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Welcome to Volume 236 👋
Happy Thursday!
In this week’s newsletter, we cover:
- ⛈️ Adobe’s BlueSky Adventure Turns Stormy
- 📚 How brightwheel’s Educational Content Drives 100K+ Monthly Visits
- 👀 The Latest in B2B SaaS This Week
- 🧠 This Week’s Brain Food
- ➕ The Best Content Across the Web
Let’s get into it.
Adobe’s BlueSky Adventure Turns Stormy
In case you haven’t heard, every social media manager’s greatest nightmare came true last week.
Here’s the story:
Adobe’s social media team plunged into the “Blue Ocean” that is BlueSky. Like most enterprise companies dipping their toes into new waters, their “maiden message” was an innocuous, fairly bland, greeting that would fly through any legal review.
But not long after, Adobe’s ship started sinking…
So why did this rock the boat?
Because these same creatives have been upset with the brand for a while over price hikes, sub-par performance, and coercive business tactics. They wanted accountability and change, what they got was engagement bait.
It’s safe to say that the only “ideas” the artists, designers, and storytellers of BlueSky wanted to “bring to life” centered around stomping the life out of Adobe’s nascent social media account.
These ingredients do add up to a viral campaign—just not one in Adobe’s favour. (If you’re interested in the specifics of this brand bullying campaign, you can find the details here, here, here, and, of course, on Reddit.)
Adobe’s empty accounts on BlueSky are a cautionary tale for any company looking to establish a brand presence on a new social channel. You really need to know what the score is before you hop in with a “How do you do, fellow kids?” a la Steve Buscimi. Especially if the sentiment around your product or service has been negative… for a while.
Platforms like BlueSky, Reddit, and TikTok can be an absolute game-changer for brands. But you need to be aware of the risks and be prepared to weather a few storms without abandoning ship.
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.
How brightwheel’s Educational Content Drives 100K+ Monthly Organic Visits
Ever wonder how some B2B companies manage to absolutely dominate their content niche?
Here’s a fascinating example: brightwheel, a childcare management platform, drives over 100K organic visits monthly with educational content. And they do it by breaking one of the classic B2B “rules.”
Instead of solely targeting decision-makers, they create tons of practical resources for teachers and staff — you know, the people who’ll actually use their platform day-to-day. The results:
- 600+ pieces of high-performing content
- Over 6,000 top-3 SERP rankings for major industry keywords
- A content moat worth $75K in monthly traffic value
But here’s what’s really interesting: their most successful content type isn’t exactly something that stands out to most B2B companies. They’re crushing it with… listicles.
That’s why we just published a deep dive into brightwheel’s content strategy, looking at why listicles vibe with their audience and how these pages are the perfect opportunity for detailed lead capture.
Make sure you stick around until the end to learn how moving the brightwheel blog from a subdomain to subfolder may have sparked a 4x traffic increase.
Want to see how they did it? Check out the full breakdown on the Foundation Lab.
Sponsored by: The Rundown AI
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👀 What’s the Latest in B2B SaaS This Week? 👀
- 🤖 OpenAI plans to phase out GPT-4.5, its largest-ever AI model, from its API | TechCrunch
- 📨 Notion Mail is a minimalist but powerful take on email | The Verge
- 📱 Meet Neptune, a TikTok alternative where creators can hide likes and follower counts| TechCrunch
- 📉 Here’s how agencies have been setting themselves up as tariff war partners | The Drum
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 🧠
In the spirit of this section, today I want to focus on one of the most underrated sources of brain food out there:
Sweet, sweet nothingness.
Why? Because the occasional spell of boredom is actually good for the human brain.
It’s counterintuitive, I know. Especially considering we are in a state of constant stimulation from the moment we wake up until the moment we go to sleep. But turning off those “always-on” control centers of our brain that we use throughout our day-to-day leads to activity in an interconnected region of the brain called the default mode network that plays a role in memory consolidation, creative thinking, and reflection.
So, if you’re someone who is constantly learning and ideating on the job, embracing boredom is a great practice. Block out ten minutes in your calendar to do nothing at all.
No laptop.
No phone.
No book or newspaper.
Just sit and let your brain wander.
You’ll be surprised what you can come up with when the noise is gone.
Interested in sponsoring this newsletter?
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🎖️ LinkedIn Post of the Week
Two confirmations from Google about AI Overviews by Mark Traphagen
🎖️ Reddit Post of the Week
What’s one underrated tactic in digital marketing that gave you outsized results? in r/DigitalMarketing
🏅 Twitter/X Thread of the Week
My 7-Point Email Hygiene Checklist by Chase Dimond
🤳🏽 Nice Finds You Should Binge
- Why AI Might Not Take All Our Jobs—If We Act Quickly | The Wall Street Journal
- How To Prepare For The Rise Of AIO & Reddit For SEO | Foundation
- Reddit is resurging because it lets us be weird… together | The Drum
- This AI already writes 20% of Salesforce’s code. Here’s why developers aren’t worried | VentureBeat
💻 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: Reddit Specialist
- Foundation: B2B Content Marketing Strategist
- Foundation: Account Manager
- Foundation: Content Creator
- Foundation: Content Marketing Manager
- 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
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!
