Navigating uncertainty as a life science marketer

TL;DR: In this article, I discuss how change and uncertainty are inseparable from a career in marketing. I recently discussed this with Bitesize Bio's Commercial Director, Kenneth Vogt, and he has a reassuring message for marketers.

Marketers are no strangers to uncertainty. Our work is constantly evolving due to technological changes, trends, and fluctuations in the global economy. It seems sometimes that the only certainty in our role is change!

Recently, I spoke to Kenneth Vogt (commercial director at Bitesize Bio) about this. He also runs a personalized business coaching company, so I knew he would have some solid wisdom for marketers needing reassurance.

Since that conversation, Ken has written a blog post called The Science Marketer's Quest for Clarity, which has an encouraging message for life science marketers globally. In this blog post, Ken discusses the importance of balancing your quantitative and qualitative data, how to earn Google's trust, and how to navigate economic fluctuations.

Here are my favorite takeaways:

• The foundations of good content have not changed: Even though changes have been made to Google's algorithm, what the search engine prioritizes (relevance, authority, and user experience) remains unchanged. This leads nicely onto this second point...
• Market to the human, not the machine: Understanding the "human impact" of your content is crucial for creating genuine connections with customers. Focus on how your writing can improve their lives and careers, not just what Google wants.
• The economy's impact varies: Economic trends affect different businesses in unique ways. Recognize which fluctuations are relevant to your company and what factors are within your control; then adjust your marketing strategy accordingly.
• You are not alone: Every marketer at every company is coming up against these changes. You don't have to have all the answers. No one does! Make the most of the small wins when times are hard, and realize you're probably doing better than you think.

If you want more reassuring wisdom, read Ken's full blog post on our content marketing website here.

- Zara Puckrin , Marketing Manager at Bitesize Bio ??