Welcome to the C&EN BrandLab blog. Stay up to date on the latest best practices, content marketing tips, and native advertising insights for the scientific community. Subscribe and every quarter you’ll receive a recap on the resources and trends happening in our industry that will show you how to create compelling and engaging content campaigns.
In a year full of upheaval and confusion, C&EN BrandLab held steady in its ability to tell powerful stories about science and its critical place in society, through its 2020 campaigns.
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Behind the scenes of a two-year campaign, an agency and a publisher became like-minded teammates who found creative synergy for their mutual client. Read more in our new case study.
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Your product is revolutionary. Is your marketing strategy? Take a look at our case study with IKA and how we parterened to bring a new product to market.
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Raj Mukhopadhyay is the Executive Editor of C&EN BrandLab, our custom content studio for the C&EN chemistry newsmagazine. Here she takes a look back at the creation of the studio, the exciting work that’s been done on behalf of our clients, – and what we’ve learned along the way.
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If you are confused about what exactly native advertising is—and the different types of native opportunities—you’re not alone. That’s why C&EN BrandLab created a handy cheat sheet that defines the different forms a native advertising campaign can take, explains why you’d use one tactic over the other, and provides helpful links to examples.
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The growing popularity of branded content—in both print and digital formats—has spawned an industry-wide debate about whether readers can tell the difference between conventional content and paid content.
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