Grounded Growth Collective

Tag: content marketing

  • How Do I Use Content Marketing as a Regenerative Ag Business?

    How Do I Use Content Marketing as a Regenerative Ag Business?

    Real ideas, grounded expectations, and growing something that lasts

    If you run a regenerative farm or food business, you’ve probably heard you “need to do content marketing.” But what does that actually mean?

    Do you need to start a YouTube channel? Hire a social media manager? Write blog posts in between feeding the chickens and hauling compost?

    Here’s how to use content marketing as a regenerative ag business. Let’s start at the roots.

    Start with your roots: Why content matters in regenerative ag

    Content marketing is nothing more than building trust by telling your story over time.

    You’re not pushing ads or chasing algorithms. You’re planting seeds of connection, transparency, and education, and tending them consistently.

    That’s exactly what regenerative ag is all about: long-term relationships. With soil. With food. With people.

    Content marketing for regenerative ag businesses is pretty much what you’re already doing, just transformed into a different form (blog posts, social media posts, videos, etc.).

    When you share what you’re doing and why you’re doing it, you invite others to be part of the journey. And that connection can turn into support, whether that means customers at the farmers market, buyers for your CSA, wholesale partnerships, or just people cheering you on.

    Regenerative ag content marketing ideas that actually fit your farm or food business

    Ready to put content marketing to work on behalf of your regen ag business? You don’t need to reinvent the wheel or post every day. You probably already have stories worth sharing; you just need to put them in front of the right people.

    Here are some content ideas that are simple, real, and doable:

    1. Tell your origin story

    How did your farm begin? What made you decide to farm regeneratively? Was it a moment of reckoning, a lifelong dream, or a slow evolution? People love origin stories. They help us feel connected and inspired.

    → Write a short blog post, film a casual video, or share a photo with a caption that tells your “why.” Then put that content out there (more on where to do that in a later post).

    2. Share what’s happening on the farm

    Seasonal updates are a great way to show people what regenerative farming looks like throughout the year. Talk about new varieties, planting challenges, harvesting successes and failures, weather issues, cover cropping, or the way a field has improved over time.

    → This works great as a monthly newsletter or even just a weekly Instagram post.

    3. Teach a little something

    Most people have no idea what “regenerative ag” actually means. When you explain things like rotational grazing, compost teas, or building soil organic matter, you’re building trust and making folks more familiar with the movement as a whole, and your business specifically.

    → Try short educational posts or reels, especially with before-and-after visuals.

    4. Go behind the scenes

    Don’t underestimate the power of realness. Photos of muddy boots, sunrise chores, or a close-up of hands in the soil connect with people far more than stock photography ever could.

    → Candid snapshots and quick stories are perfect for Instagram, Facebook, or Stories.

    5. Highlight your partners

    If you sell to local restaurants, grocery stores, or co-ops, give them a shoutout. A photo of your carrots on someone’s plate or a post about your relationship with a chef can deepen both your networks.

    → Tag partners when you can. It helps spread your reach organically and shows them love. And remember that you want them to thrive.

    6. Share recipes or usage tips

    If you’re selling produce, meat, or specialty goods, show people how to use them. A simple recipe or prep tip can make your product feel more accessible and more valuable.

    → Consider a “What to Cook This Week” section in your newsletter or blog.

    What to expect: The long game of content marketing for regenerative ag businesses

    Here’s the honest truth: Content marketing is a slow build. It’s not going to give you an overnight flood of customers or go viral with a single post. And that’s okay.

    Thta’s because the customers and partners who find you through content marketing aren’t looking for the cheapest deal. They’re looking for connection, purpose, and meaning. They’re looking for you.

    Expect:

    • Slow but steady growth, especially at first.
    • More engaged customers, even if your audience is small.
    • More word-of-mouth referrals, because people remember stories, not ads.
    • A stronger brand identity, rooted in your real values, not a marketing gimmick.

    Content marketing is a compost pile. You build it little by little. It takes time. But eventually, it turns into rich, fertile soil for your business to grow from.

    A few tips to keep it sustainable (for you, too)

    Content should support your farm, not drain it. Here’s how to make it work without burning out:

    • Pick one or two platforms and focus on those. A blog and a newsletter. Instagram and email. Keep it manageable.
    • Batch your work. Set aside a couple of hours once a month to plan and create your posts in one go.
    • Use your seasons. Winter is great for storytelling and planning; summer is great for quick, visual updates.
    • Keep it honest. You don’t have to be polished. People want to see what’s real.
    • Ask for help. Don’t be afraid to bring in a content writer, photographer, or marketing-minded friend if it feels overwhelming.

    The wrapup: You already know how to grow things

    Regenerative farmers understand that growth takes time and that the best results come from patience, care, and good soil. Content marketing for regenerative ag businesses works the same way.

    When you treat your online presence with the same thoughtfulness you bring to your land, people notice. They connect and they come back.

