Stop Staring at a Blank Screen
Here’s Exactly What Farmers and Contractors Want to See From Your Business (With Real Examples You Can Use Tomorrow)
It’s Monday morning. You’ve committed to posting twice a week. You open Facebook, click “Create Post,” and… nothing. Your mind goes blank. What do you post about fertilizer that isn’t just “We sell fertilizer”? How do you make concrete interesting? Is there even anything farmers and contractors want to hear from you?
You close the app. “I’ll do it later.” But later never comes, and another week goes by without posting. Meanwhile, that nagging feeling grows: your competitors are out there, staying top of mind with YOUR customers, and you’re falling further behind.
Here’s the truth nobody tells you: you’re not struggling because you don’t have anything to say. You’re struggling because no one showed you what content actually looks like in the ag and construction input space. Once you see it, you’ll realize you’re sitting on a goldmine of content, you just didn’t know what to look for.
In This Guide, You’ll Discover:
– The 6 types of content that consistently perform best for ag and construction input businesses
– Specific examples for both farmers and contractors that you can adapt immediately
– What NOT to post (these content types actively hurt your engagement)
– How to create visuals that stop the scroll, even with just your phone
– The perfect content mix ratio that keeps customers engaged without burning you out
– A real week of content mapped out so you can see exactly what this looks like in practice
Start With What Your Customers Are Asking
The best content you can create is the content that answers questions your customers are already asking. And if you’ve spent more than five minutes in ag or construction, you know what those questions sound like:
From Farmers:
“When should I apply pre-emerge?”
“What’s the best rate for my soil type?”
“How do I prevent resistance issues?”
From Contractors:
“What PSI concrete do I need for this foundation?”
“How do I prevent cracking in hot weather pours?”
“What’s the proper rebar spacing for this application?”
Every question a customer asks you, whether it’s on the phone, at the counter, or in the field, is a piece of content waiting to happen. Start keeping a list. Those questions are gold.
Discover how Fastline Marketing Group can help you stay consistent online >
The Content Types That Work in Ag and Construction
Not all content is created equal. Here are the types that consistently perform well for input businesses in both industries:
Educational Posts
This is your bread and butter. Educational content positions you as the expert and helps your customers make better decisions. Think:
For Agriculture:
– Product explainers: Breaking down how fertilizers or seed treatments work
– Application guides: Best practices for getting the most out of crop inputs
– Timing recommendations: When to apply what and why it matters
– Problem-solving content: Identifying and addressing pest, weed, or disease issues
For Construction:
– Material specifications: Understanding concrete grades, rebar sizes, lumber types
– Installation guides: Proper techniques for different applications
– Safety best practices: Job site safety and material handling
– Code compliance: Local building code requirements and updates
Example: Instead of “Our seed treatment prevents disease” or “Best concrete in town,” create posts about “Three Early-Season Threats to Corn and How to Protect Against Them” or “Choosing the Right Concrete Mix for Different Applications.” See how one educates while the other just advertises?
Need help creating video content, click here.
Behind-the-Scenes Content
Farmers and contractors want to do business with people they trust. Showing what happens behind the counter builds that trust. This includes:
– Your team in action: Loading trucks, mixing products, prepping orders, deliveries
– Inventory arrivals: “Just in: our spring seed shipment” or “New shipment of rebar arriving today”
– Facility tours: Showing your warehouse, quality control, or concrete batching plant
– Staff spotlights: Introducing the people customers will talk to
This content humanizes your business. It reminds people there are real humans who care about getting things right.
Seasonal and Timely Content
Agriculture runs on a planting calendar. Construction runs on a project calendar. Your content should sync with both. Plan content around:
Agricultural Timing:
– Pre-season prep: “Getting Ready for Spring: Your Fertility Checklist”
– In-season management: “Mid-Season Scouting: What to Look For Now”
– Harvest and post-season: “End-of-Season Soil Sampling: Why It Matters”
Construction Timing:
– Spring building season: “Prepping Your Job site for the Rush”
– Summer challenges: “Concrete Pouring in Extreme Heat: What You Need to Know”
– Winter work: “Cold-Weather Concrete: Tips for Success”
Both Industries:
– Weather-related: Addressing drought, excess rain, heat, cold snaps
– Breaking news: New regulations, product registrations, code changes
Timely content shows you’re paying attention to what’s happening right now in your markets.
Content isn’t just for social media, it can be repurposed into email blast.
Don’t have an email list? You can use ours! How it works.
Local Market Information
Generic content is everywhere. Content specific to YOUR area? That’s valuable. Share:
For Ag:
– Local weather insights: What this week’s forecast means for field work
– Regional pest and disease pressure: What you’re seeing in your territory
– Soil type considerations: Recommendations for the dominant soils in your area
– Yield data and comparisons: How different products performed locally
For Construction:
– Local building codes: What’s required in your jurisdiction
– Regional material availability: Supply chain updates for your area
– Weather impacts: How local conditions affect concrete curing, framing schedules
– Project showcases: Highlighting local jobs using your materials
This positions you as the local expert, not just another supply business.
