From One Case Study to 20 Posts for LinkedIn

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 CRO we’ll call The Brand.

They reached me through a wonderful marketing agency I work with, asking 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
• Risk of repeating themselves or posting low-value filler
• And 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. Deep 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

When you create content for a company, it’s common to divide it into categories such as “informative” or “company stories”. Beyond that, we focused on categories that matched a scientific audience, 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. Using AI as a Content Assistant

And here’s where AI came in (without using a magic 3-line prompt).

• Input our analysis
• Generated drafts for each category
• Polished them manually
• Re-fed those refined posts to improve the next round

Step 5. Generate Visuals

Essential for social media. We crafted those using Canva.

Step 6. 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.

But How to Say the Same Thing in Different Ways?

Well, I guess that’s the difference between a copywriter and a writer.

This is the main idea:

One strong source → many different angles → endless content

This is just an example I made for The Brand.

Technical

Educational

Sales

You decide how much to focus on the case study, or how much to take it as a reference point.

For example, you can include specifics from the case study and then link to it at the end of the post, educate your audience on the topic or even use it as an excuse to talk about common issues in the industry.