The Importance of Short-Form Content to Maintain Scientific Credibility
Development of short overviews of a specific area of organic chemistry to showcase instrument capabilities and drive traffic.
Short-Form Educational Content to Show Academic Leadership
This article explores the use of short-form informative pieces within the chemical industry that are written to give an overview of a niche area, where the readers will be experts in the field. In this project, the short-form content we prepared was specifically designed to both:
Outline the use of flow chemistry within non-traditional areas of organic synthesis (showing engagement with the literature) and;
Provide a pathway for increasing website traffic through SEO and AI-based search engines.
It goes without saying that scientific accuracy and credibility were crucial throughout.
And Why It Matters
The brief was to prepare several webpages to give an overview of the use of flow chemistry within different contexts that, until fairly recently, were not considered sutiable for flow. Pages developed included nitration, lithiation, Grignard reagents, and electrochemistry. Inclusion of key schemes that showcased the breadth and depth of reaction were an absolute requirement, alongside the inclusion of key references from leading academic journals and academic researchers. Effectively, we wanted to build thought-leadership in the area, and show engagement with modern chemical developments.
And this wasn’t a project that just anyone could do. We needed to use all of our chemistry skills and PhD training to:
Understand and convey complex areas of organic synthesis
Know (and cite!) the leading publications in the area from recent years
Showcase why flow chemistry gives significant advantage
Develop imagery that gave the reader a quick overview of the area, including technical schemes
The ConsultaChem Difference
We are experts in organic synthesis, writing for other experts in organic synthesis. And we know a lot about flow!
We quickly identified that the readers of these pages are not the general public; they will be scientists who are leaders in their field. They know factual accuracy, and are also aware of where the field is going and how the technology is being developed at pace to include reactions that, until 5 years ago or so, were not even faesible in flow (such as photochemistry and electrochemistry). This means that, as a content-creation partner, we need to uphold the highest standards and, when we write, it has to be clear. We also made sure to include schemes when necessary (as all chemists know a scheme paints a thousand words), which were hand-picked to showcase particularly interesting or relevant transformations, and our graphic design team prepared several ‘top line’ images for each topic overview.
Conclusion & Related Reading
Chemistry is in our blood, and we’re most happy when we’re writing about it. Within this project the client trusted us and we were given the academic freedom to include what we thought was appropriate, in conjunction with Vapourtec’s scientific lead. And, from what we’ve heard, our pages are making a difference, driving website traffic.
An example of one of our outputs is here:
