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How branded content raised the employer profile of Baden-Württemberg on the international stage
Case Study: Baden-Württemberg International

How branded content raised the employer profile of Baden-Württemberg on the international stage

For employers, standing out in the competitive academic jobs market is a fine art, and a prime way to do so is through branded content marketing

Employer branded content prioritizes audience engagement, enabling a deep and lasting connection to be formed with readers. It is, however, very important to find the right partner brand who shares your values and can help you reach and speak to your chosen audience. 

Springer Nature, with its established reputation and connection with the scientific community, is a well-placed branded content partner. Clients like Baden-Württemberg International (BW_i) see their messaging translated into compelling articles that scientific audiences read and enjoy. 

Baden-Württemberg – bright minds creating the future

Situated in the heart of Europe, economic powerhouse Baden-Württemberg is the most successful state in the German Excellence Strategy. Investing 5.8% of GDP in R&D, the state’s high levels of research funding far outstrip those of Germany as a whole. Great academic institutions produce world-class research here. Home to global players including Daimler, Bosch, and Porsche, Baden-Württemberg is also a highly attractive destination for start-ups and small businesses. And it’s well known for its enviably high quality of life, with its lakes, forests, and bustling cities.

Spreading the message – building the talent pool

The marketing team at Baden-Württemberg International (BW_i) works hard to strengthen the state’s position as a globally competitive location for business and science. Working with external agencies, BW_i’s aim is to attract talent, investors, and cooperation partners to this leading innovation region and support local scientific institutions in their international journey.

Driving awareness with branded content – collaborating with Nature

The name Baden-Württemberg, and what it stands for, is well known in Germany but less so abroad. For this project, the task in hand for BW_i was to increase visibility abroad, communicating to the international research community the exceptional opportunities the state has to offer. By collaborating on branded content with Nature Research Custom Media at Springer Nature, BW_i planned to share their story on a grand scale. 

Partnering with Springer Nature to make their message stand out from the crowd was the obvious solution for BW_i, for many significant reasons:

  • The trusted Nature brand is the first choice for research. 
  • Springer Nature’s creative expertise and professional journalism standards are next to none.
  • Nature’s audience comprises influential scientists and opinion leaders around the world, with over 10 million monthly visitors to
  • Behavioral targeting allows for a tailored campaign, ensuring BW_i would engage their key audiences.
  • Nature Research Custom Media’s award-winning team of writers and editors are well placed to convey the message internationally that Baden-Württemberg is a highly desirable career destination.
  • Nature Research Custom Media project manages campaigns from start to finish.
  • Campaign reporting shows the exact extent of user engagement with campaigns.

Creating engaging and enduring content

BW_i and Springer Nature worked together to produce topics that reflected a range of Baden-Württemberg’s strengths and leadership in different fields. 

Springer Nature then created a series of three branded content articles which were published on, running consecutively from June 2021 to March 2022:

Springer Nature’s team of marketers promoted the articles through Facebook advertising and native and banner ads on 

What BW_i particularly liked about these articles was the way that Nature Research Custom Media’s skilled authors took complex research topics and made them easy to understand, whilst also subtly showcasing Baden-Württemberg as a highly desirable career destination. 

Extending the campaign over the course of a year enabled BW_i to keep in touch with their audience, consolidating their message further as time went on. 

A positive outcome

Once the campaign was complete, BW_i was able to access a detailed analysis of how their audience had engaged with their story, both through social media and on 

BW_i’s main aim for the campaign was to boost awareness and interest in Baden-Württemberg among international scientists, and they were pleased with the high level of reader engagement:

  • Social media advertising drove a high proportion of the 3,600+ page views.
  • Article completion rates showed that readers were staying on the page – dwell time rose to nearly 11 minutes for the last article.
  • Nearly 60% of readers viewed between 50% and 100% of each article. 
  • The increased number of clicks on BW_i’s own website ( was further proof of the interest generated by the campaign and its overall success. 

Contact the team at Nature Research Custom Media to create your own compelling content and strengthen your employer brand.

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