Agriculture is in one of its most consequential periods in decades. Today’s farm economy is under prolonged financial strain that is reshaping how growers make decisions, a moment economists describe as “not a collapse, but a grind.” (AgWeb) In this environment, the rules for marketers and sellers are changing fast. These are not short-lived trends or cyclical headwinds. They are structural shifts redefining who buys, how they buy and what they expect from the partners they trust. 

Winning in this environment requires more than campaigns or product expertise. It requires clarity on the forces shaping producer behavior and confidence in engaging ag buying groups that increasingly look and act like enterprise organizations.

Below are the three forces every ag supplier, manufacturer and service provider must navigate, and the specific actions marketers and sellers should take to strengthen relationships, increase discoverability and win business in today’s market.

In this environment, marketers need clarity, data and intelligence to navigate what comes next.

Inside the Reality of Today’s Farm Operation

To understand how quickly agriculture is changing, picture a modern farm. In one season, the family is watching cattle prices climb, grain prices soften and input costs shift. A decision in the cow herd affects whether they invest in a new sprayer. A change in grain markets influences what technology they buy next. These cross-pressures are becoming the norm as operations diversify and become more complex.

Consolidation is also accelerating. Larger operations are taking on more acres and greater responsibilities, while consumers are demanding greater transparency and trust in the food chain. Every part of agriculture influences another. What happens in the field affects the supply chain, and what happens in the supply chain shapes decisions back on the farm. Agriculture now functions as a single ecosystem, not a collection of separate markets.

With this new reality, ag sales and marketers must adapt their strategies, understand the mindset, needs and operations of each farm and evolve the programs and tactics they use to generate and expand relationships and revenue.

1. Consolidation Is Changing Who Influences and Makes Decisions 

Farms are consolidating and the direction of the industry is unmistakable. Scale is a priority for success, as 500+- and 1,000+-acre growers continue to expand their footprint and influence. The data support what we already see happening in the field. Average farm size is increasing, the total number of farms is going down and a small group of operations now generate the majority of U.S. farm revenue. 

With nearly 300 million acres set to transition in the next two decades (American Farmland Trust) it is essential to understand who will be operating that land and influencing the decisions about the providers and suppliers they work with. Large-scale growers are driving consolidation and they will hold even more buying power in the years ahead.

For ag marketers, this level of consolidation means your customers have greater buying power and make decisions in very different ways. More and more, Farms are less like small owner-operated units with one person calling the shots. Instead, they look more like enterprise organizations with roles, operating budgets and internal stakeholders who all shape the purchase process. CEOs, herd and crop managers, agronomists, nutritionists, veterinarians, financial officers and trusted advisors are now at the buying table. Your audience is no longer a single farmer. It is an entire ecosystem where each operation represents major acreage, multiple product categories and significant annual spend.

 How Consolidation Changes the Playbook for Ag Marketing and Sales

This shift requires moving from speaking to a single decision-maker to understanding the complete decision environment. Farms rely on multiple roles, each with its own priorities and biases that influence outcomes. Messaging must align to these roles, insight must reflect how modern operations actually run and data must go deeper than past assumptions. Broad rural targeting wastes investment by missing much of the buying group that can drive growth, and channel messaging that does not match producer needs leaves out influential voices in that group. Content that is not built for online research, with clear summaries and data points, will not move through internal meetings where choices are made. In this environment, the brands that refine their data, strengthen their messaging and create content that is easy to use across the buying group will gain meaningful ground.

2. AI Isn’t Replacing Marketers. But It Is Raising Expectations.

AI has made information abundant and instantly accessible. Farmers, suppliers, dealers and food companies can prompt a tool and generate content, comparisons or recommendations in seconds. This creates a common misconception that expertise is no longer required. In reality, AI is only as reliable as the quality of the information and data behind it, and that is precisely where ag suppliers can lead.

Here are recent cross-industry collaborations that are helping accelerate AI adoption in agriculture:

• Land O’Lakes and Microsoft partner to accelerate AI innovation in agriculture
• WinField United Deploys Artificial Intelligence To Improve Its Agronomic Adviser Retention
• Microsoft and Bayer Aim To Accelerate and Unlock Digital Agriculture

Your advantage in an AI-assisted world is trust. Buyers can quickly tell the difference between generic answers and insight grounded in real conditions, real performance and real outcomes. You are no longer competing with the volume of AI-generated content. You are competing on the credibility of your data, the usefulness of your insight and the speed at which you help buyers cut through noise.

Your role is to anticipate and answer the buying group’s questions based on their needs, biases and decision criteria, not just your products. This level of relevance is what sets trusted suppliers apart.

