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	<title>white papers &#8211; C&amp;EN Media Group</title>
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	<title>white papers &#8211; C&amp;EN Media Group</title>
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		<title>Science White Papers Falling Flat? Here’s a Formula for Better Performance.</title>
		<link>https://acsmediakit.org/blog/high-performing-white-paper-examples/</link>
					<comments>https://acsmediakit.org/blog/high-performing-white-paper-examples/#respond</comments>
		
		<dc:creator><![CDATA[CEN BrandLab]]></dc:creator>
		<pubDate>Tue, 23 May 2023 17:08:28 +0000</pubDate>
				<category><![CDATA[BrandLab]]></category>
		<category><![CDATA[Most Popular]]></category>
		<category><![CDATA[White Papers]]></category>
		<category><![CDATA[C&EN BrandLab]]></category>
		<category><![CDATA[white papers]]></category>
		<guid isPermaLink="false">https://acsmediakit.org/?p=16677</guid>

					<description><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time:</span> <span class="rt-time">5</span> <span class="rt-label rt-postfix">minutes</span></span> White papers are a powerful tool science marketers can use to drive inbound leads. Great white papers tell your audience how brands solve problems and — most importantly — why it matters to them. White papers are an investment of time and research, but they can drive high-quality leads well past their publication dates with [&#8230;]]]></description>
										<content:encoded><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time:</span> <span class="rt-time">5</span> <span class="rt-label rt-postfix">minutes</span></span>
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<p>White papers are a powerful tool science marketers can use to drive inbound leads. Great white papers tell your audience how brands solve problems and — most importantly — why it matters to them. White papers are an investment of time and research, but they can <a href="https://acsmediakit.org/blog/how-to-drive-leads-with-white-paper-marketing/">drive high-quality leads</a> well past their publication dates with the right strategy.&nbsp;But not all white papers are created equal. We examined high-performing white paper examples (those that over-performed lead goals by at least 3x) to understand what made them so successful.</p>



<h2 class="wp-block-heading">High-Performing Science White Paper Examples (and What They Have in Common)</h2>



<p>For every white paper that becomes a high-performing asset, countless others underperform expectations and even fail to make back the money invested in their creation. Sometimes this is because the white paper itself is not aligned with audience needs — but it can also be because the distribution plan was lacking, leaving high-quality work out to dry.&nbsp;</p>



<p>Here’s what we learned from examining successful white papers and what they all have in common.</p>



<h3 class="wp-block-heading"><strong>1. Know and appeal to audiences that matter</strong></h3>



<p>The key to creating a high-performing white paper is first to define your audience, as well as their pain points and challenges. A white paper that drives leads includes not only why the solution matters to the industry but how it solves a specific problem for the reader. Building a white paper that appeals to your readers requires listening to your audience and building trust with that group—goals that need audience research to accomplish. This research will ensure that your framing speaks directly to what matters to your reader.</p>


<div class="wp-block-image shadow">
<figure class="alignright size-medium"><a href="https://connect.acspubs.org/Cresset_MachineLearning?partnerref=blog" target="_blank" rel="noreferrer noopener"><img decoding="async" width="231" height="300" src="https://acsmediakit.org/app/uploads/2023/05/Cresset-white-paper-example-231x300.png" alt="Cresset white paper example" class="wp-image-16982" srcset="https://acsmediakit.org/app/uploads/2023/05/Cresset-white-paper-example-231x300.png 231w, https://acsmediakit.org/app/uploads/2023/05/Cresset-white-paper-example-184x239.png 184w, https://acsmediakit.org/app/uploads/2023/05/Cresset-white-paper-example.png 300w" sizes="(max-width: 231px) 100vw, 231px" /></a></figure></div>


<p>In <a href="https://connect.acspubs.org/Cresset_MachineLearning?partnerref=blog" target="_blank" rel="noreferrer noopener">this white paper</a> example from Cresset, C&amp;EN BrandLab took a forward-thinking idea—using AI in drug discovery—and grounded the vision in audience research, relying on expert voices and trends of the moment to give the idea context. C&amp;EN BrandLab spoke to stakeholders—both internal at Cresset as well as industry experts—to define the audience that matters for this white paper, and to gain knowledge of their pain points, challenges, and interests. Though a consumer research study was not used in the planning of this white paper, approaching audience research through 1:1 discussions proved fruitful (and can be an excellent tactic if resources are limited or when a consumer research study might not be possible).</p>



<h4 class="wp-block-heading">Based on these discussions, the team at C&amp;EN BrandLab realized that they needed to take a two-pronged approach to discussing the topic at hand:&nbsp;</h4>



<ul class="bullet-wrap">
<li><strong>First,</strong> the white paper needed to explain the stakes for solving this problem in terms of worldwide impact—faster development of drugs is a net good, and using AI in drug discovery can aid in this process.&nbsp;<br></li>



<li><strong>Next,</strong> the focus was narrowed to discuss what was specifically at stake for the intended audience—AI has the potential to speed up time-consuming, but informative, calculations for early stage drug discovery.</li>
</ul>



<p>With this editorial approach defined, the team was able to more clearly discuss the topic and proposed solutions. The white paper explains the current state of computer-aided drug design (CADD), the impact that accelerated speed driven by machine learning-enabled CADD could have on pharmaceutical development, and the concrete steps needed to operationalize the solution. In addition, research highlighted within the white paper shows that the entire field is working in this direction, indicating that this solution is on the way. This framing clarifies not only how the solution builds off of existing technology, but importantly, how machine learning-enabled CADD could address current pain points for key stakeholders.</p>



<h3 class="wp-block-heading"><strong>2. Provide actionable takeaways&nbsp;</strong></h3>



<p>Reading an excellent white paper feels more like learning something new than being marketed to. You get to give your audience a new perspective on your industry or the problem you’re solving, highlighting the magnitude of your solution&#8217;s impact on the field—and providing something of value for the audience to hopefully put into use.&nbsp;</p>


<div class="wp-block-image shadow">
<figure class="alignright size-medium"><a href="https://connect.acspubs.org/TAInstruments_RecycledPlastic?partnerref=blog" target="_blank" rel="noreferrer noopener"><img loading="lazy" decoding="async" width="231" height="300" src="https://acsmediakit.org/app/uploads/2023/05/waters-white-paper-example-231x300.png" alt="" class="wp-image-16981" srcset="https://acsmediakit.org/app/uploads/2023/05/waters-white-paper-example-231x300.png 231w, https://acsmediakit.org/app/uploads/2023/05/waters-white-paper-example-184x239.png 184w, https://acsmediakit.org/app/uploads/2023/05/waters-white-paper-example.png 300w" sizes="(max-width: 231px) 100vw, 231px" /></a></figure></div>


<p>This white paper example from <a href="https://connect.acspubs.org/TAInstruments_RecycledPlastic?partnerref=blog" target="_blank" rel="noreferrer noopener">TA Instruments</a> highlights the importance of including valuable takeaways readers can immediately apply to their business. The white paper first provides research emphasizing the urgency of solving the plastic waste problem. From there, it outlines concrete steps scientists can take to shift how they view the utility of recycled mixed plastic. This includes:</p>



<ul class="bullet-wrap">
<li><strong>Introducing technology</strong> (e.g. instruments for standard materials analysis) that scientists can use to obtain information that helps them counteract and manage variation in recycled plastic<br></li>



<li><strong>Providing proof points</strong> for why utilizing recycled plastic is challenging and how managing variation is a solution to some of the challenges&nbsp;&nbsp;</li>
</ul>



<p>The efforts resulted in a high-performing asset that could be used as a resource for many in the scientific industry working on this problem— introducing the science of a real-world challenge and offering a readily available solution to enact.</p>



<h3 class="wp-block-heading"><strong>3. Have a clear and tar</strong><strong>geted distribution strategy</strong></h3>



<p>While defining an audience and creating something of value to them are important, there is little truth to the idea that “if you build it, they will come.” White papers need strategic distribution plans that find and engage their target audiences and clearly emphasize the asset’s value to that audience. Importantly, these distribution plans should think well beyond the initial launch moment to get the most ROI from a white paper. Beyond where they plan to distribute the asset itself, marketers should think about how to deconstruct and repurpose specific elements of the white paper—graphics, key research findings, <a href="https://acsmediakit.org/blog/reasons-you-need-infographics-in-your-science-marketing-strategy%ef%bf%bc/">infographics</a> or other snippets that could serve as social media cutdowns, for example—and promote across channels to continue to drive readers back to the white paper.</p>



<p>Scheduling distribution in an editorial calendar is a good first step to ensure promotion doesn&#8217;t fall by the wayside. White papers can get even more traction when promoted alongside a relevant event or story. For example, an infographic on plastic types and their risks could be tied to the news of recycling legislation or discoveries like <a href="https://amp.theguardian.com/commentisfree/2023/may/01/plastic-is-already-in-blood-breast-milk-and-placentas-now-it-may-be-in-our-brains">this story</a> on plastics in our bodies.</p>



<div class="wp-block-group"><div class="wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained">
<h2 class="wp-block-heading colorful-title has-white-color has-text-color has-background" style="background-color:#d85b59"><strong>Key takeaways for creating high-performing white papers&nbsp;</strong></h2>



<div class="wp-block-group colorful-block has-background" style="background-color:#ffebe882"><div class="wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained">
<p>These high-performing white paper examples, provide a template on how to appeal to a scientific audience and achieve your marketing goals. Follow these key takeaways on your next white paper project:</p>



