How Your Customers Think: Editorial Strategy for Better Marketing
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Joe Salerno leads marketing programs at HDMZ after leaving benchwork in toxicology. Ryan Ferrell's team creates content for science companies after working with inventors in gene editing and sequencing. Rajendrani Mukhopadhyay manages C&EN's custom content studio after experience writing for chemistry publications.
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How Your Customers Think: Editorial Strategy for Better Marketing
- 2. JOSEPH SALERNO Account Director, Client Services HDMZ After 17 years of moving clear liquids from one tiny tube to another, Joe left his benchwork behind to lead marketing at a reference toxicology laboratory. He now directs marketing programs and brand development at HDMZ for molecular diagnostics, clinical services, and LC/MS technology companies. B.S., Biology, Northeastern Illinois University M.S., Plant Genetics and Systems Biology, Northwestern University RYAN FERRELL Director, Scientific Communications HDMZ After working with inventors of gene editing, single molecule sequencing, and CTC diagnostics technologies, Ryan knows good stories… and how great ones often remain hidden and untold. His team of science writers create content marketing campaigns and promote companies to journalists. B.S. Neuroscience, UC San Diego Government Scholar, Beijing Language & Culture University RAJ MUKHOPADHYAY, Ph.D. Executive Editor C&EN BrandLab Rajendrani has served as managing editor for ASBMB Today and has written for Analytical Chemistry, C&EN, and Chemistry World. She now manages C&EN’s new native advertising custom content studio, C&EN BrandLab, to develop unique narratives for ACS advertisers. Ph.D., Biochemistry, Cellular & Molecular Biology, Johns Hopkins University HOW YOUR CUSTOMERS THINK Editorial Strategy for Better Marketing
- 3. HDMZ Where important brands get the attention they deserve. How can I get more leads?
- 4. How can I better serve my customers? HDMZ Where important brands get the attention they deserve.
- 5. Inside-Out Outside-In HDMZ Where important brands get the attention they deserve.
- 6. Here at Morning Edition, we have an update from our colleagues at our Planet Money team… HDMZ Where important brands get the attention they deserve. Most Skipped Self Referential Ledes A lot of things have been killed off by the Internet, like the Rolodex, multivolume encyclopedias, paper maps. But somehow, shopping catalogs continue to survive. Why? Here's NPR's Uri Berliner. Best Performing Topic Precedes the Peg
- 7. Unexpected Places to Find Stories
- 8. Case Study in Outside-In Strategy Sigma-Aldrich Inside-Out: Our validated reagents improve experimental reproducibility. HDMZ Where important brands get the attention they deserve. Outside-In: The community is debating factors that lead to irreproducible data.
- 9. HDMZ Where important brands get the attention they deserve. Accelerating R&D Outside-In: Research into the C-suite’s agenda focused content marketing, generating record revenue from MQLs. Case Study in Editorial Focus ICON plc
- 10. ▚ We make sense of the world by telling each other stories, not by shouting at one another. So, is your brand seen as a carnival barker or a bard? ▚ Stories that resonate are authentic to both the storyteller and the listener. ▚ Authenticity is built on shared goals. Ask not for leads, but for customers to invite you in.
- 11. Raj’s Questions to Find Your Story Which one of the “who, what, why, where and how” is the most fresh, most exciting? Why did you want this widget? What stories have already been told that my audience is most likely to know? 1 2 3
- 12. “People react to people. People remember people.” — Kelsey Proud, NPR Producer HDMZ Where important brands get the attention they deserve.
- 13. An Easy Model Plot for Science 1 Call to Adventure Open with an investigator’s desire/motivator to pursue the hypothesis. What led them to this decision? Were there apprehensions? Get more plot guides: email ryan.ferrell@hdmz.com HDMZ Where important brands get the attention they deserve. 2 Crossing the Threshold Start with a relatable moment in life as he/she embarks on an adventure in discovery. 3 Tests, Allies, Enemies, Rewards Introduce antagonists (e.g., challenges that potential customers believe exist, long-standing theories that his/her data confronted). Retell the actions he/she took to overcome those antagonists. Did his/her thought process need to change? Were there doubts, alternatives considered? Did interim results give ammunition to push farther? 4 Final Battle The climax yields the reward: new knowledge or a victory for a patient. How did this feel? 5 Return with the Elixir How did the ordinary world react—was this scientist viewed in a different light, vindicated? What are the broader implications for society? As a changed scientist, what is his/her new world view? And, where will he/she explore next?
- 14. How can I better serve my customers? HDMZ Where important brands get the attention they deserve.
- 15. JOSEPH SALERNO Account Director, Client Services HDMZ After 17 years of moving clear liquids from one tiny tube to another, Joe left his benchwork behind to lead marketing at a reference toxicology laboratory. He now directs marketing programs and brand development at HDMZ for molecular diagnostics, clinical services, and LC/MS technology companies. B.S., Biology, Northeastern Illinois University M.S., Plant Genetics and Systems Biology, Northwestern University RYAN FERRELL Director, Scientific Communications HDMZ After working with inventors of gene editing, single molecule sequencing, and CTC diagnostics technologies, Ryan knows good stories… and how great ones often remain hidden and untold. His team of science writers create content marketing campaigns and promote companies to journalists. B.S. Neuroscience, UC San Diego Government Scholar, Beijing Language & Culture University RAJ MUKHOPADHYAY, Ph.D. Executive Editor C&EN BrandLab Rajendrani has served as managing editor for ASBMB Today and has written for Analytical Chemistry, C&EN, and Chemistry World. She now manages C&EN’s new native advertising custom content studio, C&EN BrandLab, to develop unique narratives for ACS advertisers. Ph.D., Biochemistry, Cellular & Molecular Biology, Johns Hopkins University HOW YOUR CUSTOMERS THINK Editorial Strategy for Better Marketing