What to post when you sell science and have no case studies yet

A common mistake I see in startups is not knowing what to share online. They do not have many clients yet, so monthly case studies are off the table, but they still want (or need) to generate content.

So they go back to the foundations of their technology.

I have seen RNA manufacturers publish posts explaining what mRNA is. To an audience of RNA experts.

You need to go a step further. Share nuances. Talk about where the industry is heading. Share opinions.

Scientists, in particular, will never engage with a post that explains the ABCs of their own field.

Foundational content is great for the website. It tells Google what industry you work in. But it will not attract people on social media.

Scientists care about data, we know that. The problem is that you cannot post data you do not have yet. So what can you share in the meantime?

1.Research articles relevant to your field

Peer-reviewed articles that align with your expertise are a great option. Choose them carefully, though. Some will complement your services, and others will make your life harder. If you work with RNA formulations and share a novel formulation method, do not be surprised when a client asks you to try it.

Share wisely and do not overdo it, or your page will lose its identity.

See how I have done it →

2.Posts from your CXOs’ profiles

I always recommend this over posting from the company page. Executives can share opinions about the industry, which is far more interesting than another peer-reviewed article. It is also one of the best ways to build authority in the field. People recognize the CEO’s voice and read it as early proof of competence.

3.Commercial-intent articles, repurposed

Write website articles that go beyond the foundations of your technology and carry a commercial intent (e.g. for a CRO I made clinical trial costs in EU vs the US). These articles capture potential buyers searching online (Google or AI search engines), and they give you source material to repurpose into social media posts.

4. FAQs

Website articles usually end with FAQs. Each question can become its own post. (Free content. You already wrote it.)

See how I have done it →

The goal is simple: create valuable content.

Talk to you soon,

Alejandra Carreira

Read more about my marketing work. And if you are here for the science, I share weekly updates on CGT, RNA therapeutics and organoids on LinkedIn.

Working on a scientific product and not sure how to sell it? Have a question about marketing? Let’s connect