AMTEC Group, a family-owned agricultural machinery dealer, has long been known for its expertise in used farm equipment. As the brand evolved beyond sales into full machinery management and advisory services, it needed to demonstrate authority across UK farming. Competing with both rival dealers and established media titles like Farmers Weekly, AMTEC’s challenge was to build trust, capture attention, and stay front of mind with its customer base.
Our content marketing programme achieved exactly that, elevating AMTEC into a position of thought leadership through survey-led reports, infographics, and industry insights that ranked above traditional press.
We identified that AMTEC could add value by producing data-driven insights that were otherwise absent in the farming media. Together, we launched a suite of national survey campaigns:
New vs Used Farm Machinery Report (2025)
Surveying over 3,000 UK farmers, this flagship report explored the pressures of rising machinery costs, SFI grants, inflation, and weather challenges, uncovering the real motivations behind new vs used machinery choices.
Quarterly State of Farming Reports
A regular commentary series capturing sentiment from across the industry, ensuring AMTEC remained in front of its audience with timely, trusted insights.
Future of Farming: Regenerative Agriculture
A landmark survey of UK farmers on regenerative practices, supported by a detailed report and infographic. With over 70% of respondents already trialling or adopting sustainable methods, the campaign highlighted both opportunities and barriers (funding, knowledge gaps, equipment access)
To ensure AMTEC’s research didn’t just inform but also converted into visibility and engagement, we carefully designed formats that worked across multiple touchpoints in the marketing funnel:
Flagship Reports
Each major survey such as New vs Used, State of Farming, and Regenerative Agriculture was packaged into professional, publication style reports. These included clear data visualisations, farmer commentary, and editorial analysis, giving AMTEC’s reports credibility that rivalled established farming media.
Infographics and Visual Assets
Key survey findings were distilled into infographic formats for time conscious farmers and journalists. Statistics such as “75% of farmers say regenerative farming is vital for the future” were highlighted, making them highly shareable across social media and easy for media outlets to republish.
Knowledge Hub Content
Reports were broken down into a series of SEO optimised blog posts and landing pages targeting high value queries like “regenerative agriculture UK” and “used farm machinery report.” This ensured long term organic visibility while providing farmers with digestible insights.
Interactive Formats
Where possible, data was repurposed into interactive charts, graphs, and maps. These formats encouraged users to engage with the data, extended dwell time on the site, and improved SEO performance.
Quarterly Commentary Series
A regular State of Farming update was created to provide timely commentary on industry issues such as input costs, weather disruption, and government policy. This kept AMTEC consistently in front of its audience with relevant, trusted insights.
Media Outreach
Reports and infographics were seeded to agricultural media outlets, generating coverage, backlinks, and helping AMTEC rank above the farming press for competitive keywords.
Database Distribution
AMTEC’s farmer database was segmented by farm type such as arable, mixed, or livestock. Email campaigns delivered tailored insights that resonated with each audience segment and drove strong engagement.
Social Media Amplification
Infographics and key findings were promoted on LinkedIn and Facebook. Posts focused on farmer sentiment and industry challenges rather than direct sales, building trust and credibility.
Partnership Sharing
Reports were shared with suppliers, agri finance providers, and industry organisations, extending AMTEC’s reach and positioning it as a trusted partner in the wider agricultural ecosystem.
SEO Evergreen Value
Each report was hosted on a dedicated landing page optimised for high intent queries. This meant the content continued to generate organic traffic and enquiries long after launch.
Farmer Participation Loop
Every survey campaign included a call to action inviting farmers to participate in the next survey. This built a cycle of engagement where farmers not only consumed AMTEC’s insights but actively contributed to shaping them.
"POLARIS have been great when it comes to helping us get our brand out in front of our customers. They've utilised aspects of our business and created a number of content initiatives that customers talk about when they get in touch. Its really good." Jason White, Marketing Director, AMTEC
“We love AMTEC. They are a key partner for us and its our shared understanding of being equally responsible for driving growth that underpins our success together."Amo SokhiManaging Director
