01. June 2026
Sandy Hedig has been working as a Marketing Manager at PANTOPIX since the summer of 2025, with a particular focus on content marketing and SEO. However, she has been familiar with the world of technical communication for several years. Before joining PANTOPIX, she worked as a marketing manager in technical communication and as an editor in the fields of optometry and ophthalmology. In these roles, she gained extensive experience in handling complex technical content.
At first view, this career path seems surprisingly technical—after all, she originally studied literature and philosophy. However, she now finds knowledge graphs just as fascinating as the works of Walter Moers, and she had already been exploring semantics during her studies. Her enthusiasm for complex interrelationships and communicating them in an accessible way has thus been a recurring theme throughout her career.
We asked Sandy a few questions about her day-to-day work, her responsibilities in marketing, and her work on content and SEO at PANTOPIX.
What exactly are your responsibilities as a marketing manager at PANTOPIX? What do you work on most often in your day-to-day routine?
Content marketing plays a major role in your work. What types of content do you mainly create?
A lot of my work actually revolves around written content. I mainly work on articles, website copy, and LinkedIn posts. I also do interviews, case studies, and content for campaigns or presentations.
Depending on the project, the focus is sometimes more on storytelling and brand communication, and other times more on informative content that highlights our solutions and client projects. That’s why the work is very varied, and you need to be able to quickly get up to speed on different topics.
How do you create a new piece of content? Can you briefly explain how an article or story comes together, from the initial idea to publication?
It really varies a lot. Sometimes an idea comes from a customer’s topic or a current project; other times, our content analysis helps us identify a topic we should cover. Plus, the world of technology communication moves quickly, and especially when it comes to AI, there are often new and interesting topics emerging. The key is that these topics are relevant to our target audiences.
I then research the content, interview colleagues who are very knowledgeable on the subject, and draft an initial version. This draft is reviewed internally and revised as needed. The article is then prepared for the relevant channels and published, for example on the website, in the newsletter, or on LinkedIn.
In your opinion, what makes for good content marketing—especially in the B2B sector?
Is there a project or initiative in marketing that PANTOPIX is particularly proud of?
What do you particularly like about working in marketing at PANTOPIX?
What I particularly enjoy about working in marketing at PANTOPIX is definitely the variety. I’m constantly working on different topics and projects, so it never really gets boring. Plus, I often get to contribute my own ideas and bring them to life.
What marketing developments or trends do you find particularly exciting right now?And what makes the biggest difference for me is definitely the team. Working together is really enjoyable; everyone pulls together, and you can just tell that everyone is genuinely passionate about what they do. A work environment like that is really important to me.
What marketing developments or trends do you find particularly exciting right now?
Right now, I find it fascinating to see just how drastically and how quickly AI is transforming marketing. But this also highlights just how crucial it is for good content to have personality and tell authentic stories. That said, AI is also genuinely helpful for better understanding complex topics—especially in B2B marketing, where you have to be able to cover so many subjects you haven’t even been trained in (and yes, that dash is mine :D).
One topic that’s really on my mind right now is content optimization for GEO and SEO. It’s no longer enough to rank well in Google search results; content also needs to be visible to AI-powered search systems. As a result, a lot is changing right now in content marketing and in the way content is structured.
I also find it particularly exciting that technical content is increasingly being conveyed through storytelling. Content needs to be presented in a way that’s both understandable and engaging. That really warms my heart as a literary scholar.
To wrap things up, here’s a personal question: If you could give one piece of advice to someone who wants to get started in content marketing, what would it be?
Maybe I’m a bit old-school, but I think that if you want to work in content marketing, you should enjoy writing and have a certain feel for language. Sure, there are lots of different formats these days, and AI certainly plays a big role. But at the end of the day, text is still at the heart of almost everything.
You can generate a lot with AI, but you only develop your own voice by using it. That’s why I’d say: just get started, write a lot, and don’t be afraid to find your own style.
Looking for a new professional challenge? Then become part of our team!
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