Forty-six posts, thirteen months, broken down by what actually moved. Written to answer one question: where should the next thirty posts go?
Across the reliable data window the page produced 9,404 impressions and 287 link clicks — an overall click-through rate of 3.05%, which is a strong number for organic B2B. Engagement averaged around 6%, roughly double the typical company-page benchmark.
The pattern in the data is clear and useful: the content that performs best is the content there is least of. Event promotion makes up 28% of posts and returns the lowest engagement and the fewest clicks. Expert-led posts, event recaps and team content all substantially outperform it — and together account for fewer posts than event promotion alone.
Nothing here needs fixing. It needs rebalancing — and more of it.
Every post from June 2025 onward, sorted into eight content types. Earlier posts are excluded because LinkedIn's API stops reporting reliable impression data beyond about thirteen months.
| Content type | Posts | Avg impressions | Avg reach | Avg clicks | Avg engagement |
|---|---|---|---|---|---|
| Named expert | 2 | 332 | 184 | 16.0 | 8.6% |
| Event recap | 4 | 256 | 135 | 10.5 | 9.4% |
| Team & culture | 4 | 176 | 78 | 9.0 | 8.5% |
| Ingredient science | 7 | 220 | 110 | 5.7 | 6.4% |
| Trade press share | 9 | 199 | 110 | 5.8 | 6.7% |
| Customer win | 3 | 179 | 105 | 4.7 | 6.9% |
| Giveaway | 4 | 168 | 82 | 5.5 | 6.9% |
| Event promotion | 13 | 190 | 90 | 3.8 | 5.2% |
"R&D today requires more than just great science" — the announcement that Dr. Crabtree would speak at SupplySide, posted 23 September 2025. 569 impressions, 311 people reached, 25 link clicks, 21 reactions.
That is the highest-reach and highest-click post in the entire dataset, by a wide margin. Twenty-five clicks is more than double the next best. It is worth understanding why: it put a named technical expert in front of a technical question, and gave people a reason to act. Not a booth number — a session worth attending.
Weaker signal than content type — the sample per day is small — but consistent enough to act on.
| Day | Posts | Avg impressions | Avg clicks | Avg engagement |
|---|---|---|---|---|
| Monday | 7 | 188 | 4.7 | 5.9% |
| Tuesday | 11 | 231 | 6.9 | 6.1% |
| Wednesday | 12 | 210 | 6.0 | 6.4% |
| Thursday | 11 | 214 | 6.9 | 7.6% |
| Friday | 5 | 134 | 6.0 | 8.3% |
Thursday is the best all-round day — high impressions, highest clicks, strong engagement. Tuesday matches it on clicks with slightly higher reach. Monday is consistently the weakest on every measure.
Friday shows the highest engagement rate but the lowest impressions, which usually means a smaller, more committed audience is seeing it. Useful for content where depth of response matters more than breadth — a technical piece or an expert quote — but not where reach is the point.
Posting times already cluster sensibly between 10am and 3pm. No change needed there.
Volume averages 3.3 posts a month, but the distribution is uneven — and the gaps line up with the quiet periods between trade shows.
October 2025 shows what the page can do at volume — nine posts around SupplySide Global, and follower growth for that month ran above trend. The months at two posts are all non-show months.
The dependency is understandable: trade shows generate obvious things to say. The opportunity is having something to say when there isn't a show, which is most of the year. Section 05 has a starting list.
Five changes, ordered by how much difference they make relative to effort.
Thirteen of forty-six posts were event countdowns, and they returned the lowest engagement and fewest clicks of any format. Several shows got three or four separate promotional posts — one month out, two weeks, one week, days out.
Two per show is enough: one announcement with a genuine reason to attend, and one final reminder. That frees roughly six slots a year for content that performs two to four times better.
Two posts in thirteen months put a named BLS expert in front of a technical question. They averaged 332 impressions and 16 clicks — the best numbers on the page by a distance.
This does not require a speaking engagement. It requires an expert and a question:
One a month would be transformative. The trade press already quotes these people — the same material works on LinkedIn.
Event recaps returned 9.4% engagement and 10.5 clicks, the strongest engagement of any format, from only four posts. The promotional posts before a show underperform; the recap after it outperforms.
Worth extending: a recap does not have to be a thank-you. "Three things formulators kept asking us at IFT" is a recap that carries technical substance and gives the people who did not attend a reason to read.
The BLS brand statement documents contain two distinct voices — one written for a technical R&D specialist, one for a marketer. Both are specific and genuinely differentiated. Very little published content uses either.
The single highest-engagement post of the last year was "Most NAD+ ingredients were designed to raise one number. RiaGev was designed to raise three" at 11.6%. That is the technical brand statement, compressed. There is more where it came from.
The RiaGev messaging also positions directly against NR — "even those taking NR will be sold on RiaGev" — but no published post makes that comparison. That is an argument the market is ready for and nobody at BLS has made publicly.
Current volume is 3.3 a month, ranging from two to nine. The swings matter as much as the average — LinkedIn distribution rewards consistency, and a page that goes quiet for six weeks between shows has to rebuild reach every time.
Three a week is the level at which a B2B page holds its distribution. That is twelve a month, roughly four times current volume, so it needs a build path rather than a switch:
Thursday and Tuesday are the strongest days in the data. A rhythm of Tuesday, Wednesday, Thursday — one technical, one category or team, one strongest asset — gets there without anyone writing on a Friday afternoon.
Half the volume comes free from the rebalance in recommendation 01 and from recirculating trade coverage that already exists. The rest is the expert-led format in recommendation 02.
Drawn from the BLS messaging documents and from questions the data suggests the audience is already asking. None depend on a trade show.
Crabtree on why simultaneous NAD, ATP and glutathione support matters more than raising one marker
RiaGev against NR and NMN — the argument the messaging already makes internally
Why format flexibility is a formulation constraint: what actually survives in an RTD
Crabtree on what buyers in muscle and strength are asking for that they weren’t two years ago
Stable to 375°F — what that unlocks in baked and extruded applications
Sugar reduction without the aftertaste problem: where SweetR fits
What "only patented and GRAS-certified D-Ribose" actually means for a formulator's risk
Three questions formulators kept asking at the last show — and the answers
Why coating-free co-crystal technology changes what's possible in stick packs
The healthy aging category is outpacing the supplement market — what that means for formulation briefs
A finished product built on a BLS ingredient, told from the formulation challenge forward
Two US patents for AMPK activation — the science in plain terms
The LinkedIn page's custom button has recorded essentially no clicks since May 2024 — one in the last thirteen months. The manual reporting workbook shows it working normally before that, running 5 to 15 clicks a month through early 2024.
Most likely it was removed during a page edit, or its destination broke. Either way it is a call-to-action sitting on the page doing nothing, and it takes minutes to check in page settings. Once the new formulation brief page is live, that button is where it should point.
The new demographic reporting shows something the old workbook never could: the largest single industry among page visitors is Staffing & Recruiting, and 69% of visitors work in sales or business development.
That is worth knowing rather than worrying about. It means a meaningful share of page traffic is people selling to BLS or recruiting from it, not formulators evaluating ingredients. It also means the follower and visitor numbers understate how well the content reaches the real target — and that more technical content should shift the mix, since technical content attracts technical people.