Why Credibility and Expertise Matter More in an AI-Driven Market

As AI reshapes how information is created and consumed, your expertise must be easy to find. This shift raises new expectations for every marketer and seller, because AI can only perform as well as the data on which it is trained. Any gaps in your understanding of the operation put your brand at an immediate disadvantage, and content that is not present on authoritative sites with strong AI-driven engine increases the likelihood that buyers receive answers built from competitor data rather than your own. Strong discoverability across search answer engines, audience targeting and location-based strategies keep your brand in front of buyers who are already seeking solutions. When trusted data, human expertise and discoverability work together, brands do not lose relevance in an AI-driven landscape but strengthen their position within it.

3. Regenerative Agriculture Is Becoming a Business Mandate

Regenerative agriculture has moved into the center of business strategy for ag operators and owners because consumer expectations, food company commitments and climate volatility now converge at the farm gate. It is driven by consumer demand, supply chain pressure and the need for long-term resilience. Consumers want confidence in the food they buy, and food companies are responding with measurable targets that shift expectations back to the farm.

The stakes behind these expectations are rising. A 2021 survey from Interos found that the average cost of a supply disruption in U.S. companies is $ 228 million per event, well above the global average of $ 184 million. These disruptions include extreme weather, climate shocks and supply instability, all of which affect agriculture more than most industries. When a single event can carry this kind of cost, regenerative practices become a tool for risk management and business continuity.

For producers, regenerative programs offer new income streams and potential market advantages, but the landscape can be confusing. Requirements change often, verification is complex and programs vary widely. Trusted advisors help farmers identify which programs fit their operation and where the actual value lies. This is also where precise comparative data becomes powerful. Vendors that provide information showing how specific practices improve soil compaction, water utilization, stand counts or livestock performance gain a meaningful advantage in both marketing and sales conversations.

How Regenerative Expectations Are Reshaping Decisions Across the Value Chain

You can simplify a crowded regenerative landscape and show how sustainability connects consumer expectations, food company requirements and farm-level opportunity. Producers want clarity and value, and everyone wants trusted data that proves what works. Every input, animal health and technology company is now competing with food companies for the same limited capacity that farmers have to change practices. At the same time, rising input costs and softening commodity prices mean producers are spending less time on yield maximization and more time identifying practices that reduce financial risk. The brands that win will be the ones that make regenerative agriculture understandable, credible and clearly linked to business performance across the value chain.

Today’s Ag Market Demands Clear Insight and Trusted Expertise

Across the entire ag value chain, the expectations for ag suppliers and providers are rising. Farmers and producers are making decisions that are more data-driven, collaborative and accountable, and they must balance speed with quality as they determine when, what and how to invest. Providers and suppliers are selling into buying groups that include trusted advisors, family members and business stakeholders. Winning in this environment requires four priorities that match how modern producers search, evaluate and decide:

1. Strong discoverability to make the consideration list, win early
Your brand must be easy to find, understand and validate because buyers build their lists fast. Search behavior, social signals and AI tools all rely on structured information and clear value messaging. If your content is not present, accurate and optimized, you are simply not in the running.

2. Data-backed insight included in your content and communications
Producers want clarity they can trust because every decision carries operational and financial risk. Proof points, comparisons and performance data help buyers evaluate options with confidence. This reduces uncertainty and positions your brand as the safer, smarter choice.

3. Multi-channel presence and consistency to increase your solution visibility
Buyers move between broadcast, digital, streaming, social and in-field conversations and they expect the same message everywhere. A steady, unified presence reinforces who you are and what you stand for. It keeps your brand top of mind when decisions are made.

4. Human-centered trust to engage and make a meaningful connection
With AI generating more content than ever, credibility is the differentiator. Producers respond to real expertise, operational context and an authentic understanding of their challenges. Showing that you genuinely understand their world builds trust that no algorithm can replace.

Your role is increasingly strategic as you help customers navigate complexity with trusted information and a full view of the decision environment. Ag sellers and marketers cannot control the forces reshaping agriculture, but they can align with them.

The post The Three Market Forces Reshaping Agriculture Sales and Marketing appeared first on Farm Journal.

In a recent Farm Country Update session, Candace Bergesch (Director of Data Insights) and Casey Seymour (VP of Machinery) broke down thousands of producer records to reveal who’s really driving equipment demand in 2025.

The Consolidation Index: Spotting Growth Before It Happens

Farm Journal’s predictive model (Consolidation Index) segments producers into three categories — Growing, Maintaining, and At-Risk of Consolidation — based on their present risk factors around consolidation.

• Producers on Growing operations are actively more likely to be ready to invest in newer, high-capacity equipment.
• Producers who have Maintaining operations are focused on replacing and maintaining existing machinery and ensuring the longevity of their farm without significant growth.
• Producers At-Risk of Consolidation are more likely to be interested in replacement parts and maintaining existing machinery rather than upgrades and may be looking for an auction partner to offload equipment.

