The Challenge
The ag input supply chain is a narrow world. There are only so many manufacturers, distributors, and retailers in North America, and Smartwyre needed to make sure that audience knew who they were, what they stood for, and why their perspective was worth listening to. Breaking into that conversation and sustaining presence over time requires more than ads. It requires showing up consistently with something worth reading, in the places the right people are already paying attention.
Smartwyre had no shortage of expertise. What they needed was a system to get it out into the world.
Strategic Approach
Pay Dirt built a three-pillar strategy around content, earned and paid media, and organic social — each one reinforcing the others over time.
Paid Ads with Closed-Loop Attribution
The foundation of everything was a steady drum of original content living on the Smartwyre site. Over the course of the engagement, Pay Dirt produced more than 50 pieces — articles, white papers, guides, product marketing content, and press releases — designed to speak directly to the manufacturer, distributor, and retailer audience Smartwyre serves. The goal wasn’t volume for its own sake. It was building a body of work that established Smartwyre as a credible voice on the issues their buyers actually care about.
Pillar Two: Earned and Paid Media
Reaching a narrow audience means knowing where they go to stay informed. Pay Dirt facilitated relationships with key agricultural media outlets, working to ensure Smartwyre’s content and perspectives were noticed and picked up by the publications their audience already trusts — including Crop Life, The Daily Scoop, and Upstream Ag Insights. Alongside earned placements, Pay Dirt identified paid media opportunities where the audience fit was strong enough to warrant investment, keeping Smartwyre visible across the channels their buyers rely on.
Pillar Three: Organic Social
LinkedIn is where the ag input industry has its professional conversations, and Pay Dirt managed Smartwyre’s presence there from the ground up. The strategy focused on consistency and relevance — amplifying the content and perspectives being developed across the other two pillars and building a community around Smartwyre’s point of view.
The Results
Over multiple years of partnership, Smartwyre achieved what many early-stage companies never do: it established a recognizable and respected voice within a complex, highly specialized market.
Pay Dirt Digital helped create a content engine that consistently attracted qualified industry audiences through articles, resources, and media coverage. The result was sustained growth in organic visibility, thousands of content-driven site visits, and a growing library of assets that continued delivering value long after publication.
At the same time, Smartwyre expanded its presence on LinkedIn, building an engaged following and generating tens of thousands of impressions that reinforced its position as a leader in the agricultural supply chain technology space.
The content library, media relationships, and social following compound in a way that paid acquisition rarely does. When a manufacturer, distributor, or retailer in the ag input space goes looking for perspective on where their industry is headed, Smartwyre is increasingly part of that conversation.