Biomanufacturing is a rapidly growing industry with strong roots in Iowa. Through Chemurgy 2.0, the University of Iowa School of Journalism and Mass Communication's Content Marketing class was tasked to make the field more visible, relatable, and exciting. The goal was to spark student interest and ultimately help retain emerging talent in Iowa after graduation.
To achieve this, the class developed a multifaceted content marketing plan designed to meet students where they are. Their approach included a newsletter, social media content, a podcast, and an explainer video. Each element is crafted to inform, engage, and inspire the next generation of biomanufacturing professionals.
About Chemurgy 2.0
The vision of the "Building Capacity Across Iowa to Meet Human Needs from Things that Grow" (aka "Chemurgy 2.0") project is for Iowa to become an advanced biomanufacturing leader by adapting and modernizing the concept of "chemurgy": i.e., applied chemistry with a focus on producing industrial products from agricultural material. Learn more here.
Project team: Lena Ahrens, Clayton Stafford, Allie Pitz, Lexi Thies, Avery Arens
Video
With a focus on educating, explaining, and entertaining, the video team created dynamic visual content to bring the Chemurgy story to life. From short, scroll-stopping Reels to a polished explainer video, their work breaks down the science and significance of biomanufacturing in compelling, accessible ways.
You can find the content on:
Project team: Rose Grau, Karina Navarro, Leah Patterson, Delanie Jensen, Alyvia Kirschman
Podcast
The podcast team produced From Lab to Life, a six-episode series exploring biomanufacturing through the voices of experts across campus and industry. From defining what biomanufacturing is, to sharing personal career journeys, to highlighting Iowa’s unique strengths in the field, each episode offers a fresh, engaging perspective. Guests include faculty innovators, industry professionals, and university leaders working to move ideas from the lab into real-world impact. Episodes range from 25 to 45 minutes, balancing depth with accessibility.
You can find the content on:
Project team: Josephine Geiger-Lee, Maddie Hurley, Klaudia Lukaszczyk, Karsyn Tielbur, Camryn Ward
Newsletter
The newsletter team crafted two editions of print and digital publication designed to inform and inspire. Each issue featured a mix of storytelling and interactive content—including firsthand accounts from patients and undergraduates, “Why Iowa?” profiles of professionals drawn to the state for biomanufacturing work, and spotlights on local jobs, internships, and research opportunities. Readers could also dive into a biomanufacturing FAQ column and a themed crossword puzzle for a fun, educational twist.
Read the digital newsletters:
Project team: Anna Jermano, Violet Miller, Hannah Hogan, Gracie Harvey, Katrina Arsenijevic
Social Media
This social medai team leveraged current trends to showcase the real-world impact of biomanufacturing at the University of Iowa—highlighting industry opportunities, innovative research, and future career paths. By translating complex concepts into eye-catching, interactive content, they made the Chemurgy project engaging and accessible to a wide audience.
You can find the content on: