Why Content Strategy Matters

John Deere is a well-known, household-name farming equipment company that was originally founded in 1837. But, did you know that John Deere is considered to be the ‘father’ of content marketing?

Back in 1895, John launched The Furrow magazine in order to tell farmers how to be more profitable – and of course, sell his wares on the back of it. It helped catapult the John Deere tractor into a global brand and was the very first example of content marketing. Over a century later, and The Furrow is still going strong, available in 12 languages in more than 40 countries.

What is Content Marketing?

The Content Marketing Association defines content marketing as, “the discipline of creating quality branded editorial content across all media channels and platforms to deliver engaging relationships, consumer value and measurable success for brands.” More simply put: content marketing gives something to readers, rather than asking them for something.

Here are some reasons why a good content strategy is worth putting the time and effort into:

It will influence consumer decision making.

Before consumers have made up their minds, you have the ability to influence their purchasing decisions through successful content marketing. The reason The Furrow worked is that it carried content that was useful. If there was a selling message in the content, it wasn’t obvious and it wasn’t the primary point of the exercise.

It can help build measurable engagement.

It’s no secret that content marketing rules the current digital world. Have you ever been on Facebook and stumbled across one of those minute-long videos from Buzzfeed that show you how to make a quick and easy recipe? The videos don’t make you want to pop to Sainsbury’s; the ingredients could be easily found in every person’s kitchen. Even a person with terrible cooking skills could easily cook food with the help of these videos. The autoplay video feature of Facebook worked wonders for this innovative marketing strategy, and the analytics are easily accessed by the video creators.

It helps you set and reach goals.

A content strategy helps you define your marketing goals and set priorities. It allows you to plan your work and ensure that all marketing effort is goal-driven. With a documented content strategy, you can ensure that every bit of effort put in by your team translates into tangible results.

John Deere is more than just big green tractors. The brand is also a powerhouse of content marketing know-how that dates back more than one hundred years. Today, it’s easy to see where John Deere’s magazine, The Furrow, went right with marketing.

By paying attention to the lessons the magazine has to offer, it’s easy to apply these content marketing tricks and boost its effectiveness.

Our Content Strategy process guides you through the best way to produce high quality, relevant content and how to share the content effectively.

We look at your business, your customer’s industry and profile, uncovering their challenges and how they link to your solutions.

Get in touch today to discuss your business’s needs and see if we can help.

About the Author

Emily Graham-Cumming

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