<ul class="bullet-wrap">
<li><strong>Understand audience pain points.</strong> Focus on the problem you’re solving for the audience and the impact of the solution to provide real value.<br></li>



<li><strong>Include high-value research.</strong> Data and quotes from well-respected experts in the field provide an important perspective and build trust with your audience.&nbsp;&nbsp;<br></li>



<li><strong>Offer practical solutions that can be implemented immediately.</strong> White papers are particularly successful in driving leads when the audience can clearly see the value of implementing the solution right now. Lean into that urgency with tactical solutions and clear calls to action.<br></li>



<li><strong>Have distribution plans beyond the initial launch moment. </strong>Reuse elements of the white paper, like infographics, to promote across channels to drive people back to the white paper over time.</li>
</ul>
</div></div>
</div></div>



<p><em>If you’re looking for a partner to help create white papers that generate leads, talk to the experts at C&amp;EN</em> <em>BrandLab. We’ll show you how white papers can help drive brand and solution awareness. <strong><a href="https://acsmediakit.org/contact/">Contact us for a consultation</a></strong> to meet your lead generation goals.</em></p>
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		<title>How to Use Storytelling to Make a Case for Technological Transformation: Tips from C&#038;EN BrandLab’s Senior Editor</title>
		<link>https://acsmediakit.org/blog/how-to-use-storytelling-to-make-a-case-for-technological-transformation-tips-from-cen-brandlabs-senior-editor/</link>
					<comments>https://acsmediakit.org/blog/how-to-use-storytelling-to-make-a-case-for-technological-transformation-tips-from-cen-brandlabs-senior-editor/#respond</comments>
		
		<dc:creator><![CDATA[Melissae Stuart, PhD]]></dc:creator>
		<pubDate>Wed, 18 Jan 2023 23:00:58 +0000</pubDate>
				<category><![CDATA[BrandLab]]></category>
		<category><![CDATA[Digital Strategies]]></category>
		<category><![CDATA[Marketing Masters]]></category>
		<category><![CDATA[Most Popular]]></category>
		<category><![CDATA[Best Practices]]></category>
		<category><![CDATA[C&EN BrandLab]]></category>
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		<category><![CDATA[white papers]]></category>
		<guid isPermaLink="false">https://acsmediakit.org/?p=16253</guid>

					<description><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time:</span> <span class="rt-time">3</span> <span class="rt-label rt-postfix">minutes</span></span> Promises that new digital tools will make our lives easier inundate our inboxes and media consumption. Adopting any new tool comes with a learning curve that consumes time and cognitive resources. How can science marketers show their audience that the benefits of a new software tool, computational technique, or piece of automated lab equipment will [&#8230;]]]></description>
										<content:encoded><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time:</span> <span class="rt-time">3</span> <span class="rt-label rt-postfix">minutes</span></span>
<style>
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<p>Promises that new digital tools will make our lives easier inundate our inboxes and media consumption. Adopting any new tool comes with a learning curve that consumes time and cognitive resources. How can science marketers show their audience that the benefits of a new software tool, computational technique, or piece of automated lab equipment will be worth the cost of learning how to use it? Storytelling.</p>



<p>At <a href="https://cenbrandlab.org/" target="_blank" rel="noreferrer noopener">C&amp;EN BrandLab</a>, storytelling is one of the ways we create content that inspires people to imagine possibilities. A common framework that we use for storytelling is:</p>



<ol>
<li>Science need</li>



<li>The challenge</li>



<li>Solution</li>



<li>Transformation</li>
</ol>



<p>Here’s how two high-performing white papers and an ebook follow this framework.</p>



<h2 class="wp-block-heading">Search Support: How Digital Tools are Helping Chemists Navigate the Vast Scientific Literature Landscape</h2>



<p class="has-medium-font-size"><a href="https://connect.acspubs.org/CopyrightClearanceCenter_DigitalTool?partnerref=blog" target="_blank" rel="noreferrer noopener"><strong>A White Paper Sponsored by the Copyright Clearance Center</strong></a></p>


<div class="wp-block-image">
<figure class="alignright size-medium"><a href="https://connect.acspubs.org/CopyrightClearanceCenter_DigitalTool?partnerref=blog" target="_blank" rel="noreferrer noopener"><img loading="lazy" decoding="async" width="232" height="300" src="https://acsmediakit.org/app/uploads/2022/11/CopyrightClearanceCenter_DigitalTool-1-232x300.jpg" alt="" class="wp-image-16270" srcset="https://acsmediakit.org/app/uploads/2022/11/CopyrightClearanceCenter_DigitalTool-1-232x300.jpg 232w, https://acsmediakit.org/app/uploads/2022/11/CopyrightClearanceCenter_DigitalTool-1-185x239.jpg 185w, https://acsmediakit.org/app/uploads/2022/11/CopyrightClearanceCenter_DigitalTool-1.jpg 600w" sizes="(max-width: 232px) 100vw, 232px" /></a></figure></div>


<ol>
<li><strong>Science need:</strong> The vast scientific literature is an essential tool to identify ideas with room for novel research and development. </li>



<li><strong>The challenge: </strong>The chemical information space, already millions of articles in size, grows by more than 450,000 new articles each year. Publishers have different approaches to access and copyright licenses. </li>



<li><strong>Solution:</strong> Software, such as RightFind from the Copyright Clearance Center, can make it easier for scientists to search the literature, access articles, and share relevant information with their colleagues. </li>



<li><strong>Transformation:</strong> Adopting digital tools can free scientists to focus on driving product development.</li>
</ol>



<h2 class="wp-block-heading">Scaling Structure-Based Drug Design with Machine Learning</h2>



<p class="has-medium-font-size"><strong><a href="https://connect.acspubs.org/Cresset_MachineLearning?partnerref=blog">A White Paper Sponsored by Cresset</a> </strong></p>


<div class="wp-block-image">
<figure class="alignright size-medium"><a href="https://connect.acspubs.org/Cresset_MachineLearning?partnerref=blog" target="_blank" rel="noreferrer noopener"><img loading="lazy" decoding="async" width="232" height="300" src="https://acsmediakit.org/app/uploads/2022/11/Cresset_MachineLearning-1-232x300.jpg" alt="" class="wp-image-16269" srcset="https://acsmediakit.org/app/uploads/2022/11/Cresset_MachineLearning-1-232x300.jpg 232w, https://acsmediakit.org/app/uploads/2022/11/Cresset_MachineLearning-1-185x239.jpg 185w, https://acsmediakit.org/app/uploads/2022/11/Cresset_MachineLearning-1.jpg 600w" sizes="(max-width: 232px) 100vw, 232px" /></a></figure></div>


<ol>
<li><strong>Science need:</strong> Computer-aided drug design (CADD) techniques can speed up the lengthy and costly process of drug discovery. </li>



<li><strong>The challenge:</strong> Speed, scale, and calculation accuracy are hard to achieve at the same time. </li>



<li><strong>Solution:</strong> To scale highly accurate calculations, researchers are working to join machine learning to resource-intensive CADD techniques available with some of Cresset’s tools. </li>



<li><strong>Transformation:</strong> Computational chemistry combined with machine learning could provide rich information in the early stages of drug discovery, ideally directing experimental resources towards the most promising drug candidates.&nbsp;&nbsp;</li>
</ol>



<h2 class="wp-block-heading">A Grand Synthesis: Automation is Changing How Scientists Synthesize Chemicals</h2>



<p class="has-medium-font-size"><strong><a href="https://connect.acspubs.org/MilliporeSigma_GrandSynthesis?partnerref=blog" target="_blank" rel="noreferrer noopener">An eBook Sponsored by MilliporeSigma</a></strong></p>


<div class="wp-block-image">
<figure class="alignright size-medium"><a href="https://connect.acspubs.org/MilliporeSigma_GrandSynthesis?partnerref=blog" target="_blank" rel="noreferrer noopener"><img loading="lazy" decoding="async" width="232" height="300" src="https://acsmediakit.org/app/uploads/2022/11/gran-synthesis-ebook-232x300.png" alt="" class="wp-image-16267" srcset="https://acsmediakit.org/app/uploads/2022/11/gran-synthesis-ebook-232x300.png 232w, https://acsmediakit.org/app/uploads/2022/11/gran-synthesis-ebook-185x239.png 185w, https://acsmediakit.org/app/uploads/2022/11/gran-synthesis-ebook.png 600w" sizes="(max-width: 232px) 100vw, 232px" /></a><figcaption class="wp-element-caption"><sup>The length of an ebook allows room to allocate a chapter to each part of the framework.</sup></figcaption></figure></div>


<ol>
<li><strong>Science need:</strong> Synthetic chemistry—the art of making complex chemical compounds from simpler ones—is fundamental to the chemical industry.</li>



<li><strong>The challenge:</strong> Traditional methods rely on specialized equipment and laborious manual work.</li>



<li><strong>Solution: </strong>Automated synthesis platforms, such as Synple from MilliporeSigma, can perform a variety of reactions commonly used in the pharmaceutical industry through a system that’s as straightforward as making coffee.</li>



<li><strong>Transformation: </strong>The Synple automated synthesis platform speeds reactions and improves consistency, freeing synthetic chemists to focus on innovation rather than tedious manual labor.</li>
</ol>



<p> </p>



<div style="height:15px" aria-hidden="true" class="wp-block-spacer"></div>



<p><strong>Looking to show your audience how an innovative tool can benefit their workflow? Use storytelling frameworks to link your solution to a transformation of a common problem.</strong></p>



