Content marketing is a strategy that focuses on creating and publishing valuable, relevant, timely, and consistent content to attract and keep a defined audience. It cannot be easy because content marketing focuses on communicating with prospects and customers without selling. Instead, it aims to change consumer behavior.
In the Agricultural Industry, content marketing is crucial as it allows you to build long-lasting relationships and share technical information. Content marketing is a way to give customers valuable content in season and increase customer loyalty.
Content marketing is a key part of any strategy if your Ag business is in a transition phase and you want to help your brand be recognized as thought leaders.
Why is this important for B2B?
The majority of agricultural businesses are located in the Business-2 Business space. These key characteristics of B2B help to put content marketing in context.
Rational customers: B2B customers are more rational than those in B2C. They research and make purchases based on business decisions, not impulse.
Complex decision journey: More on this later. However, the B2B buying process is more complicated than B2C.
Complex products: Products/services sold in B2B have more technical features and require more information.
Higher unit costs: B2B products are generally more expensive than B2C products. Good supporting content is another way to enhance the value perception.
Long tail: A small number of customers can account for a significant percentage of income. Your high-value customers should be treated with care, including product support and post-sales.
There needs to be more behavioral diversity in B2B. This is because there are typically smaller audiences segments. You can therefore use the same piece of content to appeal to multiple demographics.
If they are taken care of properly, B2B buyers may remain loyal for many years.
The customer journey
B2B customer decision-making is complicated. Content marketing can help customers move through this process. McKinsey’s diagram shows the entire journey and which parts you can influence by good content.
Who does content marketing in Ag?
John Deere’s In the Furrow’ publication serves as an example of best practices in the Agricultural Industry, and among marketing professionals. In 1895, the Furrow published its first issue. At its peak, in 1912, the Furrow’s circulation reached more than 4,000,000 people.
The magazine is distributed to approximately 570,000 people in the U.S., Canada and 2 million worldwide through the same network of John Deere dealers who distributed the original issue. John Deere believes that content should not be solely about the equipment. “Even a technical subject must have a human story behind. The only difference between 1895 and now is that “The Furrow” can now be accessed online.
Bayer also launched their Magazine online, with a dedicated section of their website. They also publish additional content behind a registered area available to loyal customers with a certain amount of value.
Any major player in the Ag industry will tell you that they strive to offer customers timely, relevant, and brand-enhancing content. You should also consider doing this if you want to be a thought leader within the industry.
We offer 1-2-1 Ag Clinics for assistance in content marketing strategies. Contact us to get more information.
Content marketing is a vital part of any strategy if your Ag business is in a transition phase and you want to help your brand be recognized as thought leaders.
Do you own or rent media?
The purpose of content marketing is to retain and attract customers. It does this by creating and curating valuable content that has the potential to change or enhance consumer behavior. This ongoing process should be integrated into your overall marketing strategy. It focuses on media ownership, not renting.