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Welcome to Volume 210 👋
Happy Thursday!
In this week’s newsletter, we cover:
- Content Asset Allocation: Building a Smarter Marketing Strategy
- 👀 The Latest in B2B SaaS This Week
- 🧠 This Week’s Brain Food➕ The Best Content across the Web
Let’s get into it.
📢 Get Your Copy of Create Once, Distribute Forever 📢
Your fall reading list finally has its headliner — 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
Content Asset Allocation: Building a Smarter Marketing Strategy
You know the saying: Not all content is created equal.
And neither are the returns it generates.
Each landing page, blog post, or video serves a specific purpose. Some drive organic traffic, while others nurture leads or build authority through backlinks. The key is to allocate your resources intentionally, like managing a financial portfolio, to achieve sustainable growth.
And, just like managing a financial portfolio well, we’ve got a handful of best practices:
Conservative Allocation
- Focuses on SEO and sales enablement content to minimize risk.
- Aim for steady growth of 5-9%, potentially reaching 30% in exceptional scenarios.
Moderate Conservative Allocation
- Introduces thought leadership and trending content alongside SEO efforts.
- Growth expectations range from 8% to 13%, with opportunities for up to 35%.
Balanced Allocation
- Prioritize stability while optimizing for above-average returns.
- Ideal for brands defending market positions, targeting 10-15% growth with potential for 40%.
Moderate Growth Allocation
- This strategy focuses on growth SEO and backlinks for risk-tolerant brands.
- Returns may exceed 100%, though there’s a chance growth could plateau at 5%.
High Growth Allocation
- Centers on bold experimentation, investing heavily in trending SEO and thought leadership.
- This approach offers potential gains of 200% or more but carries higher risks of minimal returns.
Are you seeing a pattern to long-term success here? Align your content strategy with your brand’s goals. When every landing page, blog post, and video has a clear purpose, your content portfolio is primed for real returns.
Curious about which strategy fits your brand? Read the full article and start building a content portfolio that performs.
🚨 New Podcast Alert: Content Marketing Strategies for Boring Industries 🚨
How do you make “boring” industries exciting?
This week on Create Like the Greats, Ross teams up with John Bertino from The Niche Marketing Podcast to reveal how strategic storytelling and creative tactics can redefine marketing for niche sectors.
Here’s a snapshot of what you’ll uncover:
The B2B Marketing Framework: Success begins with demonstrating the value of your offering, but it doesn’t stop there. Ross highlights how selling a story, not just a product, ultimately builds trust. That’s why it’s so vital for marketers to maintain narrative consistency, to repurpose content strategically, and to develop create evergreen assets that enable them to remain relevant beyond that initial sale or conversion moment.
Selecting the Right Influencers: Not every influencer will be built for every brand. Ross stresses the importance of finding influencers aligned with your audience to create authentic, trust-building content. Paid media further amplifies these collaborations, extending reach in niche markets where visibility is crucial.
Sustained Distribution and Team Collaboration: Publishing content is just the starting point. Ongoing redistribution keeps visibility high. Strong internal communication ensures teams like sales leverage new content (e.g., case studies) in client interactions, making every piece a tool for engagement.
Ready to make your content work harder for you? Listen now on Apple Podcasts or Spotify 🎧
👀 What’s the Latest in B2B SaaS This Week? 👀
HubSpot acquires Cacheflow, a platform that helps close software sales| TechCrunch
Nvidia-backed CoreWeave gets $650 million credit line from top Wall Street banks| CNBC
FaceUp secures $3M funding to change how workers share concerns anonymously| Tech Funding News
Document Crunch Raises $21.5M Series B to Ensure Construction Stays Compliant During Project Execution| Businesswire
🎧 Thriving in the Chaos: Smaller Budgets, Bigger Goals, and the AI Advantage
In this insightful webinar, Ross Simmonds and Ariana Shannon discuss how businesses can thrive despite shrinking budgets by cutting through distractions and leveraging smart strategies.
Ross critiques the “bread and circus” mentality, calling out social media hype that distracts from real issues like changing customer behavior and declining trust in platforms like Google.
He offers a practical framework—research, creation, distribution, and optimization—to help teams leverage AI and data to meet big goals. Ross stresses the importance of strategy guided by data, citing how even a Google post on LinkedIn struggled for engagement despite having 400,000 followers.
If you’re ready to ditch distractions and focus on what truly moves the needle, this webinar is packed with insights you can’t miss.
👉 Watch now: Listen to the full webinar
Get Measurable Results from Online Marketing with Semrush
Way back in 2008, Semrush started as a small group of SEO and IT specialists and now it’s a leading online visibility management SaaS platform used by more than ten million digital marketers worldwide.
Jam-packed with over 55 tools, Semrush allows you to improve your audience and competitor insights — and the bonus? Instantly reduce your tech stack. Bam! (Emeril Lagasse flashbacks, anyone?)
If you’re not already using this platform, the all-in-one powerhouse is definitely worth checking out.
🔥 Start Your 7-Day Free Trial Now
🧠 This Week’s Brain Food 🧠
When I was a kid, I loved taking apart toys—not to break them but to see how they worked. One day, I opened an old alarm clock I found in my grandma’s belongings. With no manual and zero clue what I was doing, I carefully dismantled it, hoping to understand what made it tick (literally).
Initially, it was frustrating. Springs popped out, gears got stuck, and it felt like I had ruined it.
But instead of giving up, I kept experimenting. I rearranged gears and wound springs and eventually got the hands to move again—albeit slowly and unevenly. In that messy process,
I discovered something profound: the joy wasn’t in the destination but in the questions I kept asking along the way.
That curiosity extended beyond clocks.
Later in life, when I faced complicated problems—whether it was learning a programming language or navigating my career as a content marketer—it was that same eagerness to explore the unknown that kept me going. I realized that curiosity isn’t just about getting answers; it’s about embracing the thrill of not knowing and learning through every attempt, mistake, and discovery.
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
If “talk to customers” is the biggest secret to product success by Shreyas Doshi
🎖️ LinkedIn Post of the Week
The best content ideas often don’t come from the marketing team by Aarushi Singh
🤳🏽 Nice Finds You Should Binge
- How to Know When It’s Time to Pivot Your Startup| Close
- How to Use Google Search Console Crawl Stats Report| Neilpatel
- Google Gemini vs ChatGPT: Which AI Chatbot Is Better?| Backlinko
- Pinterest Affiliate Marketing: A Comprehensive Guide for 2024| Shopify
- Startup Roadmap: 9 Steps to Repeatable, Scalable and Profitable Growth| ForEntrepreneurs
💻 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: B2B Content Marketing Strategist
- Foundation: Content Creator
- Foundation: Content Marketing Manager
- Foundation: Senior Director of B2B Marketing
- Foundation: Senior Director of Social Media
- Foundation: Social Media Editor [Freelance]
- Foundation: Sr. 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
Robert Waldinger: What makes a good life? Lessons from the longest study on happiness| TED
This round-up has been brought to you by me, Saheed Hassan, in partnership with Semrush!
If you have any feedback, suggestions, or ideas you want to see in this newsletter, feel free to email Leigha Henderson at leigha@foundationinc.co. We always look for ways to improve and provide the best B2B SaaS marketing resources.
Have a great weekend!
