Countdowns & Recaps - Monthly Ticket - December 2025

Hello,

The end of the year is always the perfect time to reflect, measure, and adjust.

In this issue, we take a closer look at our digital presence — privacy policies, SEO practices, content strategy, and communication tools.

The year 2026 promises to be one of both rapid evolution and solid consolidation. As writers, webmasters, marketers, and creators, our mission remains the same: to inspire trust and deliver value.

Happy Holidays to all our readers — see you in the next issue!

Best,
Jeff Maheux

2025 Website Performance Review

Just like the return of holiday songs on the radio, the organic visibility of our websites remains the heartbeat of digital marketing.

What should you review?

December is the perfect time to analyze your keywords, organic traffic, and search trends before entering the new year.

Take a true “check-up” of your digital presence:

• Review your SEO statistics using your site’s built-in analytics tools and Google Analytics reports.

• Update your privacy policies and metadata settings, then reindex new content in Google Search Console.

• Evaluate your publications based on actual performance and engagement.

W+M Publications in 2025

The year 2025 marked strong growth in W+M readership. In just the first ten months, the website recorded nearly 22,000 page views and over 600 active visitors, representing a growth of more than 270 % compared with the entire year of 2024.

Average reading time has also more than doubled, reaching 14 minutes per user; a sign of deeper engagement with long-form content.

The most-read articles of the year included:
– Check-up 2026: Updating Privacy and Cookie Policies
– White Paper: Business Websites in Québec
– Advanced SEO 2025: Key Trends and Techniques

These results confirm a growing trend: readers are now seeking bilingual, practical, and insightful analyses to improve their own digital projects.

Celebrate and Share Your Performance

Statistics aren’t just numbers. They tell the story of our collective growth. Every click, every read, and every share is proof that our content resonates and that our efforts are paying off.

So why not share these results proudly? Here are a few simple ways to bring that recognition into your communications:

• In your email signature, add a short highlight of your annual progress: “2025: +270 % web growth — thank you for your trust!”, or “Over 20,000 page views this year — your engagement makes the difference!”

• In your holiday cards or client messages, turn your stats into a warm and collective message: “This year, our digital presence tripled! Thank you to our clients and partners for being part of this success.”

• On your socials or in your presentations, create a small visual block “Year in Review” with your key numbers and a thank-you note alongside a photo of your team.

Highlighting your achievements is also a way to acknowledge the value of connection with your readers, your clients, and your partners. Celebrating performance fuels motivation, trust, and credibility for the year ahead.

In conclusion, take this December to reflect on your results, celebrate your progress, and prepare for what’s next. 2026 already promises to be a year of evolution, and recognition, driven by a loyal audience and a community that believes in well-crafted content.

Wishing you a productive month ahead.

Jeff Maheux

Privacy & Cookie Policy Check-Up to Kick Off 2026

Privacy and cookie policy check-up strengthens trust, ensures compliance, and prepares businesses for new rules on children’s privacy and AI.

As the year comes to a close, it’s time to prepare our digital presence for 2026. Trust and transparency have become essential pillars of the relationship with our clients. In this article, we review our privacy and cookie policies: why they must be updated, what changes are on the horizon with new obligations, and how these practices can be transformed into true levers of credibility and performance.

Privacy and data management are no longer administrative details: they now represent a competitive advantage and a shared responsibility.

By starting 2026 with a clear check-up of our web policies, we do more than comply with regulations—we build lasting trust with our audience.

This strategic choice allows us to enter the new year with transparency, confidence, and a step ahead of the competition.

Countdowns and Recaps: Turning Our Year-End Reviews into Marketing Tools

In 2025, let’s celebrate our progress! Let’s turn our reviews into engaging content.

As the year comes to a close, let’s take a moment to reflect on our achievements and lessons learned.

This feature offers practical ideas to transform our 2025 performance reviews into effective communication tools. It’s the perfect time to stand out from the competition — just like the countdowns, retrospectives and Top 10 lists that define every year’s end.

For inspiration, here’s a read to help you reflect, reset and start 2026 with creativity.

Reviews and reflections on the path we’ve traveled prepare us for what comes next, with clarity and confidence.

Countdowns and recaps aren’t just about numbers. They remind us that every project, idea and collaboration contributes to collective growth.

