The C&EN BrandLab Blog: Your Home for How-To

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.

BlogLab

Native Advertising: What Tactic Should You Use to Reach a Scientific Audience?

Jun 16, 2021

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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BlogLab

The Guidelines of Branded Content

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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BlogLab

5 Nontraditional Print Advertising Strategies [White Paper]

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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BlogLab

Marketing Masters Q&A: Raj Mukhopadhyay C&EN BrandLab

While Raj Mukhopadhyay considers herself a science writer, other monikers for her might include storyteller, archaeologist, entrepreneur, trailblazer, or detective.

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BlogLab

Native Advertising: What You Need to Know for Success

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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BlogLab

Top 5 Chemical Sciences Marketing Trends to Watch in 2018

Wouldn’t it be great to know what new communications channels will become more dominant? What global or U.S. economic shifts will occur – or what will the next major scientific breakthrough be?

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