The Story of "The Furrow": The Birth of Content Marketing by John Deere

Hey, Mavericks!

Pull up a chair, grab a coffee, and let me tell you a story about the original content marketer. Nope, it’s not some Silicon Valley startup or a flashy ad agency in New York. It’s a farmer and blacksmith from the 1800s who sold plows.

That’s right. Today’s lesson in content marketing takes us all the way back to 1895, when a man named John Deere launched a publication that would change the game forever.

If you’ve ever thought content marketing is a new thing, think again. The principles of content marketing—providing valuable information to your audience to build trust, loyalty, and ultimately, sales—are as old as time. And no one did it better or earlier than John Deere with his revolutionary magazine, The Furrow. This wasn’t just a product catalog or an advertisement disguised as a story. It was honest-to-goodness value-driven content meant to educate and help farmers.

Now, buckle up because I’m about to take you on a ride through one of the most compelling stories in marketing history, with some gold nuggets on how you can use the same principles today.

A Problem Bigger Than Selling Plows

It’s the late 1800s, and John Deere, the company, is already known for producing high-quality farming equipment. But John Deere, the man, was no dummy. He knew selling plows wasn’t enough to secure the long-term success of his company. Farmers were facing bigger problems than just buying the next piece of machinery. They were dealing with unpredictable crop yields, harsh weather, and the complex science of keeping soil healthy and productive.

Enter The Furrow.

In 1895, John Deere published the first issue of The Furrow, a magazine aimed directly at farmers. But here’s the kicker—The Furrow wasn’t just a shiny piece of marketing collateral designed to sell more plows. It was an educational resource. The goal wasn’t to push products; it was to help farmers become better at their craft. The Furrow gave tips on better farming techniques, discussed agricultural science, and offered advice on improving yields.

Now, why would a company like John Deere—who existed to sell farming equipment—go through the trouble of publishing a magazine that didn’t aggressively hawk its products? Simple. They understood the power of providing value.

You see, the idea was to build trust. Farmers who read The Furrow were given practical, useful information that helped them grow their business. And guess what happened when those farmers needed a new plow? Yep, they went straight to John Deere because they already had a relationship built on trust and value.

This, my friends, is content marketing in its purest form.

The Power of Value-First Content

So, what’s the takeaway from John Deere’s approach with The Furrow? The magic of this strategy was that it didn’t feel like marketing. It felt like education. It felt like help.

And let me tell you, that’s the secret sauce to great content marketing. People have become incredibly savvy about spotting marketing, and as soon as they smell a sales pitch, they tune out. But when you provide them with content that actually helps, educates, and informs, they don’t just consume the content—they start to trust you. And trust, as we all know, is the foundation of any good customer relationship.

Best Practices in Content Marketing (Inspired by John Deere)

Fast-forward to today, and the core lessons from The Furrow are still alive and kicking. Whether you’re running a blog, hosting a podcast, or building out your video strategy, these principles hold true. Let’s break down some of the key takeaways from John Deere’s trailblazing approach and how you can apply them to your own content marketing efforts today.

1. Know Your Audience Intimately

The Furrow worked because John Deere knew his audience better than anyone else. He wasn’t trying to speak to everyone. He was talking to farmers—their struggles, their needs, their challenges. Every article was tailored to what they cared about.

If you’re trying to create content for everyone, you’re going to end up speaking to no one. The best content marketing is built on a deep understanding of your audience. What keeps them up at night? What are their aspirations? What information can you give them that will make their lives easier or better?

This requires some research. Dive into customer personas, survey your audience, analyze behavior patterns, and take the time to understand what problems they’re trying to solve.

Pro tip: Stop thinking of your customers as numbers or segments. Think of them as individual people with unique challenges. The more personal and relevant your content feels, the more effective it will be.

2. Provide Real, Tangible Value

Let’s be real: People aren’t looking for your next ad disguised as an article. They’re looking for value. The Furrow was packed with information farmers could actually use to improve their operations. That’s why it worked.

Whether you’re writing blog posts, crafting a LinkedIn update, or developing an ebook, always ask yourself, “What’s in it for my audience?” If your content doesn’t provide clear, actionable value, it’s going to get lost in the noise. And in today’s content-saturated world, there’s plenty of noise.

Think about tutorials, how-to guides, industry insights, and practical tips. Don’t just tell your audience why your product is great—show them how it can solve their problems. Better yet, sometimes don’t even mention your product. Provide so much value that you’re seen as the go-to expert in your field.

3. Be Consistent and Committed

One of the reasons The Furrow became so trusted was that it was consistent. Month after month, year after year, it delivered fresh content farmers could rely on.

Content marketing isn’t a one-and-done deal. It’s a long game. You can’t expect to put out one blog post or one video and suddenly have customers knocking down your door. You need to commit to a consistent content schedule that keeps you top of mind.

Whether it’s a weekly newsletter (hello, Marketing Mavericks), a monthly video series, or regular social media updates, consistency is key. It builds momentum, trust, and anticipation. When your audience knows they can expect valuable content from you regularly, they’ll keep coming back for more.

Pro tip: Create a content calendar that outlines your publishing schedule for the next few months. Planning ahead ensures you stay consistent and avoid the last-minute scramble for content ideas.

4. Don’t Be Afraid to Tell a Story

Now, let’s talk about storytelling. Humans are wired for stories. It’s how we’ve passed down knowledge for millennia. And while The Furrow was packed with practical advice, it also told the story of innovation, progress, and the relentless pursuit of better farming.

Your content should do the same. Instead of just presenting dry facts or features, wrap them up in a compelling narrative. Tell the story of how your product came to be, share customer success stories, or highlight the journey of how your business solved a common industry problem.

Storytelling humanizes your brand and makes it more relatable. People aren’t just looking for information—they’re looking for connection. And stories are the bridge between your brand and your audience.

5. Create Evergreen Content

One of the most brilliant aspects of The Furrow was its focus on evergreen content. The advice and tips it offered were relevant not just in the month they were published, but for years to come.

When you’re planning your content marketing strategy, think about creating pieces that have a long shelf life. Evergreen content stays relevant over time and continues to drive traffic, leads, and engagement long after it’s published.

Examples of evergreen content include how-to guides, industry best practices, and case studies. These pieces provide lasting value and can be repurposed, updated, and shared again and again.

Pro tip: While trending topics might bring in a quick burst of attention, evergreen content builds long-term authority. A mix of both can keep your content strategy balanced.

Fast-Forward to Today: The Furrow Is Still Thriving

Here’s the kicker: The Furrow is still going strong today. That’s right—over a century later, John Deere is still publishing The Furrow, now in multiple languages and distributed in over 100 countries. It has evolved with the times, moving online and incorporating digital tools, but the core philosophy remains unchanged: provide value first.

This longevity is a testament to the power of content marketing done right. When you prioritize education over promotion, when you solve problems instead of just selling products, you build a brand that stands the test of time.

Final Thoughts: What Can You Learn from John Deere?

Alright, Mavericks, here’s the bottom line: Content marketing isn’t new, but the principles that make it work are timeless.

If you want to succeed in today’s crowded marketplace, take a page from John Deere’s playbook:

• Know your audience better than anyone else.
• Provide real value with every piece of content you create.
• Stay consistent—this is a marathon, not a sprint.
• Tell stories that resonate and connect.
• Focus on evergreen content that delivers value for years to come.

The tools and platforms may change, but the fundamentals of great content marketing remain the same. So, what are you waiting for? Get out there and start creating content that your audience wants to consume—not content they feel like they have to.

Until next time, keep those creative gears turning!

Cheers,

Rishi

Marketing Mavericks