In our next edition, W+M will continue this reflection by highlighting the content that defined the year. Stay tuned for the Top 10 most popular articles.

See you soon,

A+

Real Readers Only: Understanding and Presenting Your Web Statistics

Bots, crawlers, AI… Who actually reads your content? A clear guide to analyzing, filtering and presenting your 2025–2026 web statistics with transparency.

Real Readers Only: How to Present Your Web Statistics with Transparency

How do you separate real readers from automated traffic and present credible web statistics for 2025–2026? Discover a clear, professional method for analyzing your data, filtering out bots, and highlighting meaningful human metrics with confidence.

At the end of the year, our dashboards fill with numbers… yet they rarely tell the same story. And among all of this — bot visits, data-center traffic, suspicious late-night spikes — the real picture of your performance becomes harder to read.

So how do we know who is actually reading our content?

This second feature offers a concrete look at what defines a “real reader,” and how professional media outlets present their results. Using Google Analytics 4 and real examples, we explore how to distinguish automated hits from genuine human engagement, which metrics matter most, and how to share your 2025–2026 numbers with transparency — without weakening your credibility.

A timely read to support your own end-of-year assessments, and to ensure your statistics finally tell the right story: the story of your true audience.

A Short Pause for the Monthly Ticket… but Not for W+M

Thank you for following the W+M adventure throughout the year. As we move to the next section, here’s a special invitation for the holiday season: from December 22 to December 31, we’ll reveal one new position of our Top 10 Most-Read Articles of 2025, every day at noon.

A simple and festive way to revisit the content that shaped your year, and maybe discover a piece you missed.

Follow us on Facebook, Instagram, and LinkedIn so you don’t miss this editorial countdown.

Thank you for being here readers, entrepreneurs, creators, and digital enthusiasts. The journey continues.

The chronicle of digital marketing for startups, businesses and entrepreneurs. It’s a marketing story is told every month in the Monthly Ticket Magazine. 

Chronique #itSAMarketingThing 24: The White Paper for Our Services.

In today’s digital world, where attention is a scarce resource, delivering quality content is one of the best ways to capture the interest of your prospects. A white paper has become a strategic tool for showcasing your services in depth, demonstrating your expertise, and building trust with potential clients.

Far from being just another promotional document, an effective white paper provides real value: it addresses specific needs, clarifies concrete problems, and proposes adapted solutions.

In this column, let’s explore why the white paper has become an essential lever to promote your services and how to structure its creation to maximize its impact.

Why Create a White Paper to Showcase Your Services?

A white paper positions your company as an authority in your field. By providing relevant analysis and solutions tailored to your audience's needs, you clearly demonstrate your know-how and market expertise.

It’s also an excellent tool for generating qualified leads: in exchange for downloading it, visitors provide their contact information, allowing you to initiate a lasting relationship.

Finally, a well-designed white paper can be leveraged across your prospecting efforts, digital communication, and marketing campaigns, serving as a high-value support to convince and reassure future clients.

The Essential Elements of a Good White Paper

• Clear introduction of the context and targeted needs. Readers must understand right away why the topic matters and how it relates to them. An effective introduction frames the issue and shows you understand your audience’s challenges.

• Presentation of solutions or services offered. The heart of the white paper should offer relevant solutions to identified problems. Present your services naturally, without excessive promotion, reinforcing your image as a trusted expert.

• Evidence, figures, or case studies to support your points. Supporting your arguments with concrete data, real-world examples, or case studies gives your message credibility. It shows that your solutions are grounded in tangible results.

• Final call-to-action for contact or download. A well-crafted white paper should guide readers to the next step: contacting you, requesting more information, downloading an additional resource, or subscribing to your newsletter.

• Professional and reader-friendly design. Layout is crucial: a visually appealing document with clear hierarchy, relevant visuals, and clean design encourages reading and enhances your message.

Structuring Your White Paper Effectively

1. Define a precise objective (informative, lead generation, loyalty building). Knowing exactly what your white paper is meant to achieve will guide its tone, style, and structure. It also helps set clear indicators to measure its success.

2. Identify your audience’s main challenges. Your white paper must answer real questions or concerns your readers have. Deep knowledge of your audience ensures a relevant, engaging, and useful document.

