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53 results
For « LinkedIn Ads »
- 01Paid media & performance
B2B LinkedIn Ads: targeting never replaces the message
Each objective requires a different promise, format and measurement approach. Expecting an awareness campaign to produce immediate leads leads to underinvestment in preference. Evaluating conversion activity solely through reach creates the opposite mistake.
- 02Tool
LinkedIn Ads benchmark
Compare LinkedIn Ads campaign performance with sector benchmarks.
- 03LinkedIn influence
B2B LinkedIn strategy: connecting brand, voices and paid media
A LinkedIn strategy is not a miniature version of corporate communications. It selects professional conversations in which the company has legitimate experience and a meaningful contribution.
- 04LinkedIn positioning
Does your company really hold a position on LinkedIn?
A company can publish frequently, outperform its benchmarks and mobilise several executives without establishing any position at all. Activity proves that the machine is running. It does not show what the market understands, remembers or attributes to the company. The useful question is not “are we performing on LinkedIn?” but “what place do our subjects, evidence and voices actually make us occupy?”
- 05Editorial formats
LinkedIn newsletters: turning notifications into a must-read series
LinkedIn provides discovery, subscription and conversation. The site provides control of the archive, internal linking and editorial identity. The two surfaces should not copy each other mechanically.
- 06Distribution & paid media
LinkedIn organic and paid: run one learning loop
In many organisations, organic content belongs to the editorial team while paid media belongs to the media team. Calendars, budgets and reporting run in parallel. This administrative separation becomes strategic: campaigns stop learning from content, and content stops learning from campaigns.
- 07LinkedIn post
LinkedIn sells your post a second chance
A short analysis published on LinkedIn, filed under “LinkedIn”. The linked original is in French.
- 08LinkedIn post
LinkedIn, the new corporate newsroom
A short analysis published on LinkedIn, filed under “LinkedIn”. The linked original is in French.
- 09LinkedIn post
LinkedIn’s role in AI search
A short analysis published on LinkedIn, filed under “AI”. The linked original is in French.
- 10LinkedIn post
The real ROI of a LinkedIn post
A short analysis published on LinkedIn, filed under “Influence”. The linked original is in French.
- 11LinkedIn post
What LinkedIn’s 2026 algorithm changes
A short analysis published on LinkedIn, filed under “LinkedIn”. The linked original is in French.
- 12LinkedIn post
Why your LinkedIn reach will not recover
A short analysis published on LinkedIn, filed under “LinkedIn”. The linked original is in French.
- 13Expertise
LinkedIn, distribution & performance
Connect the company page, executives, experts, organic reach and paid media to a position, audiences and explicit decisions.
- 14Executive voices
Executive thought leadership: move beyond corporate messaging
An executive does not need to become a personal brand in order to speak publicly. They need to make the decisions, convictions and experiences that give meaning to their role accessible, then connect them to wider market transformation. LinkedIn becomes one foundation for authority that can travel through media, events and institutional forums.
- 15LinkedIn post
“Boomer comfort”: three revealing words
A short analysis published on LinkedIn, filed under “Society”. The linked original is in French.
- 16LinkedIn post
AI is already intensifying work
A short analysis published on LinkedIn, filed under “AI”. The linked original is in French.
- 17LinkedIn post
AI is not stealing your job. You are handing it your brain.
A short analysis published on LinkedIn, filed under “AI”. The linked original is in French.
- 18LinkedIn post
Audience is not influence
A short analysis published on LinkedIn, filed under “Influence”. The linked original is in French.
- 19LinkedIn post
Bernard Arnault: when silence is no longer enough
A short analysis published on LinkedIn, filed under “Influence”. The linked original is in French.
- 20LinkedIn post
ChatGPT Health and the medical desert
A short analysis published on LinkedIn, filed under “Society”. The linked original is in French.
- 21LinkedIn post
Clawdbot, an agentic micro-revolution
A short analysis published on LinkedIn, filed under “AI”. The linked original is in French.
- 22LinkedIn post
Communication enters a new regime
A short analysis published on LinkedIn, filed under “Influence”. The linked original is in French.
- 23LinkedIn post
Contradiction becomes a choice
A short analysis published on LinkedIn, filed under “Influence”. The linked original is in French.
- 24LinkedIn post
Falling birth rates: business moves backwards
A short analysis published on LinkedIn, filed under “Society”. The linked original is in French.
