming increasingly crowded, and a point of view will help you stand out from competitors and gain traction...
article
Turning Energy Communicators’ Pain Points into Progress
...marketing and communication teams. And with the passage of the Inflation Reduction Act (IRA), the energy sector is set to experience an influx of new competitors, booming growth and innovation,...
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Careers
...Ask questions. Use new knowledge. Be there before. Energetic: Authentic passion for the job. Go the extra mile. Efficient: There’s always a better way. Work smarter, not harder. Effective: See...
article
The Secret to Fintech Media Relations Is Simpler Than You Think
...paid partnerships Grant media access to your C-suite thought leaders Build a Steady News Pipeline If you’re not regularly making meaningful news, your brand will be left behind. To compete...
Case Study
Shifting Brand Perception to Drive Growth
...counsel, and our team worked across the company with business unit leaders to develop a comprehensive strategy that would reshape Rackspace’s image from an outdated company to an agile and...
article
Renewable Energy Communications Programs: How to Create Yours
...communities. Communications programs should always include a transparent strategy that taps into the local mindset to underscore the value you promise to bring, via community participation (events, schools, meetings) as...
Case Study
A Brand Built on Insights
...company for a successful acquisition in 2016, making CSID now part of Experian Partner Solutions. https://vimeo.com/230478860 650 Customer Study Downloads 0K 31 Impressions in One Tweet 3 Firewall Chat Seasons...
article
Are You Using Buzzwords in Your Marketing Communications?
...in Your Marketing Communications Here are three quick and easy ways to ensure you’re developing and evolving your message so it stays buzzword-free. Take a Look at Your Competitors...
Case Study
Elevating the Story to the C-Suite
...like ASCM’s purpose. We developed a media strategy and storylines to compel top-tier journalists to listen to the organization’s news and perspective. https://twitter.com/Forbes/status/1090353894771879936 Reaching the C-Suite INK set out to...
Case Study
Taking CES by Storm
...Head of Global Communications, SiFive Results SiFive’s inaugural CES was a huge success, as the company garnered significant coverage and media interest from a range of markets. INK secured unique...
Case Study
A Legacy-Building Product Launch
...technologies and trademarks to manufacturers. For two decades, INK has supported the SIG’s evolution from a wide-eyed startup to a global leader, starting with Bluetooth 1.0, which enabled the transmission of...
Service
Digital + Social
Amplify your values, message, and mission with control.
article
Marketing Measurement Amid COVID-19: Lessons from Warren Buffet
...from the Oracle of Omaha before making any sudden moves. Lesson 1 “People would be better off if they said, ‘I bought a business today,’ not a stock today because...
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Why B2B Companies Shouldn’t Neglect Their Organic Social Media Strategy
...the time, when writing a story on your company Live at the top of your search engine results Show that your company has a pulse, while the rest of your...
article
INK Named Inc. Magazine Power Partner
Today, Inc. Magazine released its inaugural Power Partner Awards, a list highlighting the best B2B companies from around the world. Out of thousands of applicants, INK is one of only...
Case Study
Standing Out with Data-Driven Storytelling
Adtech companies like self-service platform Choozle have revolutionized digital advertising. Choozle’s innovative approach earned it early market recognition and fundraising success. But it still grappled with distinguishing itself from competitors...
Case Study
Rethinking CSR for Social and Company Good
...responsibility (CSR) narrative and increase brand awareness around this event to amplify its success and impact. The INK team played a huge role in the success of Community Connect. Their...
Service
Research + Discovery
Make stronger decisions with data.
article
Instagram Marketing in a Like-less World
...where people feel comfortable expressing themselves.” This reasoning makes sense: A large number of likes can mean more people engaging with an already successful post. That post and the account...
article
It’s Prime Time to Embrace Sponsored Content
...is newsletter sponsorship. Axios’s newsletters reach large audiences with specific interests who volunteered to receive their news regularly. If you choose to partner with a newsletter, your company name appears...
article
How to Earn Coverage with Data-Driven PR
...has remained high — and that is really good news for those who do data storytelling well. Data is still an excellent way to lend credibility to your company’s or...
article
How To Measure the Value of Media Coverage
...for this complexity is also the key to solving it: to ensure accuracy and relevance, each company needs to customize its media measurement approach to align with its unique business...
article
Energy Communications Landscape: Insights to Close the Year Strong
...successful commercialization needs an unprecedented level of transparency to build the trust we need to reach net zero goals. Open communication: Being transparent about operations, challenges, and initiatives is no...
