Chromatography resin is not a topic that trends.
Bio-Works Technologies makes agarose resin in Uppsala, for purifying antibodies, peptides and oligos. The buyers are researchers, process engineers and procurement. In the first half of 2026 LinkedIn reached 287,274 impressions at a click rate of 4.64 percent, and the most technical post of the period was the best performing one.
The hardest content won.
Four of the five best organic posts were technical: application notes, scale up guides and formulas for column dimensioning. No hook and no sharp opinion. The researchers were looking for the answer to a problem they had at four o’clock on a Tuesday.
Visibility first, traffic after.
Post impressions and visits to the site move together with a few days of delay. The steady cadence built the floor and the campaigns built the peaks. Neither did the job on its own.
The reach landed in the right place.
Top job functions were research, business development and sales. Top cities were Uppsala, Stockholm, Boston, London, Gothenburg and Copenhagen. Sweden accounted for about 60 percent of organic reach and the United States about 25. Companies with 11 to 200 employees made up 53 percent of impressions.
What keeps running
A quarterly campaign arc and a year wheel, so the cadence does not depend on who happens to have time that week. Half year reporting against the follower target. And the application notes turned into posts and carousels, which is where most of the technical content came from.
Ninety posts in six months only works if the plan exists before the week starts.
Delivered
- 90 unique organic posts, 121 including reposts
- Paid LinkedIn, including the affimAb Edge launch
- Google Display across the period
- Seven roll ups and a back wall for trade fairs: two on oligos, two on peptides, three on people and culture
- Application notes turned into posts and carousels
- A product film, a short video concept and a subtitled interview
- A quarterly campaign arc and a year wheel
- Half year reporting