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Welcome to Volume 234 👋
Happy Thursday!
In this week’s newsletter, we cover:
- 💰 How Brex Built a $280K SEO Moat in Just 8 Months
- 👀 The Latest in B2B SaaS This Week
- 🧠 This Week’s Brain Food
- ➕ The Best Content Across the Web
Let’s get into it.
Swipe the Content Repurposing Blueprint Used By Canva, Mailchimp, and Eventbrite
Content repurposing can work with any piece of high-value content you’ve created.
But, not every piece of content is worth repurposing.
Read that again.
So: how do you make content repurposing drive outsized business results?
Stay with me…
In this episode of What’s Your Process, Ross Simmonds breaks down the exact content repurposing and distribution strategy he’s used to help brands like Canva, Mailchimp, and Eventbrite turn their content into growth engines.
What you’ll learn:
- The 4 E’s framework for deciding what’s worth repurposing
- How to nail your content-user and channel-user fit
- The step-by-step process Ross uses to turn just one blog post into a winning multi-platform strategy
- How design thinking can transform your content’s results (hint: one message, multiple mediums)
And so much more.
Watch the full episode now.
How Brex Built a $280K SEO Moat in Just 8 Months
Brex’s tagline might be “make every dollar count,” but their content strategy is all about making every word count.
Since launching their “Spend Trends” subfolder last August, Brex has built an impressive SEO engine generating 34,000+ monthly visits and $280,000 in traffic value.
How?
By targeting high-intent keywords with clear purchase signals.
Our analysis reveals three key factors behind their success:
- Strategic organization: 137 articles neatly clustered around product offerings like corporate cards and expense management
- High-value targeting: Keywords like “business credit cards with EIN only” that attract users close to purchase decisions
- Content-product alignment: Educational content that subtly positions Brex as the solution to specific customer pain points
The most impressive part?
8 of their 10 top-performing pages focus on corporate credit cards, with traffic values reaching $42K+ per month despite modest visitor numbers.
This isn’t about publishing more (though that helps) — it’s about publishing smarter.
If you’re looking to build your own high-ROI content engine, don’t miss the full breakdown of Brex’s playbook.
The Future of Search Is Here — And I’m Breaking It Down at #SEOWeek NYC
I’m excited to announce that I’m speaking at #SEOWeek next month in NYC!
I’ll share insights on Search, AI, and UGC: Navigating the Future of Google & Reddit’s Influence.
Get ready for 4 days of learning and collaboration around the future of search, including:
- 40+ industry-leading speakers across SEO, content, AI, data, and digital strategy.
- 30-minute talks sharing exclusive practical strategies to improve visibility, traffic, and ROI.
- One-of-a-kind sponsored parties and networking events.
- And so much more!
You can grab tickets to the entire conference from April 28 – May 1, 2025, or just for Day 3 when I’m presenting. See you there.
Sponsored by: The Story Grid
What if you could have an editor with 30+ years of experience give you their best insights and takeaways — all designed to transform how you create content?
Now you can!
Just grab a FREE copy of The Story Grid.
We’ll also send you a free 5-part video series that teaches you how to use our tools to level up your writing.
🚨 New Podcast Alert: Unlocking the Power of Reddit for Brands 🚨
Reddit just hit $29.9M in profit.
Its daily users jumped 47%.
And Google is pushing Reddit threads to the top of search results.
Translation: If your brand’s not on Reddit… it’s invisible.
Why?
Because searchers don’t entirely trust “traditional” SEO results anymore. They want perspective.
They’re adding “Reddit” to queries to get real, community-driven answers.
In this episode of Create Like the Greats, Ross Simmonds shows SaaS marketers how to turn Reddit from risky to revenue-ready.
You’ll learn:
- How to create and own your branded subreddit (and what to post there)
- How to create your brand username — and how to stand out
- A Reddit Ads targeting strategy that most SaaS companies completely miss
🎧 Listen now on Apple Podcasts or Spotify.
Singulate: The Best of Every Tool, All in One Place
Is your tech stack more like a tech tower?
You’re not alone…
Marketers juggle four, five, or even six tools to ship a single campaign.
But not anymore.
Singulate unites the best of AI personalization, data research, quality content, and automation — all under one roof.
The platform offers powerful features like:
- AI-powered targeting so you’re reaching the right audience.
- Predictive content that boosts open rates.
- Smart automation to scale without sacrificing personalization.
It’s like having Clay + Beehiv + Claude + Iterable in your arsenal — no duct tape necessary.
Less tool-switching. More conversions.
Join 1,489+ marketers who’ve already ditched the patchwork approach.
👉[Join the Launch List to See the Demo]
👀 What’s the Latest in B2B SaaS This Week? 👀
- ChatGPT’s improved image generation is now available for free | The Verge
- Google March 2025 core update had similar volatility to the previous update | Search Engine Land
- White House Close to Approving TikTok’s Sale | Financial Times
- Former Rippling employee admits to spying for Deel | Reuters
Create and Distribute Content 5X Faster with AI
You hit publish.
And then… nothing.
No shares. No engagement. No traffic. Goose eggs across the board.
You see, creating content isn’t the problem. Distribution is.
The smartest brands don’t just create — they distribute like crazy. And that’s where Distribution.AI comes in.
- Upload your podcast, video, or article.
- AI generates everything you need for distribution — show notes, blog posts, LinkedIn threads, X posts, and more.
- Publish everywhere in minutes.
Your job?
Copy. Paste. Post. Repeat.
And the results?
Your content works like a rented mule — on every platform — while you sip coffee and brainstorm your next viral idea.
Want to turn your content into a distribution machine? Try Distribution.AI today.
🧠 This Week’s Brain Food 🧠
April Fools’ Day just happened, and Ross got us good.
During the All Hands meeting, he pranked us by announcing we were getting a new board member: Gary Vee!
(We don’t even have a board, how did I even believe him for a second?!)
But Foundation wasn’t the only company with a sense of humor. Ikea advertised their hot dog and meatball-scented candles, Duolingo announced a five-year educational cruise, and Welch’s dropped their $19 single strawberry fruit snack.
Moments like these remind us that finding ways to be human and have fun is always worthwhile. It’s that genuine sense of humor that makes these examples stand out, and I think there’s a lot we can learn from that.
Interested in sponsoring this newsletter?
Get access to over 30k savvy marketers every week. Reply to this email and apply for a spot.
🏅 Twitter/X Thread of the Week
SEO and investing in brand by Jes Scholz
🎖️ LinkedIn Post of the Week
Google still uses a modified version of PageRank by Mark Williams-Cook
🤳🏽 Nice Finds You Should Binge
- What Drives Brand Mentions in AI Answers? | Seer Interactive
- AI Makes Up 0.1% of Traffic, but Clicks Aren’t Everything | Ahrefs
- The GTM Inflection Points That Powered Clay to a $1B+ Valuation | First Round Review
💻 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: Account Manager
- Foundation: Content Creator
- 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
Magdalena Bay cover David Bowie’s ‘Ashes to Ashes’
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!
