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.
Many people use the term “native advertising” broadly, but there are subtle differences between the types of media within it – and many, many related terms (such as sponsored content, advertorials, and content marketing) that further confuse the landscape. This article unpacks the key terms and provides science marketers with guidance on how to choose the right tactic to satisfy different business objectives.
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Consumers can hold more power than you realize. C&EN BrandLab just completed a brand survey in which we found clear results on what drives a scientist to purchase. Read our highlights.
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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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