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Welcome to Volume 186 👋
Happy Thursday!
In this week’s newsletter, we cover:
- 🛠️ How Red Hat Makes Their Tools Visible
- 👀 The Latest in B2B SaaS This Week
- 🧠 This Week’s Brain Food
- ➕ The Best Content Across the Web
Let’s get into it.
Introducing Create Once, Distribute Forever: The Book
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 MARKETING
Red Hat’s Playbook for Free Tool Promotion With Internal Links
Red Hat’s free Value Calculator Tool is a great example of a strategic marketing tool. It’s a comprehensive engagement platform that assesses potential ROI for users, personalized to their specific business needs. The tool cleverly integrates a lead-capture form, filtering and qualifying leads based on detailed firmographic data.
With over 6,300 internal links, Red Hat’s website acts as a web directing users straight to the Value Calculator Tool. These links are strategically placed across diverse content forms, such as blog posts and service descriptions, ensuring that wherever users are on the site, they have a pathway to the tool. This robust internal linking strategy compensates for the tool page’s low external traffic, illustrating an adept utilization of organic site traffic.
Red Hat’s strategy underscores a broader trend among leading SaaS companies utilizing free tools as essential growth levers — these tools serve as critical points of data collection and lead qualification for the companies that make them. Learn more about this strategy by checking out our full analysis of Red Hat’s interlinking approach, and discover how to apply these insights to optimize your own content strategy.
🚨 New Podcast Alert: Unpacking the Power of AI in Content Distribution 🚨
It’s been an electrifying month in the Foundation Universe, featuring a deep dive into the evolving world of artificial intelligence.
Ross recently sat down with Justin Simon on the Distribution First podcast to discuss how AI can transform your marketing and content strategies.
Their conversation revealed how AI tools can be a game changer in enhancing distribution efforts without replacing the creative human element.
In this episode of Create Like the Greats, here’s what you can expect:
- AI as a powerful augmentation tool, not a replacement, to boost human capabilities in content creation.
- Innovative ways AI can streamline operations, like generating SOPs for various content formats, to save time and ensure quality.
- Real insights into the ethical considerations of using AI, including tackling plagiarism effectively.
Tune in to this can’t-miss episode on Apple Podcasts or Spotify 🎧 and learn how AI could revolutionize your approach to marketing!
👀 What’s the Latest in B2B SaaS This Week? 👀
🧵 Threads reports steady growth with 150 million active users
📉 Meta’s share price drops as investors sour on AI investments
🔐 Google Chrome IP masking could radically impact search advertising
🎤 Tupac’s lawyers threaten lawsuit over use of AI voice
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? Check out the recording now!
🧠 This Week’s Brain Food 🧠
Beware of your own success.
Remember the Lonely Island? They were Andy Samberg’s comedy rap group made famous by Saturday Night Live with viral songs like “I’m On a Boat”.
Well, they have a podcast now, and in it, they reveal something a little shocking: they hate the whole genre of comedy rap. In fact, they think musical comedy, in general, is lazy and felt the same way even as it was making their careers.
But musical comedy is what brought their YouTube channel more than 2.7 billion views and launched the careers that saw them act and write for hundreds of movies and TV shows.
Sometimes, not everyone else will appreciate your favourite things that you have created. That’s okay — you’re making those projects for yourself. Just remember to create content for others as well. They don’t have to be your favourites, but they’re part of how you support yourself. Finding the balance between the work you love and the work that puts bread on the table is even part of the lives of some of the most successful creatives out there.
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
12 pricing psychology tips to help you sell more stuff by Katelyn Bourgoin
🎖️ LinkedIn Post of the Week
Start talking in terms of “search market share” by Chris Long
🤳🏽 Nice Finds You Should Binge
- The Sea of Sameness Problem in Content Marketing & SEO |Seer Interactive
- The Man Who Killed Google Search | Ed Zitron
- How to Stop ChatGPT’s Voice Feature From Interrupting You | Wired
- What’s next for TikTok after Biden approves ban | Financial Times
💻 Job Postings Worth Checking Out
Looking for a new opportunity? Here’s a round-up of some exciting job openings in the B2B SaaS space.
- Foundation: Senior Director of Social Media
- Foundation: Senior Director of B2B Marketing
- Foundation: Content Marketing Manager
- Foundation: B2B Content Marketing Strategist
- Foundation: Social Media Editor [Freelance]
- Foundation: Junior Full-Stack Developer
Want us to include your job postings in our next issue? Reply to this email, and we’ll share how you can reach more SaaS professionals today.
🎧 What We’re Wired into This Week
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.
