Transforming a content pillar to align with brand strategy

Beck’s

By farmers, for farmers

The Practical Farm Research (PFR®) book has long been a pillar of Beck’s brand and content strategy. For 60 years, Beck’s produced the annual book, mailing print copies to customers and prospects across the industry. This contained dozens of studies conducted by Beck’s R&D team — covering topics from soil nutrients to product performance in different regions. The whole initiative was rooted in their brand promise: Helping Farmers Succeed.

While widely used in the agriculture industry, there was an opportunity to more strategically leverage this valuable asset in marketing. The content existed mostly in print form or in a basic online format that was not easily accessible or shareable. We sought to modernize their approach and drive more engagement with their PFR studies through new digital tactics — acting as a gateway to Beck’s unique selling propositions and as a sales tool for Beck’s seed advisors and dealers.

1,420%

YoY Increase in Downloads

67%

YoY Increase in Site Traffic

51%

Increase in PFR Insights Meeting Registrants

THE PROBLEM

More than a book

When they approached us, Beck’s recognized the need to better utilize their extensive PFR content beyond the printed book and regional insights meetings. While the studies were an important resource for farmers, dealers, and competitors alike, more could be done to raise awareness of this asset and guide users to interact with it in meaningful ways. The content lacked a unified strategy that leveraged physical distribution and in-person interaction with a digital footprint to match.

An overview of Beck’s:

Established in 1937
Third-largest seed provider in the US
60+ years of Practical Farm Research
100+ seed varieties

THE SOLUTION

A consumption-driven approach to distribution

First, we developed a comprehensive PFR Playbook that visualized overall strategy, goals, and tactics. This included mapping the customer journey and identifying how various PFR assets are interconnected. We then launched an integrated paid media campaign to promote PFR content to targeted farmer segments. Key elements included a funnel-based approach guiding users through relevant studies, as well as customized ad experiences tailored to audience maturity levels.

Performance was optimized on content-based metrics like time spent rather than traditional conversions. This allowed us to immerse users in the PFR experience over extended periods. Through data-driven segmentation and strategic channel allocation, we drove immense awareness and engagement with Beck’s valuable research studies.

THE RESULTS

The roadmap for future digital activation

Through the strategic and holistic approach implemented, key metrics like impressions, content views, and time spent engaging with studies all surpassed benchmarks. Beck’s saw organic traffic to their PFR hub increase by nearly 70%. Most importantly, the campaign integrated PFR with other key marketing activities around product education, performance messaging, testimonials, and more. This success also demonstrated the value of the playbook methodology, which provided a repeatable framework to activate other assets in the future.

Expanding reach

Within this approach, we included a breakdown between states where Beck’s had an established market, and those where there was an emerging opportunity. To reach those new markets, we utilized different messaging and channels for higher impact. And yield performance data was the perfect entry point to convey the impact that becoming a Beck’s customer could have for these new customers.

We couldn’t forget about the dealers either. Educating them with PFR and that same yield data ensured they were well equipped to pass that knowledge on to their own customers on the difference that could be experienced with Beck’s.

Since this work, the playbook methodology and overall increase in digital sophistication have paid dividends in how Beck’s goes to market — across content, digital touch-points, events, and more.

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