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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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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Done well, information has more value when it can be delivered in multiple ways. Learn how to capitalize on existing content to cook up something extra.
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Do you know what drives buyers to purchase your products? What influences buying teams to consider your brand in the first place? We studied these questions and presented our findings in a recent webinar.
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The team at C&EN BrandLab looks back at just a few of the projects we worked on in 2019. From interactive quizzes to content hubs, learn more about these innovative campaigns.
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