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Welcome to Volume 184 👋
Happy Thursday!
In this week’s newsletter, we cover:
- 🔐 1Password’s Investment in Partners, Community, and Content
- 👀 The Latest in B2B SaaS This Week
- 🧠 This Week’s Brain Food
- ➕ The Best Content across the Web
Let’s get into it.
Book Release: Create Once, Distribute Forever
It’s time to get a head start on that summer reading list — Ross’s new book, Create Once, Distribute Forever, is officially available. He’s been preaching the value of content distribution for years across social media, podcasts, and the speaking circuit.
These days, how and where you distribute your work is more important than the work itself if you want to make an impact — amazing products and extraordinary ideas are no longer enough.
Distribution is the missing piece in many SaaS marketing engines, even those at the enterprise level. That’s why Ross put this book together.
Create Once, Distribute Forever is about how to build a sustainable, long-term marketing strategy and ensure as many people see your content as possible. With real-world examples, helpful checklists, and a step-by-step playbook for crafting your own distribution plan, you don’t want to miss this!
Ready to radically transform your content distribution strategy? Order the book today.
B2B SAAS NEWS
🔐 1Password’s Winning Investment: Partners, Community, Content
Diving deep into the operational playbook of a B2B SaaS giant gives you a front-row seat to see their strategy in action. 1Password serves as a stellar example of this, particularly in the competitive field of password management and cybersecurity.
Since their inception in 2005, this Toronto-based company has evolved from a simple tool into a powerhouse, securing a $620-million Series C funding — the largest round for any Canadian company to date. Despite stiff competition from names like LastPass and BitWarden, 1Password has not only held their own but excelled, securing over 100,000 business customers, including high-profile clients like IBM and Salesforce.
Take a look at how their marketing channels are performing against competitors:
Strategic Growth through Community, Content, and Partnerships
1Password’s approach to scaling hasn’t been about reinventing the wheel. Instead, they’ve doubled down on tried-and-true growth levers like partnerships, community engagement, and strategic content creation. Here are some key insights into how 1Password harnesses these tools:
- Robust Referral Networks: By forging strategic partnerships and harnessing the power of referral marketing, 1Password has built a vast network of backlinks that not only enhances their SEO efforts but also directs high-quality traffic to their site. A prime example is their partnership with HaveIBeenPwned, which aligns perfectly with their target audience’s needs.
- Community-Driven Marketing: The 1Password subreddit isn’t just a support channel — it’s a thriving community where users and developers engage directly, helping the company keep a finger on the pulse of consumer sentiment and needs. This proactive community management strategy has positioned 1Password as a user-centric brand.
- Highly Optimized Landing Pages: Conversion is king, and 1Password’s landing pages are masterclasses in conversion optimization. From their password generator tool attracting significant organic traffic to comparison pages that help users choose 1Password over competitors, each page is meticulously crafted to guide visitors to become users.
For a comprehensive exploration of 1Password’s strategic initiatives and how they leverage each to maintain a competitive edge, make sure to visit the Foundation Lab for our full breakdown.
🚨 New Podcast Alert: Why Ross Wrote His New Book 🚨
In case you skipped over this part earlier in the newsletter, Ross has a new book!
That’s why he spent this week’s episode of Create Like the Greats reviewing some of the most important and actionable takeaways from what he wrote. If you want the most detailed insights, you’ll have to read the whole thing, but this episode is a fantastic way to get the headlines on what it covers.
Ross talks through his insights on:
- His patented (not really) Sherlock Homeboy method for reverse engineering your content-market fit
- How your content can live many lives through remixing and repolishing
- How to change your distribution strategy to fit each distribution channel perfectly
To get all of these insights and more, you can listen to the full episode of Create Like the Greats on Apple Podcasts and Spotify.
👀 What’s the Latest in B2B SaaS This Week? 👀
- OpenAI announced GPT-4 Turbo, an upgraded GPT platform
- X premium users can’t hide their checkmarks anymore
- Americans now prefer hybrid to remote work
- TikTok has new ad placement controls
- Google shut down their ‘Notes on Search’ feature
Webinar Alert: ‘In the Marketer’s Toolbox’ with Ross
Ross recently partnered with the video distribution experts at Vimeo for the debut of their new webinar series, ‘In the Marketer’s Toolbox.’
In it, he talks about the key things marketers need to know to create content that converts, including:
- Advice on content strategy and using AI
- How to roadmap your content repurposing across platforms
- Why video is key to telling emotionally powerful stories
- Where marketers could be using more data to measure and optimize their content
Are you ready for some exclusive insights from our favourite marketing expert? Register today to tune in to the webinar on April 25th.
🧠 This Week’s Brain Food 🧠
I’m going to make your battery last almost 50% longer with one tip.
Turn your screen to dark mode.
Whether it’s a phone or a laptop, OLED or AMOLED displays can last 39% to 47% longer on dark mode when they’re at full brightness. Plus, I think it’s a little easier on the eyes than a totally white screen.
That’s the kind of tip that’s easy to implement but makes your life measurably better. The truth is that life is full of these kinds of opportunities for minor adjustments that can make a real difference. But we get so stuck in our routines that we don’t even think about looking for them.
The next time you hang out with a friend, ask them what minor change like this one has made their lives better. It doesn’t have to be some elaborate life hack — it might be as simple as a better brand for a daily necessity.
But I sincerely hope you’re reading this message in dark mode.
Want to sponsor our next issue? Reply to this email, and we’ll share how you can reach more SaaS founders and marketers today.
🏅 Twitter/X Thread of the Week
Top HARO/HARA Alternatives by Cyrus Shepard
🎖️ LinkedIn Post of the Week
All Out SEO by Gaetano Nino DiNardi
🤳🏽 Nice Finds You Should Binge
- Dbrand’s Brash Social Media Schtick Just Cost The Company $10,000
- TikTok Shop’s Era of Super Subsidies Is Ending
- Are Websites Getting Faster? New Data Reveals Mixed Results
- A Million Dollar Stripe Page: Why Some Content Is Worth $$$
- Why Big Tech Fines Do Not Work
🎧 What We’re Wired into This Week
Chappell Roan | Tiny Desk Concert
This marvellous marketing medley is brought to you by me, Chris Meabe.
If you have any feedback, suggestions, or ideas you want to see in this newsletter, feel free to email me at chris.meabe@foundationinc.co. We’re always looking for ways to improve and make sure you receive the best B2B SaaS marketing resources.
Have a great week(end), and stay safe.
