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SciCom – A Cheat Code for LinkedIn?
Published 10 days ago • 5 min read
Templates for Your SciCom
Hi Reader, as you might know, it took me quite a while to get my first post with a decent number of views.
I used to post and think it was all about the value of the content itself. I completely ignored how social media works…
Now, with 10 000-100 000 impressions per month on LinkedIn alone. And as I went through some of my posts, I noticed something.
There is a certain structure to them that you could copy!
Time of Struggle
You might laugh at me now, but I was always too cool for templates.
Why in the world would I take advice or buy something if I could just grind it out myself?
Oh my, when I look back at some of my old posts, I can only cringe. :D Read them here.
And so, it took me around two years of posting essentially every week to figure out what works.
This time wasn’t easy…
The Breakthrough
But I kept working...
And then, the first 10 000 views. The first 100 000. The first million!
I learned how to create successful posts. And yes, I realized that if you follow a certain format, your posts will do better.
This is a post I created for the IUBMB. I loved the science behind it so much and it was one of my first posts to go really far.
However, it was only recently that I realized some of my posts do follow what we could actually call a templatable structure.
Remember, I charge thousands of dollars for some of my work! How much could other people benefit from that knowledge?
I continued to play around with the concept in my mind. Not least because I work with many scientists who don’t have experience in science communication.
Even in my Career Paths for Scientists series, I talked about the value of posting to more easily secure a job in industry later on.
Click to enlarge. This was a screenshot from my profile a little while ago. Remember, hiring managers and talent scouts use LinkedIn. Therefore, posting might not just be for fun; it might help your career later on!
Finally, I realized that, yes, the concept of templates might be extremely valuable for newcomers who haven’t yet figured out the game.
So, indeed, it seems templates do have a place in the world of LinkedIn and SciCom advice and you don't need to establish everything yourself.
I still believe you need to learn the rules, but why not give people a basic orientation that otherwise takes years to develop?
Lesson Learned
So, I started to put together 3 key templates based on my experience.
Of course, I am aware that learning from others to avoid reinventing the wheel is not for everyone. Some people want the lonely grind.
However, I can only encourage you to look more closely at how other people create their content. You might see a pattern!
And while not all advice is solid, when it comes from the right person, it does make sense to invest the time and money to get access to their insight. Think strategically and trust your heart.
I got started in proper science communication because I bought a course too. Over 400 bucks I believe... I rarely found a better investment.
Yes, indeed, it was people like that who got me into the game and educated me throughout. However, the problem is that you can't always apply their advice because some of them have entire teams dedicated to content creation. You might be a newcomer with only three hours a week to spare...
Still, there are two things I noticed while I was putting together my own templates. Please consider them before investing your money and/or time.
A Question of Trust
First, be very selective about whom you trust, because too many people will readily give advice.
Make sure that the people you buy from or listen to offer advice that applies to your circumstances and is built on solid experience.
The reason is that timing, the specific niche, and your channel size also make a significant difference.
A template can work wonderfully well, but only if people leave comments - which they generally only do for certain topics or if they know the channel.
Proper Content
Then, secondly, there is no overnight success, even with the best advice at hand.
I believe it was in Good to Great that I read a sentence that has stuck with me to this day: "They work on their craft for years until they become an overnight success". The picture on the right is another great way of illustrating the challenge: it barely feels like you're making progress until you look back after quite a while and realize how far you've come.
To my mind, it’s important that they share the “why it works” behind their teaching.
That means you should make sure they explain the concept, so you can combine the power of copy and paste with knowing when to deviate and how to fill in the gaps.
This is why, in my LinkedIn templates, I also provide explanations about what makes each individual template work.
In essence, it is a mini-course on what makes posts successful together with concrete post ideas.
Of course, I tried to choose types of posts that would work for any channel size, because I have used them from when I was just starting out up to this day.
Click to enlarge. LinkedIn templates like the one on the left can be really helpful - if they fit your needs. You know how difficult and unsettling it can be to find your way through a maze. In contrast, someone who has already made it can simply guide you from the outside, tracing the path they took to reach the exit. However, when buying templates, keep in mind that you don't need to follow them word for word. If a post feels too much like a template or if too many people use it, it can lose some of its effectiveness. Also, remember that the thumbnail matters, too. Ultimately, success isn't just about the structure; it's equally about the emotion, authenticity, and perspective you bring to that structure.
Together, they got me several hundred thousand clicks on LinkedIn.
I do believe that they can take you from little experience to actually being ahead of probably about 90-93% of all LinkedIn accounts.
But this is also why I don’t share them freely: because I want the people who truly want to get ahead to actually take action and post.
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