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Welcome to Volume 217 👋
Happy Thursday!
In this week’s newsletter, we cover:
- 📱 Reddit’s Google Partnership: The Marketing Shift You Can’t Ignore
- 👀 The Latest in B2B SaaS This Week
- 🧠 This Week’s Brain Food
- ➕ The Best Content Across the Web
Let’s get into it.
📢 Get Your Copy of Create Once, Distribute Forever 📢
Distribution is the missing piece in many SaaS marketing engines, even those at the enterprise level. Ross’s new book, Create Once, Distribute Forever, is the solution.
The book includes:
- Real-world examples
- Helpful checklists
- A step-by-step distribution playbook
Ready to radically transform your content distribution strategy? Order the book today.
Reddit’s Google Partnership: The Marketing Shift You Can’t Ignore
A seismic shift is happening in digital marketing, and it’s centered around an unlikely player: Reddit.
Maybe you’ve noticed this yourself: You navigate to Google, start a query, enter a few search terms, and the auto-suggest quietly adds a “Reddit” in greyed-out text. Sure, why not, you think—if it’s showing up as a suggestion, it must mean others have gotten good results, right?
Our latest analysis reveals three key trends driving this transformation:
- The Trust Shift: Google is actively elevating Reddit’s authentic discussions in search results, recognizing user fatigue with SEO-optimized content
- The B2B Evolution: Technical decision-makers are increasingly turning to specialized subreddits for implementation insights and peer validation
- The Search Revolution: Reddit is becoming both the initial research platform and final validation point in the modern buyer’s journey
…and that’s just the tip of the Reddit-berg.
From building “karma-driven content” to leveraging brand-owned subreddits, our hot-off-the-press guide to Reddit Marketing helps B2B marketers like you get in on a ride that’s just beginning.
(Pssst…leading companies are already capitalizing on this shift. Want in? 👇)
[Read the Complete Analysis] how this evolution changes how your audience discovers and evaluates solutions.
🚨 New Podcast Alert: Tommy Walker on The State of Discontent 🚨
Can content marketing save Tech—specifically, B2B SaaS? Yes, says content leader and marketer Tommy Walker. But first, we’ve got to save content.
On this week’s episode of Create Like the Greats, Tommy Walker shares his eye-opening report, The State of Discontent—and the results may surprise you:
- 40.3% of marketers skip audience research—they choose stats over stories.
- Audiences want meaning—and the numbers prove it.
- AI complements (not co-opts) creativity—prompts 👏only 👏 get 👏 you 👏 so 👏 far.
If your content isn’t connecting, you’re not alone. Big names like LinkedIn and Shopify struggled — before hiring Tommy to literally change their story.
This is one you definitely don’t want to miss: Catch the full episode on Apple Podcasts or Spotify.
👀 What’s the Latest in B2B SaaS This Week? 👀
New Report Shows AI Overviews Trends Are Stabilizing | Search Engine Land
Databricks’s now a $55B data and AI leader with no immediate IPO plans: Report | TechFundingNews
Zip cofounder Larry Diamond backs online death planning startup in $17 million Series B | Startup Daily
📚 Learn Marketing Secrets Straight from Ross 📚
Ross dropped by the Foundation Lab to discuss using STAT to monitor everything from video carousels to AI overviews, ensuring you’re always one step ahead. 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)
Dive into Ross’s STAT playbook now and learn how to turn volatility into opportunity.
🧠 This Week’s Brain Food 🧠
As a Pure and Applied Mathematics major, I often struggled with the former’s theoretical nature. It felt abstract and detached, leaving me questioning its purpose. Applied Mathematics just felt way more practical.
Ironically, it was only through practicing that I came to my very own “Eureka!” moment: studying mathematics for its own sake and using logic to deepen understanding wasn’t only elegant but also essential.
See, Pure Mathematics underpins Applied Mathematics and sciences, forming the foundation for cryptography, algorithms, quantum mechanics, and pattern discovery (all areas that shape future innovations). In other words, Applied Mathematics only works on the base of Pure Math.
What’s the moral of the story here? Sometimes, you’ve got to walk before you can run. In the case of Pure vs Applied Math, though, you’ve got to lay the path before you can walk…and then run…and maybe, eventually, fly.
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🏅 Twitter/X Thread of the Week
Claude can now control your computer and iPhone by Poonam Soni
🎖️ LinkedIn Post of the Week
Sometimes, I get asked: “Is this way good for SEO?” by Zoe Ashbridge
🤳🏽 Nice Finds You Should Binge
- E-E-A-T Quick Wins — Whiteboard Friday | Moz
- How AI Could Supercharge Decision Making In The C-Suite | Forbes
- SEO Analytics: The “I Can’t Believe It’s This Easy” Guide | Backlinko
- Is Your PPC Strategy Sabotaging Your SEO? 2.3M Keyword Study | Ahrefs
- Holistic SEO for holistic health: How an SMB site grew during tumultuous algorithm updates [Case study] | Wix
- New Research: We analyzed 332 million queries over 21 months to uncover never-before-published data on how people use Google | SparkToro
💻 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: Content Creator
- Foundation: Content Marketing Manager
- Foundation: Senior Director of Social Media
- Foundation: Social Media Editor [Freelance]
- Foundation: Applied Research Specialist
- Foundation: Quality & Customer Experience Manager
- 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
How to Make Learning as Addictive as Social Media | Duolingo’s Luis Von Ahn — TED
This round-up has been brought to you by me, Saheed Hassan.
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!