The session shows how data can be used to identify which bucket your prospects fall into, down to the territory, county, or individual level to be able to better serve their needs.

A Taste of What the Data Shows

• Size Matters: Size Matters: As row crop operations scale up, their consolidation risk falls fast — and the majority of 500+ acre farms land in the “growing” category.
• Shopping surprises: Drills are currently outpacing planters in research activity, challenging even seasoned dealers’ expectations.

The session also covers other critical insights, including technology adoption, brand loyalty trends, and what buyers are focused on in the market right now.

Bonus Insight: What Dealers Told Us Matters Most

We polled attendees on the intelligence they rely on most when evaluating a buyer. Here’s their top 4 categories:

• Predicted next-purchase timing – 20.8%
• Trade-in frequency – 20.8%
• Ag production type – 16.7%
• Age of machinery at purchase – 16.7%
  

The takeaway is simple:
You don’t want fluff. You want signals that point to intent.

Opportunity to Connect with the Prospects That Actually Buy

Casey calls this out directly:
Combine your customer history with Farm Journal’s data, and you can predict next-purchase timing and preferred make.
That trims a bloated CRM list into a short, actionable call list your sales team can actually act on.

Watch the Full Session to See the Data in Action

This session includes:

• State-level mapping showing where growing operations are concentrated
• Examples of how top dealers are using these insights to refine territory strategy and inventory allocation
• Live demonstration of the Consolidation Index via Farm Journal’s Dynamic Profile Dashboard Tool and Strategic Advisor Tool

Watch the full session now to see the data in action.

Have questions about applying this intelligence to your market? Contact: talktoanexpert@farmjournal.com

The post Your Next Big Customer Isn’t Guesswork. Clues Are in the Data appeared first on Farm Journal.

Across two days of presentations and discussions, a shared theme emerged. The way people discover and consume content is changing fast. Algorithms prioritize different signals. Younger audiences find products in different places. And brands need a more thoughtful approach if they want their digital investments to produce meaningful results.

These conversations revealed how quickly digital strategy is shifting and why certain practices matter now more than ever. In the sections below I share five key strategies and insights from the Summit. Together they offer a practical roadmap to strengthen digital performance and help your content work harder across every channel.

Content Has Become the Product

Speakers repeatedly returned to the same idea. Content is not a promotion tool. It is the product. Platforms now recommend material based on a user’s interests, not just because it comes from an account the user follows. That change means content must be built to stand on its own and hold attention long enough to build trust.

Long-form content plays a growing role in this environment. It behaves more like a show with recurring characters and storylines that encourage the audience to return. When brands treat content like programming, they create a reason for people to stay and participate.

“Content that delivers value on its own becomes the engine that drives discovery.”

This mindset reframes how teams plan, produce and measure digital work.

AI Extends the Impact of Long Form Content

Many sessions focused on practical ways to use AI to extend the reach and value of long-form content. When a brand invests time and money into a large piece of content, AI can turn that asset into many smaller pieces tailored for different audiences and different platforms.

A single video can become short social clips, trimmed versions for email or new openings designed for younger viewers. A long article can be broken into search-optimized pieces or content crafted for AI discovery tools. This approach reduces production load and increases consistency across channels.

AI does not replace the original creative work. It helps the work travel farther.

Audience Growth Requires a Layered Strategy

A significant theme throughout the Summit was the need to understand audiences in layers. Social platforms represent people you do not yet have in your audience.. They serve as the awareness layer. Once an audience enters your first-party system through email or direct engagement, you can build a deeper connection. The smallest group includes those who choose to buy or subscribe. They are the most engaged and the most influential.

Each layer requires a different type of content and a distinct set of expectations. Moving someone from awareness to ownership and from ownership to conversion does not happen by accident. It requires a clearly defined content rhythm and intentional communication.

“Treating every audience the same limits growth. Understanding the layers unlocks it.”

This helps brands create experiences that meet people where they are rather than pushing the same message everywhere.

Brand Value Must Come Before the Sale

Speakers also emphasized that modern content must build value long before a sale. Trust is earned through voice, tone, and honest communication. When brands respond in ways that align with their identity and avoid templated replies, the audience sees them as honest and credible.

This approach is not only stronger, but it is also more efficient. Content marketing costs 62% less and generates three times the number of leads which is why brands that invest in value-driven content see better long-term performance.

This matters more than ever. 71%  of Gen Z and 51% of Millennials discover new products directly on social platforms. That means the everyday content stream is not background activity. It is the first impression. It is the storefront.