<h2 class="wp-block-heading">About BrandLab &amp; the Author</h2>



<p><a href="https://cenbrandlab.org/" target="_blank" rel="noreferrer noopener">C&amp;EN BrandLab</a> works with clients to create effective, engaging, and scientifically-accurate custom content for a global scientific audience. As BrandLab’s Senior Editor, Melissae Stuart, PhD, brings more than a decade of science communications experience. Prior to BrandLab, she worked as a science journalist, and in media relations, and institutional communications. Melissae is passionate about sharing the wonder of chemistry through engaging multimedia storytelling and excels at supporting projects from ideation through production to publication. She holds a Ph.D. in organic chemistry from Washington University in St. Louis and a certificate in science communication from the University of California, Santa Cruz.</p>
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		<title>4 Fresh Ways to Cover Sustainability: Trends from  C&#038;EN BrandLab’s Senior Editor</title>
		<link>https://acsmediakit.org/blog/4-fresh-ways-to-cover-sustainability-trends-from-cen-brandlabs-senior-editor/</link>
					<comments>https://acsmediakit.org/blog/4-fresh-ways-to-cover-sustainability-trends-from-cen-brandlabs-senior-editor/#comments</comments>
		
		<dc:creator><![CDATA[Melissae Stuart, PhD]]></dc:creator>
		<pubDate>Wed, 23 Nov 2022 16:44:59 +0000</pubDate>
				<category><![CDATA[BrandLab]]></category>
		<category><![CDATA[C&EN BrandLab]]></category>
		<category><![CDATA[content marketing]]></category>
		<category><![CDATA[content strategy]]></category>
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		<guid isPermaLink="false">https://acsmediakit.org/?p=16197</guid>

					<description><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time:</span> <span class="rt-time">4</span> <span class="rt-label rt-postfix">minutes</span></span> Trends from BrandLab's Senior Editor]]></description>
										<content:encoded><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time:</span> <span class="rt-time">4</span> <span class="rt-label rt-postfix">minutes</span></span>
<p>It’s no secret that sustainability is a hot topic these days. C&amp;EN readers said it is one of their top three topics of interest in the 2022 readership survey, and as always, the reporters and editors at C&amp;EN are on top of the trend. Selected sustainability cover stories from this year include recycling solar panels and wind turbine blades, exploring methods for breaking down plastics for reuse, and examining the potential health effects of tiny bits of plastic in the environment.</p>


<div class="wp-block-image">
<figure class="aligncenter size-large"><img loading="lazy" decoding="async" width="1024" height="300" src="https://acsmediakit.org/app/uploads/2022/11/CEN-sustainability-covers-1-1-1024x300.png" alt="examples of sustainability covers from C&amp;EN" class="wp-image-16212" srcset="https://acsmediakit.org/app/uploads/2022/11/CEN-sustainability-covers-1-1-1024x300.png 1024w, https://acsmediakit.org/app/uploads/2022/11/CEN-sustainability-covers-1-1-300x88.png 300w, https://acsmediakit.org/app/uploads/2022/11/CEN-sustainability-covers-1-1-768x225.png 768w, https://acsmediakit.org/app/uploads/2022/11/CEN-sustainability-covers-1-1-270x79.png 270w, https://acsmediakit.org/app/uploads/2022/11/CEN-sustainability-covers-1-1.png 1085w" sizes="(max-width: 1024px) 100vw, 1024px" /><figcaption class="wp-element-caption"><sub>A selection of 2022 C&amp;EN cover stories related to sustainability topics.</sub></figcaption></figure></div>

<div class="wp-block-image">
<figure class="alignright size-full is-resized"><img loading="lazy" decoding="async" width="770" height="400" src="https://acsmediakit.org/app/uploads/2023/11/Marketing-Elements-770-x-400-3-1.png" alt="" class="wp-image-17372" style="width:350px" srcset="https://acsmediakit.org/app/uploads/2023/11/Marketing-Elements-770-x-400-3-1.png 770w, https://acsmediakit.org/app/uploads/2023/11/Marketing-Elements-770-x-400-3-1-300x156.png 300w, https://acsmediakit.org/app/uploads/2023/11/Marketing-Elements-770-x-400-3-1-768x399.png 768w, https://acsmediakit.org/app/uploads/2023/11/Marketing-Elements-770-x-400-3-1-270x140.png 270w" sizes="(max-width: 770px) 100vw, 770px" /><figcaption class="wp-element-caption">This article is part of a series on trending topics at Chemical &amp; Engineering News. <a href="https://acsmediakit.org/blog/trending-scientific-topics-at-cen/">Read about all 5 of our profiled subject areas here.</a></figcaption></figure></div>


<p>Many clients come to <a href="https://cenbrandlab.org/?partnerref=blog">C&amp;EN BrandLab</a> with an interest in sponsoring content around sustainability. With training in chemistry, science journalism, and science communication, BrandLab’s editors keep up with trends in the science news and produce content to the same editorial standards as C&amp;EN.</p>



<p>Although BrandLab is editorially independent from C&amp;EN, the similar editorial expertise means that the same trending topics highlighted in the magazine often emerge in sponsored content. Here are recent examples of high-performing, sustainability-focused custom content paired with related stories in C&amp;EN this year. Each is highlighted with a content strategy to keep sustainability a fresh topic:</p>



<div style="height:19px" aria-hidden="true" class="wp-block-spacer"></div>



<h2 class="wp-block-heading">1. Make a business topic relevant for working chemists</h2>



<p class="has-medium-font-size"><strong>BrandLab example: <a href="https://connect.acspubs.org/CENWebinar_USB_8_18_22?partnerref=blog">An overview of ESG for the chemical industry</a>, a webinar sponsored by the United Soybean Board</strong></p>



<p>Increasingly, investors look to information such as Environment, Social, and Governance (ESG) scores to choose where to put their money. C&amp;EN covered<a href="https://cen.acs.org/environment/sustainability/chemical-industrys-new-green-deals/100/i23"> how ESG scores are impacting mergers and acquisitions in the chemical industry</a>. In a webinar sponsored by the United Soybean Board, C&amp;EN BrandLab identified experts to speak about how using biobased feedstocks in industrial processes contributes to ESG scores. </p>



<p></p>



<h2 class="wp-block-heading">2. Give potential registrants a sneak peek using a custom infographic</h2>



<p class="has-medium-font-size"><strong>BrandLab example: <a href="https://connect.acspubs.org/USB_Soy-Based?partnerref=blog">Home soy-weet home</a>, an ebook sponsored by the United Soybean Board</strong></p>



<p>Some of C&amp;EN’s coverage of home-related products in early 2022 examined<a href="https://cen.acs.org/business/consumer-products/Cleaning-changed-during-pandemic-change/100/i3"> cleaning trends that changed during the pandemic</a>, noting<a href="https://cen.acs.org/environment/sustainability/cleaning-industry-seems-serious-sustainability/100/i6"> sustainability was a hot topic at the cleaning industry’s annual conference</a>. Continuing a long-standing relationship with the United Soybean Board, C&amp;EN BrandLab also explored sustainable home goods through an ebook playfully exploring several places to find soy in the home. An eye-catching infographic appeared on the ebook’s registration page as a teaser for readers.</p>


<div class="wp-block-image">
<figure class="aligncenter size-full"><a href="https://app.acspubs.org/e/er?s=1913652004&amp;lid=66741&amp;elq=~~eloqua..type--emailfield..syntax--recipientid..encodeFor--url~~"><img loading="lazy" decoding="async" width="846" height="594" src="https://acsmediakit.org/app/uploads/2022/11/Soy-at-home-infographic-capture-1.png" alt="An infographic showcasing sustainable home goods" class="wp-image-16215" srcset="https://acsmediakit.org/app/uploads/2022/11/Soy-at-home-infographic-capture-1.png 846w, https://acsmediakit.org/app/uploads/2022/11/Soy-at-home-infographic-capture-1-300x211.png 300w, https://acsmediakit.org/app/uploads/2022/11/Soy-at-home-infographic-capture-1-768x539.png 768w, https://acsmediakit.org/app/uploads/2022/11/Soy-at-home-infographic-capture-1-270x190.png 270w" sizes="(max-width: 846px) 100vw, 846px" /></a><figcaption class="wp-element-caption"><p style="text-align: center !important;"><a href="https://app.acspubs.org/e/er?s=1913652004&amp;lid=66741&amp;elq=~~eloqua..type--emailfield..syntax--recipientid..encodeFor--url~~" target="_blank" rel="noreferrer noopener">Click here to view the full infographic </a></p></figcaption></figure></div>


<h2 class="wp-block-heading">3. Broaden a very specific application with context</h2>



<p class="has-medium-font-size"><strong>BrandLab example: <a href="https://connect.acspubs.org/Sartorius_DrivingtheFuture?partnerref=blog">Driving the future: Precision production of lithium-ion batteries for electric vehicles</a>, a whitepaper sponsored by Sartorius</strong></p>



<p>Lithium-ion batteries for electric vehicles have appeared in several C&amp;EN articles this year, exploring projects to<a href="https://cen.acs.org/energy/energy-storage-/US-beefing-battery-materials-supply/100/i17" target="_blank" rel="noreferrer noopener"> expand the battery materials supply chain in the US</a>,<a href="https://cen.acs.org/environment/recycling/Battery-recycling-system-starts-take/100/i19"> emerging battery recycling efforts</a>, and<a href="https://cen.acs.org/energy/energy-storage-/Carmakers-invest-next-generation-battery/100/i4"> automakers investing in technology advancements</a>. Sartorius came to BrandLab looking to showcase how their precision balances could be used for quality control throughout a step invisible to most of us—battery manufacturing. The resulting whitepaper included perspectives from battery manufacturing experts to guide readers through the main steps of battery production, inherent challenges along the way, and why quality control during production is especially important for electric vehicle applications.</p>



