Marketing de contenu

B2B content visibility: the strategic challenge that too many companies underestimate

B2B content visibility is no longer guaranteed by quality alone. A piece of content can be rigorous, relevant, and perfectly aligned with a strategy… without ever producing any real impact. The reason is simple: it is neither seen, nor understood, nor integrated into decision-makers’ thinking.…. Read More

Published by : Claude Malaison, on January 20th, 2026.

Categories : Leadership éclairé -, Marketing de contenu

The B2B newsletter: a strategic marketing tool in the age of AI

By 2025, the inbox has become a battlefield. Automations, alerts, and promotional messages pile up at a frantic pace. Yet, amid this digital noise, the B2B newsletter holds a rare privilege: it remains a chosen channel. It speaks to readers who have given you permission.…. Read More

Published by : Claude Malaison, on October 27th, 2025.

Categories : B2B Marketing, B2B Newsletter, Infolettre B2B -, Intelligence artificielle, Marketing de contenu

B2B branding strategy: how to stay present in the customer’s mind

In B2B, decisions are rarely made on a whim. But they often start at a key moment. A tension, a need, an emergency. What if your brand was the one that came to mind… at the moment of truth? That's where your B2B branding strategy…. Read More

Published by : Claude Malaison, on July 10th, 2025.

Categories : Branding B2B -, Marketing B2B -, Marketing de contenu, Marque en 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

B2B strategic marketing: what if intent signals transformed the way you approach your customers?

Imagine being able to understand your potential customers before they even know they need you. That's exactly what intent signal analysis promises. Those subtle clues that reveal their needs, thoughts and buying intentions long before they fill in a form or pick up the phone.…. Read More

Published by : Alain Thériault, on December 9th, 2024.

Categories : B2B Marketing, Expérience client -, Intent Marketing, Marketing B2B -, Marketing de contenu

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

Optimize your B2B marketing strategy in Quebec and abroad with content marketing!

Content marketing is an essential part of any B2B marketing strategy in Quebec and beyond. With the right content, you establish your company's credibility. You position yourself as an expert in your sector. And, above all, you develop a distinctive B2B branding that reflects who…. Read More

Published by : Lynda St-Arneault, on November 14th, 2024.

Categories : B2B Marketing, Marketing B2B -, Marketing de contenu, Marketing Strategy, Positionnement stratégique -, Storytelling -

Meet 3 key users of B2B content marketing

In B2B content marketing, understanding our different users is essential to creating content that is effective and converts. Let's take the example of a growing company looking for a new customer relationship management (CRM) system. Three decision-makers embodying distinct users will interact with content in…. Read More

Published by : Claude Malaison, on September 16th, 2024.

Categories : B2B Marketing, Content Marketing, Marketing B2B -, Marketing de contenu

B2B content marketing: how to become a story architect

Today, let's embark on the second part of Marie-Ève's journey across Quebec. If you haven't read the first part, it's HERE. She discovers the last three archetypes and their transformative power in the world of B2B content marketing. In the same breath we'll get to…. Read More

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

Categories : B2B Marketing, Content Marketing, Humanisation marketing -, Marketing B2B -, Marketing de contenu, Storytelling, Storytelling -

Effective B2B blog: who will be the most human?

This post was born out of a long reflection over the weekend on content marketing. But also about blog, search engine optimization (SEO) and artificial intelligence. In content marketing, do we write for search engines or for readers? And are we increasingly turning to artificial…. Read More

Published by : Claude Malaison, on March 6th, 2024.

Categories : Blogging, Blogue, Content Marketing, Marketing de contenu