How Long Should a Corporate Podcast Be?

So you finally got round to it – writing that brilliant prose for your first ever corporate podcast. You enjoyed the experience way more than you’d expected. And then the notion sinks in; just how long does this piece actually need to be? Hold your horses and check out advice at Oneupweb Research - a site that claims to provide no nonsense advice to just such practical issues. It released research analyzing the length of popular corporate podcasts.

by Angelique van Engelen

The research is highly relevant, because opinions on the matter in the corporate podcasting community vary. Some believe the optimal length of corporate podcasts should be no more than 3 minutes; others say the limit is as high as 48 minutes. Oneupweb collects the research, sorts out the conflicting info and provides marketers actionable advice in its free white paper, titled Corporate Podcasts: How Long Should They Be? The company does not provide the answer there and then in the press release announcing its paper. This is because the company divided the online audiences in broad categories and treats them in detail within the study.

“What marketers need to know is what is going to work for their target audience," says Oneupweb.com’s Lisa Wehr. “Our paper focuses on what the largest populations of listeners are downloading now, to give marketers a sense of what’s working." The research also covers industry conjectures over how corporate podcast listeners are listening and whether they are sitting at their desks or whether they are mobile. Oneupweb reminds marketers that industry habits vary from target audience to target audience and those habits are changing quickly with the growth of the medium.

Tags: oneupweb.com, podcast

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