<h2 class="wp-block-heading">4. Focus on people</h2>



<p class="has-medium-font-size"><strong>BrandLab example: <a href="https://connect.acspubs.org/ThermoFisherScientific_Polymers?partnerref=blog">In pursuit of polymers that can protect the planet</a>, a whitepaper sponsored by Thermo Fisher Scientific</strong></p>



<p>C&amp;EN’s Talented12 program, now in its eighth year, highlights early-career researchers who are using chemistry to make the world a better place. This effort, sponsored by Thermo Fisher Scientific, introduces the researchers in<a href="https://cen.acs.org/people/CENs-Talented-12/100/i25" target="_blank" rel="noreferrer noopener"> a special issue of C&amp;EN</a> and through a symposium. Looking for a way to highlight sustainability and continue celebrating researchers’ creativity, C&amp;EN BrandLab used the opportunity to speak to three Talented12 alumni who are developing sustainable plastics.</p>



<p><strong>By speaking to the latest trends and strategically injecting frames, focus, or flair, sustainability remains a rich topic for creative evergreen content development.&nbsp;</strong><br></p>



<hr class="wp-block-separator has-alpha-channel-opacity"/>



<h2 class="wp-block-heading">About BrandLab and the author</h2>



<p><a href="https://cenbrandlab.org/?partnerref=blog">C&amp;EN BrandLab</a> works with clients to create effective, engaging, and scientifically-accurate custom content for a global scientific audience. As BrandLab&#8217;s Senior Editor, Melissae Stuart, PhD, brings more than a decade of science communications experience. Prior to BrandLab, she worked as a science journalist, and in media relations, and institutional communications. Melissae is passionate about sharing the wonder of chemistry through engaging multimedia storytelling and excels at supporting projects from ideation through production to publication. She holds a Ph.D. in organic chemistry from Washington University in St. Louis and a certificate in science communication from the University of California, Santa Cruz.</p>
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		<title>Report: How to Advertise to R&#038;D Scientists</title>
		<link>https://acsmediakit.org/blog/report-how-to-advertise-to-scientists/</link>
					<comments>https://acsmediakit.org/blog/report-how-to-advertise-to-scientists/#respond</comments>
		
		<dc:creator><![CDATA[C&#38;EN Media Group]]></dc:creator>
		<pubDate>Wed, 19 Aug 2020 14:57:36 +0000</pubDate>
				<category><![CDATA[White Papers]]></category>
		<category><![CDATA[advertising life sciences]]></category>
		<category><![CDATA[audience development]]></category>
		<category><![CDATA[buyer journey]]></category>
		<category><![CDATA[marketing to scientists]]></category>
		<category><![CDATA[research reports]]></category>
		<category><![CDATA[white papers]]></category>
		<guid isPermaLink="false">https://acsmediakit.org/?p=12761</guid>

					<description><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time:</span> <span class="rt-time">&#60; 1</span> <span class="rt-label rt-postfix">minute</span></span> Research and development rarely occur in a vacuum: It takes close collaboration to tackle complex research questions, develop new methods and protocols, or engineer a novel instrument. Science is an ecosystem with many different stakeholders that have their own interrelated roles, responsibilities, and influence. But too often, brands focus their advertising and marketing campaigns solely [&#8230;]]]></description>
										<content:encoded><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time:</span> <span class="rt-time">&lt; 1</span> <span class="rt-label rt-postfix">minute</span></span>
<hr class="wp-block-separator has-css-opacity"/>



<p>Research and development rarely occur in a vacuum: It takes close collaboration to tackle complex research questions, develop new methods and protocols, or engineer a novel instrument. Science is an ecosystem with many different stakeholders that have their own interrelated roles, responsibilities, and influence. </p>



<p>But too often, brands focus their advertising and marketing campaigns solely on the scientists with final purchasing authority. This, on the surface, makes sense: Why waste precious ad dollars on those who can&#8217;t pull the trigger and buy their product? </p>



<p>However,<strong> studies both <a href="https://acsmediakit.org/blog/how-brand-perception-influences-buyers-in-the-chemical-and-life-sciences-space/" target="_blank" rel="noreferrer noopener">inside</a> and <a href="https://customerthink.com/does-your-b2b-site-give-millennial-buyers-what-theyre-looking-for/" target="_blank" rel="noreferrer noopener">outside</a> the chemical sciences show that it&#8217;s important to surround your audience throughout their careers</strong>. </p>



<p style="font-size:22px">To help science marketers understand the true value of advertising to all scientists, whether it&#8217;s in industry or academia, C&amp;EN Media Group created this new guide. In this downloadable report, we highlight:</p>



<div style="height:25px" aria-hidden="true" class="wp-block-spacer"></div>



<div class="wp-block-group"><div class="wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow">
<ul>
<li><em>What each member of the lab is responsible for, and how they fit in to the purchasing ecosystem&nbsp;</em></li>



<li><em>Highlights from a recent C&amp;EN BrandLab study</em> <em>on what drives a scientist to both recommend products, and to pull the trigger to make a purchase</em></li>



<li><em>Methods on how to effectively reach each member of the lab, and why it’s important to do so</em></li>



<li><em>Preferences for personalized content across the customer journey</em></li>



<li><em>Why you should pay attention to social media, with key analysis on usage in the sciences</em></li>



<li><em>What to keep in mind if a crisis impacts your campaigns</em></li>
</ul>
</div></div>



<p></p>
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		<title>Top B2B Trends Science Marketers Should Know</title>
		<link>https://acsmediakit.org/blog/b2b-marketing-trends-for-science-marketers/</link>
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		<dc:creator><![CDATA[C&#38;EN Media Group]]></dc:creator>
		<pubDate>Mon, 02 Dec 2019 19:16:53 +0000</pubDate>
				<category><![CDATA[The Essentials]]></category>
		<category><![CDATA[White Papers]]></category>
		<category><![CDATA[ABM]]></category>
		<category><![CDATA[AI]]></category>
		<category><![CDATA[branded content]]></category>
		<category><![CDATA[data]]></category>
		<category><![CDATA[display advertising]]></category>
		<category><![CDATA[engagement]]></category>
		<category><![CDATA[native advertising]]></category>
		<category><![CDATA[programmatic advertising]]></category>
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		<category><![CDATA[white papers]]></category>
		<guid isPermaLink="false">https://acsmediakit.org/?p=10962</guid>

					<description><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time:</span> <span class="rt-time">&#60; 1</span> <span class="rt-label rt-postfix">minute</span></span> Science marketers face complicated challenges every day. We are responsible for launching complex products, raising brand awareness (often through complicated mergers and acquisitions), consistently driving traffic to company websites, targeting the right audience on the right channels, and collecting quality leads for the sales team to boot. Plus, marketing to scientists can be an entirely [&#8230;]]]></description>
										<content:encoded><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time:</span> <span class="rt-time">&lt; 1</span> <span class="rt-label rt-postfix">minute</span></span>
<hr class="wp-block-separator has-css-opacity is-style-wide"/>



<p>Science marketers face complicated challenges every day. We are responsible for launching complex products, raising brand awareness (often through complicated mergers and acquisitions), consistently driving traffic to company websites, targeting the right audience on the right channels, and collecting quality leads for the sales team to boot. </p>



<p>Plus, marketing to scientists can be an entirely different beast than other industries, and what one generic blog tells you will work, could entirely fall flat with the skeptical, curious and data-driven mind of a scientist.  Keeping up on all these angles is a job in it of itself. </p>



<p><strong>So, what should a science marketer pay attention to? </strong></p>



<p>We&#8217;ve compiled a quick overview of each of the top B2B marketing trends you should know, so you can take them into account as you develop your latest and greatest marketing strategies. Get instant access with your email.</p>



<div style="height:40px" aria-hidden="true" class="wp-block-spacer"></div>



<p class="has-very-light-gray-background-color has-background">Issues with your download? Contact us at <a href="mailto:cenmediagroup@acs.org" target="_blank" rel="noreferrer noopener" aria-label="cenmediagroup@acs.org (opens in a new tab)">cenmediagroup@acs.org</a>.</p>



<div style="height:40px" aria-hidden="true" class="wp-block-spacer"></div>
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		<title>3 Tools to Guide Your Next Advertising Campaign</title>
		<link>https://acsmediakit.org/blog/3-tools-to-guide-your-next-advertising-campaign/</link>
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		<dc:creator><![CDATA[C&#38;EN Media Group]]></dc:creator>
		<pubDate>Fri, 21 Jun 2019 21:29:19 +0000</pubDate>
				<category><![CDATA[Best Practices]]></category>
		<category><![CDATA[Case Studies]]></category>
		<category><![CDATA[Digital Strategies]]></category>
		<category><![CDATA[Event Marketing]]></category>
		<category><![CDATA[The Essentials]]></category>
		<category><![CDATA[case study]]></category>
		<category><![CDATA[content marketing]]></category>
		<category><![CDATA[digital marketing]]></category>
		<category><![CDATA[display advertising]]></category>
		<category><![CDATA[event marketing]]></category>
		<category><![CDATA[Lead Generation]]></category>
		<category><![CDATA[trade shows]]></category>
		<category><![CDATA[Webinars]]></category>
		<category><![CDATA[white papers]]></category>
		<guid isPermaLink="false">https://acsmediakit.org/?p=9107</guid>

