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Welcome to Volume 191 👋
Happy Thursday!
In this week’s newsletter, we cover:
- 📉 The “Why” Behind Major SERP Traffic Dips in SaaS and Beyond
- 👀 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
The “Why” Behind Major SERP Traffic Dips in SaaS and Beyond
All is not well in SEOland.
Concerns and frustrations around SERP volatility, unexpected organic traffic decline, and a lack of transparency from Google have reached a fever pitch. A recent benchmark report by Contentsquare found an average decrease in year-over-year traffic of 3.6% across industries — including a nearly 8% drop among software companies.
By now, you’ve probably heard all about the leaked Google API documents that seem to contradict what the search giant has been saying about rank factors. (If not, check out the analyses from Rand Fishkin and Mike King). But what’s more important than any one rank factor is how organic marketing and SEO are changing overall.
For our most recent breakdown in The Foundation Lab, I look into four key factors driving major organic traffic losses in SaaS, Media, and beyond, including:
- Google Core Updates: Helpful Content, Spam, and Core Updates to the Google algorithm are having a lasting negative impact
- Rise of Forum Content: Platforms like Reddit and Quora have seen a massive increase in Google search visibility over the past year
- AI-Generated Content: Companies are trying to scale AI-generated content to take over the SERPs (though it often doesn’t last)
- Search Generative Experience (SGE): The increasing use of generative AIs like ChatGPT and Perplexity as an alternative to traditional Google search
Check out the full breakdown of the “why” behind major organic traffic losses.
👀 What’s the Latest in B2B SaaS This Week? 👀
⚠️ AI platforms ChatGPT, Perplexity, and Claude experience overlapping outages
💰 Forward secures $16M to revolutionize payments with innovative Fintech solutions
🤖 Anthropic unveils Claude AI Assistant to automate complex tasks with agents
🔓 Major breach affects Snowflake, Ticketmaster, Santander, and Ticketek
📉 Synapse’s fall could threaten future Fintech funding opportunities
🚨 New Guide: How to Run a $1 Million SEO Budget 🚨
We get asked a lot about how to make the most of a fixed SEO budget. Well, the expert himself, Ross Simmonds, finally sat down and wrote a complete, thorough guide to how he’d divvy it all up.
It’s hard to overemphasize how valuable Ross’s insights are on this specifically. He’s been in the game for a long time, he knows what works and what doesn’t, and he knows how to stretch a dollar to make the most of it. This is a guide to getting the maximum possible impact out of a fixed budget for digital marketing.
Are you ready to get his full insights? Check out the guide here.
🧠 This Week’s Brain Food 🧠
This past weekend I spent an afternoon planting flowers, seeing if the ‘ol green thumb still works. Here’s what it taught me about B2B marketing…
Absolutely nothing.
It actually didn’t teach me much of anything (those lessons will emerge in the coming weeks and months when I find out which plants survive and which don’t).
But it was a nice break for someone who spends a lot of time sitting in front of screens. Touching grass, as the kids say — or dirt, in this case — is important.
Each planter serves a tangible purpose — whether it’s to liven up my yard or grow some vegetables — but there are actually a lot of health benefits as well. With each delicate seedling I placed into its new home, I felt the stress of endless revisions and overflowing inboxes melt away.
And when your masterpiece is complete, you can sit back, admire your handiwork, and bask in the knowledge that you’ve created something tangible and beautiful — a far cry from the virtual world of spreadsheets and slide decks.
So go ahead, embrace your inner gardener, and let the joy of planting flowers and planters wash over you. Your eyes (and your sanity) will thank you for the much-needed break from the digital grind.
Intersection 2024: Explore the Leading Edge of AI and Marketing
Big things are in store — Foundation’s best and brightest are kicking off the summer at Intersection 2024! Whether you want to learn how industry leaders future-proof their marketing strategies or network with professionals at the forefront of digital marketing, you don’t want to miss this opportunity.
You’ll hear from a number of great speakers, including the following brilliant Foundationites:
- Ross Simmonds — Founder and CEO
- James Scheer — VP of Strategy
- Chris Meabe — Senior Content Specialist
Want to take part in one of the most exciting industry events of the summer?
👉 Register now to secure your spot!
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
Perplexity Pages by Ethan Mollick
🎖️ LinkedIn Post of the Week
How SEO moves forward with the Google Content Warehouse API Leak by Michael King
🤳🏽 Nice Finds You Should Binge
- Is Apple planning to ‘sherlock’ Ark? | TechCrunch
- Generative AI tools for startup marketing: A practical guide | SignalFire
- Chatbots Are Entering Their Stone Age | WIRED
- Google News went down and I tried Bing News – I might never go back | techradar
💻 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.
- SignalFire Job Board
- Mangomint: Multimedia Marketing Manager
- Foundation: Content Marketing Manager
- Foundation: Content Marketing Strategist
- Foundation: Social Media Editor [Freelance]
- Foundation: Senior Director of B2B Marketing
- Foundation: Senior Director of Social Media
- Foundation: Content Creator
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 smattering of SaaS stories is brought to you by Ethan Crump!
If you have any feedback, suggestions, or ideas you want to see in this newsletter, feel free to email me at ethan@foundationinc.co. We always look for ways to improve and provide the best B2B SaaS marketing resources.
Have a great weekend, and see you on the other side!
