Wiley Science Solutions (WSS), trusted partner of laboratory scientists all over the world and home to the world’s largest collection of spectroscopy data, launched a highly successful masterclass webinar series in September 2020. To keep up event engagement, they reached out to SciencePOD, who produced three blog posts highlighting different stand-out aspects of the series. With a view to repeat that success, WSS turned their attention to a different webinar by their spectral interpretation expert, Dr. James de Haseth. This focused on their flagship spectral software package, KnowItAll.
The stated goal of WSS was to educate prospective users on the type of applications that KnowItAll could be used for, particularly in real-world settings such as forensics. The webinar detailed Dr. de Haseth’s identification of an unknown, suspected illegal compound as part of a federal case and how he had used the KnowItAll software in the process. In other words, it was an ideal starting point for a campaign raising awareness of real-world applications.
Due to WSS’s global presence and varied audience, counting both academics and industry professionals, the campaign would ideally be realised in a way that reached the user base in different ways. However, both the webinar and the software package required a high level of subject-specific knowledge to understand and communicate. The intended audience were either experts in the field, who might be interested in KnowItAll for use in their own laboratories, or soon-to-be experts looking to learn about the world’s largest spectral library and its accompanying specialised software. Any communications would need to put the scientific content centre stage.
WSS realised that in order to spread the word about KnowItAll’s real-world applications and reach their intended audiences, they needed a scientifically competent content creation partner, who was able to produce a range of content of high scientific accuracy, potentially for different communication channels.
WSS already knew that SciencePOD’s team had the specialised scientific knowledge needed to translate technical webinars into engaging narratives, as they had done with the blog posts for the previous webinar series. So they reached out again.
SciencePOD assigned a content creation team, including a writer who could draw on their academic background in organic chemistry and spectroscopy; an understanding of spectral interpretation and compound identification was crucial. The result was an in-depth white paper/case study on the drug case, written in a magazine-style format for maximum narrative impact and featuring direct quotes from Dr. de Haseth.
This was followed by other types of content based on that same source material: a remote video interview with Dr. de Haseth and a WSS style guide-compliant infographic. Here the SciencePOD platform, which gathers a team of specialised creators such as writers, editors, and designers, came into its own and ensured scientific accuracy and consistently high quality across all the different content forms.
The diverse content produced by SciencePOD enabled a multichannel strategy for publication across various communication channels, such as newsletters, social media platforms, e-mail and the WSS’s own website. It meant that WSS users would be able to engage with the core message of KnowItAll’s real-world applications in different formats, and this way WSS could also ensure that their varied audience was successfully reached.