					<description><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time:</span> <span class="rt-time">4</span> <span class="rt-label rt-postfix">minutes</span></span> As buyer tendencies continue to evolve, organizations must diversify the way they target and connect with them. From maximizing lead nurturing and product visibility, to activating the right audience, C&#38;EN Media Group is dedicated to providing the tools advertisers and science marketers need to navigate the ever advancing marketing and sales industry. &#160; So, the [&#8230;]]]></description>
										<content:encoded><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time:</span> <span class="rt-time">4</span> <span class="rt-label rt-postfix">minutes</span></span>
<p>As buyer tendencies continue to evolve, organizations must diversify the way they target and connect with them. From maximizing lead nurturing and product visibility, to activating the right audience, C&amp;EN Media Group is dedicated to providing the tools advertisers and science marketers need to navigate the ever advancing marketing and sales industry. &nbsp;</p>



<p><strong>So, the ultimate question: where should you spend your money?</strong> We&#8217;ve developed three unique playbooks highlighting some of the most important tools for advertisers today, like robust lead generation programs, modern digital advertising solutions, and event marketing strategies. </p>



<p>In the pages of these digital playbooks, you will find a mix of recommended best practices, our available advertising products to match them, and the knowledge you need to better navigate the needs of today’s buyers in the lab, and other decision makers. Review and download all three below.</p>



<p class="has-text-color has-background has-large-font-size has-very-dark-gray-color has-very-light-gray-background-color"><strong><a href="https://acsmediakit.org/digitaladvertisingtoolkit/?src=kit&amp;partnerref=blog" target="_blank" rel="noreferrer noopener" aria-label=" (opens in a new tab)">Digital Advertising Toolkit</a> &nbsp;</strong></p>



<p>According to our study on buying behavior, <strong>45%</strong> of scientific buyers cited internet searches and online journals as a way of learning about new products or technologies, and <strong>42%</strong> cited the internet when evaluating potential suppliers of a product. But competition for a buyer’s attention is at an all-time high. In order for science marketers to succeed and meet modern expectations, personalized ad experiences must now be created across multiple channels and devices. But where do you start? </p>



<div class="wp-block-image"><figure class="alignright is-resized"><img loading="lazy" decoding="async" src="https://acsmediakit.org/app/uploads/2019/06/5.png" alt="digital advertising toolkit" class="wp-image-9481" width="265" height="179" srcset="https://acsmediakit.org/app/uploads/2019/06/5.png 770w, https://acsmediakit.org/app/uploads/2019/06/5-300x203.png 300w, https://acsmediakit.org/app/uploads/2019/06/5-768x519.png 768w, https://acsmediakit.org/app/uploads/2019/06/5-270x182.png 270w" sizes="(max-width: 265px) 100vw, 265px" /></figure></div>



<p>Our <strong><a rel="noreferrer noopener" aria-label=" (opens in a new tab)" href="https://acsmediakit.org/digitaladvertisingtoolkit/?src=kit&amp;partnerref=blog" target="_blank">Digital Advertising Toolkit</a> </strong>outlines important top-of-funnel strategies and highlights how you can navigate digital advertising channels, providing guidance and strategy on how to customize our offerings to accomplish your company’s goals. From building brand awareness and drawing consumers to your website, to creating engaging and memorable experiences through interactive multimedia, <a href="https://acsmediakit.org/digital/cen-online/" target="_blank" rel="noreferrer noopener" aria-label=" (opens in a new tab)">digital advertising</a> can be part of an ongoing conversation that your brand has with its customers. And if you know C&amp;EN, you know our publication is the place to do it. </p>



<p style="background-color:#f0e5e5" class="has-text-color has-background has-vivid-red-color"><strong><em>Ready to download</em></strong><em>: <a href="https://acsmediakit.org/digitaladvertisingtoolkit/" target="_blank" rel="noreferrer noopener" aria-label=" (opens in a new tab)">Digital Advertising Toolkit</a> &nbsp;</em></p>



<hr class="wp-block-separator"/>



<p class="has-text-color has-background has-large-font-size has-very-dark-gray-color has-very-light-gray-background-color"><strong><a href="https://acsmediakit.org/leadgenplaybook/?src=kit&amp;partnerref=blog" target="_blank" rel="noreferrer noopener" aria-label=" (opens in a new tab)">Lead Generation Playbook</a></strong></p>



<p>More than ever, buyers are choosing to self educate and access information online without the assistance of a salesperson. Now, within a few clicks, buyers are able to find the answers to their questions and the solutions to their problems. But in our technical space, if they don’t find the right information at the right time, companies <strong>risk losing their business. </strong></p>



<div class="wp-block-image"><figure class="alignleft is-resized"><img loading="lazy" decoding="async" src="https://acsmediakit.org/app/uploads/2019/06/4.png" alt="" class="wp-image-9480" width="230" height="155" srcset="https://acsmediakit.org/app/uploads/2019/06/4.png 770w, https://acsmediakit.org/app/uploads/2019/06/4-300x203.png 300w, https://acsmediakit.org/app/uploads/2019/06/4-768x519.png 768w, https://acsmediakit.org/app/uploads/2019/06/4-270x182.png 270w" sizes="(max-width: 230px) 100vw, 230px" /></figure></div>



<p>Gated content and lead generation strategies have emerged as sophisticated tools that allow buyers to access the materials they need to make decisions or stay informed. The <a rel="noreferrer noopener" aria-label=" (opens in a new tab)" href="https://acsmediakit.org/leadgenplaybook/?src=kit&amp;partnerref=blog" target="_blank">C&amp;EN Lead Generation Playbook</a> highlights how it has evolved and includes novel techniques that you should know in order to connect your specific solution to your ideal buyer. By <a rel="noreferrer noopener" aria-label=" (opens in a new tab)" href="https://acsmediakit.org/leadgenplaybook/?src=kit&amp;partnerref=blog" target="_blank">downloading </a>this playbook, learn the who, what, where and how of lead gen. Plus we’ll walk you through our suite of solutions, from developing marketing campaigns from materials you already have, to complete turn-key webinars and whitepapers. C&amp;EN can help you  reach your target audience from the top to the bottom of the sales funnel. </p>



<p>Get inspired for your next lead generation campaign, and see what strategies will work best for you.</p>



<p style="background-color:#dbeef6" class="has-text-color has-background has-vivid-cyan-blue-color"><strong>Ready to download: <a rel="noreferrer noopener" aria-label=" (opens in a new tab)" href="https://acsmediakit.org/leadgenplaybook/?src=kit&amp;partnerref=blog" target="_blank">C&amp;EN Lead Generation Playbook</a></strong></p>



<hr class="wp-block-separator"/>



<p class="has-text-color has-background has-large-font-size has-very-dark-gray-color has-very-light-gray-background-color"><strong><a href="https://acsmediakit.org/event-marketing-guide/?src=kit&amp;partnerref=blog" target="_blank" rel="noreferrer noopener" aria-label=" (opens in a new tab)">Event Marketing Guide</a></strong></p>



<p>In the chemical industry, large conferences and scientific meetings provide an invaluable opportunity for science marketers to reach a diverse, global group of scientists and buyers. When attending these events, you want to both stand out against the competition and target the right audience, before, during and after onsite engagements. </p>



<div class="wp-block-image"><figure class="alignright is-resized"><img loading="lazy" decoding="async" src="https://acsmediakit.org/app/uploads/2019/06/3.png" alt="" class="wp-image-9479" width="281" height="190" srcset="https://acsmediakit.org/app/uploads/2019/06/3.png 770w, https://acsmediakit.org/app/uploads/2019/06/3-300x203.png 300w, https://acsmediakit.org/app/uploads/2019/06/3-768x519.png 768w, https://acsmediakit.org/app/uploads/2019/06/3-270x182.png 270w" sizes="(max-width: 281px) 100vw, 281px" /></figure></div>



<p><strong>But what do you have to do to stand out?</strong> In addition to the advertising opportunities C&amp;EN offers in our Show Dailies publications of popular trade shows, such as <a href="https://acsmediakit.org/cphi-north-america-show-daily/?src=kit&amp;partnerref=blog" target="_blank" rel="noreferrer noopener" aria-label=" (opens in a new tab)">CPhI North America</a> and CPhI Worldwide, we also help our clients with general event marketing strategies. These strategies include generating traffic to your booth, producing compelling content, and capturing high-quality leads. To ensure your organization has the tools you need to successfully engage with the audiences you are looking to target, C&amp;EN put together the <a href="https://acsmediakit.org/event-marketing-guide/?src=kit&amp;partnerref=blog">Event Marketing Guide</a>. </p>



<p>This guide includes tips on how to navigate attracting potential buyers and educating them on the latest technologies and applications in an often crowded space. Like our other guides, you can also find advertisement solutions from C&amp;EN that align with your campaign goals, as well as and <a href="https://acsmediakit.org/access-cen-media-group-case-study-library/?src=kit&amp;partnerref=blog" target="_blank" rel="noreferrer noopener" aria-label="case studies (opens in a new tab)">case studies</a> and results from successful onsite events. </p>



<p>Whether you are looking to promote your products and services, recruit your next hire, or promote your brand to influential scientists– download this guide to achieve maximum impact. </p>



