44 I EUROPEAN SEED I EUROPEAN-SEED.COM INSIDERS ADVICE FROM INDUSTRY EXPERTS It is our firm conviction that seed com- panies should not be just selling seeds and leave it at that. For us, it is a core principle that we also want to help farmers find the best variety for the intended location. And in order to do that effectively, we have developed the Euralis Profiling System (EPS). We have always been helping farmers, but this EPS really marks a turning point in our company’s support strategy for all European farmers. It offers the farmers a personalized advice, which allows them to select those hybrids that are best suited to their production objectives and pedo-climatic conditions. More precisely, we have created five diagnostic tools, which are each respond- ing to a specific theme: Four tools for corn, one tool for sunflower. CORN, SORGHUM AND OILSEEDS EPS Driving Farmers In Their Seed Choice CELINE CAUHAPE Corn Market Development Manager • Euralis Semences For corn, The Yield Profile is a tool to assess the varieties’ adaptation to the field potential, the Climate Profile for the vari- eties’ adaptation to the agro-climate, the Hydro profile for the varieties’ adaptation to water supply and last but not least, the Nutri Profile is for the varieties’ suitability in basic feed rations. For sunflower, the Helio Profile is for the varieties’ adaptation to the agro-climate and crop management methods. For each of these tools, our company has defined typical situations, which are representative of the diversity of farm typologies and pedo-climatic contexts that can be found across Europe. Thanks to the large networking of its experimental stations with its 500,000 plots spread all over Europe, our compa- ny’s teams have been able to study the behaviour of each hybrid in each typical situation. It is important to realize that the results are collected during several years. Once all the results are in, our analysts evaluate performances of each hybrid and compare those to an average yield of all equal products (competitor’s hybrids and Euralis ones), which have been tested under the same conditions. The score of the hybrid performance is then marked in a certain color to show if the product is adapted to each typical situation or not. Using a rapid and simple diagnosis, by providing several data about the farm and crop management system, farmers get an answer with a selection of products that are meeting all their requirements and valuing at best the potential of their particular fields. At Issues Ink we talk a lot about audience, message and channel. Know who you are talking to, clearly define the message and identify the best possible path forward. Effective and engaging communication starts with taking the time to analyze the target audience. Identifying ‘growers’ as the audience is just part of the process. Anyone and every- one in the industry will say growers are their audience. Content marketing is about engagement. To foster impactful engage- ment, you need a deep dive into your target audience persona so that you can assess what content will resonate with them. Author and speaking coach Lenny Laskowsi created a terrific acronym — A.U.D.I.E.N.C.E. — that serves as a tool to help you with that deeper dive. Consider the following when developing messaging and content: A – Analysis. Start with a general identification of who your audience is. Are you targeting another business, or creat- ing content with growers in mind? U – Understanding. What is their knowledge on the subject matter? D – Demographics. Go beyond simple considerations like geographic region, age, or gender. Draft an audience persona. Consider their business profile, as well as them as individuals. I – Interest. What is the audience interested in that you could provide? Why would they consume your content? E – Environment. Are there exter- nal topical or environmental issues facing the audience? For example, is the audience facing drought conditions? Or, has a new competitor entered the market? How may this influence your content development? N – Needs. What are the audience’s needs? What are the ‘pain points’ that you may be able to solve? C – Customized. What specific needs should be addressed in the con- tent? Keep messaging simple and focus on one need at a time. E – Expectations. What are your audience’s expectations of you and your content? How can you meet or surpass them, thereby creating a deeper engage- ment? Understanding your audience is the crucial first step in content marketing. You need an in-depth appreciation for your audience before you can tailor the message for them, and before you decide what channel is best to reach them. If you’re trying to communicate and con- nect with everyone, then your content is actually for nobody. CONTENT MARKETING Want To Connect With Growers? Grow Your A.U.D.I.E.N.C.E. KELLY SAUNDERSON Director, Client Services • Issues Ink