Field Notes
- Agribusiness
- DeliverablesAudience Identity, Content, Identity, Motion Studio, Naming, Personality, Positioning, Programmatic Media, Public Relations, Research & Trends, Social Media
Field Notes
Challenge
After years spent launching new products, Koch Agronomic Services was ready to refocus and position the brand as a thought leader. But taking on that title meant driving industry conversation — and KAS needed a content strategy to take control of the dialogue. With limited resources, we had to get creative with our content planning and focus our energy so we could make the most out of every execution.
Solution
We knew we’d start small, but that didn’t keep us from searching for a big topic. Our team audited trade industry channels and publications to see what content was being served to our growers. Then we worked with KAS to identify the audience’s biggest knowledge gap: nitrogen loss. After we found our first content focus, it was time to build our branded platform for content delivery.
And so Field Notes was born. The platform gives KAS a single, cohesive umbrella for educational content, and our campaigns reach growers in the top of the funnel and drive them to more targeted content — like the Field Notes podcast, with over 30 episodes and downloads in the thousands.
WITH OUR NITROGEN LOSS TOPIC TUNED IN, WE TURNED IN THE FIRST PODCAST IN COMPANY HISTORY.
PODCASTING A WIDE NET
The core of Field Notes is the podcast. It delivers detailed, long-form explorations of trending agronomy topics, from our first episode on nitrogen loss to spring planting tips to the benefits of cover crops. We announced the show through digital ads driving to episodes and related articles housed in KAS Knowledge Center.
Field Notes Podcast
Episode 1: Understanding Nitrogen
THE IMMEDIATE INTEREST SPURRED ONGOING CONTENT AND THE PRODUCTION OF 32 EPISODES.
EXPERT ADVICE FOR EXTRA CRED
Education comes not only from the voices of KAS agronomists but also university researchers, trusted retail advisors and growers themselves. The Field Notes platform provides videos, articles and podcasts, all distributed through KAS social channels. This treasure trove of content arms dealers with the tools and research to back up their recommendations to local growers.
PUTTING KNOWLEDGE FIRST, PRODUCTS SECOND
To be taken seriously as a thought leader, KAS had to produce content that gave growers knowledge freely without expecting anything in return. This help-first, product-second approach was the underpinning of our Field Notes content strategy, carried out in podcast, article and video form.
Field Notes outperformed even our own expectations by a country mile.
Proof that Content is King
Growers clearly had a healthy appetite for Field Notes. The campaign yielded KAS’ best content marketing metrics contests, and the campaign lives on to this day.
Published Podcast Episodes
Podcast Downloads
Educational Video Views Increase
Education-Based Page Views Increase
