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Welcome to Volume 146 👋
Happy Thursday!
In this week’s newsletter, we cover:
- 🤖 How UiPath Uses One Page To Build Trust With Users and Search Engines
- ✖️ Looking at Elon’s Big Brand Bet: Twitter Is Now “X”
- 👀 What’s the Latest in B2B SaaS This Week?
- 🧠 This Week’s Brain Food
- ➕ The Best Content Across the Web
Let’s get into it.
Looking for a marketing conference without the B.S.?
You’re in luck — Ross will be in Austin, TX, this October 18th to speak at the Marketingland Festival hosted by the pros at The Marketing Millennials. With dedicated spaces for everything from branding and content creation to eCommerce and revenue tactics, it’s a day you won’t want to miss!
Check out the rest of the Marketingland lineup and book your ticket before they’re all gone!
B2B SAAS INSIGHTS
How UiPath Uses One Page To Build Trust With Users and Search Engines
Robotic process automation (RPA) software is like the precursor to the popular generative AI tools we see today. But instead of generating text and human-like interactions, RPAs complete rule-based tasks like data migration. It’s a niche industry but one that’s worth over $5 billion.
Leading the way in this space is UiPath, in no small part due to its focus on content that satisfies both users and search engines.
My fellow Foundationite Jessica O. recently did a deep dive on UiPath’s path to victory in the content game. She harvested some key insights that are applicable to industries well beyond the RPA space, including:
- Using organic content marketing to gain authority, market share, and user trust
- Driving the majority of organic traffic to a handful of critical landing pages
- Investing in in-depth guides to fully explore the category for potential users
- Capitalizing on industry keywords like “robotic process automation” to solidify SERP position and bring in traffic
For a full look at UiPath’s pillar page strategy, check out the case study on The Foundation Lab.
B2B MARKETING
Looking at Elon’s Big Brand Bet: Twitter Is Now X
Say “bye bye” to the blue bird: Twitter is now X.
By now, you’ve undoubtedly heard stories about lingering mentions of Twitter on the platform and website or the potential legal issues on the horizon. But put all that and the litany of issues from the past year aside (for now, at least). Witnessing a rebrand from a major social media platform is always an informative experience for marketers — even if it’s a masterclass in what not to do.
One of the biggest arguments I’ve seen against the rebrand is simple: Twitter has built up an incredible amount of brand equity over 17 years, to the tune of tens of billions of dollars. Money aside, destroying a tech brand so ingrained in pop culture that it becomes a literal verb is questionable, to say the least.
Of course, there’s another side to the argument: Twitter’s rebrand is another (if clumsy) step towards the ethereal X universe that Elon is creating. An “everything app” that will be a mishmash of social, commerce, and AI platforms rolled into one. Sacrificing the Twitter brand to create the next WeChat might turn out to be a genius play — I doubt it, but crazier things have happened.
Regardless of how this rebrand turns out, the Foundation team will be here every step of the way, posting and X-ing(?) on how this impacts the tech space and approaches to brand marketing.
👀 What’s the Latest in B2B SaaS This Week?
🎨 Adobe CPO tries to quell employee concerns, says AI will not replace the graphic design industry
Want to sponsor our next issue? Reply to this email, and we’ll share how you can reach more SaaS founders and marketers today.
🧠 This Week’s Brain Food
Surprisingly, the Twitter-X story was not the biggest of the past week. That crown belongs to this summer’s pillars of cinema: Barbie and Oppenheimer. While they both opened on the same weekend, the two flicks didn’t so much compete head-to-head as they did play off one another to create the tantalizing double feature “Barbenheimer.”
The impromptu collaboration, spurred on by memes and social posts, propelled both movies to huge success:
- Barbie’s $155 million US opening weekend is the biggest ever for a movie with a female director
- Oppenheimer’s $80.5 million is the biggest opening weekend ever for a biopic
- Together, the movies generated the 4th largest weekend at the box office of all time
A decade ago, would any studio exec have thought that promoting a movie about the development of the nuclear bomb by sharing the limelight with a Mattel toy would be a good idea? I’m guessing not.
For me, this signifies the importance of being open to collaboration, no matter its initial appearance.
🏅 Twitter X Thread of the Week
9 Steps for Optimizing Your Social Circle By Alex Lieberman
🎖️ LinkedIn Post of the Week
Treat your content like an investment By Ross Simmonds
🤳🏽 Nice Finds You Should Binge
- AI researchers are finding major discrepancies in the output accuracy of GPT-4 since its rollout in March
- How B2B SaaS marketing teams can use Jasper AI to improve their content production workflow
- OpenAI, Anthropic, Google, and Microsoft launch the Frontier Model Forum: an industry body for safe AI development
- AI executives, experts, and thought leaders appear before the US Senate and discuss the issues of moving too fast and too slow on artificial intelligence
🎧 What We’re Wired Into This Week:
This smattering of insights 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’re always looking for ways to improve and make sure you’re getting the best B2B SaaS marketing resources.
Have a great weekend, and see you on the other side!
