--- title: Content Marketing description: Growmark FS, needs to stay in front of farmers. To help them meet this objective, we helped them stayed connected with content marketing. image: https://www.rkconnect.com/hubfs/Work_FS_ContentMktg_CS.jpeg --- [![Rhea and Kaiser](https://www.rkconnect.com/hs-fs/hubfs/raw_assets/public/Rhea_and_Kaiser_September2024/images/header-logo.png?width=160&height=48&name=header-logo.png "Rhea and Kaiser")](https://www.rkconnect.com/) - [About](https://www.rkconnect.com/about/) - [Who We Are](https://www.rkconnect.com/about/#who-we-are) - [Leadership](https://www.rkconnect.com/about/#leadership) - [Careers](https://www.rkconnect.com/about/#careers) - Insights - [Blog](https://www.rkconnect.com/blog) - [Toolbox](https://www.rkconnect.com/toolbox/) - [Expertise](https://www.rkconnect.com/expertise/) - [Agriculture](https://www.rkconnect.com/expertise/agriculture/) - [Equipment](https://www.rkconnect.com/expertise/equipment/) - [Rural Lifestyle](https://www.rkconnect.com/expertise/rural/) - [Work](https://www.rkconnect.com/work) - [Contact](https://www.rkconnect.com/contact/) [![Rhea and Kaiser](https://www.rkconnect.com/hs-fs/hubfs/raw_assets/public/Rhea_and_Kaiser_September2024/images/rhea_kaiser_header_logo_transparent.png?width=160&height=45&name=rhea_kaiser_header_logo_transparent.png "Rhea and Kaiser")](https://www.rkconnect.com/) - [About](https://www.rkconnect.com/about/) - [Who We Are](https://www.rkconnect.com/about/#who-we-are) - [Leadership](https://www.rkconnect.com/about/#leadership) - [Careers](https://www.rkconnect.com/about/#careers) - Insights - [Blog](https://www.rkconnect.com/blog) - [Toolbox](https://www.rkconnect.com/toolbox/) - [Expertise](https://www.rkconnect.com/expertise/) - [Agriculture](https://www.rkconnect.com/expertise/agriculture/) - [Equipment](https://www.rkconnect.com/expertise/equipment/) - [Rural Lifestyle](https://www.rkconnect.com/expertise/rural/) - [Work](https://www.rkconnect.com/work) - [Contact](https://www.rkconnect.com/contact/) - - [![instagram](https://www.rkconnect.com/hubfs/instagram.svg)](https://www.instagram.com/rheakaiser/) - [![linkedin](https://www.rkconnect.com/hubfs/linkedin.svg)](https://www.linkedin.com/company/rhea---kaiser/) [Back to Work](https://www.rkconnect.com/work) #### Micro-influencers skyrocket sustainability awareness for Indiana agriculture The Indiana Soybean Alliance and Indiana Corn Marketing Council boosted awareness about sustainable farming among young consumers by leveraging micro-influencers. - Achieved more than 5.75 million impressions - Drove 10,238 site visits and a 9.48% Average Engagement Rate - Fostered strong audience interaction, amplifying the sustainable farming message # Content Marketing ##### FS content marketing Driving customer engagement through an optimized content program   ## Situation For Growmark FS,  their ultimate business goal is to stay in front of farmers with expertise to help them meet their ROI goals, deliver on the brand position and ultimately connect farmers with their local FS specialist. To meet this objective, it became imperative for FS to move beyond traditional marketing and media methods to better engage with customers. ![FS\_Content\_LandingPage](https://www.rkconnect.com/hs-fs/hubfs/FS_Content_LandingPage.png?width=250&height=342&name=FS_Content_LandingPage.png) ![FS\_Content\_Social](https://www.rkconnect.com/hs-fs/hubfs/FS_Content_Social.png?width=250&height=250&name=FS_Content_Social.png) ![FS\_Content\_BannerAd](https://www.rkconnect.com/hs-fs/hubfs/FS_Content_BannerAd.png?width=250&height=208&name=FS_Content_BannerAd.png) ## Solution We recommended a shift from a traditional media mix to a digital-first approach with hub-and-spoke content marketing executions to help FS better connect with customers. The hub-and-spoke model anchors many pieces of supporting content (the spokes) back to one piece of content focused on a specific topic (the hub). We also created a united brand experience through a fully optimized updated website that served as a single content hub for all internal FS brands. The digital-first strategy helped FS engage with customers on multiple platforms to increase customer interaction and message resonation. Other changes included prioritizing first-party and deterministic data utilizing machine learning optimizations to help move compaigns toward client objectives. The addition of streaming audio and native advertising tactics also helped build a full-funnel strategy. ## Results ### 24% of all Site Traffic Came Directly from Digital Campaigns ### 9.48% **AVERAGE ENGAGEMENT RATE ON INFLUENCER POSTS** - Optimized site visits to better measure engagement beyond the click using pixels, which better reflected actions taken on the website - 24% of all site traffic over the last 12 months of the campaign came directly from digital campaigns ## Unlock Marketing Success To achieve your business goals, you need a clear direction and strategic alignment. But figuring out where to begin can be daunting. **Download the free Discovery Map so you can pinpoint marketing objectives and gain invaluable insights.** - - [About](https://www.rkconnect.com/about/) - [Who We Are](https://www.rkconnect.com/about/#who-we-are) - [Leadership](https://www.rkconnect.com/about/#leadership) - [Careers](https://www.rkconnect.com/about/#careers) - - [Insights](https://www.rkconnect.com/blog) - [Blog](https://www.rkconnect.com/blog) - [Toolbox](https://www.rkconnect.com/toolbox/) - - [Expertise](https://www.rkconnect.com/expertise/) - [Agriculture](https://www.rkconnect.com/expertise/agriculture/) - [Equipment](https://www.rkconnect.com/expertise/equipment/) - [Rural Lifestyle](https://www.rkconnect.com/expertise/rural/) - - [Work](https://www.rkconnect.com/work) - [Contact](https://www.rkconnect.com/contact/) [![Rhea and Kaiser](https://www.rkconnect.com/hs-fs/hubfs/raw_assets/public/Rhea_and_Kaiser_September2024/images/rhea_kaiser_header_logo.png?width=621&height=172&name=rhea_kaiser_header_logo.png "Rhea and Kaiser")](https://www.rkconnect.com/) - [![facebook](https://www.rkconnect.com/hubfs/Rhea_and_Kaiser_September2024/images/facebook.svg)](https://www.facebook.com/rksocial) - [![instagram](https://www.rkconnect.com/hubfs/instagram.svg)](https://www.instagram.com/rheakaiser/) - [![linkedin](https://www.rkconnect.com/hubfs/linkedin.svg)](https://www.linkedin.com/company/rhea---kaiser/) 1230 E Diehl Rd, Ste 304 Naperville, IL 60563 © 2024 Rhea + Kaiser. All rights reserved. [Privacy Policy](https://www.rkconnect.com/privacy-policy)    [AI Disclosure](https://www.rkconnect.com/ai-disclosure-and-training-page) © 2024 Rhea + Kaiser. All rights reserved. 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