Maya Fisher-French was one of the earliest South African journalists to recognise podcasting’s potential, well before the medium became the mainstream marketing channel it is today. Her advice on what actually makes a podcast worth launching still holds up.
What podcasting actually offers a business or brand
A podcast gives an existing audience a second way to engage with your content, some people prefer reading, others prefer listening, and lets you go deeper into topics than print space typically allows. It’s also a way to make a technical or intimidating topic, like personal finance, feel considerably more casual and approachable through personal stories woven into the conversation.
Is there real money in podcasting?
At most stages, podcasting functions primarily as a marketing and brand-building channel rather than a direct income source. Sponsored podcast series for interested brands can become a genuine revenue stream, but relying on listener subscriptions alone is a weak strategy, audiences are simply used to podcasts being free.
What she’s learned as a host
Format matters more than volume of content. Covering fewer topics in real depth consistently outperforms briefly touching on many. And when a podcast has a sponsor attached, guest selection becomes genuinely important, not every interesting person is “radio-ready” for the format.
What to consider before launching a podcast
Be honest about whether you actually have a voice suited to the medium, and be clear on what you’re actually trying to achieve before you start recording. Choose your hosting platform carefully: it needs genuine support across the podcast catchers your audience actually uses, not just wherever is easiest to set up first.
Reasons not to launch a podcast
- Doing it purely for the ego of hearing yourself, rather than because an audience genuinely wants to hear you.
- Expecting subscriber revenue quickly. Building a real listenership takes considerable time.
- Being unwilling to commit to a regular release schedule. Ad hoc episodes don’t build a following.
- Being intimidated by the production and editing tools involved, though modern tools have made this considerably more approachable than it once was.
Frequently asked questions
Is podcasting a reliable way to make direct income for a small business?
Not usually on its own. It works best as a marketing and brand-awareness channel, with sponsored series occasionally becoming a genuine revenue stream.
How many topics should a single podcast episode cover?
Fewer than you’d think. Covering one or two topics in real depth tends to perform better with listeners than briefly touching on several.
What’s the biggest mistake first-time podcasters make?
Launching without a clear, consistent release schedule. Irregular, ad hoc episodes make it very difficult to build a genuine following.
Building a genuine audience, not just content
A podcast succeeds when it’s built around a genuine audience need and a consistent release rhythm, not around the appeal of hearing your own voice on air. Get those fundamentals right, and the format can genuinely deepen a brand’s relationship with its audience.
Further reading: How to Write a Press Release for Your Small Business | Independent Communications Authority of South Africa for official broadcasting and media regulations
Originally published in August 2019. Updated September 2026 to confirm Maya Fisher-French remains an active, award-winning financial journalist and refresh this podcasting guidance. The underlying advice on format and consistency remains durable.
