Hi ,

Happy September! Here’s what’s included in this month’s newsletter:

1. 8 handy links to energize your marketing

2. Marketing meme of the month from Richard King

3. How Bitesize Bio’s organic traffic has survived in the age of GEO

4. Quote on creative idea from David Ogivly

5. Staff spotlight with our Workflow Support Co-ordinator, Jane Gray

If you have a minute, we’d love you to reply to this email, letting us know what you liked, what you didn’t, or what you think we could do better.

First time reading? Sign up here.

OUR FAVOURITE FINDS

For better marketing, check out these links

🌿 Advice for writing Useful Content (Even If You’re a “Bad” Writer)
Practical advice for creating content that resonates, even without polished writing skills. Includes recommended books to help you sharpen your craft

🌱 Using data-Driven Marketing on Google Ads
This article breaks down how to use Google Ads data for smarter budget allocation. A practical guide to driving better ROI from every campaign

🌾 Why Brand-Owned Communities Are the Future of Growth
Explores why communities are becoming more valuable than social platforms. Offers insights on how to build direct, lasting relationships with your audience

🌻 Remember: Human Brains Are Lazy
Highlights how cognitive shortcuts influence decision-making. Helpful for crafting messaging that feels effortless to engage with

🌿 PDF to Word Converter [Tool]
A simple, free tool for converting PDFs to editable Word documents. Saves time when repurposing reports or creating new assets.

What we’re reading this month

📚 The Power of Full Engagement by Jim Loehr
Focuses on managing energy, not just time. A valuable read if you want to sustain performance without burning out.

📚 Building a StoryBrand by Donald Miller
Shows how to clarify your brand message so customers immediately see the value you provide. Practical frameworks you can apply to any campaign.

What we’re loving this month

🧡 Human in Progress (20/50): On Being Weird and Kind
A thoughtful reminder that mission-driven decisions often create the deepest connections

MEME OF THE MONTH

DEEP DIVE

How Bitesize Bio’s Organic Traffic Has Survived in the Age of GEO

When AI-powered search shook the marketing world and slashed traffic for giants like HubSpot, many sites scrambled to survive. Yet Bitesize Bio’s traffic barely flinched, even as competitors took heavy hits. In this article, we unpack the two core principles that kept us “AI-proof,” why they work for both humans and algorithms, and the practical steps you can take to make your own content thrive in the age of generative engine optimisation.

You might have heard that HubSpot lost 80% of its blog traffic this year

Search Engine Land covered it. HubSpot responded. Media companies everywhere started panicking about the rise of LLMs and generative search engines.

Meanwhile, at Bitesize Bio, something interesting happened…

Nothing.

In fact, our organic keyword ranking actually increased.

But when we looked at our competitors on Semrush, we noticed they weren't so lucky. Many saw significant drops in organic search traffic.

So what made the difference?

The two things protecting Bitesize Bio’s traffic 

First, our content comes from real lived experience that can't be replicated by AI or found in textbooks. We're not interested in sharing stuff you can access elsewhere. We want the lab wisdom you can't learn from a book: the hack that finally made your experiment work on the 13th try, the troubleshooting trick that nobody talks about.

That knowledge only comes from lived experience in the lab. AI can't manufacture it.

Second, we talk to our audience like a friend, not like a stuffy professor writing a report. We use conversational language because we're genuinely trying to help, not show off how smart we are.

Turns out, LLMs do the same thing. They try to talk to people at their level using a conversational tone. And apparently, they quote Bitesize Bio quite a lot.

The lesson? The same strategy that works for humans works for robots, too

Google's algorithm isn't your enemy, trying to trip you up. It's trying to surface the most useful content for actual people. So if your content works for humans, it'll work for Google's robots because that's what they're optimizing for.

Optimizing terrible content is like rearranging deck chairs on the Titanic. If you don't have something unique to say, if you're not offering a genuine perspective that actually helps people, no amount of SEO wizardry will save you.

Ask yourself, “Is this a unique insight? Does it come from a real human perspective? Is it actually relevant to my audience?”

If the answer's no, don't publish it.

How to Build “AI-Proof” Content Today

For sponsors and life science marketers, content rooted in real expertise and authenticity wins, regardless of how search evolves. Here are tactical moves you can make now:

1. Mine Real Human Insights

   Ask your audience directly what problems they are struggling with. Create content that answers those questions with stories, examples, and personal wisdom, not just summaries of existing literature.

2. Prioritize Depth Over Breadth
   Follow HubSpot’s advice post-crisis: focus on deep, differentiated expertise. One standout article packed with unique insights beats 10 generic listicles every time.
   

3. Use Conversational, Accessible Language
   Cut the jargon. Write like you’re explaining it to a colleague over coffee. LLMs favor this tone, and so do readers.
   

4. Diversify Beyond Organic Search
   Don’t put all your marketing eggs in Google’s basket. Invest in newsletters, webinars, and gated content communities. HubSpot smartly bought The Hustle newsletter for this very reason.
   

5. Build a Recognizable Brand
   In the age of LLMs, brand recognition is everything. When your name pops up in an AI-generated answer, you want instant credibility, a.k.a., the “Coca-Cola effect” of trust.