<p style="background-color:#e7f0ed" class="has-text-color has-background has-vivid-green-cyan-color"><strong>Ready-to-download: <a href="https://acsmediakit.org/event-marketing-guide/?src=kit&amp;partnerref=blog" target="_blank" rel="noreferrer noopener" aria-label=" (opens in a new tab)">C&amp;EN Event Marketing Guide</a></strong></p>



<hr class="wp-block-separator"/>



<p style="font-size:17px"><em><strong>Are you ready to utilize these marketing tools in your next advertising campaign? Our team of marketers and sales experts are available to talk through all your questions and make recommendations based on your campaign goals. <a href="https://acsmediakit.org/contact/?src=kit&amp;partnerref=blog" target="_blank" rel="noreferrer noopener" aria-label=" (opens in a new tab)">Contact us</a> to set up your free consultation now!</strong></em></p>
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		<title>How to Drive Leads with White Paper Marketing</title>
		<link>https://acsmediakit.org/blog/how-to-drive-leads-with-white-paper-marketing/</link>
					<comments>https://acsmediakit.org/blog/how-to-drive-leads-with-white-paper-marketing/#respond</comments>
		
		<dc:creator><![CDATA[C&#38;EN Media Group]]></dc:creator>
		<pubDate>Thu, 18 Oct 2018 14:37:45 +0000</pubDate>
				<category><![CDATA[Best Practices]]></category>
		<category><![CDATA[Digital Strategies]]></category>
		<category><![CDATA[Most Popular]]></category>
		<category><![CDATA[audience]]></category>
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		<category><![CDATA[inbound marketing]]></category>
		<category><![CDATA[infographics]]></category>
		<category><![CDATA[Lead Generation]]></category>
		<category><![CDATA[personas]]></category>
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		<category><![CDATA[white papers]]></category>
		<guid isPermaLink="false">https://acsmediakit.org/?p=5969</guid>

					<description><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time:</span> <span class="rt-time">6</span> <span class="rt-label rt-postfix">minutes</span></span> When many companies decide to create white papers, they do it as part of a one-off strategy. The white paper gets the green light because it will be useful as part of a campaign to promote a specific product or service, but it will effectively disappear once that initial campaign has ended. Instead of investing [&#8230;]]]></description>
										<content:encoded><![CDATA[<p><span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time:</span> <span class="rt-time">6</span> <span class="rt-label rt-postfix">minutes</span></span>When many companies decide to create white papers, they do it as part of a one-off strategy. The white paper gets the green light because it will be useful as part of a campaign to promote a specific product or service, but it will effectively disappear once that initial campaign has ended.</p>
<p>Instead of investing valuable resources to produce one-off content that never gets reused, consider implementing a system that allows you to create and repurpose white papers with evergreen value.</p>
<p><a href="https://acsmediakit.org/lead-generation/cen-whitepapers/" target="_blank" rel="noopener noreferrer">Planning a white paper strategy</a> in advance allows you to distribute this content through conventional channels while also driving web traffic and collecting leads on your website.</p>
<p>But creating a strategy that’s effective requires identifying compelling and valuable topics, using the best distribution channels and finding creative ways to repurpose content. Here at C&amp;EN, we often work with clients to take a “single” piece of content, &#8211; usually a larger component like a webinar or white paper &#8211; and create social media campaigns, quizzes, infographics and so on. Our favorite mantra<em> “Create once, publish everywhere”</em> includes a strong repurposing strategy. Here are the elements to consider to build one too:</p>
<h3>Identifying Compelling White Paper Topics</h3>
<p>It’s entirely too tempting to create a white paper about the features and benefits of your company’s product. It doesn’t mean don’t do it, but this type of content is better suited to a brochure and used by your sales team to help close a deal.</p>
<p>What do you talk about then? When developing a white paper strategy, you need to be sure that your content will be <em>compelling</em> to <a href="https://acsmediakit.org/blog/white-paper-developing-science-content-based-on-the-buyers-journey/" target="_blank" rel="noopener noreferrer">your audience</a>—even if they aren’t close to the point of sale. White papers can provide enormous value; yours need to be valuable enough to justify asking people for their time and information.</p>
<p><a href="https://acsmediakit.org/blog/infographic-quick-tips-for-creating-your-new-white-paper/" target="_blank" rel="noopener noreferrer">Creating that value</a> is a matter of understanding your intended audience and leveraging industry knowledge, both inside and outside your own organization.</p>
<p>To brainstorm, tap into your <a href="https://acsmediakit.org/persona-builder-guide/?src=blog" target="_blank" rel="noopener noreferrer">buyer personas</a>.</p>
<p><a href="https://acsmediakit.org/persona-builder-guide/?src=blog"><img loading="lazy" decoding="async" class="alignnone wp-image-5972 size-full" src="https://acsmediakit.org/app/uploads/2018/10/728x90-Persona-Builder-Guide.png" alt="" width="728" height="90" srcset="https://acsmediakit.org/app/uploads/2018/10/728x90-Persona-Builder-Guide.png 728w, https://acsmediakit.org/app/uploads/2018/10/728x90-Persona-Builder-Guide-300x37.png 300w, https://acsmediakit.org/app/uploads/2018/10/728x90-Persona-Builder-Guide-270x33.png 270w" sizes="(max-width: 728px) 100vw, 728px" /></a></p>
<p>Who are you speaking to, and what do they care about? Whether you acquire this knowledge through customer interaction or <a href="https://acsmediakit.org/blog/robin-rothrock-on-the-market-research-analytics-behind-brand-perception/" target="_blank" rel="noopener noreferrer">market research</a>, understanding your audience’s core problems is the key to creating value.</p>
<p><strong>Sales teams are often an excellent resource</strong>. Because they engage directly with customers and prospects, they are likely to have a sense of which problems are the most frequent and important.</p>
<p>Once you know your audience’s pain points, you can use your industry knowledge to address them in a white paper. Of course you likely developed your product specifically to address certain pain points, and it’s fine to mention your product as a potential solution. But to gain the audience’s trust, <a href="https://acsmediakit.org/blog/the-art-science-of-creating-a-successful-white-paper/" target="_blank" rel="noopener noreferrer">present a comprehensive overview</a> of the situation alongside the pros and cons of several solutions, not just your own. Again, remember that a white paper should never be about your product specifically.</p>
<p>You can also leverage your industry knowledge to produce white papers about exciting topics that will affect your audience, such as:</p>
<p style="padding-left: 30px;">• The latest scientific developments<br />
• Recent trends, even outside your industry, your audience should be paying attention to<br />
• New research or success stories you can highlight<br />
• An opinion or expert position</p>
<p>However you decide to develop topic ideas, make sure you can answer the question “why should people read this” with something other than “to learn more about our products.”</p>
<h3>Distributing White Papers</h3>
<p>Once your white paper is produced, where will it live? How will people find it? You can have the most compelling white paper in the world, but you still need to make an effort to promote your work.</p>
<p>Hosting white papers on your website is a straightforward and popular approach, but distribution is not quite as simple as clicking “publish.”</p>
<p>If visitors need to click through six pages and download an ambiguously titled PDF, you’re unlikely to get much traction. Prominent navigation and <a href="https://acsmediakit.org/blog/5-ways-to-improve-your-call-to-action-that-dont-involve-writing/" target="_blank" rel="noopener noreferrer">calls-to-action</a> are critical to guide users to your content.</p>
<p>Second, should you require an email address and additional information, or simply post content for all to see? There are pros and cons to each approach.</p>
<h4>To Gate or Not to Gate?</h4>
<p>When you gate white papers, you require visitors to provide their email address, and possibly other information, before granting access to your content.</p>
<p>Gated content can be extremely effective because it allows you to directly collect audience information. Not only do you open a line of communication to your audience through email, you have the opportunity to gather information about the companies and positions of your readers.</p>
<p>When gating content, it’s important that you display value propositions prominently. Readers need to view your content as valuable enough to justify giving you their email address. Including a compelling title and summary along with webpages optimized for <a href="https://acsmediakit.org/blog/science-marketing-basics-4-steps-to-a-landing-page-that-converts/" target="_blank" rel="noopener noreferrer">conversions</a> is important.</p>
<p>Of course, gating content can also limit your content’s availability. If your goals are centered on thought leadership, it’s often beneficial to allow broader access to your material. You won’t lose the people who prefer not to give away their contact details.</p>
<p>Content housed in PDFs also cannot be indexed by <a href="https://acsmediakit.org/blog/are-you-prepared-for-the-future-of-seo/" target="_blank" rel="noopener noreferrer">search engines</a>. Long, in-depth content characteristic of white papers often performs well in search, so it may be in your best interest to allow open access. If you choose not to gate your content, you can still request email addresses. A simple subscription box can promote access to more related content.</p>
<p>A middle ground is allowing free access to your content after a certain period of time, but also offering a PDF to download that’s only accessible with an email address. Scientists are busy people; many will not have the time to read a white paper at the exact moment they discover it. Always offering a downloadable PDF allows you to capture email addresses, reap SEO benefits and provide additional value to your audience.</p>
<h4>Other Distribution</h4>
<p>There are opportunities to distribute white papers beyond hosting them on your website, of course. Here are the elements you should always consider.</p>
<p><em><strong>In-Person Meetings and Events</strong></em></p>
<p>In-person meetings remain a critical component of many buying cycles, and white papers can be valuable tools in these meetings. When a potential customer raises a concern, it can be powerful to produce in-depth content addressing their problems on the spot. (Even more powerful is when you can tie it to another client whose challenges you solved.)</p>
<p><a href="https://acsmediakit.org/blog/5-essential-trade-show-tips-for-science-marketers/" target="_blank" rel="noopener noreferrer">Trade shows</a> similarly enable companies to use physical copies of their white papers, although they tend to target <a href="https://acsmediakit.org/blog/how-scientists-buy-a-look-inside-the-scientific-buyers-journey/" target="_blank" rel="noopener noreferrer">earlier stages of the buyer’s journey</a> – those who may be learning about you for the first time because of your presence at the show. But having copies of your white papers available for interested attendees, and even promoting that fact in your event-related communications, is a simple way to demonstrate thought leadership.</p>
<p><em><strong>Digital Channel Distribution</strong></em></p>
<p>Even if you do use your website as your primary hosting method, use other online channels to drive attention to them. Pay-per-click (PPC) ads in search, social media posts and promotions, and even <a href="https://acsmediakit.org/blog/native-advertising-units/" target="_blank" rel="noopener noreferrer">banner ads</a> can effectively ensure that your white paper receives the attention it deserves.</p>
<p><em><strong>Partnering With a Publisher</strong></em></p>
<p><a href="https://acsmediakit.org/leadgenplaybook/?src=blog"><img loading="lazy" decoding="async" class="alignright wp-image-5731 size-medium" src="https://acsmediakit.org/app/uploads/2018/08/image-post-02-300x206.png" alt="" width="300" height="206" srcset="https://acsmediakit.org/app/uploads/2018/08/image-post-02-300x206.png 300w, https://acsmediakit.org/app/uploads/2018/08/image-post-02-270x185.png 270w, https://acsmediakit.org/app/uploads/2018/08/image-post-02.png 569w" sizes="(max-width: 300px) 100vw, 300px" /></a></p>
<p>Another valuable way to distribute your white paper would be to start by <a href="https://acsmediakit.org/leadgenplaybook/?src=blog" target="_blank" rel="noopener noreferrer">working with a publisher</a>. Publishers add value, expertise and reach, especially if they have a large subscriber base. Many publishing houses have a robust market analysis team that can readily add depth and context, and be a crucial piece of the overall strategy of your campaign.</p>
<p>Developing white papers <a href="https://acsmediakit.org/lead-generation/cen-whitepapers/" target="_blank" rel="noopener noreferrer">with a publisher</a> can also add validity as they’re typically viewed as an impartial third party. It’s in a publisher’s best interest to produce content, &#8211; including when paid for by an advertiser, &#8211; that is factually accurate and adheres to editorial standards. At C&amp;EN, we have access to survey information, business intelligence and industry news that can give your white paper an edge and added perspective.</p>
<h3>Repurposing White Papers</h3>
<p>White papers are an extremely in-depth, well-researched content offering. In the course of <a href="http://connect.acspubs.org/white-paper-art-and-science" target="_blank" rel="noopener noreferrer">developing</a> them, you will almost certainly have compiled enough information for several blog posts or contributed articles. As mentioned at the beginning of our post, content does not need to end with the white paper itself.</p>
<p>White paper content can easily be repurposed in the form of a blog post for your website to provide more points-of-entry for your audiences on a given topic. Not all will do it, but pitching publication editors to repurpose your content will spread your message and reach. These tactics are excellent ways to produce additional content without having to perform additional background research.</p>
<p>There are opportunities beyond written formats as well, some of which will depend on the specific content you produce. Some potential types of repurposing include:</p>
<p style="padding-left: 30px;">• <a href="https://acsmediakit.org/blog/using-infographics-to-tell-a-scientific-story/" target="_blank" rel="noopener noreferrer">Infographics</a><br />
• Online quizzes<br />
• Checklists<br />
• <a href="https://acsmediakit.org/blog/developing-sales-brochures-techniques-for-gaining-qualified-prospects/" target="_blank" rel="noopener noreferrer">Sales materials</a><br />
• Videos<br />
• <a href="https://acsmediakit.org/blog/modern-marketing-10-tips-podcasting-beginners/" target="_blank" rel="noopener noreferrer">Podcasts</a></p>
<p>In short, white papers can be used as a tactic within a larger content and marketing strategy, or they can form the backbone of the strategy on their own. Regardless of how you use white papers, creating compelling content and maximizing its value through distribution and repurposing is crucial if you want to make sure your audience pays attention.</p>
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		<title>LeadGen Playbook</title>
		<link>https://acsmediakit.org/leadgenplaybook/</link>
		
