Agricultural professionals can no longer rely solely on word of mouth, trade shows, or local press to promote their work. Whether you’re a farmer, agri-tech entrepreneur, or rural business owner, creating valuable content is one of the most effective ways to reach your audience, build trust, and grow your brand.

At Barn & Brand, we work with clients across the agricultural sector to develop content strategies that engage farmers, rural communities, and wider industry stakeholders. Here are our top tips for creating content that works.

1. Know Your Audience

Before putting pen to paper (or fingers to keyboard), be clear on who you’re speaking to. Are you targeting other farmers, suppliers, policy makers, or the general public? Each group has different priorities and knowledge levels, so tailor your language and focus accordingly.

Tip: Build audience profiles so you know exactly what drives their decisions and how they prefer to consume information.

2. Keep It Practical

Agricultural audiences value information that makes their lives easier. Whether it’s a “how-to” guide on crop management, a video on new machinery, or a blog on sustainability trends, focus on content that delivers clear, practical takeaways.

Tip: Aim to answer real questions your audience is asking, not just what you want to say.

3. Showcase Real Stories

Nothing resonates more than real-world experiences. Share stories from the farm, customer testimonials, or behind-the-scenes insights into your processes. These add authenticity and bring your business to life.

Tip: Use photos and short videos to add personality and credibility.

4. Blend Tradition with Innovation

Agriculture is rooted in heritage but driven by innovation. Content that respects farming traditions whilst highlighting modern solutions creates balance and trust. For example, pair a story about family farming history with insights into new digital tools.

Tip: Position your brand as both knowledgeable and forward-thinking.

5. Choose the Right Channels

Different platforms work best for different types of content. LinkedIn is effective for B2B industry insights, Facebook is strong for community engagement, and Instagram or TikTok can showcase the visual side of rural life. Don’t overlook traditional outlets like local press and farming magazines, which remain highly influential.

Tip: Repurpose content across multiple channels to maximise reach without doubling your workload.

6. Prioritise Consistency

A single great post won’t build momentum. Consistency is key – whether it’s a monthly blog, a weekly video, or daily social updates. Creating a content calendar helps you stay on track.

Tip: Quality matters, but showing up regularly builds trust and recognition.

7. Keep It Accessible

Rural audiences often face connectivity challenges, so avoid overly large files or complex formats. Ensure your content is mobile-friendly and easy to read or watch on the go.

Tip: Short, snappy videos and concise blogs often perform best.

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Final Thought from Barn & Brand

Content creation is not about shouting the loudest – it’s about providing value, telling authentic stories, and staying connected to your audience. By combining practical advice, real stories, and consistent effort, agricultural professionals can build stronger brands and lasting relationships.

At Barn & Brand, we help rural and agricultural businesses craft content strategies that cut through the noise and deliver results. To find out how we can support your communications, get in touch at hello@barnandbrand.co.uk or call 07503 144991.