When it comes to social media, many companies assume that more posting = more visibility = more leads.
That’s exactly what was happening with this client.
During the beginning of 2025, I had the opportunity to work with a fantastic marketing agency with a super savvy strategy and a great team.
We had a client —let’s call them The Brand— in the Life Science industry, specifically RNA and LNP (Lipid Nanoparticles). They had over 150 employees and were publishing around 22 posts per month.
This was already about 20% more than their competitors.
The result? Lots of impressions… but very few engagement.
Despite the high activity, the right people weren’t engaging, and the posts weren’t converting into meaningful outreach.
That’s when The Brand partnered with us.
Changing the Content Marketing Strategy
The idea was simple: stop trying to be everywhere, and instead focus on being relevant.
We cut down the posting frequency from 22 posts per month to 10 high-quality posts. The focus shifted to:
- Stronger visuals
- Content tailored to the audience’s needs, not just internal updates
- Specificity over general content
Instead of “more noise,” we created content worth stopping for.
We also measured success differently. Besides tracking impressions, and engagement, we focused on organic social traffic.
Organic social traffic is the website visits coming from unsponsored posts.
Increased Organic Social Traffic by 605%
The difference was clear for both social media and website traffic:
- ✅ Engagement rate doubled (LinkedIn)
- ✅ Followers grew steadily (LinkedIn)
- ✅ Organic social traffic skyrocketed by 605% (Website)
- ✅ All with 55% fewer posts (LinkedIn)
And the best part? These results outperformed competitors:
- Before: +20% posts than peers, +7% engagement rate
- After: -31% posts than peers, +11% engagement rate
Half the posts. Double the engagement.
You might have noticed that the main growth was in engagement, not impressions. That’s because we were finally reaching a very niche audience.
How to Make Good Content for Biotech Companies
Good content needs to be useful, unique and ultra-specific. If you can add a sense of urgency you win the game.
- Before: Frequent posts with a broad, generic focus (mostly internal updates or scientific articles).
- After: Curated content with a clear brand identity, including infographics, thought leadership and audience-relevant topics.
Before
After
Conclusions
- Social media marketing can radically shift how your audience behavior
- Quality over quantity delivers higher engagement and long-term growth
- Data-driven marketing helps you generate real business results.
