The document outlines Netafim's content marketing plan to improve its digital strategy and better engage customers. It identifies three goals: streamlining content across websites and social media; highlighting key content like customer testimonials; and building customer relationships through personalized content and engagement. The plan details buyer personas and content types to target them, including testimonials, infographics, an email campaign, product finder tool, e-book, and blog posts. It recommends metrics to measure success and increasing conversion rates.

1. Netafim Content Marketing Plan
The digital audit revealed many gaps in Netafim’s digital strategy and implementation of digital
resources. This content marketing plan will address actionable steps to improve Netafim’s
content marketing strategy and tactics by focusing on three main strategic goals and objectives.
1. Streamline and unify Netafim’s content on their websites and social media channels.
Create a unified social media posting schedule, and update content frequently.
2. Highlight the most important articles of content for the right customers on the website
homepage. Video customer testimonials are a great example of content that needs to be
highlighted better on the homepage of the website.
3. Focus on building lasting and personal customer relationships with customized content
and engagement through email and social media.
Buyer Personas
1) Bill:
 The big farm/business owner
 Driven by the bottom line
 Actively involved in trade publication reading
 Looking for a better way to do things
 Heavily influenced by word of mouth and testimonials
 Business-like
 Reached on LinkedIn mainly
2) Tom:
 The traditional small farm owner
 Resistant to change: does things the way he was taught
 Not active on many social media channels beyond Facebook
 Needs a lot of trust in advice before he takes it
 Not really as concerned with mass production, but is open to cheaper options, but
may be a little skeptical
3) Nancy:
 The organic environmentally conscious farmer
 Will take the most environmentally friendly options available
 Need to be genuine when engaging her
 Could run a small urban project or a big organic farm
 Open to new technology and actively aware of trade information in organic farming
 Can be reached on all forms of social media

2. Content Outline
1) Video Customer Testimonials:
 This is the most important form of content marketing that Netafim has because
they are trying to convince farmers to change their set irrigation technique to a
form of irrigation they are unfamiliar with.
 These testimonials show the long-term benefits of the switch to drip irrigation in
a personable way.
 Currently these invaluable marketing assets are buried a few clicks deep into the
site when they should be right on the homepage front and center.
2) Info-Graphics:
 These will contain quick summaries of the information covered in easy to
understand and digest graphical displays.
 Links to relevant blog post, white paper, or information section of the site will be
prominently displayed in the description to drive traffic to the site and get
people into the sales funnel.
 These will primarily be shared throughout the social media channels.
3) Email Campaign:
 These emails should be highly targeted and highly customized based on
customer information.
 They should focus solely on building relationships with the receiver by providing
them with relevant information for their irrigation and operational needs.
 Invite the email receiver to email back with questions, and have employees
ready to answer those questions in a timely personable manner. This campaign
is relations building. Irrigation purchases are not a quick implementation. The
decision to switch takes time, and Netafim should be ready to take the time to
guide and work with potential customers on a personal level.
4) Product Finder Tool:
 This tool will help customers easily filter through all of the available information on
the website.
 Users will input relevant information about their farming operation to get quick
recommendations about what Netafim products and irrigation solutions would be
right for them, and the results will link the user to relevant information and dealers
near his or her location.
 The users will also input an email, and that information along with their test results
can be used to target emails to them in the email campaign.
5) E-Book:
 Netafim has a lot of information from their whitepapers, site information articles, and
blog posts, and all of this information can be compiled into an e-book on the benefits
of drip irrigation.

3.  This e-book can be offered as an incentive for users to sign up for the email
campaign.
 Netafim can also create a press release to relevant trade journals about the e-book,
which will increase their brand equity and reputation as the leader in drip irrigation
solutions.
6) Blog Posts:
 Netafim has a relatively active blog, but recently the amount of posts has been
dropping off.
 Ideally Netafim will shoot for a new blog post every two weeks, and these posts will
be shared throughout all social media channels.
 These posts will help maintain Netafim’s opinion leadership on drip irrigation, and
they are a great way to encourage an active discussion with customers and potential
customers about relevant drip irrigation topics.
Other Recommendations
Along with all of the recommendations made in the content chart, Netafim should consider
implementing a few other practices to ensure improvement in their content marketing efforts.
1) Netafim should get rid of their presence on Google+ because:
 Very few people use Google+.
 Netafim should focus on consolidating their social media presence to only the places
where their target persons will be.
 Netafim should focus on the quality of their social media engagement and postings
and not the quantity.
2) Netafim should implement a consistent social media posting calendar because:
 Currently Netafim’s social media accounts seem very disjointed, and having some
uniformity in postings will help the company’s image online.
 A posting calendar would make sure that Netafim emphasizes customer engagement
and relationship building.
 The calendar would also allow for local country accounts to make posts custom to
their area’s interests and will allow for more quality, targeted engagement.
3) Netafim should update every site template to the updated NetafimUSA template.
 This will create a uniform look for people going from the global homepage to their
country’s specific homepage.
Measuring Results
Measuring the results from this content marketing plan will be very easy with the proper analytic
tools by measuring click-through rates, views, and downloads. Netafim should pay close

4. attention to social media activity and further refine the content to match the content that gets the
most engagement.
If Netafim implements these suggestions, they should see an increase in customer engagement on
social media, on their website, and on their blog. However, more importantly, these measures
will help increase conversion rates and drive in new and quality customers to switch to Netafim’s
drip irrigation solutions

5. Content Chart and Calendar
Content Type
Posting
Schedule
Posting
Location
Content Type
Target
Persona(s)
Customer
Testimonials
Monthly
 Homepage of the
website
 All social media
outlets
 Video interview with actual
customer
 Focus on product benefits and
tangible results
Bill, Tom, and
Nancy
Info-Graphics Weekly  All social media
outlets
 Graphical representations of
information
 Quick and easily understood
Bill and Nancy
Email Campaign 2 per week  Customer inboxes
 Draw upon customer
information for relevant
content and offers
Bill, Tom, and
Nancy
Product Finder
Tool
One time implementation
 New Website tag
 Promoted on the
homepage with a
call-to-action
 A tool where prospective
customers can input relevant
information, and get custom
suggestions for Netafim’s
products
Bill and Nancy
E-Book One time implementation  All e-reader formats
 A compilation of whitepapers
and information on the website
 A guidebook for drip irrigation
Bill
Blog Posts Biweekly
 Blog site
 Promoted on social
media
 Sharing relevant news and
updates with Netafim and drip
irrigation
Bill and Nancy