from the tractor to twitter: content marketing lessons from the world of agriculture
DESCRIPTION
Ever feel like the social media party got started while your organization was still in the barn? In recent years, many agricultural associations have faced an aging membership base, lagging technology adoption, and negative public perceptions. Find out how a few organizations plowed through these obstacles, planted the seeds of content innovation, and reaped a harvest that turned their associations into industry thought leaders. Presented at the 2012 ASAE Meeting in Dallas in cooperation with Hugh Whaley of U.S. Farmers & Ranchers Alliance.TRANSCRIPT
From the Tractor to Twitter:
Content Marketing Strategies from the
World of Ag
Monday, Aug. 13, 20121:30 p.m. – 2:45 p.m.
Hub Tag: #ASAE12 LR2
No tractor required …
Content is the blue-collar branch of marketing. - Eloqua
So, What Is Content Marketing?
Fancy Definition: Content marketing is a marketing technique of creating and
distributing relevant and valuable content to attract, acquire, and engage a clearly
defined and understood target audience - with the objective of driving profitable
customer action.
- Content Marketing Institute
Simply Put …
“To be THE World’s Leading Expert in Your
Niche EverywhereYour Members Are”
- Joe Pulizzi, Junta42/CMI
The Origin of Content Marketing
1931
“Celebrating Today’s Farmer”
Published today in English, Spanish &
Russian
And Today …
• Hugh talks here about challenges and opportunities facing ag industry, perceptions, etc. … some may or may not be similar to other industries
Planting the Seeds of Content
Lesson #1: Know Your Soil
(or in this case, your audience)
Primary Source of News
Source: Steve Drake, The Drake Forum
With no one media source ranking more than 18%, what
vehicle would you pick?
Work Communication
Source: The Drake Forum
Primary Work CommunicationEmail
Text
Phone Call
In-person
All of the above
It’s Not About You
Know Your Audience
Bob Steve
• Manages 3,600 acres of trees
• Pacific Northwest• Sells to big box stores• Biggest concern is rising
freight costs• Gets news online
• Small Choose & Cut farm
• Gulf Coast of Alabama• Offers tours, Santa,
train rides• Biggest concern is
weather• Prefers print
Planting the Seeds of Content
Lesson #2: Diversify
Think Outside Your Members
Hugh talks here about other content consumers – i.e. media, consumers, policymakers
Background info on USFRA and its strategy
Planting the Seeds of Content
Lesson #3: Map Your Fields
Set Goals for Your Content
Look at Your Content Model
Content for the sake of content?• Relevance to your mission• Specific goal or purpose• Clear call to action• Scheduled vs. on-demand• Universal vs. customized message• Editorial calendar
Content vs. Tools
vs.
How Does Ag Stack Up?
• Hugh talks here about USFRA tactics – Food Dialogues, setting benchmarks for measurement
Planting the Seeds of Content
Lesson #4: Don’t Plant More than You Can Tend
It’s Not an All-or-Nothing Proposition
Do One Thing Really Well
#AgChat
• Started in April 2009
• Weekly moderated chat via Twitter
• Nearly 24,000 followers
• Launched AgChat Foundation
Reducing Antibiotic Residues
Make the Most of Content
Content Marketing starts and ends with telling a good story that is relevant to your
audience.
Do what works for your association and members.
Planting the Seeds of Content
Lesson #5: Everyone Helps at Harvest Time
Content Marketing has to be someone’s job – and everyone’s job.
Hugh talks about ways to engage members/industry in the process – Farmer
Mobilization team
Seek out partners with similar challenges
If Nothing Else…
Be human.
Tell stories.
Share ideas.
Take risks.
Listen.
QUESTIONS?
What’s your association’s innovation stumbling block?
Contact Info:Becky RasmussenAssistant DirectorAMR Management Services – National Christmas Tree Association 636/[email protected].
Hugh WhaleyGeneral ManagerAMR Management Services – U.S. Farmers & Ranchers Alliance636/[email protected]