Article's Content
Article's Content
Welcome to Volume 235 👋
Happy Thursday!
In this week’s newsletter, we cover:
- 📖 Personio’s Glossary Drives 400,000+ Monthly Visits
- 👀 The Latest in B2B SaaS This Week
- 🧠 This Week’s Brain Food
- ➕ The Best Content Across the Web
Let’s get into it.
How Personio’s Glossary Drives 400,000+ Monthly Organic Visits
Personio may be Europe’s leading HR software, but their content strategy is what sets them apart.
The cornerstone of this approach is their “HR-Lexicon” subfolder, an asset they’ve invested heavily in over the last five years. The result is a massive SEO moat, built through this strategy investment, which now drives over 400,000 monthly visits and represents $3.3 million in annual traffic value.
So, how did they do it?
By serving up hundreds of jargon-busting HR glossary pages. These brilliantly simple resources capture top-of-funnel readers hunting for answers while guiding them seamlessly to Personio’s solutions.
Our analysis spotlights three key factors behind Personia’s organic success and full-funnel dominance:
- Massive glossary approach: 540+ articles covering the full gamut of HR topics — from recruitment methods to performance management to psychological theories
- Regional keyword targeting: 48 pages focusing on HR-related topics in the UK or Ireland attract 200K+ visits each month
- High-converting CTAs: Inline and sliding calls to action that transform every informational query into a product discovery opportunity
This three-part strategy isn’t just smart — it’s a traffic machine. Nearly 95% of Personio’s organic traffic flows through /HR-lexicon/, turning even casual visitors into demo-ready leads.
If you want the play-by-play of Personio’s winning content strategy — and how you can replicate it — check out our full breakdown.
The Future of Search Is Here — And I’m Breaking It Down at #SEOWeek NYC
I’m excited to announce that I’m speaking at #SEOWeek next month in NYC!
I’ll share insights on Search, AI, and UGC: Navigating the Future of Google & Reddit’s Influence.
Get ready for 4 days of learning and collaboration around the future of search, including:
- 40+ industry-leading speakers across SEO, content, AI, data, and digital strategy.
- 30-minute talks sharing exclusive practical strategies to improve visibility, traffic, and ROI.
- One-of-a-kind sponsored parties and networking events.
- And so much more!
You can grab tickets to the entire conference from April 28 – May 1, 2025, or just for Day 3 when I’m presenting. See you there.
If people are scrolling past your content, it’s not because it’s bad. It’s because it’s forgetting one simple thing.
It has no punch. No pull. No reason to care.
Remember:
Your words aren’t supposed to fill space..
They’re supposed to stop thumbs.
That’s why the AIDA framework isn’t optional.
It’s the framework that builds content worth watching, sharing, reading and loving,
- Attention: Hit them in the face with your opening line
- Interest: Speak to something they care about
- Desire: Show them how their life gets better
- Action: Tell them what to do next
If your content flops, one of these is missing.
Get a 101 crash course on the AIDA model now.
Sponsored by: AI Tool Report
There’s a reason 400,000 professionals read this daily.
Join The AI Report, trusted by 400,000+ professionals at Google, Microsoft, and OpenAI.
Get daily insights, tools, and strategies to master practical AI skills that drive results.
Sign up now for free and work smarter, not harder.
👀 What’s the Latest in B2B SaaS This Week? 👀
- 🐦⬛ Blackbird gobbles up $50M for its blockchain-based payment-loyalty app for restaurants | TechCrunch
- 💻 Google launches automatic marketing content extraction | Search Engine Land
- 💰 We’ve raised another $1 billion to back the next generation of applied AI startups | SignalFire
- 👻 Snapchat rolls out Sponsored AI Lenses for brands | TechCrunch
Create and Distribute Content 5X Faster with AI
You hit publish.
And then… nothing.
No shares. No engagement. No traffic. Goose eggs across the board.
You see, creating content isn’t the problem. Distribution is.
The smartest brands don’t just create — they distribute like crazy. And that’s where Distribution.AI comes in.
- Upload your podcast, video, or article.
- AI generates everything you need for distribution — show notes, blog posts, LinkedIn threads, X posts, and more.
- Publish everywhere in minutes.
Your job?
Copy. Paste. Post. Repeat.
And the results?
Your content works like a rented mule — on every platform — while you sip coffee and brainstorm your next viral idea.
Want to turn your content into a distribution machine? Try Distribution.AI today.
🧠 This Week’s Brain Food 🧠
For anyone who uses AI tools regularly, there’s an absolute must-read piece I came across in the Wall Street Journal. The article delivers a sobering wake-up call for us marketers who let ChatGPT (or Gemini, or Deepseek, or Claude — whatever your flavor) handle more of our day-to-day tasks. The headline says it all:
“How I Realized AI Was Making Me Stupid—and What I Do Now”
This title hit me like a dump truck because I’ve been thinking the same thing: “Am I using AI too much? Is it impacting my skills as a writer and marketer? Am I losing my self-reliance?”
In the article, tech journalist Sam Schechner (an American living in Paris) shares a concerning discovery. He found leaning too heavily on AI for translations weakened his understanding of French. He highlights psychological studies and perspectives from industry experts — including tech — who share similar versions of the same story: overreliance on AI provides us with short term gains, but impacts our critical thinking in the long-term.
Let me be clear: I’m not anti-AI. I use these tools daily and see enormous benefit from them. At the same time, though, I’m trying my best to balance AI-outsourcing with some good, ol’ fashioned, human-powered thinking.
As Schechner reminds us in the article: if you don’t use it, you lose it.
Interested in sponsoring this newsletter?
Get access to over 30k savvy marketers every week. Reply to this email and apply for a spot.
🏅 Twitter/X Thread of the Week
Passively-collected behavioral data > Surveys by Rand Fishkin
🎖️ LinkedIn Post of the Week
If your content isn’t getting seen, it’s not working. by Amanda Natividad
🤳🏽 Nice Finds You Should Binge
- Why ROI is undermining B2B marketing effectiveness | MarTech
- AI ‘Godfather’ Yann LeCun: LLMs Are Nearing the End, but Better AI Is Coming | Newsweek
- A Guide for the New Era of Reddit Marketing | Foundation
- Reddit is turning 20 – and it’s just getting started: a candid chat with CMO Roxy Young | The Drum
💻 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: Account Manager
- Foundation: Content Creator
- Foundation: Applied Research Specialist
- Foundation: Director of Digital Marketing
Are you hiring?
Reply to this email, and we’ll share how you can find your next unicorn, game-changer, or first marketing hire from among the industry’s top-performing marketers.
🎧 What We’re Wired Into This Week
RÜFÜS DU SOL – Live from Joshua Tree
This SaaS news smattering 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 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!
