Communications Resources

The Psychology of Persuasion: Understanding Customer Behavior in Marketing
Customer Experience

The Psychology of Persuasion: Understanding Customer Behavior in Marketing

Learning about the psychological tool of persuasion—and how best to use it in your marketing materials—can serve as a powerful pathway to influencing customer behavior, relationships, and sales. Get started here.

Why You Need a Brand Style Guide (Even If you Think You Don't)
Branding

Why You Need a Brand Style Guide (Even If you Think You Don't)

Maybe you think you can coast without brand guidelines because your employees or contractors or customers implicitly understand your brand. They don't. Or maybe you think it's too expensive to create a guide. The reality? You can't afford not to.

What PR and Comms Teams Do Best
Communications

What PR and Comms Teams Do Best

Which tasks do PR and communications teams excel at? Which tasks are they struggling with most? To find out, researchers conducted a survey among 427 senior-level PR and comms professionals globally.

Four Steps to Get Your Team Writing in Your Brand's Voice
Branding

Four Steps to Get Your Team Writing in Your Brand's Voice

This article shares tips for setting up clear tone-of-voice brand guidelines, teaching your team to follow them, and checking how well you're doing.

The Key to Thriving Digital Communities: Love Thy Neighbor
Marketing Strategy

The Key to Thriving Digital Communities: Love Thy Neighbor

Do you love your neighbors, your customers, your partners, your employees? If you're building a digital community, you'd better. This article explores how to reap the rewards of community-building.

How to Get Started With Multilingual Email Marketing
Email Marketing

How to Get Started With Multilingual Email Marketing

A multilingual email marketing strategy doesn't stop at the translation of text. Localization is also essential. This article breaks down what you need to consider.

Reimagining Communication: The Evolution and Staying Power of Email
Email Marketing

Reimagining Communication: The Evolution and Staying Power of Email

Is email dead? Hardly. Its role is simply changing. This article explores the potential of that role, from email intelligence to data security.

The Art of Interviewing: Four Tips for Conducting Engaging Podcast and Radio Interviews
Communications

The Art of Interviewing: Four Tips for Conducting Engaging Podcast and Radio Interviews

This article explores what makes for a great interview: research and preparation, a proper guest introduction, and engaging conversation.

Unlocking Untapped Potential: Six Ways to Accelerate Growth Through Existing Accounts
Marketing Strategy

Unlocking Untapped Potential: Six Ways to Accelerate Growth Through Existing Accounts

Although acquiring new customers is needed to counterbalance inevitable attrition, it isn't the most effective way to stimulate growth. The true goldmine for revenue expansion lies in your existing accounts.

The Availability Heuristic, Sharks, and Your Marketing
Demand Generation

The Availability Heuristic, Sharks, and Your Marketing

The availability heuristic is a mechanism used by the brain to recall and label information, and it can cause lots of biases in buyers. Some brands attempt to use those biases to their benefit—through awareness advertising, for example. Ethics aside, it's probably not a good idea...

How Communications Pros Should 'Date' AI
Artificial Intelligence

How Communications Pros Should 'Date' AI

Marketers' tentative trial-and-error with AI can feel a lot like dating—red flags and all. Here's how a "dating" approach can help you embrace AI.

How to Craft Your Brand's Elevator Pitch
Branding

How to Craft Your Brand's Elevator Pitch

To make the right first impression, your brand needs an elevator pitch—a practiced script that introduces yourself and your business in a positive way that is both relevant and memorable. Here are tips on how to craft one.

Face the Digital Age of AI in PR and Avoid Pitfalls: Five Ways to Prepare
Public Relations

Face the Digital Age of AI in PR and Avoid Pitfalls: Five Ways to Prepare

Increased use of generative AI has the potential to populate the Internet with false photos and misinformation, and PR pros need to prepare for possible crises.

How to Secure More Press for Your Company
Public Relations

How to Secure More Press for Your Company

Paid advertising gives you reach, but it's earned media coverage that builds brand trust. Check out this article for tips on how to get more media coverage.

The AI Conundrum: Should B2B Communicators Embrace ChatGPT?
Artificial Intelligence

The AI Conundrum: Should B2B Communicators Embrace ChatGPT?

How should B2B communicators dip their toes into the AI waters before fully embracing it? There are three major things to consider: what AI excels at, what skills it lacks, and what legal and copyright issues are at stake.

Key Considerations When Building an Online Community
Marketing Strategy

Key Considerations When Building an Online Community

Slack and Discord are the titans of online community at the moment—particularly for businesses looking for easier ways to communicate. But they're not the only options. As illustrated by (naturally) Nicolas Cage, sometimes the obvious choice isn't the right one for you.

Four Crisis Communications Lessons We Learned From 2022
Public Relations

Four Crisis Communications Lessons We Learned From 2022

Crises are inconvenient but inevitable. These four high-profile calamities from 2022 are great examples of what and what not to do during a crisis.

How to Create a Socially Responsible B2B Marketing Campaign
Marketing Strategy

How to Create a Socially Responsible B2B Marketing Campaign

Socially responsible marketing tactics can encourage your potential clients to think more favorably of your brand while creating a better work environment for your employees. Here's how.

Why Marketing Needs to Cultivate Conversation and Community: Revisiting 'The Cluetrain Manifesto'
Communications

Why Marketing Needs to Cultivate Conversation and Community: Revisiting 'The Cluetrain Manifesto'

Sometimes all the cool martech available can obscure the fact that marketing is about connecting with people and having conversations. In this article, our resident Nicolas Cage expert dives into community-building.

What Makes Customer Service Experiences Great or Terrible?
Customer Experience

What Makes Customer Service Experiences Great or Terrible?

Which factors contribute most to great and terrible experiences when customers contact businesses? To find out, Oracle and Ascend2 surveyed 5,053 people around the world.

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