If content reinforces who the brand is and what it stands for, people are more likely to remember it when they reach a decision point.

Expanding Where Audiences Find You

The Summit also highlighted the importance of widening distribution strategies. Facebook remains a leader in impressions and TikTok excels at discovery, but brands that rely only on these channels leave opportunities on the table.

Some brands now build communities on Discord or host fan-focused events. Others use their websites as story hubs where customers share experiences. Many are embracing “Organish” amplification by taking strong organic posts and boosting them lightly for expanded reach. Some test creative in different geographic regions rather than splitting a single audience which leads to clearer performance insights.

These approaches help brands meet audiences where they already spend time and create more touchpoints that build familiarity and engagement.

A Clear Path for Stronger Digital Performance

Digital performance grows when brands invest in stronger content foundations and more intentional audience strategies. Success comes from content that carries its own value, AI tools that extend the life of every asset, precise movement across audience layers, a brand voice that feels human and a broader approach to distribution.

My takeaway: The brands that commit to these practices will not just reach more people. They will create content ecosystems that stay relevant as the digital landscape continues to evolve.

The post Digital Media Summit 2025: Shifting Strategies in a Changing Digital Landscape appeared first on Farm Journal.

If you want your web content to resonate with this audience, here are six key strategies to consider:

1. Know Your Audience

The first step in capturing and keeping attention is to know the people you’re speaking to. With ag producers, that means knowing what topics interest them, but also understanding their daily needs and challenges with their operations, what’s happening throughout their production season, and what factors guide their decisions about their operations, like when they buy seeds, chemicals or equipment. 

2. Be Direct and To-the-Point

Farmers value their time. They’re used to making quick decisions based on straightforward information. Avoid jargon, fluff, or overly technical language unless it’s essential. Get to the heart of the matter quickly, whether you’re explaining a new product, offering advice, or sharing industry news. Focus on how your content can help them solve problems or improve their operations.

In today’s digital world, attention spans are getting shorter, and that’s especially true for online reading. People skim more than they read, making it crucial to capture their attention right away. If your content doesn’t hook them in the first few seconds, chances are they’ll move on – perhaps to a competitor.

To keep readers engaged, use clear headings, bullet points, and short, punchy sentences and paragraphs. Get to the point quickly and make sure every section adds value. The goal is to make your content easy to scan while still delivering useful information that keeps them coming back for more.

Here are some additional best practices to keep in mind:

• Stick to one idea per paragraph: This keeps your content focused and organized.
• Write in a conversational tone: Speak directly to your audience as if you were having a one-on-one conversation. Use the language that they use.
• Use active voice: It makes your writing more direct and engaging.
• Include clear calls to action (CTAs): Let readers know what to do next, whether it’s clicking a link or contacting you for more information.
• Optimize for SEO: Use relevant keywords naturally to improve visibility without compromising readability. Successful SEO hasn’t been about keyword stuffing for many years, but rather about answering search queries with high-quality, relevant content.

These practices will help ensure your online writing is clear, engaging, and effective.

3. Use Real-World Examples

Farmers appreciate practical, real-world advice. They are hands-on by nature and more likely to engage with content that speaks directly to their everyday experiences. Incorporate case studies, testimonials, and examples from real farms that highlight how your product or service can make a difference. This not only builds credibility but also makes the information more relatable.

4. Make it Mobile-Friendly

Many farmers spend more time in the field than at a desk, and they often access content on their smartphones. Ensure your web content is mobile-responsive and easy to navigate on smaller screens. This includes:

• optimizing load times,
• making text legible without zooming,
• and ensuring buttons or links are easy to tap. 

A seamless mobile experience can make the difference between keeping their attention or losing it to frustration.

5. Incorporate Visual Content

Agriculture is a highly visual industry, and farmers are naturally drawn to content that includes images, diagrams, and videos. Whether you’re demonstrating a product, explaining a process, or showing the results of an agricultural practice, visual content can communicate more effectively than text alone. 

Use clear, high-quality visuals that enhance understanding and appeal to their practical mindset. But also make sure your visuals are well-optimized for speedy load times and include alt tags that describe images for people who may be visually impaired and using screen readers.

6. Provide Actionable Takeaways

Every piece of content should leave farmers with something they can apply immediately. Whether it’s a new farming technique, a productivity tip, or a resource to check out, ensure your web content is packed with practical, actionable advice. Farmers are results-driven, and content that helps them achieve a goal or improve their operations will keep them coming back for more.

Conclusion

Engaging farmers online requires content that speaks to their needs, values their time, and offers practical, real-world solutions. By being direct, mobile-friendly, visually engaging, and actionable, you can build stronger connections with the farming community and stand out in a crowded digital landscape.