		<dc:creator><![CDATA[C&#38;EN Media Group]]></dc:creator>
		<pubDate>Tue, 26 Jun 2018 20:38:59 +0000</pubDate>
				<category><![CDATA[content marketing]]></category>
		<category><![CDATA[Custom Content]]></category>
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		<title>Stay Up-to-date with the Latest in Native Advertising for the Chemical Sciences</title>
		<link>https://acsmediakit.org/blog/latest-native-advertising-chemical-sciences/</link>
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		<dc:creator><![CDATA[C&#38;EN Media Group]]></dc:creator>
		<pubDate>Thu, 11 Jan 2018 16:54:45 +0000</pubDate>
				<category><![CDATA[Native Advertising]]></category>
		<category><![CDATA[C&EN BrandLab]]></category>
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		<category><![CDATA[custom media]]></category>
		<category><![CDATA[editorial]]></category>
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		<category><![CDATA[native advertising]]></category>
		<category><![CDATA[Print]]></category>
		<category><![CDATA[Raj Mukhopadhyay]]></category>
		<category><![CDATA[sponsorship]]></category>
		<category><![CDATA[storytelling]]></category>
		<category><![CDATA[white papers]]></category>
		<guid isPermaLink="false">https://acsmediakit.org/?p=4279</guid>