3. Create a logical and fluid outline. Organizing your ideas in a coherent flow makes the white paper easier to read and keeps readers engaged. Each section should naturally lead into the next, guiding readers toward your solutions.

4. Write in a professional yet accessible tone. Avoid unnecessary jargon: favor clear, direct, and professional language. Your goal is to inform and persuade without losing readers in overly complex wording.

5. Include visuals or graphics to lighten the content. Adding illustrations, infographics, or charts helps make your white paper more enjoyable to read. Visuals also improve understanding and reinforce key messages.

Best Practices to Maximize Impact

• Provide real value (not just self-promotion)
  A good white paper must first and foremost be useful to the reader. Offer concrete information, practical advice, or relevant analysis rather than simply showcasing your services.

• Ensure high-quality writing and design
  Well-written, error-free, clear, and structured content builds trust. In addition, a professional, polished design makes reading more pleasant and reflects your brand’s credibility.

• Promote the white paper across your digital channels
  Don’t just publish your white paper once: integrate it into your overall strategy. Share it on your website, social media platforms, newsletters, and marketing communications.

• Use the white paper in your prospecting strategy
  A white paper can serve as a great tool to initiate contact with new prospects. Sharing it as part of a personalized outreach demonstrates your expertise even before your first direct interaction.

Common Mistakes to Avoid

A white paper focused too much on the company without addressing the reader’s needs. A white paper should be oriented towards the audience, not centered solely on your business. Focusing too much on yourself reduces engagement and misses the primary goal: delivering value to readers.

Content that’s too dense or too technical without simplification. Overly complex or jargon-heavy texts can discourage your audience. Simplifying your explanations ensures accessibility, clarity, and a better reading experience.

Lack of clear and measurable objectives. Creating a white paper without a defined goal limits its effectiveness. Knowing whether you aim to boost awareness, generate leads, or build loyalty helps align your content with your desired outcomes.

Tools and Useful Resources

• White paper templates

• Professional design tools (Canva, Adobe Express)

• Guides on how to write an effective white paper

So, in conclusion

A white paper is much more than just a document: it is a real lever for content marketing and a strategic asset for business development.

By offering high-value content, you position your company as a trusted authority in your field while creating tangible opportunities for prospecting and conversion.

Carefully designed, professionally structured, and aligned with your clients’ needs, a white paper becomes a powerful tool to build credibility, expand your network, and support your long-term growth.

Read #itSAMarketingThing

Access all the Columns here!

Tracking Links: How to Use UTM Parameters Effectively in 2026

Learn how to use UTM parameters effectively in 2026. Understand tracking links, avoid common mistakes, and measure your campaigns without distorting your data.

Bitly links…

In 2025, we produced dozens of publications, social campaigns, newsletters and collaborations. Yet behind all these performance reviews lies a discreet, almost invisible element that shapes the way we read our analytics: UTM parameters.

We hear about them, we see them appear in our links… but do we truly understand how to use them without distorting our data?

This Web Investigation offers a clear and accessible look at a tool that is often underestimated, yet essential for stepping into 2026 with clarity. A valuable read for anyone who wants to understand who visits their site, from where, and, most importantly, why.

In the end, understanding our data better is already preparing for the year ahead. And, between us, a small webmaster’s tip: after the “?”, only add what genuinely helps you understand your data.

As we close this final issue of 2025, one thing is clear: the digital presence of businesses has never been more vibrant and often never more demanding.

Reviewing our performance, updating our tools, and refining our practices are all part of the same movement toward greater coherence, transparency, and credibility.

This December edition reflects the spirit that will guide us into 2026.

Let’s commit to focusing on what truly matters, choosing the right data, creating meaningful content, and building a lasting relationship with our readers.

Thank you for being part of this W+M year. From article to feature, from column to investigation, more and more of you are reading, following, and sharing our work and that support means everything.

Let’s take this holiday season to rest, celebrate our progress, and prepare what comes next.

And to keep the momentum going, join us again in January for the first major article of the year: Digital Marketing Trends for 2026, an essential read to start the year on the right foot.

See you soon,

Jeff Maheux

Cr Images: W+M Services

Monthly Ticket Theme: Under The Clouds by JM Musique

Production and Publishing: W+M Services