Nov. 7, 2019
Case Study: AGJunction: Building better Content For Farmers.
When thinking of farming, you think of small houses in middle America without internet or outside influence. However, that couldn’t be further from the truth. Farmers are well connected to their outside world as they constantly search for new trends and new technology to improve their farm and compete in their industry. AGJunction saw this as an opportunity and built a new kind of technology that makes it cheap and easy for farmers to advance their machinery tech.
However, getting this new tool in front of farmers is a tough business. Farmers are skeptical customers with limited resources, preferring to find their new technology from referrals and locally trusted sources. So why not start with the one place everyone goes to when looking for anything. Google. AGJunction decided to go all-in on Google by building content. But one problem still plagued them: What do we write about?
This is where Collective Intelligence came in. Instead of wondering what topics to create, we asked all of their employees and customers, “What should we write about?” Then as feedback came in, we fed it through our engine and found several new content ideas, mapping out multiple content pieces on topics real people were asking for.
By asking end-users what they want, we create better content that resonates. Which helped AGJunction move up the search rankings. Leading to more traffic, more leads, and finally more sales.