In December, the Marketing Elements blog celebrated 10 years since our inaugural post on Dec. 12, 2013. Since then, this blog and its monthly newsletter have strived to be a valuable resource for the science marketing community by offering insights from experts, industry best practices, and the latest trends impacting our industry’s ever-changing landscape. Your engagement – through clicks, likes, comments and shares – has been instrumental in nurturing our voice and helping us identify topics that best serve our community. As we look back on another year of science storytelling and marketing, let’s delve into our top five articles of 2023.
#5 Podcast Experts Explain How To Make Audio An Effective Part Of Your Strategy
Did you know that consumers spent 15 billion hours listening to podcasts in 2022, up 25% from 2020? Done well, audio storytelling presents new opportunities for brands to connect to their audiences and adds a new lens through which to view scientific work. In this top-5 blog post, science podcasters Paolo Braiuca and Chris Conner share insights on the right approach for audio, from getting the story right to selecting the right format to how much (or little) to promote products.
#4 How to Use Storytelling to Make a Case for Technological Transformation
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? In this post, our C&EN BrandLab experts explain how they use a storytelling framework to make compelling cases for technological transformation. Read on to learn how two high-performing white papers and an e-book followed this framework.
#3 Science White Papers Falling Flat? Here’s a Formula for Better Performance.
White papers demand a significant investment in time and research, yet their value extends far beyond their publication date when coupled with an effective strategy. But why do some white papers succeed while others flop? Here, we examine high-performing white papers to understand what makes them connect with science audiences. Read on to see examples and learn what works (and what doesn’t).
#2 Artificial Intelligence (AI) Writing in Science and Science Marketing – Is it Viable?
Can AI writing software be trusted to produce quality, scientifically accurate content? What about SEO? Can an article written by artificial intelligence rank well? These timely questions made this article our #2 most read of 2023. In this blog, guest writer Jesse Harris tested Jasper and ChatGPT to find out if artificial intelligence can be used to create science content. Check out the limitations he discovered, as well as the AI strengths and tools that can help science marketers right now.
#1 Social Media Inspiration: Science Companies Doing It Right
Taking the top spot is an inspiring compilation of science brands who use eye-catching images, informative videos and engaging storytelling to effectively connect with science audiences on social media.
As social media evolves and adds additional features and platforms every year, it becomes increasingly difficult to break through the noise and connect with target audiences. Through examples from Facebook, Twitter (X), LinkedIn, YouTube and Instagram, this post shares some of the unique and effective ways science brands are standing out.
More Shareable Content from 2023
While they didn’t break the top 5, these articles caught the attention of science marketers in 2023 and we expect to see interest in these topics grow in 2024.
- Trending Scientific Topics: 5 Hot Topics Chemists and Engineers are Reading About in 2023
- Answers to Five Common Questions About Science Native Articles
- Science Marketing in a Recession – Is It Time to Cut Spending?
- Chemists Want To Hear From Other Chemists: Here’s How To Integrate Their Voices Into Your Marketing
- What Science Marketers Need to Know About Search Engine Optimization