Schedule Viewer 2023

Use the filters to find the speakers and sessions that present solutions to your greatest content marketing challenges and plan your personal CMWorld experience.

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Finding Science Stories that Audiences Can't Resist

Melissae Stuart  (Senior Editor, C&EN BrandLab, American Chemical Society)

Jesse Harris  (Digital Marketing Coordinator, ACD/Labs)

Location: Room 152B

Date: Thursday, September 28

Time: 3:35 pm - 4:15 pm

Pass Type: All Access Pass, Main Conference Plus, Main Conference, Digital Pass - Get your pass now!

Audience Level: Intermediate

Conference Theme: B2B

Session Type: Session

Track: Storytelling Techniques

Vault Recording: TBD

Audience Level: Intermediate

Storyblok

Science marketing content has a "Goldilocks" problem: most of it is either too simplified to be useful for experts, or it is so dry that no one wants to read it. B2B and B2C audiences crave insightful science content, but these stories get buried in the jargon of academic journals and technical documentation.

Join two scientist-turned-marketers to learn how to use scientific articles and research to create engaging thought leadership. Brilliant researchers, developers, and engineers at your company have knowledge worth sharing. This session will dissect two real-world examples of converting this technical expertise into high-performing content.

Takeaway

  • How to identify a narrative arc while maintaining scientific accuracy
  • How to work with subject matter experts to create technical articles
  • How to convert one piece of content into a multi-platform campaign designed for a scientific audience