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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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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Although advertisers have shifted budgets toward digital channels, the fact remains that consumers still trust print media. Learn some of the innovative ways companies are using print in our latest white paper.
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While Raj Mukhopadhyay considers herself a science writer, other monikers for her might include storyteller, archaeologist, entrepreneur, trailblazer, or detective.
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As marketing becomes more driven by content, many science companies are exploring new options in the fast-emerging world of native advertising. But questions abound — not only within the science industry, but throughout publishing and advertising as well.
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