AI for Content Marketing in the Life Science Industry: Emma's Story

Hi Emma! who are you and what do you do? 

Hi! I’m a content marketer with a background in microbiology, originally from Finland and now based in Sweden. I currently work as a marketing communications associate in the life science industry, where I combine scientific understanding with storytelling to make complex topics more accessible and engaging.

You recently took "AI for Content Marketing". What made you choose this course? 

AI is rapidly transforming how we work in marketing, from content creation to strategy. I wanted to better understand how these tools can be used effectively and responsibly, especially in a highly regulated industry.

What did you take away from the course?

AI is ultimately just a tool that can help us work faster and more efficiently, but it doesn’t replace the human side of marketing. The most memorable content often comes from creativity, real insights and the slight human imperfections that make something feel genuine.

What was it like having lisa Walder as your instructor?

Lisa was a brilliant leader who combined well-structured lessons with real-world experience. She made the sessions very practical, using relevant examples that made it easy to translate theory into actionable insights.

What did you find the most fun or valuable during the course? 

I especially enjoyed the group discussions, where we could compare how AI is being used across different industries. It was interesting to see both the similarities and the gaps in how teams are adopting these tools in practice. 

Have you been able to apply what you learned? 

One of the most practical takeaways has been improving how I work with prompting, not only writing better prompts, but also learning how to iterate and refine them to get more useful outputs. Generative engine optimisation (GEO) was a new concept for me, and I now use AI tools to help me explore and improve content from that perspective.

What does a typical day at work look like for you?

No two days are the same, which is something I enjoy. One moment I’m deep in writing or analysing content performance, the next I’m planning campaigns, or trying to turn highly technical topics into something people actually want to read. I like the mix of structure and a little chaos. Usually with a coffee in hand and a to-do list that somehow keeps growing.

What’s the best part of your job?

I love the combination of science and communication. Having a background in biology allows me to translate complex scientific ideas into content that is clear, engaging, and meaningful for different audiences. I’m especially drawn to formats like video and podcasting.

And the challenges?

In an era of AI being accessible to practically anyone, it can flood our channels with generic content. The challenge today is that we’re always writing for people, but we also must understand the systems that shape how content is distributed and discovered. Algorithms influence visibility more than ever, but if you start writing for them instead of humans, the content quickly loses its meaning. The real work is finding the balance: staying authentic and useful for readers while still being aware of how content is surfaced and ranked.

Where do you find inspiration?

I find inspiration by looking outside the life science industry and following how other sectors approach storytelling and audience engagement. I’m especially interested in people who can communicate complex ideas in simple and engaging ways. Someone I’ve always admired is Sir David Attenborough. His ability to make people genuinely care about science and nature through powerful storytelling is incredibly inspiring to me.

Do you have a career tip you’d like to share?

Stay curious and don’t be afraid to move between disciplines. I started in science and transitioned into content marketing, and that combination has been a real strength. Diverse experiences often become your biggest advantage.

What would you say to someone considering taking this course?

Just do it! In a fast-changing field like digital marketing, upskilling is essential, and this course gives you practical tools you can immediately apply. It’s especially valuable if you want to understand how AI is used in real marketing workflows.