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Agriculture Company Drives Social Engagement with 'Serial'-Inspired Podcast

Sarah Steimer

Crop nutrition company Mosaic and marketing agency Broadhead created a podcast to engage and inform farmers

Mosaic sells products that aren’t very flashy. Descriptions of its crop nutrition products include phrases like “potassium oxide,” “nutrient removal” and “bushel per acre average.” However, this doesn’t mean that the marketing of those products needs to be boring. Mosaic and marketing communications agency Broadhead chose to break through the monotony of scientific jargon and the noise of the internet using a podcast and an engaging social media campaign.

Goal

“Our goal is always to educate our audience about the importance of crop nutrition, and we want to promote our company as the leader within that category,” Mosaic brand manager Mindy Dale says. “We wanted to do it in a more engaging and entertaining way to break through the clutter and see what traction we could get with a different approach.”

The company knew one of the best times to reach out to its target audience is during harvest season, when social media usage spikes among farmers. They share photos of their harvest and other yield-related information online, plus they’re able to browse as they work: Ample time in tractors allows for some extra media consumption—especially when so many of these machines almost drive themselves.

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Sarah Steimer is managing editor of Marketing News. She may be reached at ssteimer@ama.org or on Twitter at @sarah_steimer.