The sense and nonsense of podcasts as a tool for your SME
October 2025 - From true crime to politics and sports to personal development, there's something for everyone in the world of podcasts. Entrepreneurs are also increasingly discovering podcasts as a communication tool. But is a podcast a worthwhile investment for your business? Or is the hype hiding more nonsense than sense?
The bottom line: why does a podcast work?
A podcast can be a powerful tool for strengthening your expertise and your brand. The medium lends itself perfectly to storytelling that requires more nuance and depth than a short social media post. It also establishes a personal connection with listeners: your voice literally resonates in their ears, often during moments of concentration (in the car, while exercising, on the way to work).
For SMEs, this has certain advantages:
Demonstrate expertise: you position yourself or your company as an authority in a given field.
Loyal audience: listeners who subscribe often come back.
Relatively low barrier to entry: you can already produce a decent podcast with limited resources.
The nonsense: what entrepreneurs often encounter
Launching a podcast "because everyone else is doing it" is rarely a good idea. This medium requires more time and planning than is often thought.
Many entrepreneurs struggle with:
Time investment: preparation, recording, editing, and promotion take hours that you may not have.
Reach: without targeted promotion, your audience will remain small.
Competition: there are thousands of professional podcasts out there today. Standing out is not easy.
Those without a clear strategy often see their podcast project fail after a few episodes.
When does it make sense?
A podcast makes sense if it is part of a broader communication strategy. Ask yourself a few questions beforehand:
Do I have enough content and interesting angles?
Does this channel correspond to the target audience I want to reach?
Am I prepared to commit to it for at least a year?
In addition, always combine your podcast with other channels: a blog, articles on LinkedIn or a newsletter. This will increase the impact of your investment and help you get the most out of it.
So what?
A podcast can be a valuable tool for entrepreneurs who are deliberately committed to content and willing to invest time in it on a structural basis. People who are primarily looking for short-term results or who don't have a clear message often end up with nonsense.