- 25LinkedIn post
Friend.com and the marketing of loneliness
A short analysis published on LinkedIn, filed under “Society”. The linked original is in French.
- 26LinkedIn post
Gemplus, anatomy of lost sovereignty
A short analysis published on LinkedIn, filed under “Society”. The linked original is in French.
- 27LinkedIn post
Gen Z and work: the loyalty contract is broken
A short analysis published on LinkedIn, filed under “Society”. The linked original is in French.
- 28LinkedIn post
Getting cited by AI
A short analysis published on LinkedIn, filed under “AI”. The linked original is in French.
- 29Publications
Newsletter, editorials, videos and contributions
François Boulard’s publications on influence, reputation and LinkedIn.
- 30LinkedIn post
Politics: blame replaces the project
A short analysis published on LinkedIn, filed under “Society”. The linked original is in French.
- 31LinkedIn post
Publishing is not taking a position
A short analysis published on LinkedIn, filed under “LinkedIn”. The linked original is in French.
- 32LinkedIn post
Reach falls, attention must be earned
A short analysis published on LinkedIn, filed under “LinkedIn”. The linked original is in French.
- 33LinkedIn post
Reputation has changed its nature
A short analysis published on LinkedIn, filed under “Corporate”. The linked original is in French.
- 34LinkedIn post
The false signal of corporate likes
A short analysis published on LinkedIn, filed under “Corporate”. The linked original is in French.
- 35LinkedIn post
The ten commandments of leader advocacy
A short analysis published on LinkedIn, filed under “Influence”. The linked original is in French.
- 36LinkedIn post
What meritocracy can make possible
A short analysis published on LinkedIn, filed under “Society”. The linked original is in French.
- 37LinkedIn post
When media companies predict our lives
A short analysis published on LinkedIn, filed under “Society”. The linked original is in French.
- 38LinkedIn post
Why brand narratives leave no trace
A short analysis published on LinkedIn, filed under “Corporate”. The linked original is in French.
- 39LinkedIn post
Writing for AI, not only readers
A short analysis published on LinkedIn, filed under “AI”. The linked original is in French.
- 40LinkedIn post
Your reach is falling. It’s not the algorithm.
A short analysis published on LinkedIn, filed under “LinkedIn”. The linked original is in French.
- 41Home
Corporate & B2B influence
Positioning, editorial strategy, executive communications, LinkedIn and distribution.
- 42Index
Insights & frameworks
All decision frameworks on influence, content strategy and LinkedIn.
- 43Video editorial
A press release with a face is still a press release
A video editorial on corporate influence. The linked original is in French.
- 44About
François Boulard
Experience, position and work on B2B influence strategies.
- 45Video editorial
Google will soon answer on your behalf
A video editorial on ai & reputation. The linked original is in French.
- 46Video editorial
OpenAI faces heavy-industry economics
A video editorial on ai economics. The linked original is in French.
- 47Video editorial
Tibo InShape turns his image into a lab
A video editorial on digital identity. The linked original is in French.
- 48Video editorial
Traffic disappears before the click
A video editorial on seo & geo. The linked original is in French.
- 49Positioning & influence
B2B brand promise: moving beyond interchangeable claims
Most companies have no shortage of missions, values or taglines. What they lack is a reason to choose them that is clear enough to withstand comparison, reduce perceived risk and guide organisational decisions. A B2B brand promise is therefore not a better corporate story. It organises the difference the company is prepared to prove.
- 50Editorial strategy
B2B content strategy: publish less, build more
Formats then play different roles. A LinkedIn Live creates a moment of conversation; its replay, clips, written synthesis and follow-up answers turn that moment into an editorial asset. Without reuse, live video remains an event. With it, the format contributes to an authority system.
- 51Authority & ideas
B2B thought leadership: become a source, not a stream
Publishing studies, opinion pieces or posts does not make a company a reference. B2B thought leadership emerges when its content, executives and experts make one interpretation of the market identifiable, useful and difficult to replace.
- 52Voices & distribution
Employee advocacy: move beyond corporate reposting
An employee advocacy programme fails when it reduces employees to available reach. Pre-written posts and sharing platforms may facilitate distribution, but they create neither trust, expertise nor conversation.
- 53Executive voice architecture
Leader advocacy: organise distinct executive voices
An executive committee may include several visible voices without building collective authority. Problems arise when leaders occupy the same subjects, relay the same announcements or develop reputations disconnected from the company’s priorities.