    So start small, share what’s true, and let it grow. And if you need a hand when it comes to effective content writing, get in touch!

  • Ethics in Marketing: Why It Matters and How to Do It Right

    Ethics in Marketing: Why It Matters and How to Do It Right

    If you’re reading this, you probably don’t need convincing that marketing can be a bit of a minefield when it comes to ethics. You’ve seen the overblown claims, manipulative tactics, and sneaky fine print that feels more like a trap than a transaction. Most marketing lives in a murky gray area, stretching the truth just enough to stay legal but not enough to feel honest.

    Here’s the uncomfortable truth: a lot of marketing isn’t ethical. Or at least, it doesn’t feel that way to the people on the receiving end. And if you’re in the business of marketing, or even just running a business that needs to engage in marketing, you’ve got a choice to make. Are you going to contribute to the noise and manipulation? Or are you going to do better?

    What Is Ethical Marketing, Anyway?

    Let’s start with the basics. Ethical marketing is about more than avoiding outright lies or illegal practices. It’s about honesty, transparency, and respect. It means putting people first, not just profits. And yes, it means drawing a line between what you could do to sell your product and what you should do.

    Unethical Marketing: A Hall of Shame

    You don’t have to look far to find examples of unethical marketing. They’re everywhere:

    • False Scarcity: The classic “Only 2 left in stock!” when there are plenty more sitting in a warehouse. It’s a cheap trick designed to pressure you into buying right now.

    • Greenwashing: Companies slap a “sustainable” or “eco-friendly” label on their product without actually changing their practices. Remember those “biodegradable” plastics that turned out to be just as harmful as the regular kind?

    • Bait-and-Switch Ads: Promising one thing but delivering something else entirely. Think of those airline deals that start at $99 but magically jump to $499 once you add baggage and taxes.

    • Manipulative Pricing: Ending a subscription service is a Herculean task. Try canceling a gym membership or an Adobe subscription—it’s practically a business model based on inertia.

    • Emotional Exploitation: Charities are sometimes guilty of this, using graphic, gut-wrenching imagery to guilt you into donating. While the cause might be just, the tactic leaves a bad taste.

    These practices work, sure, but they come at a cost: trust. And once that’s gone, it’s hard to get back.

    What Ethical Marketing Looks Like

    The good news is that some brands are doing it right—proving that ethical marketing isn’t just possible but effective.

    • Patagonia: When Patagonia says “Don’t Buy This Jacket,” they mean it. Their marketing encourages conscious consumption, not overconsumption. They’re upfront about their environmental impact and work to improve it.
    • Basecamp: No hard sells, no endless email sequences. Basecamp relies on the strength of its product to attract customers, not manipulative tactics.
    • Bellroy: Instead of bombarding your inbox, Bellroy sends thoughtful updates about product improvements or sustainability efforts. When they do have a sale, it feels like a genuine opportunity, not a ploy.
    • Costco: Minimal advertising, clear pricing, and a focus on value over gimmicks. Costco’s business model shows that trust and transparency can drive loyalty.

    These brands aren’t perfect—no one is—but they demonstrate that it’s possible to market ethically without sacrificing success.

    Why Ethical Content Marketing Is a Must

    If you’re running a nonprofit or a mission-driven organization, ethical content marketing isn’t optional—it’s essential. Your audience supports you because they believe in your cause. The moment you resort to manipulation, you undermine that belief.

    But it’s not just about nonprofits. For any brand, ethical marketing is the key to building trust and long-term relationships. It’s the difference between being a brand people tolerate and one they love.

    Let’s face it: the world is saturated with marketing. People are exhausted by ads, emails, and offers that prioritize the bottom line over their well-being. Ethical marketing cuts through the noise. It tells your audience, “We see you. We respect you. We’re here to serve you, not exploit you.”

    How to Market Ethically

    If you’re ready to leave the gray area behind, here are some guiding principles:

    • Tell the Truth: Don’t exaggerate your claims. If your product has limitations, own them. Honesty is refreshing in a world full of spin.
    • Respect Your Audience’s Attention: Don’t flood inboxes or rely on clickbait. Send meaningful, well-timed messages that add value.
    • Be Transparent: Whether it’s pricing, sustainability efforts, or your refund policy, clarity goes a long way.
    • Avoid Fear and Guilt Tactics: Instead of pressuring your audience, empower them to make informed decisions.
    • Focus on Value: The best marketing isn’t about selling—it’s about solving problems, meeting needs, and exceeding expectations.

    A Better Path Forward

    Ethical marketing isn’t just the right thing to do—it’s the smart thing to do. When you market ethically, you build trust, and trust is the foundation of any successful relationship.

    Imagine a world where brands compete on value, not manipulation. Where marketing feels like a conversation, not a battle for attention. That’s a world worth striving for—and it starts with you.