					<description><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time:</span> <span class="rt-time">3</span> <span class="rt-label rt-postfix">minutes</span></span> If you&#8217;ve been following our blog, you&#8217;ve likely read about C&#38;EN BrandLab, our custom content studio designed to work with advertising clients to tell their stories. (Or maybe you&#8217;ve heard how excited we were to be nominated for a Digiday award!) Part of why we launched the studio was because native advertising is its own [&#8230;]]]></description>
										<content:encoded><![CDATA[<p><span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time:</span> <span class="rt-time">3</span> <span class="rt-label rt-postfix">minutes</span></span>If you&#8217;ve been following our blog, you&#8217;ve likely <a href="https://acsmediakit.org/blog/editors-desk-cen-launches-the-cen-brandlab/" target="_blank" rel="noopener">read about</a> C&amp;EN BrandLab, our custom content studio designed to work with advertising clients to tell their stories. (Or maybe you&#8217;ve heard how excited we were to be <a href="https://twitter.com/CENMediaGroup/status/961366904169533440" target="_blank" rel="noopener">nominated for a Digiday award!</a>) Part of why we launched the studio was because native advertising is its own unique beast in the advertising world. The rules change depending on what publisher you&#8217;re working with, what platforms you want to be on, and at the very fundamental level: it all depends on how you want to tell your story. As such, we&#8217;ve been building a number of resources for our audience, such as <a href="https://cenbrandlab.org/contact-us/?utm_source=digital&amp;utm_medium=acsmediakit&amp;utm_campaign=blog" target="_blank" rel="noopener">consultations with experts</a>, and other resources similar to what we&#8217;ve done here on C&amp;EN Marketing Elements. The content is meant to be devoted to native advertising and custom content best practices, and what it would actually look like to work with our publication.</p>
<p>Please browse our initial list below. Out of all of these resources, what&#8217;s the best way to stay up-to-date? <a href="https://cenbrandlab.org/subscribe/?utm_source=digital&amp;utm_medium=acsmediakit&amp;utm_campaign=blog" target="_blank" rel="noopener">Subscribe to our quarterly native advertising newsletter</a> &#8211; designed for you, the science marketer. Thanks for reading, and please email us at <a href="mailto:cenbrandlab@acs.org">cenbrandlab@acs.org</a> with any comments, content ideas, or other suggestions!</p>
<h2><strong><span class="wpsdc-drop-cap">N</span>ative Advertising Resources</strong></h2>
<p>&nbsp;</p>
<p>&nbsp;</p>
<p>&nbsp;</p>
<ol>
<li>
<h2><strong><a href="https://cenbrandlab.org/subscribe/?utm_source=digital&amp;utm_medium=acsmediakit&amp;utm_campaign=blog" target="_blank" rel="noopener">Subscribe</a> to our quarterly newsletter straight from the C&amp;EN BrandLab team.<br />
</strong></h2>
</li>
</ol>
<p><a href="https://cenbrandlab.org/subscribe/?utm_source=digital&amp;utm_medium=acsmediakit&amp;utm_campaign=blog"><img loading="lazy" decoding="async" class="aligncenter wp-image-4292 size-full" src="https://acsmediakit.org/app/uploads/2018/01/800x419.png" alt="C&amp;EN BrandLab Subscribe" width="800" height="419" srcset="https://acsmediakit.org/app/uploads/2018/01/800x419.png 800w, https://acsmediakit.org/app/uploads/2018/01/800x419-270x141.png 270w, https://acsmediakit.org/app/uploads/2018/01/800x419-300x157.png 300w, https://acsmediakit.org/app/uploads/2018/01/800x419-768x402.png 768w" sizes="(max-width: 800px) 100vw, 800px" /></a></p>
<p>Each newsletter will focus on best practices for content, trends, articles from our studio, and other industry news and events. The goal is to be a resource just like our C&amp;EN Marketing Elements blog, but to specifically focus on how science companies can best use a native advertising approach.</p>
<p><a class="btn btn-default" href="https://cenbrandlab.org/subscribe/?utm_source=digital&amp;utm_medium=acsmediakit&amp;utm_campaign=blog" target="_blank" rel="noopener"><strong>Get your native advertising tips here.</strong></a></p>
<h2><strong>2. Missed the previous quarterly newsletters? <a href="https://acsmediakit.org/blog/category/brandlab/" target="_blank" rel="noopener">Review</a> past blog content on our C&amp;EN BrandLab site.</strong></h2>
<p>From the top marketing trends we expect to see in the chemical sciences in 2018, to Q&amp;A&#8217;s with our BrandLab writers and editors, <a href="https://acsmediakit.org/blog/category/brandlab/" target="_blank" rel="noopener">catch up on these resources here</a>.</p>
<h2><strong>3. New to the world of native? <a href="http://connect.acspubs.org/CEN-BrandLab-Terms-Sheet" target="_blank" rel="noopener">Start here</a>.</strong></h2>
<p>&nbsp;</p>
<p><a href="http://connect.acspubs.org/CEN-BrandLab-Terms-Sheet"><img loading="lazy" decoding="async" class="alignnone wp-image-4296 size-large" src="https://acsmediakit.org/app/uploads/2018/01/Screen-Shot-2018-01-11-at-10.40.09-AM-1024x789.png" alt="" width="900" height="693" srcset="https://acsmediakit.org/app/uploads/2018/01/Screen-Shot-2018-01-11-at-10.40.09-AM-1024x789.png 1024w, https://acsmediakit.org/app/uploads/2018/01/Screen-Shot-2018-01-11-at-10.40.09-AM-270x208.png 270w, https://acsmediakit.org/app/uploads/2018/01/Screen-Shot-2018-01-11-at-10.40.09-AM-300x231.png 300w, https://acsmediakit.org/app/uploads/2018/01/Screen-Shot-2018-01-11-at-10.40.09-AM-768x592.png 768w, https://acsmediakit.org/app/uploads/2018/01/Screen-Shot-2018-01-11-at-10.40.09-AM.png 1515w" sizes="(max-width: 900px) 100vw, 900px" /></a></p>
<p>Here we compiled a handy cheat sheet of common terms the industry has been throwing around. (Spoiler: there&#8217;s a lot.) Plus, we&#8217;ve given examples as to what these terms mean in our publication.</p>
<h2><strong>4. The Native Advertising Institute <a href="https://nativeadvertisinginstitute.com/blog/niche-publication-multiple-sponsors-science/" target="_blank" rel="noopener">published a Q&amp;A</a> with our executive editor of C&amp;EN BrandLab, Raj Mukhopadhyay. </strong></h2>
<p>Learn what&#8217;s important to us, how we tell our stories, and much more in this <a href="https://nativeadvertisinginstitute.com/blog/niche-publication-multiple-sponsors-science/" target="_blank" rel="noopener">snapshot</a> of our studio.</p>
<h2><strong>5. Watch a quick overview about how marketing is changed, and how we can help you adapt.</strong></h2>
<p><a href="https://vimeo.com/240901065"><img loading="lazy" decoding="async" class="alignnone wp-image-4326 size-large" src="https://acsmediakit.org/app/uploads/2018/01/Screen-Shot-2018-01-11-at-11.57.26-AM-1024x567.png" alt="BrandLab Resources" width="900" height="498" srcset="https://acsmediakit.org/app/uploads/2018/01/Screen-Shot-2018-01-11-at-11.57.26-AM-1024x567.png 1024w, https://acsmediakit.org/app/uploads/2018/01/Screen-Shot-2018-01-11-at-11.57.26-AM-270x150.png 270w, https://acsmediakit.org/app/uploads/2018/01/Screen-Shot-2018-01-11-at-11.57.26-AM-300x166.png 300w, https://acsmediakit.org/app/uploads/2018/01/Screen-Shot-2018-01-11-at-11.57.26-AM-768x425.png 768w, https://acsmediakit.org/app/uploads/2018/01/Screen-Shot-2018-01-11-at-11.57.26-AM.png 1076w" sizes="(max-width: 900px) 100vw, 900px" /></a></p>
<h2>6. Download a white paper for more in-depth learning.</h2>
<p><a href="https://acsmediakit.org/5-nontraditional-print-advertising-strategies/?src=blog"><img loading="lazy" decoding="async" class="alignnone wp-image-2699 size-large" src="https://acsmediakit.org/app/uploads/2017/03/5printstrategiesblog770x520-1024x692.png" alt="print advertising strategies to reach researchers" width="900" height="608" srcset="https://acsmediakit.org/app/uploads/2017/03/5printstrategiesblog770x520-1024x692.png 1024w, https://acsmediakit.org/app/uploads/2017/03/5printstrategiesblog770x520-270x182.png 270w, https://acsmediakit.org/app/uploads/2017/03/5printstrategiesblog770x520-300x203.png 300w, https://acsmediakit.org/app/uploads/2017/03/5printstrategiesblog770x520-768x519.png 768w, https://acsmediakit.org/app/uploads/2017/03/5printstrategiesblog770x520-770x520.png 770w" sizes="(max-width: 900px) 100vw, 900px" /></a></p>
<p>This free resource covers innovative tactics not just on native, but on a number of unique print advertising strategies. Learn the key elements to consider and exactly how to implement these types of sophisticated campaigns.</p>
<p><a class="btn btn-default" href="https://acsmediakit.org/5-nontraditional-print-advertising-strategies/?src=blog" target="_blank" rel="noopener"><strong>Download your whitepaper here.</strong></a></p>
<hr />
<div class="pullquote">We want to hear from you:</div>
<p><strong>What do you want to know about native advertising? Have you run a successful campaign? Let us know in the comments</strong></p>
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		<title>5 Nontraditional Print Advertising Strategies [White Paper]</title>
		<link>https://acsmediakit.org/blog/5-nontraditional-print-advertising-strategies-white-paper/</link>
					<comments>https://acsmediakit.org/blog/5-nontraditional-print-advertising-strategies-white-paper/#respond</comments>
		
		<dc:creator><![CDATA[C&#38;EN Media Group]]></dc:creator>
		<pubDate>Tue, 07 Mar 2017 18:32:18 +0000</pubDate>
				<category><![CDATA[Native Advertising]]></category>
		<category><![CDATA[White Papers]]></category>
		<category><![CDATA[advertorials]]></category>
		<category><![CDATA[augmented reality]]></category>
		<category><![CDATA[branded content]]></category>
		<category><![CDATA[content marketing]]></category>
		<category><![CDATA[native advertising]]></category>
		<category><![CDATA[personalization]]></category>
		<category><![CDATA[Print]]></category>
		<category><![CDATA[storytelling]]></category>
		<category><![CDATA[targeting]]></category>
		<category><![CDATA[technical content]]></category>
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		<guid isPermaLink="false">https://acsmediakit.org/?p=2694</guid>

					<description><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time:</span> <span class="rt-time">&#60; 1</span> <span class="rt-label rt-postfix">minute</span></span> When it comes to engaging your target audience, building brand awareness and demonstrating the value of your products, print advertising can be one of the strongest marketing tools in your corner. In fact, a 2016 C&#38;EN survey asked recipients about actions taken from promotions. Print ads turned out to be the number one driver to [&#8230;]]]></description>
										<content:encoded><![CDATA[<span class="rt-reading-time" style="display: block;"><span class="rt-label rt-prefix">Reading Time:</span> <span class="rt-time">&lt; 1</span> <span class="rt-label rt-postfix">minute</span></span>
<hr class="wp-block-separator"/>


<p>When it comes to engaging your target audience, building brand awareness and demonstrating the value of your products, print advertising can be one of the strongest marketing tools in your corner.</p>
<p><strong>In fact, a 2016 C&amp;EN survey asked recipients about actions taken from promotions. Print ads turned out to be the number one driver to a company’s website, as well as the top method that led to a purchase of a product.</strong></p>
<p style="text-align: center;"><a class="btn btn-default" href="https://acsmediakit.org/5-nontraditional-print-advertising-strategies/?src=blog" target="_blank" rel="noopener noreferrer"><strong>Learn five new ways to do print advertising here.</strong></a></p>
<p>If you&#8217;re not sure why you should turn to print, or would like to know how to take your current print advertising to the next level, this white paper will explain all of the ways in which you can utilize the medium.</p>
<p><a href="https://acsmediakit.org/5-nontraditional-print-advertising-strategies/?src=blog"><img loading="lazy" decoding="async" class="wp-image-2696 aligncenter" src="https://acsmediakit.org/app/uploads/2017/03/5PrintStrategiesIcons1000x750.png" width="699" height="525" srcset="https://acsmediakit.org/app/uploads/2017/03/5PrintStrategiesIcons1000x750.png 1000w, https://acsmediakit.org/app/uploads/2017/03/5PrintStrategiesIcons1000x750-270x203.png 270w, https://acsmediakit.org/app/uploads/2017/03/5PrintStrategiesIcons1000x750-300x225.png 300w, https://acsmediakit.org/app/uploads/2017/03/5PrintStrategiesIcons1000x750-768x576.png 768w" sizes="(max-width: 699px) 100vw, 699px" /></a></p>]]></content:encoded>
					
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