Comparison and Decision-Making Content
Your customers are comparing options constantly. Help them. Create content like:
– Product comparisons: Side-by-side breakdowns (be honest about differences)
– “Which is right for you?” guides based on operation size, project type, budget
– ROI calculators or breakdowns: Helping justify investments
– Myth-busting: Clearing up common misconceptions in both industries
When you help customers make informed decisions, even if they don’t always choose your most expensive option, you build trust that leads to long-term relationships.
Customer Success Stories
Nothing sells like proof. Share stories about:
– Real results: How a farmer used your recommendations or how a contractor completed a challenging project with your materials
– Problem-solving: A challenge you helped a customer overcome
– Testimonials: Let satisfied customers speak for you (with permission)
– Before-and-after: Visual proof of what’s possible
Keep it authentic. Both farmers and contractors can tell when something’s been sanitized for marketing purposes.
Secret Insight: AI search engines love seeing your customer success stories on your website, it helps them view your business as more creditable. See how my website is preforming >
What NOT to Post
Just as important as knowing what works is knowing what doesn’t. What to Avoid:
Pure product promotion without context. “Buy our new herbicide!” or “Best lumber prices!” with no explanation of why a customer should care. Give the value first.
Overly technical jargon without translation. You understand industry terminology, but explain it like you’re talking to a neighbor over coffee.
Posting just to post. That motivational quote that has nothing to do with ag or construction? Skip it. Stay relevant to your audience’s world.
Only sharing manufacturer content. Yes, re-sharing from your suppliers is fine, but add your local perspective. What does this mean for YOUR customers specifically?
Being salesy all the time. If every post ends with “Call us today!” people tune out. Be helpful 80% of the time, promotional 20%.
Making It Visual
Here’s the hard truth: text-only posts get scrolled past. Add visuals:
For Ag:
– Photos from the field: Crop issues, successful stands, product performance
– Infographics: Planting guides, application timing charts
– Charts and graphs: Yield comparisons, pricing trends, weather data
– Short videos: Product demos, field tours, agronomist tips
For Construction:
– Job site photos: Proper installation, material staging, project progress
– Infographics: Load calculations, mixing ratios, material specifications
– Charts: Material comparison tables, strength ratings
– Videos: Installation demonstrations, safety tips, equipment operation
You don’t need a professional photographer. Your phone camera is fine. Authenticity beats production quality every single time.
The Content Mix That Works
Here’s a rough formula that works for most ag and construction input businesses:
– 50% Educational: Answering questions, sharing knowledge, helping customers
– 30% Timely/Seasonal: What’s relevant right now in your markets
– 10% Behind-the-scenes: Your team, your operation, your personality
– 10% Promotional: New products, special offers, events
This isn’t a hard rule, but it’s a good starting point. The key is: be helpful way more than you’re promotional.
A Real Week of Content
Let’s make this concrete. Here’s what one week of content might look like for a business serving both markets:
Monday (Ag focus): Educational post with a photo of nitrogen deficiency in corn, explaining the symptoms and what to do.
Tuesday (Construction focus): Quick video discussing proper concrete curing techniques in current weather conditions.
Wednesday (Both): Behind-the-scenes photo of your team loading customer orders with a caption about your commitment to on-time delivery.
Thursday (Ag focus): Share a local extension article about soybean disease pressure in your region with your take on what farmers should watch for.
Friday (Construction focus): Customer success spotlight—”How ABC Contracting completed their downtown project ahead of schedule using our ready-mix concrete” (with customer’s permission).
See how none of those posts are “Buy from us!” but all of them reinforce why someone would want to do business with you?
The Path Forward
You don’t need to create all these content types at once. Start with one or two that feel natural. Answer the questions you hear most often. Share what you’re seeing in your territory. Show your team doing good work.
The goal isn’t to become a content creation machine. It’s to be consistently helpful to the people you serve. Do that, and the rest takes care of itself.
Content marketing for ag and construction input businesses isn’t complicated. It’s just being generous with your knowledge and showing up regularly. That’s something you already know how to do, you do it every day with customers. Now you’re just doing it where more people can see it.
Not Sure What Content Your Customers Need Most?
At Fastline Marketing Group, we work exclusively with businesses in agriculture and construction. We can help you identify the content opportunities you’re missing and build a strategy that actually fits your operation, no cookie-cutter approaches.
We’ll help you:
– Identify the questions your specific customers are actually asking
– Create a content calendar filled with ideas that resonate
– Develop content that positions you as the local expert
– Build a system that works with your schedule, not against it
Schedule a content strategy session where we’ll analyze your market, your competition, and your opportunities, then map out exactly what content will drive results for YOUR business.
Stop guessing what to post. Start creating content that works.
