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Welcome to Volume 196 👋
Happy Thursday!
In this week’s newsletter, we cover:
- 🖥️ How Guild Conducted a Rebrand & Site Migration With Excellence
- 👀 The Latest in B2B SaaS This Week
- 🧠 This Week’s Brain Food
- ➕ The Best Content across the Web
Let’s get into it.
Intersection 2024: Catch the Recording Here
Did you miss Intersection 2024?
Don’t worry! We recorded the whole thing.
Foundation’s best and brightest kicked off the summer yesterday with a virtual conference exploring the intersection of artificial intelligence and marketing. Whether you’re still exploring different use cases for generative tools or are ready to level up your AI strategy, it has plenty of insights for you.
Hosted by our very own Leigha Henderson, Intersection 2024 featured:
- What Content AI Can’t Do (Yet) — Chris Meabe, Senior Content Specialist, discussed what these disruptive tools still struggle with and how to avoid misusing AI.
- Fireside Chat on Disruptive Technologies — James Scherer, VP of Strategy, joined Ross for a virtual sit-down on the marketing innovations making waves.
- Key Note Speaker: Ross Simmonds — The marketing master himself spent an hour separating hype from reality when it comes to using AI for creation and distribution.
Want to watch the full recording packed full of those insights?
👉 Watch the Intersection 2024: Fireside Chat recording here! You can find the other presentations from the summit on our YouTube channel. 📢
B2B CONTENT STRATEGY
How Guild Conducted a Rebrand & Site Migration With Excellence
Rebrands and domain changes are tricky for even the most established brands, especially with SERP volatility at an all-time high. But what if I told you there’s a way to stick the landing and come out stronger on the other side?
This week, we’re diving deep into how Guild (formerly Guild Education) executed a flawless rebrand and site migration. Spoiler alert: Content is the secret sauce that’s fueling their post-rebrand growth.
Inside this breakdown, you’ll discover:
- Why Guild ditched the “Education” to expand beyond EdTech and unlock new market opportunities
- How they rebounded from a post-rebrand dip of 6,500 monthly organic visits up to 26,000 in just a few months
- The subfolders and content types Guild prioritized in 2024 by publishing over 100 new pages
But here’s where it gets really interesting:
We’re talking about growth SEO topic clusters that are already ranking for 229 keywords, including 16 in the top three positions. Their “career mobility” cluster alone is bringing in 215 monthly visits.
Guild is also investing heavily in thought leadership with its Compass publication — 17 new pages in 4 months — positioning it as a forward-thinking HR innovator.
This rebrand playbook is a masterclass in protecting your online real estate during major transitions. Guild’s diverse content mix — from press releases to gated reports and video content — shows how to provide value at every stage of the customer journey.
Whether you’re considering a rebrand, planning a site migration, or just want to fortify your SEO moat, this case study is packed with actionable insights you can’t afford to miss.
Dive into the full breakdown of Guild’s strategy and learn how to turn potential volatility into a springboard for growth. Your future self (and your organic traffic) will thank you.
🚨 Upcoming Webinar: How to Promote Your Content More Effectively — Ross × Yardstick 🚨
Across industries, people face the same challenge in content marketing: How much time do you invest in making the content, and how much do you spend promoting it?
Too often, they get the balance wrong and end up spending all of their time crafting the perfect content without ever showing it off.
That’s where Ross can help. He’s giving a webinar with the Yardstick Agency, a marketing agency for financial services professionals, on how to make the most of your content. Here are a few of the takeaways you can expect:
- Learn why promotion and distribution are more important than creation
- Understand how to achieve more reach and engagement with your content
- Discover AI tools that’ll help you promote your content more easily
- Hear the secrets to distribution and promotion that no one talks about
- Find out how distribution differentiates the best from the rest
- Have plenty of opportunities to ask Ross your burning questions
Are you ready to get his full insights? Register for the webinar here.🚨
👀 What’s the Latest in B2B SaaS This Week? 👀
💰 Tembo Capitalizes on the Database Boom and Lands New Cash to Expand | TechCrunch
💻 Google Ads Unveils tCPA Insight Box for Demand Gen Campaigns | Search Engine Land
🚀 An Analysis Of OpenAI’s Acquisition Of Rockset And Its Strategic Significance | Forbes
👻 Substack Rival Ghost Federates Its First Newsletter | TechCrunch
B2B MARKETING STRATEGY
How Brands Can Use STAT To Thrive Amidst SERP Chaos
The SERPs are in turmoil, and savvy marketers are turning to advanced tools to weather the storm. This week, Ross dropped by the Foundation Lab to pull back the curtain on STAT Search Analytics.