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Help Your Agency Help You: 6 Tips to Get More Out of Your Media Relations
Earned media coverage is a key component to successful marketing communications programs. After all, who doesn’t want third-party validation of their story? It builds both brand credibility and awareness. The...
article
What Your B2B Tech Audience Really Wants This Holiday
The holidays are upon us and so are the opportunities for B2B tech marketing experts to really ring in the new year with some stellar campaigns. Not sure what to...
article
The Audio Boom: How B2B Marketers Should Plug In
Prefer audio? Hit play to listen. Let’s talk about the world of audio marketing. It’s certainly not a new medium. Companies have been buying radio spots since the 1920s, and...
article
4 Analyst Relations Predictions for 2022
...major news, and secure inclusion in a major report that ranks you alongside your competitors. But information is constantly evolving, and new competitors appear often which can make the time...
Case Study
Building Credibility Through Research
...an untapped opportunity to use original research and a coordinated campaign as a way to highlight the company’s differentiating features. While Open Lending had produced a steady output of white...
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Thought Leadership Dos and Don’ts
Between AI-powered search engines favoring thought leadership and growing distrust in brands’ intentions and messaging, the value of thought leadership is continuing to grow. Download our list of dos and...
Case Study
Owning the Clean Electrification Story
...the business units and differentiated the company from its competitors. This process unearthed the opportunity for Enel North America to take ownership of the clean electrification narrative and use it...
article
The BTB: July Energy Media Trends Analysis
...in the American political scene. Download our new report for a deep dive into June’s energy industry conversations. Terms We’re Watching by Topic Being There Before In-depth monitoring, analysis, and...
article
The BTB: July Insurtech Media Trends Analysis
...be above average has already proven correct. June 2024’s combination of natural disasters and ransomware incidents presented an opportunity for Insurtechs to be a forward-looking voice amid ominous headlines. Download...
article
The BTB: August Insurtech Media Trends Analysis
...not just the problems at hand. Download our new report for a deep dive into July’s insurtech industry conversations. Social Mentions by Platform Being There Before In-depth monitoring, analysis, and...
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The BTB: August Energy Media Trends Analysis
Welcome to the Energy BTB – your view into what’s driving the conversation in the energy industry. This proprietary look at traditional and social media landscapes comprises data from a...
article
The BTB: September Energy Media Trends Analysis
...were still valuable ways to contribute to the discussion. Download our new report for a deep dive into last month’s energy industry conversations. Terms We’re Watching by Topic Being There...
article
5 Ways Snapchat is Changing Social Media
...has become a platform for sharing live news without being bombarded with ads In stark contrast to social platforms that inundate users with ads in their news feeds, Snapchat allows...
article
Turning a Blog into an Industry Voice
...to see what the two companies can accomplish by joining forces. As we reflect on our valued time together and our biggest achievements with the company’s communications program, we’re proud...
Case Study
Making Media Waves with Annual Research
...thought leadership on consumer experience topics and trends, helping its retail audience stay competitive. For DFS, nurturing its connections with fueling and convenience trade media was a critical component of...
article
Why We Changed Our Name
...magazine. Getting “ink” was a highly sought-after validation of a company’s business. Today, the third-party validation that comes with mention of a company’s goods or services still exists, but it’s...
Service
The (L)INK Program
Communications projects designed to link your communications needs today to your integrated program of the future.
article
Team Training: Social Photography 101
...and perfectly exposed. Know the Basics Whether you’re using a DSLR or not, it’s important to understand the two basic components of photography – exposure and composition. Aperture – The easiest...
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Energy Journalists to Know
Today’s energy media relations strategies look different than they did even 5 years ago. Climate-related disasters, aging grid infrastructure, and new and changing policies have brought energy innovation and technologies...
article
Create Messaging that Matters
...With that in mind, here are INK’s seven tips for creating compelling messaging. Messaging Research Do you want to know why your product or company resonates with your stakeholders? Ask...
article
Roundtable: Creating an EV Marketing Strategy as the Industry Skyrockets
...challenge faced by all emerging industries — communicating new concepts to highly skeptical audiences. Because of this, electric vehicle companies need communications and marketing strategies that will work double time,...
Case Study
Attracting Insurance Leads with Real-Time Disaster Data
...2: Promote Start of Hurricane Season Report We promoted a comprehensive report at the beginning of the hurricane season to establish CoreLogic’s authority and provide valuable insights to the market....
article
Words Matter: How to Adopt More Inclusive Language into Your Communications
...status quo. Companies from Silicon Valley to Wall Street to Main Street have come out in support of marginalized groups, upping their diversity, equity and inclusion initiatives to combat stigma...
article
Pitching Media Post-Pandemic: What Ed Tech PR Pros Need to Know
...research that your numbers could help speak to. A great example is the Consortium of School Networking, or CoSN, which issues a yearly research report on the State of Ed...
Service
ESG Communications
Clear, consistent ESG positioning speaks volumes.
Case Study
The Power of Personas
...uncover new conclusions from existing research and gain fresh insights into customer preferences and motivations. Informed Persona Creation Again, 365 had working assumptions about its target customer. But it still...
article
How Might We Rethink the Agency Model?
