A microphone on a table in front of a field of crops | Woodruff

Podcasting – The New Audio Medium

They say everything comes back into style. Bell-bottom jeans, scrunchies, tie-dye shirts. Is the same true for communications trends? For years, radio was the king of content media for brands. But as the various social media channels exploded in popularity and usage, radio began to seem like a relic from the past. Now, like a sitcom from the ’80s, it’s back, albeit in a different form: podcasting.

Podcasting has exploded over the last decade, allowing brands and individuals to create niche content specifically for their audiences while providing significant influence for those who are able to build a loyal following. But the question remains, is podcasting a medium that works for your brand? And more specifically, does podcasting work for the agriculture industry?

Let’s look at the numbers.

In 2021, the number of people listening to podcasts in the U.S. is expected to climb to 117.8 million. Having the potential to reach more than a third of the U.S. population is a lot of listeners for any industry. But, you also have to take into consideration your demographic. About 60 percent of people aged 18–34 listen to podcasts monthly, with that number dropping to about 50 percent for ages 35–45, and one-fifth of consumers over 65. For agriculture specifically, a recent Successful Farming study found that 35 percent of farmers listen to ag-related podcasts. That’s roughly 700,000 potential listeners for your message.

So, do podcasts work for ag?

The short answer: Yes! When marketing to farmers, growers and producers, audio content is one of the best ways to reach them everywhere they are. The agriculture audience is always on the go, whether that be in a tractor, in the office or in a field. As a brand, you can showcase your expertise and provide value to your audience at no cost or extra effort to them. And better yet, you’re delivering that content directly to their ears, during times that they want to listen. Compared to radio, that intentionality allows listeners to be more receptive to your message. There are not many other mediums that allow you to do that.

What to think about before starting one?

Podcasts are not difficult to start, but you need to consider many things even before launching. Primarily, you need to decide whether you need a podcast. See, because podcasts are easy to make, everyone seems to have them. In the effort to break through the noise, you need to find the content niche that allows you to stand out from the rest. If you can’t, well, you risk being part of the noise. Take some time to answer the following questions:

  • Who is my audience and what kind of content do they want?
  • What is my brand and what expertise/value am I able to provide to my audience?
  • Is what I’m able to provide well-suited for a podcast?
  • Is someone already providing the type of content?
  • Can I provide the content in a better, more unique way?

If you can get through these questions and define what it is you want to drop into your audience’s ear via podcast, you should be ready.

Want to learn more?

Establishing your podcast in the market can be difficult. If you’re unsure whether a podcast is suitable for your brand or don’t know where to start, reach out to us and let us help you build a unique content medium.