Brand content

Turn your brand into a media brand

We advise our clients to turn their brands into media brands, in order to strengthen their identity and build owned audiences. And we follow that advice ourselves: CosaVostra is a media brand in its own right, with three active in-house podcasts that reflect our core areas of expertise—Le Panier on e-commerce, Mediarama on the media industry, and Un podcast de goûts on the luxury sector. Together, these shows generate over 100,000 qualified listens each month. They provide us with visibility well beyond that of agencies of similar size and have become our main source of inbound business.

Kevin

Create a media outlet, not brand content

“Brand content”—what an awful expression! It reeks of marketing, of forced topics about your products, your CSR policies, and your amazing process for recycling used office supplies… We’re being ironic, of course. Yes, all of those topics could have a place in your future media outlet. But they need to be put into perspective so that they actually interest your audience and teach them something new.

That means making a double effort: first, not focusing your content solely on yourself or your products; and second, adapting your content to your audience’s habits.

If you’re targeting people under 35, you need to go find them on TikTok.

Media content to fuel all your communication efforts

A great piece of content (in-depth, relevant, original) is awesome—but it’s also relatively expensive. To get the most out of your media production (whether it’s an article, a podcast, or a video), you need to approach it with a “master content” mindset—something you can adapt and repurpose across as many channels as possible.

A long-form article or a podcast, for example, can serve as raw material for a CRM email sequence and a series of social media posts. In this way, your need for ROI aligns with your need for editorial consistency, helping you maintain a coherent narrative throughout your entire content ecosystem.

A media strategy to sustain your brand and your business

Creating your own media outlet is a way to start a real conversation with your audience—through a less scripted, more authentic voice. It’s also a way to modernize your brand by staying in tune with your audience’s evolving expectations.

Beyond that, your media strategy should aim to turn your customers and prospects into a proprietary audience. The goal? Reduce your reliance on third-party platforms like Meta, Google, and TikTok—and take back control over your reach.