The post 6 Tips for Engaging Ag Producers with Web Content appeared first on Farm Journal.

We’ve seen early signs of what’s to come. In Q1 2025, searches that included AI overviews led to fewer clicks, suggesting users are getting their answers directly from Google and not clicking through to websites. AI overviews grew quickly, from just 6% of searches in January 2025 to 13% in March.

At Farm Journal’s 2025 Breakthrough event we outlined three key strategies, or “bets,” for how to succeed in this fast-changing digital environment. The data below illustrates behavioral changes in how audiences are searching and consuming content in this new playing field. 

Unsurprisingly, Google has integrated new ad formats into AI Mode. Throughout AI-generated answers, sponsored links now appear with a “Sponsored” label, stoking fears that search will follow social media’s shift toward a “pay-to-play” environment.

What kind of searches will be most affected?

AI will likely have the biggest impact on informational searches. This could disrupt a decade of content marketing strategies that rely on evergreen content to power buyer journeys. If AI Mode delivers answers directly, users might never reach your site, reducing first-party data collection for brands that lack a strong direct relationship with their audience. HubSpot users and SEO experts might already be panicking. The least affected category? Navigational searches (e.g., branded queries).

At Farm Journal, we’ve been preparing for this shift since ChatGPT launched two years ago. We focused our strategy on “owning our audience” and reducing our reliance on informational search traffic. That meant optimizing for attention metrics including percentage of article completed, time spent and subscriber intent.

With the IAB Tech Lab opening new attention metric standards for comment this month, it’s a good time to share how our attention-first approach has strengthened our brands and helped us reduce risk from the coming AI wave in search.

What attention has delivered on Farm Journal sites so far.

Through Q1 2025:

• Editor name searches are up 14% to 20%
  
• Branded search and overall traffic are up 35%
  
• Attention (measured via time spent, completion rates and engagement) is up 85%
  

And a major driver of that attention growth? Video.

Farm Journal’s Breakthrough Bet No. 1: Following the eyeballs.
The way farmers consume content is evolving fast. As social media and streaming platforms go mainstream in agriculture, meeting the audience where they are is more important than ever. That’s why we’ve invested heavily in social media, YouTube, podcasts and streaming channels that are seeing record-breaking engagement.

To stay ahead, we have:

• Launched 10 podcasts
  
• Used AI tools to edit and create shorts
  
• Recruited influential voices in ag media
  
• Rolled out streaming platforms: Farm Journal NOW and Farm Journal TV

Video is a powerful way to showcase your top customers, your brightest experts and your brand’s authenticity. And let’s not forget: younger generations are already turning to YouTube as their primary search engine.

NOTE: Attention hours were down in March due to our strategy to drive users to Farm Journal TV and Farm Journal NOW, resulting in the removal of full episodes from YouTube.

Farm Journal’s Breakthrough Bet No. 2: Investing in tools that measure real success.
Understanding what truly drives engagement is essential. That is why we’ve doubled down on analytics and data-driven insights. By investing in tools that go beyond surface-level metrics, we are able to track what really matters, like attention and branded search, ensuring our content resonates and drives meaningful interactions.The irony is the decision to lower the priority on traffic as a leading KPI – and to focus on attention instead – has increased traffic, boosted website registrations and increased content downloads. Returning visitors are also up 30%. This focus allows us to stay ahead of the curve and deliver content that reaches and retains our audience. 

Farm Journal Breakthrough Bet No. 3: Learning what holds attention and scaling it.
Attention is the new currency. Instead of creating more content, we’ve focused on amplifying what actually works. That means using dynamic video, compelling storytelling and data-driven insights to keep farmers engaged and informed.

We’re constantly fine-tuning our content to stay relevant, resonant and results driven, because in a world of AI-powered search, attention isn’t just a metric. It’s a competitive advantage. The same applies to advertising creative.

Resources:

• Google AI Mode: What Matters to SEO Marketing
• At IO 2025, Google Leaves No Doubt that AI Mode is the Future of Search
• IAB and MRC Release Attention Measurement Guidelines for Public Comment

The post Google Launches AI Mode: The Sales and Marketing Implications for Agriculture appeared first on Farm Journal.

Farmers are no strangers to navigating economic challenges. As one producer put it, “This isn’t the first time we’ve faced a rough patch.” Today’s producers recognize the importance of diversification, moving beyond the traditional farm lifestyle to operate as resilient, forward-thinking businesses. Agriculture is no longer just a way of life, it’s a livelihood that requires strategic planning and adaptability. For ag marketers, this means recognizing that farmers are no longer just maintaining traditions; they’re running businesses. They make calculated decisions based on data and long-term strategy, not just passion.