SHAMELESS PITCH - FROM BITESIZE BIO

Ready to build content that actually works for both humans and AI? 

Our community of 1.3M+ bioscientists is the perfect testing ground for authentic, experience-driven content that generates real engagement and sales-ready leads. With over 400,000 organic visits per month and 65,000 email subscribers, we've proven that genuine, helpful content wins every time.

Partner with us through our webinar program, educational articles, or custom marketing services, and tap into an audience that's already primed to trust content that comes from real lab experience. Let's create something that stands the test of time and algorithms.

QUOTE OF THE MONTH

IN THE SPOTLIGHT 

“If you've got a hard task or job that you're dreading, just do it and get it over with. What’s in your head is actually a lot worse than what it's going to be.”

This month’s spotlight is on Jane Gray, Bitesize Bio’s Workflow Support Coordinator. Here’s what we found out from Jane about art, admin, and science.

Jane's journey to Bitesize Bio began with an unexpected twist: COVID-19. While studying at university, the lockdowns hit during her second year, prompting her to start volunteering with a local group where she met co-director Fiona. Drawing on her admin and operations background, Jane began helping with the group’s administrative needs.

When Jane graduated, she was looking for part-time work, and the timing "dovetailed quite nicely" with Bitesize Bio's needs. Despite not having a scientific background, her varied experience as an operations manager for a web design company, along with her sales experience and willingness to "jump in wherever I can help," made her a perfect fit.

After graduating from university with a textile design degree, Jane's first job was as a "teddy bear administrator" at a teddy bear hospital in Leith. While she loved the creative team and the work they did restoring beloved toys and dolls for families, the daily commute proved too challenging. This unique experience, however, speaks to Jane's openness to unexpected opportunities and her appreciation for creative, meaningful work.

Jane's superpower lies in her versatility and fearless approach to learning

As she puts it, "I'm not generally put off by things, I'm super keen to learn new things." This jack-of-all-trades mentality has served her well in her current role as Workflow Support Coordinator, where she manages the Workflow Support team and tackles various projects.

What truly sets Jane apart is her ability to see projects through from start to finish. "I love seeing a project through from the start to the end," she explains. This completion-focused mindset, combined with her willingness to learn new software systems and jump into unfamiliar territories, makes her invaluable to the team.

Jane's adaptability has also taught her patience and flexibility; skills she's had to develop at Bitesize Bio. As someone who naturally loves ticking things off lists, she's learned that "it doesn't always happen as soon as I would like," helping her adapt a more balanced "it'll be there tomorrow" approach.

Her artistic background brings a unique perspective to her work, and she's already brainstorming creative contributions to Bitesize Bio, such as creating science-themed coloring sheets for the audience, combining her artistic skills with the company's educational mission.

Outside of Bitesize Bio, Jane runs her own textile design business, Jane Gray Design

What started as pencil drawings inspired by the Scottish countryside has evolved into a growing business creating textile illustrations. Her work celebrates everything she enjoys in life - from nature scenes to the occasional gin bottle.

Jane's commitment to sustainability shines through her business approach. Working in the textile industry, she's conscious of not adding to textile waste, carefully considering her processes and materials. Her artistic inspiration comes from her childhood in southwest Scotland, where she grew up in what friends describe as "an Enid Blyton book" setting - surrounded by woods, fields, and beaches.

Her creative pursuits extend beyond drawing. When she's not creating art, Jane enjoys baking (particularly bread making), which provides a structured contrast to her free-flowing artistic process. "The baking actually makes me stick to like an ingredient list," she notes, finding it surprisingly relaxing.

Jane's dream destination is New Zealand, topping her travel bucket list. But her heart remains tied to Sandhead Beach near her hometown of Stranraer, where palm trees grow thanks to the Gulf Stream and the water is actually warm enough for swimming (a rare treat in Scotland).

If she won the lottery, she would head straight to New Zealand, then return to start a hospitality business, combining her love of being hospitable with her entrepreneurial spirit. For now, she's content building her design business while contributing her unique blend of creativity, versatility, and practical skills to the Bitesize Bio team.

FINAL THOUGHTS

Remember—there are three ways that Bitesize Bio can help you grow better:

• Brand awareness: Get your products directly in front of a relevant audience and foster credibility and recognition among scientists actively seeking technical information.

• Lead generation: Obtain qualified prospects for your product and robust data insights that allow your sales team to follow up with leads who show genuine interest.

• Integrated Marketing Campaigns: Blend multiple touchpoints to create a cohesive journey that amplifies the brand message, drives engagement, and generates leads.

Get in touch with us to find out more.

Have a great month, and keep on growing 🌱

—The Bitesize Bio Team

PS: Did you love this newsletter, or do you think we can do better? Let us know by voting in the poll below 👇

Why The Growth Factor? In cell biology, growth factors are molecules that regulate processes like cell proliferation and differentiation. One well-known example is transforming growth factor (TGF), a key player in cell signaling. Marketers are also focused on growth of audiences, engagement, and impact.