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Welcome to Volume 202 👋
Happy Thursday!
In this week’s newsletter, we cover:
- 🔍 Search Engine Optimization (SEO) vs Generative Engine Optimization (GEO): Key Differences and Strategies
- 🧠 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 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.
- Keynote 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 SAAS NEWS
Search Engine Optimization (SEO) vs Generative Engine Optimization (GEO): Key Differences and Strategies
Like it or not, the way that people search for information online is changing. First it was forums. Then it was platforms like YouTube, TikTok, and Reddit. Now, it’s generative AI.
Search behavior is changing rapidly these days. Even a small shift in the percentage of people using traditional search engines makes for a massive opportunity for your business. The question is, what do you do?
Luckily for you, one of our amazing specialists, Taylor Perry, recently unpacked the differences between search engine optimization and generative engine optimization from a B2B marketing perspective.
She discusses how industry leaders are already leveraging GEO to dominate AI-driven search results, and how to approach content creation in a time of generative search. From citation optimization to statistical integration, she breaks down the tactics that will make your content irresistible to both humans and AI.
Here’s an overview of the article:
- An introduction to the fundamental distinctions between SEO and GEO and why understanding both is crucial for maximizing online visibility.
- Five strategies and tactics for optimizing AI-driven search — from contextual relevance to statistical integration.
- How to create layered content that satisfies traditional SEO requirements while also catering to the depth-hungry AI engines of tomorrow.
Ready to increase the visibility of your content in the era of AI? Check out the full article on SEO vs. GEO in the Foundation Lab.
The future of search is here — make sure you’re not left behind!
New Podcast Alert: Content Repurposing 101
The latest episode of Create Like the Greats is a deep dive into a topic that’s near and dear to our hearts — leveraging existing content.
You know the mantra: Create once, distribute forever.
Ross discusses some of the key tactics and methods he uses to turn high-quality content into effective derivative assets:
Turn text-based content like ebooks and blog posts into visually engaging assets like infographics.
Transcribe podcasts, webinars, and other audio-visual content by transcribing it into written formats.
Include third-party voices like experts, thought leaders, or even AI tools like ElevenLabs to boost credibility.
Maximize the value of speaking engagements by repurposing presentations into blog posts, videos, or other content formats.
To get your repurposing engine fired up, check out the full podcast episode now on Apple Podcasts or Spotify 🎧!
👀 What’s the Latest in B2B SaaS This Week? 👀
- What Margins? AI’s Business Model Is Changing Fast, Says Cohere Founder | TechCrunch
- Exploding Topics Has Been Acquired by Semrush! | LinkedIn
- OpenAI partners with Condé Nast | OpenAI
- Is Your Company AI Washing? Rippling Founder Parker Conrad Thinks It Might Be | TechCrunch
- Authors Sue Anthropic for Training AI Using Pirated Books | The Verge
🗓️ 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 🧠
There are a few times throughout the year that really make you aware of the passage of time.
There’s the post–New Year’s period of winter that seems to stretch on for an eternity. And also those perfect fall days that never seem to last long enough. Well, I’ll throw the months of July and August into the mix as well.
It’s this time of year that really makes you stop and realize how quickly a year goes by. It must be all the planning and anticipation about the summer months that make it feel like the calendar is on fast-forward when we hit July.
So, this is just a reminder to appreciate these days while they last. Block out half an hour on the calendar, take a break from the screen, and get outside while the sun’s still shining.
Because (and I probably don’t need to tell you this) September is less than two weeks away.
Oh, and for all the parents, hang in there — school is right around the corner 😅.
Want to sponsor our next issue? Reply to this email, and we’ll share how you can reach more SaaS founders and marketers today.
Introducing Foundation’s AI Marketing Console
A few years ago, if someone said that mastering a single SaaS tool could save you 500+ work hours every year, make you a better creator, and increase your chances of landing a leadership position, you’d probably laugh them out of the room. Well, no one’s laughing now.
Generative AI is projected to add billions of dollars to the marketing industry in productivity savings alone, and the vast majority of professionals in our industry are incorporating AI this year.
Like all emerging technologies, there’s a huge advantage to moving quickly. Experimentation and research are key to building the skills you need to stay ahead. Unfortunately, these are also time-intensive processes.
That’s why we’re excited to announce the release of the AI Marketing Console.
With the AI Marketing Console, you get an arsenal of 130+ battle-tested ChatGPT prompts to help you create everything from landing pages and email drip campaigns to reports and customer research.
Plus, you’ll get exclusive access to the following:
- A visual AI toolkit with 20+ video walkthroughs
- Two keynote presentations on the state of AI in marketing
- An AI content evaluation checklist to level up your outputs
Get full access to the AI Marketing Console, and start building your AI skills now!
If you want more information on why we’ve created this offering, check out this video from Ross!
🏅 Twitter/X Thread of the Week
How I Use AI to Get More Out of Every Podcast by Dave Gerhardt
🎖️ LinkedIn Post of the Week
How Many HCU-Affected Sites Are Seeing Recovery by Lily Ray
🤳🏽 Nice Finds You Should Binge
- Marketer Confidence Is Back, and the Budgets Can’t Be Far Behind | The Drum
- Perplexity AI: The Answer Engine With a Lot of Question Marks | The Verge
- How Contentsquare Raised Organic Traffic 400% in 9 Months | Foundation
- Selling a Startup in an “Acqui-Hire” Is More Lucrative Than It Seems, Founders and VCs Say | TechCrunch
💻 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: 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)
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
Revival — Zach Bryan
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!
