How long should your firm's podcasts be? According to MarketingSherpa's research, the answer is that it depends on the topic and content.
MarketingSherpa audited podcasts on 150 B2B websites and found lengths varying from short (5 minutes or less) to long (31 minutes or more) (about 10% each), with the average being about 15 minutes. See their helpful B2B podcast length chart.
According to MarketingSherpa, the "best practice" seems to be short podcasts – 10 minutes or less. The aim should be to get your message across as quickly and efficiently as possible. Other pointers:
- focus on a single, discrete topic
- focus on quality content, but without ignoring production quality
- consider breaking down a long webinar into a string of shorter podcasts
Download the full MarketingSherpa report here (note: membership required for access).
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