We’re talking full-funnel SEO strategies informed by real-time SERP data. He discusses how to use STAT to monitor everything from video carousels to AI overviews, ensuring you’re always one step ahead. Inside this breakdown, you’ll discover:
- How to monitor seismic shifts in SERP features (like the 📈 rise of Reddit and forums)
- Strategies for leveraging directory sites in your SEO mix
- The data-driven approach to deciding when (and where) to invest in video content
- How to use STAT’s “Daily Snapshot” to spot emerging competitors and opportunities
- The surprising dip in G2’s performance (and what it means for your directory strategy)
This guide is a masterclass in using data to drive decision-making in a volatile search landscape. Whether you’re an enterprise brand or a scrappy startup, these insights will help you maximize your SERP real estate and capture more organic traffic.
Don’t let SERP chaos sink your organic strategy. Dive into Ross’s STAT playbook now and learn how to turn volatility into opportunity. Your search visibility (and your bottom line) will thank you.
🗓️ Organize to Excel — Bring Your Content Together in Planable 🗓️
If you’re still of the mindset that you can plan your entire marketing operation in a spreadsheet, this one’s for you.
Planable is a collaboration platform that drives all of your content distribution efforts through an intuitive, easy-to-use interface. It’s a digital command center where you and your team can create, plan, review, and approve all your awesome marketing content.
And Planable isn’t just for social media. It helps you optimize your workflows for blogs, newsletters, press releases, briefs — every asset in your content portfolio!
With a dedicated workspace for each brand or client, you’ll experience a faster, smoother workflow that helps your team work together like never before.
Because Planable loves organized content. And so should you.
Bring all your content together today. Try Planable for free.
🧠 This Week’s Brain Food 🧠
If there’s one topic that I can’t get off my mind these days, it’s AI. (I know. Shocker, right?)
Most recently, I’ve been trying to take the outside perspective of a non-user to look at the impact ChatGPT, Claude, Perplexity, and the like have on our greater global community. These tools have many ethical implications that can fall by the wayside when you start playing around with them because, well, they’re pretty amazing.
But there’s lots of potential for abuse — both by users and even the companies themselves.
Perplexity is the most recent company to be in the crosshairs after numerous reports of their web crawlers ignoring the Robots Exclusion Protocol, which specifically forbids them from scraping certain pages. Forbes, WIRED, and independent experts have all written about it over the past month.
Nobody wants to lose out on traffic to tech unicorns — whether it’s zero-click searches on Google or conversational answers generated by the latest AI. This is especially true, considering it’s the little guy dealing with the fallout of the “move fast and break things” motto.
Admittedly, I use all the tools mentioned here on a daily basis. But that doesn’t mean I can ignore the larger issues.
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
Ahrefs Introduces “Content Changes” Feature by Patrick Stox
🎖️ LinkedIn Post of the Week
Measurement Kills Marketing by Dave Gerhardt
🤳🏽 Nice Finds You Should Binge
- Enterprise Sites Are Where Technical SEO Shines | Ahrefs
- AI Agent Benchmarks Are Misleading, Study Warns | VentureBeat
- OpenAI Wants AI to Help Humans Train AI | WIRED
- How Content Can Support Upsells and Cross-Sells in SaaS | Foundation
💻 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
- Foundation: Content Marketing Manager
- Foundation: B2B 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
The Forever Story (Extended Version) by JID
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!
