Study: The best length for B-to-B pod casts

When it comes to pod casts, many marketers are still in the dark about content, length and frequency of updates. A new study from Marketing Sherpa addresses the issue of pod cast length, and surprisingly, length is directly related to the content provided by the cast.

by Kristina Knight

The study found that most pod casts in the B-to-B category were around 20 minutes, with 15 minutes being the optimal length for most providers. Longer pod casts did not have the same response as shorter pod casts, even when more information was provided.

What this indicates is that content needs to be closely monitored. Pod casters should be very careful about the content provided in their casts, especially when it comes to repeating and reiterating information. Practice, practice, practice those scripts and after each practice reading ask yourself two questions: does this pod cast cover the basics and is there anything that isn’t absolutely necessary included.

If there is extraneous information, cut it out before the pod cast is launched and conversely if there are questions still needing answers, consider putting the missing information in and cutting out some less-necessary information.

The mistake many pod casters make is not defining the pod cast narrowly enough. When you come up with a topic, consider all the angles which are directly related to the pod cast and include only that information.