Content Marketing

B2B marketing blog in 2026: building trust, establishing authority

For more than twenty years, I have watched marketing practices evolve, transform, and sometimes lose momentum. Yet if there is one tool that has survived every wave, it is the blog. I started mine in 2006. ExoB2B’s was created in 2009. Professionally, the more I…. Read More

Published by : Claude Malaison, on February 17th, 2026.

Categories : Blogging, Blogue, Content Marketing, Leadership éclairé -, Marketing de contenu, Thought Leadership

B2B website role: the new purpose of B2B websites and blogs

For a long time, the performance of B2B websites and blogs was evaluated through one central metric: the click. Yet the decline in clicks does not signal a performance problem for B2B websites and blogs. It reveals a deeper shift in how online search now…. Read More

Published by : Lynda St-Arneault, on February 4th, 2026.

Categories : B2B website, Blogging, Blogue, Content Marketing, Sites Web B2B -

Podcasts in B2B marketing: when theory turns into results

About a year ago, I asked you a simple question: what is the real value of podcasts in B2B marketing strategy? I showed that this audio format, long underestimated, is much more than a gimmick. Podcasts in B2B marketing are a way to humanize your…. Read More

Published by : Claude Malaison, on September 15th, 2025.

Categories : B2B Marketing, Content Marketing, Marketing B2B -, Stratégies-marketing

Language model optimization: your content strategy must go beyond SEO

Do you still believe that Google is the only way to access your content? What if a growing portion of your audience no longer uses traditional search engines, but instead relies on artificial intelligence such as ChatGPT, Perplexity, or Claude? This is precisely what language…. Read More

Published by : Claude Malaison, on June 18th, 2025.

Categories : Artificial Intelligence, Content Marketing, Intelligence artificielle, Marketing de contenu, Référencement – SEO, SEO

An unverified B2B statistic is a myth disguised as truth

The illusion of instantaneous credibility Do you really validate every B2B statistic you share, which increasingly comes from generative artificial intelligence? It's tempting, we know. In a matter of seconds, a text is written, structured and supported by figures that give a rigorous look to…. Read More

Published by : Claude Malaison, on May 26th, 2025.

Categories : Artificial Intelligence, B2B Marketing, Blogging, Content Marketing

6 seconds to convince: ready for attention marketing?

Every day, your customers and business contacts are bombarded with emails, LinkedIn requests, advertising messages, white papers, technical content… The list is endless. And in this avalanche, there is one constant: attention marketing is becoming a central issue in your content strategy. On LinkedIn, the…. Read More

Published by : Claude Malaison, on April 29th, 2025.

Categories : B2B Marketing, Content Marketing

French, Technology, and Marketing: A Triangle Worth Reconciling

With the rise of automation platforms, AI-assisted content, and intelligent CRMs, Quebec-based companies are navigating tools originally designed — and often still optimized — for English users. While many now offer robust French support, the challenge remains. Add to that the new obligations under Bill…. Read More

Published by : Claude Malaison, on March 19th, 2025.

Categories : B2B Marketing, Content Marketing

B2B content marketing: 8 “IN” practices to adopt in 2025

Happy New Year to all! What better way to kick off 2025 than with a roundup of the best practices that will shape B2B content marketing this year? So, inspired by Ann Handley's recent newsletter on “IN & OUT” practices, we've explored the industry's leading…. Read More

Published by : Claude Malaison, on January 14th, 2025.

Categories : Content Marketing

The midnight bug: a Christmas story for IT

In snowy Quebec City, where streetlamps illuminate streets lined with glittering snowflakes, TechSolstice is preparing to close its offices for the Christmas vacations. The christmas tree is decorated, the electric tinsel pulsates rhythmically, and the employees' screens display their last connections before the long-awaited break.…. Read More

Published by : Claude Malaison, on December 18th, 2024.

Categories : Content Marketing, Storytelling -

What is the real value of podcasts in B2B marketing strategy?

Podcasts in B2B marketing are an innovative tactical tool. I find it particularly interesting for building trusting relationships. But also to establish your company's authority and engage a professional audience in an authentic and lasting way. According to a 2023 study, 26% of podcast listeners…. Read More

Published by : Claude Malaison, on December 2nd, 2024.

Categories : B2B Marketing, Content Marketing, Leadership éclairé -, Marketing d’influence, Marketing de contenu, Marketing Strategy, Stratégies-marketing, Thought Leadership