Producers understand the need to embrace change and think ahead as the world and the industry continue to evolve. They recognize that each generation must approach farming differently, leveraging new technologies, data and innovative practices to stay competitive and sustainable in a rapidly shifting landscape.

Skip the Pitch: Show Farmers Real Results

A key takeaway from the 2025 Breakthrough event was the importance of connecting with farmers on their terms. As the agricultural economy remains uncertain, farmers are prioritizing practical solutions and real-world applications over theoretical ideas or marketing pitches. This highlights the need to avoid generic pitches. Instead, provide specific, data-backed examples that demonstrate how your solutions positively affect farm operations. Showcasing real-world case studies or ROI calculations will resonate far better than abstract promises.

This reality highlights an important message for vendors and service providers: farmers are not looking for another email cluttering their inbox or a generic sales pitch. They are looking for tools and strategies that make a real difference in their day-to-day operations. Vendors must cut through the noise by presenting straightforward solutions that demonstrate immediate and measurable value.

Staying Steady: Farmers Navigate Trade Challenges

Economists emphasize that farmers are not intimidated by ongoing trade issues, including the situation with China. They understand that South America was already a significant player in the global agricultural market long before the current trade tensions. Chip Flory, host of Agri-Talk, shared his insights at the event, urging caution when interpreting early forecasts. His advice was simple: “Let’s check back in September.”

Economists emphasize a crucial point: while current economic indicators may seem uncertain, the future of the ag economy remains unpredictable. Farmers know that what seems true today may not reflect reality come harvest time. This perspective is shaped by years of experience and an inherent ability to adapt, persevere, and approach challenges with a patient, “wait and see” mindset. To effectively market in this context, demonstrate how your product supports farmers’ resilience. Whether it’s through risk management tools, adaptive technologies, or insights that aid decision-making, show how your brand aligns with their need for flexibility and preparedness.

Breakthrough 2025

The Breakthrough event reminded us that farmers are resilient and resourceful. They aren’t just waiting for the ag economy to magically improve; they’re actively seeking the insights and numbers to help them make informed choices, no matter what challenges arise. It’s the farmer’s mindset: data-driven, but always ready for the unpredictable.

The post Resilient Agriculture: Farmers Press On Despite Trade and Cost Constraints appeared first on Farm Journal.

This isn’t an episode of The Office. It’s modern corporate life.

But here’s the good news: there’s a fresh, practical way to break the cycle—and it’s built for tough times like these.

Enter: The Cube of Creativity
Marketing mastermind Andrew Davis introduced this framework during his keynote and workshop at Farm Journal’s BreakThrough Conference. It’s designed to thrive because of constraints, not despite them. And let’s face it, in today’s ag economy, constraints are everywhere.

The core idea:  Constraints Fuel Creativity
When resources are tight, time is limited, and the pressure is on, we’re forced to get focused, get bold, and get moving.

Davis laid out a four-part playbook that’s as inspiring as it is actionable. Let’s walk through it—with an airline example you won’t forget.

Play #1:   Define the Outcome

Start with one bold, clear result. Not five. Not a vague mission statement. One measurable win.
Davis states that we have to be bold and clear. If we think small here, the result will be disappointing and will not accomplish the mission. 

He shared an example we can all relate to. JetBlue’s CEO challenged the team to cut five minutes from every plane turnaround. Why? Five minutes per flight equals one extra flight per day, which adds up to millions in annual revenue and happier passengers.

That’s the kind of clarity that sets everything else in motion.

Play #2: Limit the Options

It’s imperative to create urgency. Think fewer choices, faster action. Instead of endless brainstorming, Davis pushes teams to create urgency with unreasonable limits. For example, no extra budget, no added staff, no disruption to customers, and just one week to solve it.

This is often the most difficult because we are used to brainstorming piles of ideas that sit in a “parking lot”. We only see barriers before we even get started. For JetBlue, the unreasonable limitations were no additional budget, resources, additional work by staff or disruption to any customer experience. With their fiscal year just a few weeks away, they needed a solution in the next week. 

Play #3: Eliminate the Unnecessary

A critical step to breaking through is to define what the team will stop doing to free up resources and time. Most teams are overloaded, not under-resourced. Davis challenges leaders to free up energy by cutting low-impact work. The key is to detach egos (and resources) and move the energy to a new solution and approach. In JetBlue’s case, they didn’t even need to scrap programs—just rethink processes. (More on their unexpected solution in a second.)

Play #4: Raise the Stakes

This effort requires clearly and loudly defining and communicating what happens if we do not achieve our outcome. Davis shared that this can be done through “incentives”—rewarding team members—or “consequences”—detailing the dire result if we don’t develop a strategy or approach. JetBlue’s future was at risk. Competing with airline giants meant flying more with less. The five-minute turnaround wasn’t just efficiency—it was survival.

