Jiva gives farmers buy-now-pay-later access to agricultural inputs alongside AI-powered crop advice, an audience with very specific, localized search behavior and almost no existing organic presence to build from.
01The situation
02What I did
The strategy started from a blank page: mapping the farmer ICP and identifying the entities and topics that actually mattered to that audience, rather than chasing generic agtech keywords.
That research became a content roadmap, shared with the team as the plan to execute against: what to publish, in what order, and why each piece mattered to the farmer. The result compounded quickly, both in traffic and in leads that were actually qualified to convert.
03What changed
- Farmer ICP and entity map built from scratch, grounded in how farmers actually search
- Content roadmap shared with the team as the plan to execute against
- Organic traffic up 170%, with 50+ qualified leads a week