5 ways to become the go-to ag authority

Are you tired of your content or newsletter getting lost in the endless sea of generic farming content?

Here's the problem: most ag companies try to cover everything—crop prices, weather updates, equipment reviews, policy changes, sustainability trends—and end up being memorable for nothing. Meanwhile, your audience is drowning in information but starving for real expertise they can trust.

The solution is simpler than you think: pick one theme, own it completely, and become the undisputed authority everyone turns to for that specific topic.

Today, I'm going to show you how to choose and dominate your expertise niche so farmers remember you as THE person or company for your chosen specialty.

Let's dig in.

Most ag professionals think they need to reinvent themselves to find their niche.

But the truth is, you probably already have unique expertise sitting right under your nose, you just haven't recognized it yet.

Start by asking yourself these questions:

For example, maybe you've consistently achieved 200+ bushel corn yields in a region where 180 is considered good. That's your differentiator. Or perhaps you've successfully transitioned three different operations to organic certification, there's your expertise angle.

The key is looking for patterns in what people already seek your advice on.

Because if farmers are already coming to you for specific knowledge, that's your market telling you where your authority lies.

Here's where most ag newsletters go wrong. They focus on what they sell instead of what their audience struggles with. Your theme should revolve around solving a specific, recurring problem that keeps your ideal reader awake at 3 AM during planting season.

For example, this are some high-value problem areas in agriculture right now:

Notice these aren't about specific products or services, they're about outcomes your audience desperately wants.

When you position yourself as the person or company that solves "the labor shortage crisis" rather than someone who "provides HR consulting," you immediately become more valuable and memorable.

Your newsletter theme should be the solution to their biggest headache.

Once you think you've identified your theme, put it through this simple test.

Imagine you're at a dinner, sitting next to someone you've never met. When they ask what you do, can you explain your expertise in one sentence that makes them immediately say, "Oh wow, I need to talk to you about that"?

Bad example: "I help farmers with their operations."

Good example: "I help corn and soybean growers consistently hit 200+ bushel yields even in drought years."

The difference is specificity and outcome.

Your theme should be narrow enough that when you say it, people either immediately know they need you, or they know exactly who to refer you to. If your explanation makes people say "That's interesting, tell me more," you've found your sweet spot.

The best themes create instant recognition and urgent interest.

Once you've selected your expertise area, dedicate at least 80% of your newsletter content to that single theme. Every piece of content should either directly address your theme or clearly connect back to it.

This means saying no to covering trending topics that don't relate to your expertise. It means resisting the urge to comment on every industry development. It means potentially losing subscribers who want broader coverage.

But here's what you gain: the remaining subscribers will see you as THE expert on your topic. When someone has a problem in your area, your name will be the first (and maybe only) one they think of.

For example, if your theme is "maximizing corn yields in challenging weather," then every newsletter should advance that conversation—whether you're discussing seed selection, soil management, irrigation timing, or harvest optimization.

Consistency in theme creates authority faster than breadth ever will.

The final step to owning your theme is developing and sharing your proprietary approach to solving your chosen problem.

Maybe you've developed a specific framework for evaluating soil health that combines traditional testing with visual indicators. Or perhaps you have a systematic approach to making replant decisions that factors in variables others ignore.

Give your methodology a name. Break it down into clear steps. Use it consistently in your newsletter content. Share case studies of it working. Teach others how to implement it.

When you have a named methodology that gets results, you stop being just another voice in agriculture and become the creator of a proven system.

People don't just remember you, they remember your method and associate it with results.

Pick your theme this week.

Look at your last 10 newsletter issues and count how many different topics you covered. If it's more than 3, you're spreading yourself too thin.

Choose one problem you solve better than anyone else, commit to making 80% of your content about that theme, and start building your reputation as THE person for that specific expertise.

Your audience will thank you for the focus, and your authority will skyrocket.

This week I’m breaking down the company Gardin (from a content and newsletter perspective). I think they're sitting on a massive newsletter opportunity they're not capitalizing on.

What they do: Gardin provides cloud-based crop intelligence through high-tech optical sensors that measure plant physiology in real-time using chlorophyll fluorescence. Their system gives growers performance alerts and growth insights days before traditional monitoring methods, helping increase yield, reduce crop variability, and lower costs.

Here's my take: they have the expertise, but their current approach reads more like a tech spec sheet than thought leadership. I think a strategic newsletter could completely transform them from "sensor company" to "plant optimization authority" while nurturing prospects through these notoriously long ag-tech sales cycles.

My biggest issue: They do have a newsletter, but it’s hard to find. If I were them, I'd put a prominent signup above the fold with copy like "Get weekly plant optimization insights that increase your yields".

What I'd do for a lead magnet to increase opt-ins: I’d create "The grower's guide to reading plant stress signals", a 5-day educational email course teaching visual indicators of plant stress that their sensors detect. Each day would cover different stress types (light, water, nutrient, temperature, etc.) with photos and actionable tips. This would position their technology as the advanced solution while providing immediate value. Smart positioning, in my opinion.

Once you own that valuable audience in your email list, you can send weekly newsletters that nurture prospects year-round.

Here are some newsletter topic ideas that I'd personally love to see them tackle:

The theme I think they should own: "Plant-driven growing optimization." Every newsletter or piece of content should advance this conversation around letting plants tell you exactly what they need instead of guessing. This becomes their expertise anchor.

My biggest insight: I think the secret sauce here is positioning the newsletter as education from plant scientists, not sales pitches from sensor sellers. Lead with insights, follow with technology. This builds trust during long consideration periods while establishing Gardin as the authority on plant-driven growing decisions, exactly what high-value ag-tech buyers are looking for.

Found this helpful? Forward it to someone in ag who's struggling to stand out in their market. They'll thank you for it.

Need someone to write newsletters like this for your ag business? Just hit reply and let me know what you're working on. I'd love to help you build your authority and grow your audience.

See you next Sunday!