We hosted a two-day retreat in Austin for the whole staff last month. For some new folks, it was their first chance to meet colleagues from other offices in person....
article
5 Tips for Respectable Newsjacking
...back to you when they need great commentary. Preparation is key to successful newsjacking. Both the communications team and company spokespeople should be ready to react quickly without sacrificing the...
article
What’s the Energy Story?
...the buyer make-up is complex. From the CEOs of the world’s largest companies to first-time homeowners, and everyone — and every company — in between, energy companies need to tell their...
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PR + Marketing KPI Cheat Sheet
...results over time. Download our KPI cheat sheet to begin assembling your measurement plan. With this tool, you will discover the measurements for each marketing communications tactic at every funnel...
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The BTB: May Insurtech Media Trends Analysis
...can message their value — and make sure the right people hear them. For a complete look at April insurtech conversations, download the PDF above. Terms We’re Watching by Topic...
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How to Recycle + Amplify Premium Content
In an age of AI-generated noise, publishing a huge volume of content will never be your stand-out factor. Google Search is now prioritizing high-quality content featuring unique human insight and...
Service
Content Marketing
Fill your funnel and satisfy your sales team.
article
Top COP27 Media Themes + How To Use Them
Securing energy coverage is more competitive and complicated than ever before. Beyond the industry-agnostic impacts of shrinking newsrooms and shorter news cycles, the energy media landscape also faces deeply polarizing...
article
Next-Generation Sustainability: Meet Project Boom
...Boom not only provides computers to schools and community centers, but also to other organizations such as homeless centers and to those transitioning back into the workforce. Recycling computers supports...
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B2B Social Media Channel Rankings
Over the past 10 years, B2B companies have come to embrace the importance of social media as part of their larger marketing strategy. Today, the question isn’t whether they should...
Case Study
Preparing for Crisis
...as the company scaled. And while Netspend had created a crisis communications plan in-house, it had become inadequate to serve the company’s evolving needs. Netspend looked to INK not only...
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How to Measure PR + Marketing at Every Stage of the Funnel
...measure them. Reach Business Objectives with Measurable Communications Marketing communications plays a critical role at every stage of the customer journey, from initial awareness to final conversions. While the ultimate...
E-book
PR’s Guide to Media 2022
...B2B2C technology and energy companies day in and day out. Together, they compiled the latest insights and trends for communications teams trying to earn quality news coverage in competitive spaces....
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Analyst Firms: Who You Need to Know
...including these analysts on mass communications like newsletters or webinars. See Them As: Background players What to Know: Don’t completely overlook these folks – especially if your competitors are speaking...
Case Study
From Unknown to Acquisition
Managed service provider Datapipe was recognized among analysts but unknown to the industry at large. The company’s managed hosting services and data centers were among the best on the market....
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6 Energy Content Marketing Tips to Power Your Comms
...help focus your communications, differentiate you from competitors, and elevate your reputation. Here are six tips for leveraging content as a power source for your communications program. 1. Anchor Campaigns...
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Brand Voice Barometer
Is your brand voice rooted in empathy with your audience? Does it sound human? Is it inspiring, exciting, motivating? If you answered ‘No’ to any of these questions, it might...
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Data Storytelling: Turn Your Data Into Your Next Marketing Asset
...the data powering your business to create compelling content – creates an opportunity worth exploring. This content goes beyond statistics and third-party research. It uses big data (whether product, customer intelligence, or...
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Editorial Calendar Template
One of the best ways to drive brand credibility, strong SEO, thought leadership, and leads is to consistently publish owned content to your company’s website. Your content mix may vary,...
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The Power of Dashboards: Why the Way You Report Matters
Picture this: You need to create a presentation for an upcoming meeting with your CEO and key stakeholders. The goal is to use data to show your company’s performance over...
Case Study
Making Clean Energy Progress
...lead the charge in developing a strategic communications strategy for getting the word out about the map, starting with positioning the map’s value, creating key messages that connected with audiences,...
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Public Relations
Reach, relate, repeat. Media, analysts, influencers.
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Brand Strategy
Define the face, voice, and purpose behind your company.
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For nearly two decades, INK has helped technology and energy companies elevate their story and drive business growth. In tech and energy, there’s no room for marketers to stand still....
Case Study
Pitching at the Speed of COVID-19
Yonder, an AI software company, helps top brands navigate an increasingly complex internet landscape by uncovering the origin, context, and authenticity of online narratives. As COVID-19 became a global crisis...
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Why Your Brand Needs a Content Style Guide – And How to Get Started
...change depending on the medium? What about when using numbers in dates and times? The Oxford Comma: Ultimately, this decision comes down to preference. Companies that decide to use the...
Case Study
Driving U.S. Carbon Farming Adoption
...their land-based businesses. When the company initially formed, it had healthy backing from 115-year-old global soil company Yara International but was nonetheless a startup in need of brand awareness and...