Category: Content Marketing

Captivate your B2B customers with compelling content!

Published by : , on February 20th, 2024.
B2B content marketing has always been a powerful lever for captivating and retaining current or potential customers (prospects) by providing relevant, compelling content. That's why I've consistently specialized in this field for decades! Journalism (content) -> corporate communications (content) -> B2B content marketing. In the B2B world, the buying process is often long…. Read More...

B2B personas: understanding them and mastering the buyer’s journey

Published by : , on February 7th, 2024.
Did you know that 72% of marketing professionals use B2B personas to guide their marketing content? This statistic highlights the growing importance of understanding exactly who the decision-makers are in the B2B world. In this world where every purchasing decision can involve multiple stakeholders and take months of deliberation, understanding the nuances of…. Read More...

B2B content marketing: a look at usage and… AI!

Published by : , on January 23rd, 2024.
I recently published on LinkedIn, part of the results of CMI's annual content marketing study, "B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2024". This publication focused on LinkedIn's dominance as the social network of choice for the vast majority of those who publish B2B content on social networks. Every year, the…. Read More...

Christmas at Monsieur Lenoir’s magic factory

Published by : , on December 13th, 2023.
Once upon a time, in a small industrial town, there was a factory like no other. At "Génial Industrie", machines were not just assemblies of metal and circuitry, but working partners in their own right, with little names and unique personalities. The manager, Monsieur Lenoir, was a serious man with a heart of…. Read More...

B2B content marketing: create at home, optimize and distribute elsewhere!

Published by : , on November 28th, 2023.
It was while reading a post on Mark Schaefer's blog that I got the idea to write this post on B2B content marketing and especially on the importance of creating content on YOUR website or blog and then using social networks to spread it further. A social network like LinkedIn isn't a content…. Read More...

Are social networks even worth it in B2B marketing?

Published by : , on November 7th, 2023.
Interesting exchange on LinkedIn earlier this week involving two B2B marketing experts. And as you'll see, it's all about social networks and their usefulness in marketing. Are social networks even worth it in B2B marketing, or should we call AI to the rescue? Part of the question is posed by Michael Brenner, CEO…. Read More...

When B2B Barbie meets a virtual double and Lady Trifecta…

Published by : , on October 10th, 2023.
When we signed up for the B2B Forum, held in Boston last week, we (and I in particular) had high expectations of this annual B2B marketing "great mass". Just imagine… Almost all the big names were announced, but not B2B Barbie! Among the big names were Ann Handley (Content), Michael Brenner (Content), Joe…. Read More...

At B2B Forum: the elephant in the room was AI

Published by : , on October 5th, 2023.
How can I put this… The past two weeks have seen the two most interesting B2B content marketing conferences of the year. I'm talking about CMI World, which took place last week in Washington, D.C.. And B2B Forum, which wraps up tomorrow in Boston. And guess which topic monopolized both presentations and conversations?…. Read More...

Content marketing: what impact will AI have on its future?

Published by : , on September 13th, 2023.
The Content Marketing Institute, USA's content marketing bible, recently published a new study that looks at, among other things, the very future of content marketing in business and the future of those who practice it. I'll pass quickly over the salary aspect. Apart from the fact that content marketers earn an average of…. Read More...