A report released Friday by the Content Marketing Institute shows how professionals in the agricultural industry use marketing materials, finding print to be the most common and most effective medium.
According to the report, agricultural marketers use print more than any other industry, with 69 percent using print magazines, compared to 42 percent among all other industries, and 56 percent using print newsletters, compared to only 25 percent overall.
The report also found that 78 percent of agricultural professionals are engaged in content marketing, which is lower than the overall rate of 88 percent but signifies the differing methods of communication.
"Even though agricultural marketers are adopting content marketing at lower rates, they believe they are more effective at what they have chosen to invest in," says Michele Linn, content development director of the Content Marketing Institute. "In addition, they have a higher level of executive buy-in for content marketing than most of their peers, which could explain why they are having success."
According to Joe Pulizzi, Founder of the Content Marketing Institute, agricultural organizations rely on existing customers for 80 percent of their sales – a figure that exemplifies the value of print marketing campaigns when it comes to customer retention.