{"id":15290,"date":"2025-06-30T11:07:22","date_gmt":"2025-06-30T16:07:22","guid":{"rendered":"https:\/\/www.farmjournal.com\/?p=15290"},"modified":"2025-10-22T00:21:36","modified_gmt":"2025-10-22T05:21:36","slug":"ai-tried-to-eat-our-audience-heres-what-we-did-about-it","status":"publish","type":"post","link":"https:\/\/www.farmjournal.com\/ai-tried-to-eat-our-audience-heres-what-we-did-about-it\/","title":{"rendered":"AI Tried to Eat Our Audience. Here\u2019s What We Did About It."},"content":{"rendered":"\n<p>And we weren\u2019t wrong. Instead of clicking on a link, people were getting direct answers from AI. Search behaviors shifted. Zero-click results surged. Content aggregators run by bots started competing for the same keywords. It felt like the audience we\u2019d worked so hard to build was being stolen by machines.<\/p>\n\n\n\n<p>If AI can answer any question, why would someone still come to us? The answer is we offer something that AI can\u2019t offer. Trust. Loyalty. Human connection. Here\u2019s what we did about it.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>1. We doubled down on brand loyalty.<\/strong><\/h4>\n\n\n\n<p>You can\u2019t out-Google Google. But you can build what it can\u2019t replicate: a relationship.<\/p>\n\n\n\n<p>We shifted focus from generic search to branded search, a metric that tells us if someone typed \u201cAgWeb,\u201d \u201cFarm Journal\u201d or \u201cTyne Morgan\u201d into Google, not just \u201ccorn prices\u201d or \u201csoybean forecast.\u201d Branded search is proof that someone knows you, seeks you out and values what you offer. In a world of AI overviews and instant answers, that is the gold standard. And it worked.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"271\" src=\"https:\/\/www.farmjournal.com\/wp-content\/uploads\/2025\/06\/stats-6-27-25-1024x271.webp\" alt=\"stats-6-27-25\" class=\"wp-image-15293\" srcset=\"https:\/\/www.farmjournal.com\/wp-content\/uploads\/2025\/06\/stats-6-27-25-1024x271.webp 1024w, https:\/\/www.farmjournal.com\/wp-content\/uploads\/2025\/06\/stats-6-27-25-300x79.webp 300w, https:\/\/www.farmjournal.com\/wp-content\/uploads\/2025\/06\/stats-6-27-25-768x203.webp 768w, https:\/\/www.farmjournal.com\/wp-content\/uploads\/2025\/06\/stats-6-27-25.webp 1322w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>2. We stopped optimizing for clicks.<\/strong><br><\/h4>\n\n\n\n<p>Clicks don\u2019t mean someone learned something. They don\u2019t mean someone trusted you, remembered you or returned to your site. And they definitely don\u2019t mean they will do business with you. We shifted our core key performance indicators (KPIs) to attention, which we measured with these metrics:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Time on site<\/li>\n\n\n\n<li>Scroll depth<\/li>\n\n\n\n<li>Ad viewability<\/li>\n\n\n\n<li>Return visits<\/li>\n\n\n\n<li>Registrations<\/li>\n\n\n\n<li>Content downloads<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<p>When we measured what mattered, we started creating content differently and our audience engaged.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>3. We reinvented our content machine.<\/strong><\/h4>\n\n\n\n<p>AI was not just a threat, it was a tool. We turned it into a weapon that works for us, not against us.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>We used AI to edit long-form video and audio into short-form highlights.<\/li>\n\n\n\n<li>We launched more than 10 new podcasts to meet our audience where they are.<\/li>\n\n\n\n<li>We created Farm Journal TV and Farm Journal NOW to build daily habits.<\/li>\n\n\n\n<li>We became smarter publishers, not louder ones.<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<p>Instead of flooding the zone with content, we invested in influence that made our content harder to ignore.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>4. We built for the long game.<\/strong><\/h4>\n\n\n\n<p>We transformed our Kansas City headquarters office into a full-blown intelligence lab, podcast hub and media studio to serve as a resource for us, our clients and partners.<\/p>\n\n\n\n<p>The future of influence is omnichannel. It is not about impressions, it is about impact<strong>.<\/strong> AI tried to eat our audience but we battled back with something better than convenience. We gave them connection.<\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>And we weren\u2019t wrong. Instead of clicking on a link, people were getting direct answers from AI. Search behaviors shifted. Zero-click results surged. Content aggregators run by bots started competing for the same keywords. It felt like the audience we\u2019d worked so hard to build was being stolen by machines. If AI can answer any [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":15292,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"no","_lmt_disable":"","footnotes":""},"categories":[182,103],"tags":[],"post-author":[136],"class_list":["post-15290","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insights","category-marketing","post-author-prescott-shibles"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>AI Tried to Eat Our Audience. 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