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Welcome to Volume 239 👋
Happy Thursday!
In this week’s newsletter, we cover:
- 📚 Carnegie x Foundation: Bringing Content to Higher Ed
- 🖥️ Google Discover on Desktop: A New Opportunity for Businesses?
- 👀 The Latest in B2B SaaS This Week
- 🧠 This Week’s Brain Food
- ➕ The Best Content Across the Web
Let’s get into it.
📣 Carnegie x Foundation: Bringing Content Marketing Solutions to Higher Ed 📣
The Foundation team is heading off to College—and this time we’re doing the teaching!
We’re thrilled to announce our partnership with Carnegie, the leader in higher education marketing and enrollment strategy. The mission? To help deliver large-scale content marketing solutions to leading colleges and universities.
It’s no secret that Higher Ed institutions are going through a very interesting time.
Not only are we reaching a “demographic cliff” in the number of students, but the decision-making process for students has fragmented. Many of them make decisions about where they want to go before they ever discuss options with parents, speak with admissions, or step foot on campus.
Through Carnegie’s deep understanding of the Higher Ed ecosystem and Foundation’s content marketing prowess, we help colleges and universities grow enrollment through content that establishes meaningful connections with students much earlier in their discovery journey.
Learn more about how Carnegie and Foundation help Higher Ed institutions grow enrollment through content.
🎧 New Episode Alert — Create Like the Greats 🎧
A new episode of Create Like the Greats is hot off the press. The topic:
SEO, Reddit, and the future of marketing.
Ross sits down with Garrett Sussman, SEO expert and Director of Marketing at iPullRank, to unpack the chaotic world of search, why Reddit is essential to your marketing strategy, and the emerging SEO trends that need to be on your radar.
If you’re fretting about how to get your marketing strategy primed for this disruptive time, this is an episode you don’t want to miss. Here are some of the highlights:
- The search landscape is fragmenting. People increasingly look to GenAI, TikTok, Reddit, and YouTube for answers.
- Multimedia content strategies are key. Maintaining SERP dominance requires more than just text-based content from your website.
- Reddit threads dominate SERPs and AIOs. SEOs and marketers can’t ignore this platform anymore, it’s time to adapt those strategies.
- Brands need to own their subreddit—ASAP. People are already discussing your product on Reddit and you need to control that conversation.
- The future of search is immersive. Voice search is leading the charge to a more interactive search experience.
Catch the episode on Apple or Spotify for expert insights on the trajectory of search, the importance of planting your flag on Reddit, and what else the future has in store.
Google Discover on Desktop: A New Opportunity for Businesses?
While everyone’s debating AI overviews and watching Reddit climb the SERPs, Google is making a significant move that’s flying under the radar: bringing Google Discover to desktop search.
This expansion of the personalized content feed—previously mobile-only since its 2018 launch—could reshape how millions engage with online content without ever typing a search query.
Why should marketers care? Because Discover has been making some impressive gains in certain web segments.
Recent data from publishing sites shows that referral traffic from Discover increased from 22.8% to 25.7%, while direct traffic, Google News, and social media all declined. Even more compelling, Discover visitors spent an average of 37 seconds engaging with content—8 seconds longer than other traffic sources.
With Chrome commanding 65% of desktop browser market share, this rollout introduces Discover to countless users who primarily browse on computers or never engaged with the mobile version. For B2B brands, this means their content could potentially reach business decision-makers during their workday without requiring active searches.
But, not all content performs equally in Discover. A cross-industry analysis of over 10,000 URLs found that:
- News publishers capture 99% of Discover clicks
- Product and category pages drive 49% of e-commerce Discover traffic
- Special offers and deals show strong performance for travel sites
- Visual content significantly outperforms text-only pages
The desktop expansion also introduces Discover to professional environments where desktop usage dominates, potentially shifting B2B content consumption habits.
Despite the real upside of Google Discover and added potential of this move, brands need to know that there’s also a downside…
Check out our full deep dive into Google Discover’s move to desktop for ways to optimize your content strategy with this growing traffic channel and the risks you need to be aware of.
