The Agri-Works Podcast

How do you build a social media campaign for a product nobody finds exciting, or for a traditional business that knows it needs to update its marketing but not how? Hosts, Olivia Skeoch and Steph Rogers work through them with a simple framework for agricultural social media: what you're trying to achieve, where your audience is in the buying journey, which content suits each stage of the funnel, and what your customers' pain points are. They cover making content for an unglamorous product, why some businesses keep reverting to old habits even when social first is working, and the trial and error behind it all.  This episode is the first of a 5 part series, looking at building marketing campaigns from different angles.

How do you tell a real result from a stat that just looks good in a slide? Olivia Skeoch and Steph Rogers (The Social Farmhouse) get into vanity metrics versus the numbers that actually matter, why attention is getting harder to earn across every channel, and how to read survey data without over-trusting a small sample. They cover email and newsletter measurement, negative hooks agricultural brands avoid, and using real benchmarking data to shape content strategy.

Is your farmer persona actually a persona, or just an age bracket with a logo slapped on it? Olivia Skeoch and Steph Rogers (The Social Farmhouse) pull apart why age-only targeting fails agricultural marketing, and what real survey data reveals once you dig past the number — from who actually controls the buying decision to why a farm worker's route into agriculture changes how they research. They cover role-based personas, farm type differences, and picking the right channel for each audience.

In the newest episode of Agri-Works podcast, the show on marketing in agriculture, Olivia Skeoch and Steph Rogers (The Social Farmhouse) get into what real scroll-stopping content looks like in agricultural marketing, where the line into clickbait sits, and why crossing it backfires with a farming audience. They also break down a few emails that actually made them pause and open, and what those subject lines got right.

Are creators and influencers actually worth it for agricultural brands, or is it all stigma and no strategy? Olivia Skeoch and Steph Rogers break down the difference between a creator partnership that works and one that's just chasing follower counts. They cover employee-generated content, user-generated content, and how to vet a creator's audience before you partner with them.

Ag shows, speaking slots, a branded stand and merch nobody asked for: events are one of the biggest line items in an agri-marketing budget and one of the least interrogated. In this episode, Olivia and new co-host Steph Rogers get into what actually makes an event worth showing up to, how to use shows and events in your wider marketing strategy before, during and after. And the question most brands ask but probably shouldn't be the only one: what was the ROI?

From a John Deere placement to running her own agency working across manufacturers and dealers, Mary Perry has spent her career inside the machinery industry's trickiest relationship. We talk through her journey into ag marketing, and dig into the real tension between brand and dealer identity and how to balance the two!

Henk is PR and Communications Manager for the Country Land and Business Association (CLA) North region, leading on media and member communications. In this episode, we chat about how effective communication shapes policy, why relationships sit at the centre of any type of influence, and the role in-person events still play in a modern marketing strategy.

Jasmine Kent heads up marketing at CFMOTO UK and her route there involved a dairy farm in Cornwall, a journalism degree, seven years sailing yachts, before she found her home at CFMOTO. In this episode, Jasmine talks honestly about building a marketing function from scratch with a small budget and no playbook, how she turned a Chinese brand's biggest weakness into its strongest content, and why community isn't just a buzzword if you're actually willing to send 1,000 caps to strangers on the internet.

Is email marketing really dead? Or just badly used? In this episode, we unpack what effective email marketing looks like in agriculture today, why consistency matters more than ever, and how you'll struggle to be successful without clear data. We also explore how CRM systems are shaping the future of ag marketing, helping businesses send fewer, more relevant emails.