    So, what’s it going to be? Will you settle for the gray area, or will you take the high road? The choice is yours, and the stakes are pretty high. In a world that’s seen enough manipulation, ethical marketing isn’t just a strategy—it’s a movement. Let’s lead it.

  • Ethical Storytelling: How to Honor You Audience in Content Marketing

    Ethical Storytelling: How to Honor You Audience in Content Marketing

    You’re doing more than stringing words together when you tell a story. You’re asking for something intangible yet profoundly valuable: your audience’s trust. And trust is fragile. 

    It’s why ethical storytelling isn’t just a nice-to-have in content marketing. It’s essential. Without it, you have nothing.  

    If you’re in the business of connecting with people, whether you’re selling farm-fresh produce, handcrafted furniture, or a vision for a better world, the way you build your narrative can either nurture trust or shatter it.

    Ethical storytelling means treating your audience not as a target to hit or a demographic to convert but as a community to honor. It’s about being truthful, transparent, and humble in the stories you share. It’s also about changing how you think about your audience. They’re not a commodity. They’re living, breathing, feeling beings who deserve your respect. 

    Here’s how to do it without compromising your integrity or theirs.

    Start with Truth in Content Marketing

    Every story you tell has roots, and they should be grounded in reality. That means no embellishing the sustainability of your practices, no glossing over inconvenient truths, and no spinning a tale that’s more fiction than fact in your content marketing. People can smell dishonesty a mile away. It’s also easier than ever for those dirty little secrets you’re trying to sweep under the rug to be brought into the light. Once trust is broken, it’s nearly impossible to rebuild.

    For instance, if you’re working on reducing your carbon footprint but haven’t reached your goal yet, say so. Share your progress, your setbacks, and your plans to improve. Transparency doesn’t weaken your story, it strengthens it by showing that you’re real and fallible but committed to growth.

    Take a cue from Maine-based Bumbleroot Organic Farm. They’re honest with their customers about their challenges, like unpredictable weather or pests. Instead of hiding these struggles, they weave them into their content marketing narrative, inviting their community to share in the ups and downs of farming life. This kind of honesty deepens the connection between farmer and customer. It’s a partnership, not a transaction.

    Getting away from that transactionality is part of divorcing yourself from the commodification mindset and it’s pretty crucial to making real connections with real people.

    Speak With, Not At, Your Audience

    It’s tempting to use marketing as a megaphone, shouting your message far and wide. You want to be heard. You NEED to be because your business’s future depends on people taking notice. But ethical storytelling isn’t about broadcasting. It’s about dialogue. You’re not just telling your audience a story; you’re inviting them to become part of it.

    To do this, you’ve got to listen. What do your customers care about? What questions do they ask? What are their values? When you understand their perspectives, you can create stories that genuinely connect.

    Take Civic Roasters as an example. They’re a small coffee company in Vancouver that doesn’t just talk about their ethically sourced beans. They highlight the stories of the farmers they work with, the communities those farms support, and the broader issues of fair trade within their content marketing efforts. But they also ask their customers what they want to know more about! That creates a two-way conversation that makes their storytelling feel personal and inclusive.

    Empower, Don’t Exploit

    One of the biggest mistakes in content marketing is exploiting stories purely for emotional impact. It’s become so prevalent that most of us don’t think twice about it. It’s that “hook” you need to reel in a prospect, or that tug on someone’s heart to convince them that your brand lines up with their values and that they should support you.

    Ultimately, it leaves you feeling manipulated because it’s a ploy, not the truth. Ethical storytelling avoids this by empowering the people and communities in your stories instead of using them. No one wants to be used, so set yourself apart by not doing it.

    If you’re talking about the people who grow your food or the environment you’re working to protect, make sure their voices are at the center. Share their perspectives, celebrate their contributions, and reward them for participating.

    A great example is Soul Fire Farm in New York. They don’t just highlight their efforts to promote food justice and regenerative agriculture, they amplify the voices of the people they serve. Their storytelling is collaborative, giving agency to the communities they’re uplifting.

    Balance Inspiration With Reality

    It’s easy to fall into the trap of overselling a perfect picture of your business or cause. But idealized stories can feel hollow, especially when reality doesn’t reflect that ideal image. Ethical storytelling strikes a balance between optimism and authenticity.

    It’s okay to inspire your audience. Show them what’s possible when we work together for a better world. But don’t shy away from the hard truths. Acknowledge the challenges you face and the complexities of your work. That’s where the real connection happens, in the messy, human middle ground.

    A Story Worth Sharing

    When you tell a story ethically, you’re creating something that matters, that transcends mere marketing. You’re fostering trust, building relationships, and honoring the people who make your work possible, as well as the folks who support your business, whether they’re customers or donors. People want to hear, share, and support stories like those. 

    So, the next time you sit down to write about your business, ask yourself: Is this for me or them? If it’s the latter, you’re on the right track. And if you need help connecting the dots within your content marketing strategy (or creating compelling stories entirely), we can help.