b'Lets Dispel the Myths LAURA BURTNYKPROJECT MANAGER, CREATEAround Biologicals lburtnyk@seedworldgroup.comIF YOU REMEMBERway back in the day, biologicals used to be consid-ered snake oil in the agriculture industry. It was a huge misconception that customers and companies had, and it really stems from our misun-derstanding of biological products as a whole. Bring Your Content to LifeKeep in mind: biological products typically are live organismsand at the time, they didnt have fantastic genetics. Not only that, but the deliv-ery method used for biologicals were very antiquatedquite often, theyCREATING GREATcontent can be hard. It requires werent friendly to keeping your biological product alive. There were a lottime, effort, and a lot of creativity. But its so important of inconsistence performance 20-30 years ago. for keeping your customers engaged with your brand.Over the last 20 years, the biological treatment sector has vastlyVideo is one of the most powerful mediums out improved. Not only have delivery methods become better, but baselinethere. It can be used to tell a story, show off your prod-genetics and our understanding of genetics has greatly improved. But,uct or just communicate with your audience in a more though were working hard on our end to improve and educate about theengaging and accessible way than the written word benefits a biological can bring to a growers field, theres still misconcep- alone can do. And on top of all that, videos perform tions that pop up. better across every digital channel and platformplus The biggest misconception I deal with on the day-to-day basis is thetheyre fun!idea that biologicals need to be applied multiple times throughout theThe numbers dont lie*:growing season to get adequate performance. It pops up in questions all-54% of consumers prefer to see video content the time: Do I need to put my biological on the seed, in the furrow andfrom a brand or business they supportthen continue to apply it several times over the top? -86% of marketing professionals use video as a key Its just not true! There are plenty of organisms in the field that aremarketing toolendophyticor they live inside the plant. When you apply those organ- - Video marketing get 66% more qualified leads perisms as a seed treatment, not only will they colonize inside the plant, theyyearcolonize well outside the plant. In the long run, that means youre providedIn todays world, video is the most consumed form with a season long response to that biological.of content. From YouTube to Reels and TikToks, to In addition, because many of the organisms we work with are endo- commercials, and interviews, the list of possibilities is phytic, weve been able to identify the genetics to be host specific. Byendless. Adding video to your arsenal of marketing having an organism that lives inside the plant, you actually take environ- tools not only gets more eyeballs on your content but mental factors out of play, such as soil type, pH, nutrient availability increates a more readily digestible way for consumers to the soil. It doesnt matter if the crop came from Maryland or Nebraskainteract with that content.because the organisms are inside the plant, you end up with a moreVideos can make a huge impact on your marketing consistent result from year-to-year.strategy. Including them in your campaigns will help It all comes back to dependability andyou grab the attention of your target audience and consistency. While that might not have beendrive results. But the question is how do you get them guaranteed 30 years ago, its something wemade? I promise you its not as daunting of a task as know our biological treatments all have inyou might think. Theres a plethora of resources to help common. Lets start to dispel the myth thatbusinesses easily add video to their marketing efforts. biologicals arent reliableand it all startsHiring videographers to capture live footage, adding with education. animation to branding pieces, creating self-filmed vlog style content, all of these are ways your company can utilize video.Still unsure of how to tackle it? Its always best to start small and work your way up. Choose a campaign and decide what kind of video is not only achievable VINCE WERTMAN but will add to your content. Like any new medium, TECHNICAL SALES MANAGER NORTHpractice makes perfect. Let your creativity flow and AMERICA, AGRAUXINE BY LESAFFREsee what comes of it.v.wertman@agrauxine.lesaffre.com Does adding video to your content marketing agrauxine.ussound like the right fit for you? *Statistics from https://www.oberlo.ca/blog/video-marketing-statistics48/ SEEDWORLD.COMDECEMBER 2022'