What is a “Blog”?
Defined in its simplest form, a blog is a “webpage with frequently updated content about a specific keyword or topic.”
Two defining characteristics worth noting: updated frequently and keyword or topic specific.
A more inspirational definition of a blog is, “merely a tool that lets you do anything from change the world to share your shopping list.”
The Perfect Platform
As a farmer and millennial marketing consultant, I’ve experience the “power” of blogging within agriculture first hand. Whether you’re trying to connect your grass-fed beef with metro dwelling foodies, increase public perception of your commercial agriculture organization, or educate non-ag consumers on how their food is made, blogging provides the perfect platform.
Unlike many other media options, blogging provides an authentic voice and “behind the scenes” feel that today’s digitally savvy consumers crave. Additionally, blogs are currently ranked as the 5th most trusted source of accurate online content – more trusted than social media and even news websites!
Blog posts also provide the author or publishing organization coveted original content to share across social channels and drive traffic to their website. Recent research reveals that organizations that blog receive 97 percent more links to their website.
Bridging the Divide
The ever-widening farm to table divide is not new news. As more and more of our population becomes removed from the “family farm”, agriculture and its production practices becomes foreign to the majority of consumers.
Recent statistics show us that the farm to table divide has never been greater:
Today’s consumers have no idea how their food is produced, but they are searching. They want to know where their food comes from, how it’s produced, and who was responsible for growing it.
Telling Agriculture’s Story
The “story” of agriculture – where food comes from, how it’s grown, etc. – is being told, but not by farmers. Instead, the majority of “food” blogs are authored by non-agricultural individuals that have never even set foot on a farm, much less been tasked with feeding the population. These non-ag social influencers, like the infamous Food Babe, make headlines with inaccurate statements such as “Canola oil is toxic” and “Raw milk is superior”, and consumers believe these non-farm sources.
Agriculture organizations and industry professionals can utilize digital platforms – like blogging – to connect with consumers and tell the real story of agriculture - not one of fear, ignorance, and myth, but one of facts, health, and inspiration.
Reading agriculture blogs may be the closest today’s millennial consumer ever gets to a working farm; they may never learn how to drive a tractor or pull and calf, but by connecting with farmers through digital mediums, consumers will find the right answers to their questions about food.
And thus, the real story of agriculture is told.
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About Hannah Becker:
Hannah Becker is a millennial author, entrepreneur, and marketing consultant. She currently helps brands increase millennial market share through digital strategy and public relations. Follow Hannah on Twitter@MotivatedGenY