Davis insists all four plays must work together. Hundreds of teams have used this model to innovate under pressure. At the BreakThrough summit, the 100+ ag marketing leaders in the room left with a powerful new framework for action.

And JetBlue’s creative win? They gained five minutes by… uncrossing the seatbelts before passengers boarded.  Simple. Unexpected. Brilliant.

That’s the power of the Cube of Creativity.

The post A Bold PlayBook to Unlock Creativity in Uncertain Times appeared first on Farm Journal.

These shifts indicate a significant change in purchasing behavior, emphasizing cost-effectiveness and essential investments. For marketers targeting agricultural producers, adapting to this new landscape is crucial. Here are key strategies to align with farmers’ evolving priorities:

1. Emphasize Cost-Effective Solutions

With a substantial number of farmers turning to generic products, it’s essential to highlight the value proposition of your offerings. Demonstrate how your products can deliver comparable or superior results at a competitive price point. Providing clear data on cost savings and return on investment can make your products more appealing to budget-conscious farmers.

2. Offer Flexible Financing and Leasing Options

Given the reluctance to invest in new machinery, offering flexible financing or leasing options can make your products more accessible. This approach allows farmers to upgrade their equipment without significant upfront costs, aligning with their current financial strategies.

3. Provide Retrofitting and Upgrade Services

Since many farmers prefer retrofitting existing machinery, consider offering services or kits that enhance the performance of their current equipment. This not only meets their immediate needs but also fosters long-term relationships by positioning your brand as a supportive partner in their operations.

4. Highlight Efficiency and Multifunctionality

Products that offer multiple functions or improve operational efficiency can be particularly attractive. Emphasize features that reduce labor, save time, or lower input costs, as these benefits directly impact a farmer’s bottom line.

5. Enhance Digital Engagement and Support

With budget constraints, farmers are likely conducting thorough research before making purchasing decisions. Maintaining an informative and user-friendly online presence, offering virtual demonstrations, and providing prompt digital support can build trust and influence purchasing decisions.

6. Foster Community and Knowledge Sharing

Creating platforms for farmers to share experiences and solutions can position your brand as a valuable resource. This could include webinars, forums, or collaborative projects that address common challenges and promote cost-effective practices.

By aligning your marketing strategies with the current financial realities of farmers, you can build stronger relationships and demonstrate that your brand is attuned to their needs. This empathetic approach not only supports farmers during challenging times but also establishes a foundation for mutual success in the future.

The post How Ag Marketers Can Successfully Adjust Strategies as Producers Tighten Budgets appeared first on Farm Journal.

According to Farm Journal Research, producer use of social media and streaming was projected to reach 70% in 2024. 

The Digital Surge: Why Farmers are Embracing Streaming and Podcasts

For generations, print publications, radio and television have been trusted sources of information for farmers. These mediums remain essential in the industry today. However, with the rise of on-demand digital content, many farmers are adding streaming TV and podcasts to their media mix, giving them more flexibility to consume information when and where they need it.

Whether it’s listening to a podcast while checking crops or streaming market updates before heading to an auction, digital content is becoming an integral part of daily farm life — not as a replacement, but as a complement to traditional ag media.

This trend is backed by compelling data:

• More than 1 in 4 podcast listeners (28%) have made a purchase based on a podcast advertisement or mention. ( Marketing Charts Why Do People Listen to Podcasts? )
• Podcast advertising revenue is projected to surpass $3 billion in 2024. ( IAB US Podcast Advertising Revenue Study )
• 100+ million people in the U.S. will be active podcast listeners this year, marking a 5.3% increase from last year. ( Oberlo US Podcast Revenue (2015–2026 )

So why are farmers incorporating streaming and podcasts into their routines? Convenience. 

Unlike scheduled broadcasts, streaming TV and podcasts allow farmers to access content on their own terms — whether they are in a tractor or winding down in their chair at night. These platforms make it easier than ever to stay informed. Trusted podcast hosts and streaming networks also foster strong relationships with their audiences. Farmers are looking for more than just news—they are seeking insights from voices they trust. Digital platforms provide more ways to engage with the industry’s most credible experts, complementing the information they already receive through print, radio and traditional TV.

Meeting Farmers in the Digital Space

Streaming TV and podcasts aren’t just a trend, they’re a powerful opportunity to connect with farmers where they’re already engaged. Whether through audio or video podcasts, streaming news, or entertainment, agriculture brands can build trust, create meaningful connections, and keep their audience informed to stay on top of mind. 

The post The Future of Ag Media: Why Streaming TV and Podcasts are Essential for Reaching Farmers appeared first on Farm Journal.

