TSoM - M1 - Exercise Class 8

Toronto School of Management 

Introduction to Marketing and Branding

Class 8

John Deere - Biggest Content Marketing Challenges

I visited the links:

* John Deere publications - The Furrow: https://www.deere.com/en/publications/the-furrow/

* How John Deere Uses Content Marketing to Educate Customers: https://www.youtube.com/watch?v=rbKvoKeu4vc 

* The Story of Content - Biggest Marketing Challenges: https://www.youtube.com/watch?v=03w10L1mf1U&list=PLQEqAH2tW9cH5K40MfdEbJ5q90Ch_SUHh&index=11

In addition to what was seen in class, I would like to share the following:

In 1895 John Deere launched the magazine "The Furrow", a content marketing strategy to connect and engage with farmers in Canada. This idea was successful because the company give to their personas impartial and accurate source of information, John Deere understood their needs and gave recommendations only wtith the purpose of improve the farmers' opperations and being consistent with their core values such as quality and honesty. It's important to mention that in all these years, the name John Deere didn't appear in the magazine, only maybe 15 o 20 times.

Nowadays, it's curious that the strategy online is quite different, actually in the John Deere's official webiste appears in publications the magazine "The Furrow" in the digital version, so if the farmers search the content online they can relate directly the brand.

To continue their successful content marketing strategy, John Deere must consider some of the biggest challenges exposed by Content Marketing Institute, such as:

- Marketing still changing significantly

- The big challenge of content marketing now is fear

- Content when the time is right, not when the time is convenient (e.g. social media posts)

- Understand what my audience is struggling today