From One Case Study to 20 Posts for LinkedIn

Sep 19, 2025

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One of the biggest bottlenecks for companies on LinkedIn is simple: how to make posts without new content?

If the technical team doesn’t deliver new data every month, and there are no ongoing conferences, what’s left to post?

That was exactly the challenge facing our client, a Contract Research Organization (CRO) in the field of biologics that we’ll call The Brand.

I started working for them through a wonderful marketing agency I collaborate with.

They asked for a full rebranding and a new marketing strategy.

But they also had a very specific request: they wanted 20 LinkedIn posts per month.

Ambitious? Yes.

Overwhelming? Absolutely.

The challenges were clear:

No steady flow of customer stories or internal news
Technical team is already overloaded and can’t help with new content
Risk of repeating themselves or posting low-value filler
Just one person for content creation (me 🙂)

How We Crafted 20 LinkedIn Posts Per Month

Instead of chasing new content each week, we built a system to repurposed one case study into 20 unique posts.

Step 1. Brand & Audience Analysis

We started by mapping everything we could about The Brand:

Company mission, values…
Customer persona profiles
SEO and keyword research
And much much more

Step 2. Content Categories That Fit Life Science Industry

It’s common practice to sort content into categories such as “news & events” or “employees interviews”. We went a step further and focused on the intent of the content, for example:

Educational posts: “How does [technology] work?”
Technical posts: “3 Steps in [method]”
Sales posts: “Solve [your problem] with [our services]”
And more

These categories were deeply described.

So much that the analysis couldn’t fit in a blog.

Step 3. Not Everyone Reads Everything

Here is the key to all this: the chance of a customer reading all 20 posts is close to zero.

Repeating a topic isn’t spam if it’s reframed
Time zones mean different people see different posts
You can schedule posts across months

Step 4. Generate Visuals

Essential for social media. We crafted those using Canva.

Step 5. Quality Control & Review

A second pair of eyes is a must-have. The idea is to catch typos and other errors.

Building a Scalable Workflow

With this framework, we turned a single case study into 20 posts.

We added structure with copywriting principles (e.g., how to write good titles) and designed visual templates (slides for educational content, short videos for technical ones).

The result: a workflow we can use again and again.

How to Reframe Content

This is the main idea:

One strong source → many different angles → endless content

Let’s make an example: your company makes novel proteins using AI.

Now you can take one article on this topic (i.e., a paper, an application note, etc.) and use it as anchor. Frame the information according to your goals:

Educational: a post explaining why AI is the best tool we have for designing new proteins (or the other way around, what are their limitations).
Technical: a 30s screen recording of your software “creating” the protein. “We used the same LLM model as in paper ABC”. The key here is to show something unique (your software) and specific (explain what you’re showing)
Sales: an image of a 3D protein in the application note. “Do you know this protein? of course not, it’s brand-new. Reach out to make yours”.

Because is easier said than done, here are a few LinkedIn posts I made for The Brand:

Technical