Just as the test of time has altered Angus cattle to fit the needs of the industry, so has the way producers market cattle and their programs.

“The evolution of digital media has been fairly interesting to watch,” says Kurt Kangas, American Angus Association regional manager. “Online [sale books] offer the ability for the average rancher to connect with a potential buyer or a different seller. It also allows the general public to learn the stories of the ranches through digital advertising.”

In his time serving Angus producers in Montana, Wyoming and Alaska, Kangas says the evolution from utilitarian to integrated methods has enhanced outreach. One main difference is the ability to provide sale books and other advertising materials to a larger target audience through online platforms, in tandem with print. 

“What I love about digital is I can paint a picture of what’s going on. With retargeting and social media, you get a very good picture of where people are looking.” — Kurt Kangas

Angus producers can consult Angus Media to help them tell their story. The Angus Media team works for seedstock producers to amplify the reach of their story using both print and digital media, says Courtney Bartenslager, Angus Media digital marketing manager. 

“We handle all digital advertising for both breeder customers and corporate clients,” Bartenslager says. “Our team works directly with regional managers and breeders across the United States to put together digital campaigns that meet the needs of the producer.”

Digital media encompasses a wide array of outreach efforts via social media and online marketing, Bartenslager says. Print advertising can be accomplished through publications, such as the Angus Journal or Angus Beef Bulletin^®.

Content such as sale books and advertising material can also be shared via both print and digital outreach. She adds that outreach methods depend on the level of comfort and goals of the producer.

“Not everyone wants to be on Facebook, and some want to physically see their ad and hold it in their hand,” Bartenslager explains. “But others have seen the power of being able to reach people outside of something they get in their mailbox. It’s interesting to think about that, and how things have changed over time.”

There are many ways to spread the word about your event or brand, Bartenslager says. Angus Media’s Pasture to Publish^SM platform enables producers to analyze how their advertising content is performing in the digital space. From identifying target audience criteria such as age, gender and location to tracking impressions and click-through rates, this platform helps producers understand the effectiveness of their content. 

“Digital media can be used as a year-round process of advertising and keeping your story out there,” Kangas adds. “It helps to keep people thinking about your program.”

He says the analytics show that cattle producers of all ages consume digital media. Geofencing and retargeting ads can be used to narrow the focus on your target audience. In a gratification-centric age, many producers like to see the interactions and impressions on social media, Kangas notes.

Social media and email blasts are two forms of digital marketing producers can incorporate to measure their firm’s traction online. Whether they outsource to consulting firms or manage efforts themselves, having data to review is helpful. Bartenslager and Kangas agree having measurable data gives producers the upper hand, regardless of where or when they start.

And frankly, not everything you post must be about the cattle you are selling, Kangas says. In fact, Kangas urges producers to realize their best advertising piece is themselves.

“We’re striving to tell more about the ranchers’ and farmers’ stories, versus just the lots they are selling,” Bartenslager says. “Obviously, the cattle speak for themselves, but further amplifying the producer’s story and why it matters truly impacts their customers.”

The adage “there’s more to the story” rings true in the cattle business, and publishing content with a producer’s face, voice or day-to-day life coverage assists in telling the story, Kangas says.

“It’s important to remember this is a people business that involves cattle,” Kangas says. “There’s a lot of Angus cattle out there for sale — there’s a lot of cattle out there for sale in general. The successful ranchers do a good job of being people focused. Whatever advertising avenue you want to do, realize that your best advertising piece is yourself, and have confidence to be able to communicate the story of your ranch.” 

Editor’s note: Sarah Harris-Christian is a freelance writer from Visalia, Okla.