👀 What’s the Latest in B2B SaaS This Week? 👀
- 🎨 Figma’s big AI update takes on Adobe, WordPress, and Canva | The Verge
- 📝 Agree.com raises $7.2M to take on Docusign, Bill.com with AI | TechCrunch
- 📢 Google’s Updated Raters Guidelines Target Fake EEAT Content | Search Engine Journal
- 🤖 Reddit will tighten verification to keep out human-like AI bots | TechCrunch
- 💰 Statsig Secures $100M Series C Funding to Transform Product Development, Valuing Startup at $1.1 Billion | VentureBeat
Pressing Publish Isn’t Enough. Here’s How to 10x Your Distribution in Minutes
You spent hours creating your best content yet.
An article. A podcast. Or maybe a video interview.
You hit publish, and then… nothing.
- No shares
- No traffic
- No results
The truth?
Your content isn’t the problem. Your distribution is.
The brands that win don’t just create.
They share content obsessively. They get seen.
They squeeze every ounce of value from every single post.
And now, you can too.
With Distribution.AI, your content shows up everywhere. No extra effort needed.
One upload becomes a LinkedIn thread, a blog post, show notes, X posts, and more.
Minutes later, you’re everywhere your audience hangs out.
- More reach
- More impressions
- More ROI
All from the content you’ve already made.
No more publish and pray.
No more watching your best work go unnoticed.
Just traction, visibility, and results, all on autopilot.
Ready to fix your broken distribution and 10x your output without rewriting a single word?
🧠 This Week’s Brain Food 🧠
I was perusing my favorite platform today when I came across an interesting discussion:
What determines what we think of as an invasive species?
It all started with…worms.
The invasive hammerhead worm, Bipalium, to be specific.
It’s the type of creature that you’d expect to see in a rainforest, or even a Sci-Fi film, but it’s increasingly turning up in gardens across North America and other parts of the world. The Sci-Fi connections make even more sense once you learn that these creatures are predatory, toxic, hard to kill, and clone themselves from fragments.
These invasive worms are a trending topic in my neck of the woods. Especially questions about how to get rid of them. (Understandably so, they’re nightmare fuel.)
But then a Redditor brought up an interesting point about how we frame what’s invasive vs what isn’t.
For instance, the honeybees that now populate North America, and make all that delicious honey, were actually brought over from Europe. These European bees ended up competing against, and in some cases, eliminating, the native honeybees. Technically, they’re also an invasive species.
Now, given the choice between the two, I’d much rather have the honey-making, farm-friendly bees than these giant danger worms.
Still, it’s an interesting example of how labels don’t always align with expectations.
Ross X EventShark TV: B2B Content Distribution Masterclass
Ever wonder how many times you can share the same piece of content?
Here’s how Ross answered that very question on a recent episode of the EventShark TV podcast:
“Until my audience starts to say, ‘Okay, Ross, I’ve seen that one enough.’…And you know when that will be? Never.”
Over the hour-long sitdown, Ross chats with hosts and EventShark co-founders Ding Zheng and Jake Clare to drop some knowledge on the subtle art of B2B content distribution. From the best distro strategy you’ve never heard of to the lessons marketers can learn from top YouTubers to growing a B2B company with $0 paid media, it’s a distribution masterclass.
Check out Episode 7 of EventShark TV for all the hot takes, tactics, and real-world playbooks.
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🎖️ LinkedIn Post of the Week
I spent $2,000 on Reddit Ads so you don’t have to. Here’s what happened.👇 by Adam Holmgren
🎖️ Reddit Post of the Week
Reddit’s next chapter: smarter, easier, still human by u/spez (Reddit CEO)
🏅 Twitter/X Post of the Week
INTRODUCTION TO “VIBE MARKETING” (23 minute tutorial/demo explained simply) by Greg Isenberg
🤳🏽 Nice Finds You Should Binge
- OpenAI Backs Down on Restructuring Amid Pushback | WIRED
- How Toast’s $12M+ SEO Moat Helped Them Grow During a Pandemic | Foundation Labs
- How Can My Brand Appear in Answers from ChatGPT, Perplexity, Gemini, and Other AI/LLM Tools? | Sparktoro
- 5 suggestions for moving beyond MQLs | MarTech
💻 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: Reddit Specialist
- Foundation: B2B Content Marketing Strategist
- Foundation: Account Manager
- Foundation: Content Creator
- Foundation: Content Marketing Manager
- 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
Hermanos Gutiérrez: Tiny Desk Concert
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!