The problem isn’t that co-op marketing has lost value; it’s that the model hasn’t evolved with modern marketing expectations. As a result, co-op dollars go unused or are wasted due to inefficiency and ineffectiveness. For ag marketers working to prove ROI and maximize budget efficiency, co-op programs need a reset: more transparent structure, digital tools, shared accountability and measurable results.

When executed strategically, co-op funding can do more than build brand awareness. It can strengthen dealer relationships, drive preference and differentiation, and improve measurable sales performance.    

Note: Co-op programs can be executed across a range of channel partners, including dealers, retailers, distributors or input suppliers. Throughout this article, we use the term “dealer” to represent all such partners for clarity and consistency.

1. Set Clear Objectives, Requirements and KPIs

For years, co-op dollars were spent on community sponsorships, small newspaper ads or event giveaways, efforts that built goodwill but lacked measurable impact and clear use of co-op funds. In 2026, that’s no longer enough.

Successful programs now define clear goals from the start such as click-through rates, engagement, lead generation or sales impact and tie them to transparent KPIs. Shared dashboards let both brands and dealers see results in real time and adjust on the fly. With resources like Farm Journal’s Ad Insights Tool, marketers can track performance across every touchpoint and identify which tactics deliver the highest ROI. This kind of visibility transforms co-op from a static budget to a dynamic performance driver.

The most effective programs function as partnerships, not transactions. Both brands and dealers have skin in the game and visibility into the outcomes. By aligning on performance metrics and shared reporting, both sides gain the insight needed to refine creative, shift budgets and scale what’s working. This transparency builds trust, encourages participation and transforms co-op from a “use it or lose it” fund into a shared growth opportunity.

3. Define and Ensure Clear Performance Parameters

Modern co-op programs are shifting from entitlement to accountability. Instead of automatically allocating funds, leading brands are linking participation to measurable performance. Dealers that activate campaigns and deliver proven results earn greater support while inactive or inconsistent partners risk losing future eligibility.

Defining clear performance parameters ensures everyone knows what success looks like. Programs should establish specific goals such as engagement, lead generation or sales lift and require consistent reporting to verify outcomes. This clarity helps both brands and dealers invest funds strategically and adjust tactics based on real performance data.

4. Develop Simple, Clear Program Guidelines

When guidelines are clear, workflows are streamlined and assets are easy to access, dealer participation rises. Simplified, technology-enabled systems reduce friction, accelerate approvals and help both brands and dealers achieve measurable results from every marketing dollar.

5. Localize Your Program for Greater Impact

Local dealers know their markets better than anyone, and that local insight is one of co-op’s most significant advantages. Yet many programs fail because they don’t give partners the flexibility to adapt messaging and program elements to account for local realities.

Editable, brand-approved templates allow dealers to highlight regional crops, local testimonials or field events while maintaining brand consistency. Providing plug-and-play creative assets, digital training and co-branded playbooks empowers partners to execute confidently. Producers connect with familiar faces, not faceless campaigns, local storytelling builds trust, credibility and performance.

The Future of Co-Op: Digital, Data-Driven and Measurable

Today’s co-op marketing will be defined by transparency and technology. Digital targeting and automation now make it possible to see exactly how each campaign performs from impression to conversion. Brands and dealers can share data, track regional trends and collaborate on strategy in real time.

A growing number of manufacturers are already making this shift. For example, KIOTI has a Co-op Advertising Program that enables dealers to earn accrual funds equal to 2% of prior-year purchases, with reimbursement available for both traditional and digital advertising. Dealers are encouraged to invest in online campaigns, social media and video promotions that can be tracked for engagement, leads and conversions, turning what used to be a static reimbursement model into a performance-driven partnership.

(Co>Op Connect, 2024)

Leading ag marketers are also rethinking creative. Instead of one-size-fits-all assets, they’re co-developing local content, short videos, case studies and on-farm demonstrations that show product value. These stories connect national branding with community trust, creating the balance every marketer is striving for.

Most importantly, measurement is no longer optional. Every funded effort should have traceable outcomes tied to KPIs. As technology bridges the gap between visibility and sales data, marketers can finally quantify co-op’s full impact.

The Takeaway for Ag Marketers

Co-op marketing isn’t a legacy tactic, it’s a valuable performance tool waiting to be modernized. For marketers navigating tighter budgets and higher expectations, it offers a unique opportunity to extend reach, strengthen dealer relationships and prove ROI at scale.

The key is treating co-op like a modern marketing investment: structured, digital, measurable and aligned to business outcomes.

In 2026, the brands that modernize their co-op strategy will stand apart. Not because they spend more, but because they spend smarter.

The post Modernizing Your Co-Op Marketing Program for Measurable Impact appeared first on Farm Journal.