The Agri-Works Podcast explores what’s working, what’s not, and what’s next in agricultural communications and marketing.
Each month, the team speak with leading voices in agri-marketing about trends, creativity, and the traditions that still shape how farming connects with its audience.
How do you tell a real result from a stat that just looks good in a slide? Olivia Skeoch and Steph Rogers (The Social Farmhouse) get into vanity metrics versus the numbers that actually matter, why attention is getting harder to earn across every channel, and how to read survey data without over-trusting a small sample. They cover email and newsletter measurement, negative hooks agricultural brands avoid, and using real benchmarking data to shape content strategy.
2 Oct 2026
Agricultural Audiences: guesswork or evidence?
Is your farmer persona actually a persona, or just an age bracket with a logo slapped on it? Olivia Skeoch and Steph Rogers (The Social Farmhouse) pull apart why age-only targeting fails agricultural marketing, and what real survey data reveals once you dig past the number — from who actually controls the buying decision to why a farm worker's route into agriculture changes how they research. They cover role-based personas, farm type differences, and picking the right channel for each audience.
4 Sept 2026
Attention: Stop the Scroll or Lose Trust?
In the newest episode of Agri-Works podcast, the show on marketing in agriculture, Olivia Skeoch and Steph Rogers (The Social Farmhouse) get into what real scroll-stopping content looks like in agricultural marketing, where the line into clickbait sits, and why crossing it backfires with a farming audience. They also break down a few emails that actually made them pause and open, and what those subject lines got right.
21 Aug 2026
Creators: Strategy or Stigma?
Are creators and influencers actually worth it for agricultural brands, or is it all stigma and no strategy? Olivia Skeoch and Steph Rogers break down the difference between a creator partnership that works and one that's just chasing follower counts. They cover employee-generated content, user-generated content, and how to vet a creator's audience before you partner with them.
10 Aug 2026
Events: Worth It or a Waste of Time?
Ag shows, speaking slots, a branded stand and merch nobody asked for: events are one of the biggest line items in an agri-marketing budget and one of the least interrogated. In this episode, Olivia and new co-host Steph Rogers get into what actually makes an event worth showing up to, how to use shows and events in your wider marketing strategy before, during and after. And the question most brands ask but probably shouldn't be the only one: what was the ROI?
3 Jul 2026
Mary Perry: Brand vs. dealer in machinery marketing
From a John Deere placement to running her own agency working across manufacturers and dealers, Mary Perry has spent her career inside the machinery industry's trickiest relationship. We talk through her journey into ag marketing, and dig into the real tension between brand and dealer identity and how to balance the two!
1 May 2026
Henk Geertsema: Communicating policy and building relationships
Henk is PR and Communications Manager for the Country Land and Business Association (CLA) North region, leading on media and member communications. In this episode, we chat about how effective communication shapes policy, why relationships sit at the centre of any type of influence, and the role in-person events still play in a modern marketing strategy.
10 Apr 2026
Jasmine Kent: Building a challenger brand from the inside out
Jasmine Kent heads up marketing at CFMOTO UK and her route there involved a dairy farm in Cornwall, a journalism degree, seven years sailing yachts, before she found her home at CFMOTO. In this episode, Jasmine talks honestly about building a marketing function from scratch with a small budget and no playbook, how she turned a Chinese brand's biggest weakness into its strongest content, and why community isn't just a buzzword if you're actually willing to send 1,000 caps to strangers on the i...
6 Feb 2026
Why email marketing is still relevant - if you know how to use it
Is email marketing really dead? Or just badly used? In this episode, we unpack what effective email marketing looks like in agriculture today, why consistency matters more than ever, and how you'll struggle to be successful without clear data. We also explore how CRM systems are shaping the future of ag marketing, helping businesses send fewer, more relevant emails.
9 Jan 2026
Let's talk social: What works well (and what doesn't)
In this episode, Olivia chats with Steph Rogers, founder of The Social Farmhouse, to unpack what social media actually looks like for agriculture. From what’s worth your time to what can safely be ignored, they discuss how to show up online in a way that’s sustainable, strategic and doesn’t require being on every platform.
5 Dec 2025
Agricultural Podcasts: More than just storytelling?
With agricultural podcasts launching at pace across the industry — from independent voices to agri-business brands — audio has quickly become one of the most talked-about content channels in farming. In this episode, we’re joined by podcaster, journalist and founder of Rural Pod Media, Ben Eagle, host of Meet the Farmers, who has also produced podcasts for organisations including the Young Farmers Club and the Forestry Commission. Together we explore what makes a podcast truly work in the agr...
7 Nov 2025
Influencers in Agriculture: Hype, Value, or Something in Between?
In this debut episode of The Agri-Works Podcast, we explore one of the most debated topics in agricultural marketing: influencer partnerships. Marketing consultant Sandy Kirkpatrick questions the value and accountability behind influencer activity in ag, while creative lead and podcast host Lizzy McLaughlin argues there is a place for it when it’s done strategically and transparently. Together, they unpack the tension between reach and authenticity. And what real influence looks like in a sec...
3 Nov 2025
The BRAND NEW Agri-works Podcast, coming Friday 7th November
The Agri-Works Podcast explores what’s working, what’s not, and what’s next in agricultural communications and marketing. Each month, the team speak with leading voices in agri-marketing about trends, creativity, and the traditions that still shape how farming connects with its audience.
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