Agriculture and farming marketing serves two distinct buyers, farmers directly for inputs and equipment, or B2B distributors and cooperatives, each needing its own funnel. Regional-language content performs far better than English-only pages here, more than in most other industries. Measured against qualified farmer or distributor inquiries.
Two very different buyers
Agriculture marketing usually serves one of two audiences. Farmers buying seed, crop protection, equipment or advisory services, who trust people they know and content in their own language. And businesses buying at scale, such as distributors, cooperatives, food processors and exporters, who behave like any other B2B buyer. The channels overlap, but the message and the proof are completely different.
What works with farmers
- Regional-language video on YouTube and WhatsApp, showing results in real fields
- Demonstration plots and field days, promoted locally and filmed for later use
- Dealer and retailer listings on Google Maps, kept accurate across every outlet
- Seasonal content timed to sowing, spraying and harvest windows, not the marketing calendar
- Advisory content that answers the questions farmers actually ask: pests, weather, prices, subsidies
The longest-running content marketing example in the world comes from this sector. John Deere has published its customer magazine The Furrow since 1895, and it still reaches more than 550,000 readers in North America. Its editors say they do not talk about the company in the editorial pages at all (The Drum, 2018). Farmers trust brands that help them farm better.
What works with B2B agri buyers
Distributors, processors and exporters research suppliers much like any procurement team. Gartner's 2026 survey found 67% of B2B buyers prefer a rep-free experience (Gartner, March 2026), so specification pages, certifications, traceability information and clear minimum order quantities do the first round of selling. For exporters, trade agreements are opening doors: the India and UK trade agreement in force from July 2026 cuts duties on processed foods by up to 70% (PIB, Government of India).
How we measure it
For farmer-facing brands: dealer enquiries, demo plot sign-ups, WhatsApp conversations and sales by region. For B2B: qualified enquiries, samples requested and orders. Reach and views are only useful if they lead to one of those.
Where to start
If you sell through dealers, fix your dealer locator and Google Maps listings first. If you sell B2B, start with specification and certification pages, see manufacturing and export SEO. Either way, see what we mean by useful content in our guide to writing content that ranks and converts.