Page 1 Page 2 Page 3 Page 4 Page 5 Page 6 Page 7 Page 8 Page 9 Page 10 Page 11 Page 12 Page 13 Page 14 Page 15 Page 16 Page 17 Page 18 Page 19 Page 20 Page 21 Page 22 Page 23 Page 24 Page 25 Page 26 Page 27 Page 28 Page 29 Page 30 Page 31 Page 32 Page 33 Page 34 Page 35 Page 36 Page 37 Page 38 Page 39 Page 40 Page 41 Page 42 Page 43 Page 44 Page 45 Page 46 Page 47 Page 48 Page 49 Page 50 Page 51 Page 52 Page 53 Page 54 Page 55 Page 56 Page 57 Page 58 Page 59 Page 60SEPTEMBER 2016 33 ONE OF THE biggest mistakes made in content market- ing is when the content turns into a sales pitch. If this happens, you lose the attention of the reader and damage the relationship you’ve been working to build. You might ask, “how is it going to help business if I can’t pitch my products or services?” According to the Content Marketing Institute, content marketing is: “The art of communicating with your customers and prospects without selling. It is non-interruption marketing. Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent.”  Success in content marketing starts with your company defining its business goals. These can vary, but some of the most fundamental goals are: 1. Building Brand Awareness. This is one of the most common goals of content marketing. By pro- viding quality content and positioning your com- pany as an expert, you build a following. 2. Building Brand Loyalty. When readers find themselves consistently reading a brand’s content, their perception of the brand shifts. 3. Lead Nurturing and Customer Education. An educated client is a more satisfied client. Educating potential customers is also one of the most efficient ways to put content marketing to work. Make a list Shawna Schimnowski CREATE by Issues Ink Client Services Manager @IssuesInk sschimnowski@issuesink.com create.issuesink.com CONTENT MARKETING FOCUS ON KNOWLEDGE SHARING, NOT SALES of the questions your team hears from clients. These questions can be the start of your content offering. 4. Relationship Building. Be ready to respond and monitor your content interactions on social media or on your blog. Responding to comments or questions with current or poten- tial customers is an opportunity to connect and build relationships. This also helps humanize your company. Customers want to buy from people, not a brand. 5. Recruitment. Don’t miss an opportunity to showcase your compa- ny’s vision and culture. Great content shows prospective employees why working at your organization would be meaningful and interesting. You don’t have to pick one goal, but it’s best to focus on three or four. Once you’ve identified your goals, write a few sentences to flesh out how each goal aligns with your com- pany’s larger objectives. This becomes a touchstone you will continue to use. MANY OF TODAY’S seed cleaning and processing plants were built in the 70s and 80s when yields were not near what they are today. For instance, in the early 80s spring wheat yields in Alberta were between 25 and 35 bushels per acre. In Manitoba, yields were between about 22 and 30 bushels per acre. Thanks to the judicious and skilled work of plant breeders bringing improved genetics to the market each year and growers adoption of the latest technol- ogy and farm practices, yields have steadily climbed. We’re seeing spring wheat yields in Alberta in the range of 45 to 52 bushels per acre and in Manitoba 37 to 45 bushels In canola we’ve seen yields increase from about 20 bushels per acre to nearly 36 bushels. That trendline is similar across all major crops — wheat, lentils, barley, oats, corn and soybeans. Today, those same acres are simply putting out more crop, and that’s a good thing when it comes to farm profitability and food cost and availability. While plant breeders, seed companies and farm- ers have been making investments throughout the past three to four decades, seed processing facilities haven’t kept pace. As I travel throughout the country, it’s obvious that cleaning capacity is on the brink of becoming a real bottleneck. Most facilities have made small or partial upgrades here and there, managing to get by Jason MacNevin Can-Seed Equipment Owner @jason_macnevin jmacnevin@canseedequip. com canseedequip.com PROCESSING EQUIPMENT NOT YOUR GRANDFATHER'S YIELD from season to season. But this can’t last much longer. With today’s genetics, we can only expect the upward yield trend to continue, which means many need to upscale their capacity and technology to meet the standards of today’s farms and provide quick throughput. To best prepare for the years ahead and make sure you are in a position to serve your customers, there are a couple indicators you should consider: • Geographical area. Are you looking to expand, maintain or shrink the area or territory you service? • Farm size. In most areas, farm size continues to increase, meaning you are dealing with fewer customers with larger acres. This isn’t always the case but needs to be considered. • Customer expectations. What do cus- tomers want? When do they want it? How can you exceed expectations? I recognize these seem like no- brainers, but after analysing these points, you’ll be able to better plan the changes needed on your end to build for the future.