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Welcome to Volume 242 👋
Happy Thursday!
In this week’s newsletter, we cover:
- 🎓 How Western Governors University Drives $315K/Month with Career Guides
- 👀 The Latest in B2B SaaS This Week
- 🧠 This Week’s Brain Food
- ➕ The Best Content Across the Web
Let’s get into it.
🤔 Wondering What to Post About on LinkedIn ? 🤔
In his newest Nano Learning course, Ross shows you how to create a content strategy that’s consistent and sustainable. Watch more from the course for free on LinkedIn Learning.
🎓 WGU’s Career Guides – $315K/mo of Top-of-Funnel SEO Gold 🎓
WGU’s secret to turning career-seekers into enrolled students?
An SEO-rich arsenal of 416 career guide pages. These .edu-powered guides rank for thousands of job-related queries, introducing WGU to prospects before they even think about degrees.
Each guide answers key questions (salary, skills needed, etc.) and then smoothly plugs WGU’s relevant programs with both subtle links and hard CTAs.
It’s content marketing meets enrollment marketing, and it’s driving $315K worth of organic traffic monthly. Curious how WGU built this top-of-funnel machine and converts clicks to applicants?
Sponsored by: Superhuman AI
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🚨 New Podcast Alert: Google AI Mode 🚨
In this week’s episode of Create Like the Greats, Ross dives deep into Google’s groundbreaking announcement from I/O 2025: AI Mode. This transformative new search experience leverages Google’s Gemini 2.5 AI to deliver personalized, conversation-driven search results, effectively flipping traditional SEO on its head.
Hot Takeaways:
- Personalized search means traditional SEO tactics alone may no longer guarantee visibility.
- Intent-based, contextual content strategies will become critical—think guest blogging and syndication over basic listicles.
- Trust, authority, and real expertise are more essential than ever. Fake personas or generic content won’t cut it.
- Budgets should pivot towards high-intent content, PR, video, and distribution strategies.
It’s a wake-up call for marketers: adapt your approach or get left behind.
Interested in future-proofing your SEO strategy?
Check out the latest episode of Create Like the Greats on Apple Podcasts and Spotify.
👀 What’s the Latest in B2B SaaS This Week? 👀
- OpenAI acquires Jony Ive’s startup for $6.5B push into AI hardware | Bloomberg
- ChatGPT is now driving double the traffic to publishers’ sites | Digiday
- Google’s new AI search poses threat to Reddit’s growth | Business Insider
- Bluesky begins verifying “notable” users on its platform | TechCrunch
- Meta opens Community Notes sign-ups on Facebook, IG, and Threads | Meta
Pressing Publish Isn’t Enough. Here’s How to 10x Your Distribution in Minutes
You spent hours creating your best content yet.
An article. A podcast. Or maybe a video interview.
You hit publish, and then… nothing.
- No shares
- No traffic
- No results
The truth?
Your content isn’t the problem. Your distribution is.
The brands that win don’t just create.
They share content obsessively. They get seen.
They squeeze every ounce of value from every single post.
And now, you can too.
With Distribution.AI, your content shows up everywhere. No extra effort needed.
One upload becomes a LinkedIn thread, a blog post, show notes, X posts, and more.
Minutes later, you’re everywhere your audience hangs out.
- More reach
- More impressions
- More ROI
All from the content you’ve already made.
No more publish and pray.
No more watching your best work go unnoticed.
Just traction, visibility, and results, all on autopilot.
Ready to fix your broken distribution and 10x your output without rewriting a single word?
🎥 Ross on LinkedIn Video, Reddit, and AI Strategy 🎥
In a sharp new interview with Will Nelson, Ross breaks down what’s actually working in B2B marketing right now, from high-performing LinkedIn video formats to untapped Reddit strategies.
Ross also digs into:
- AI content (the good, the bad, and the deepfake)
- Why distribution still beats creation
- How he’d split a 2025 marketing budget
Watch the full conversation on YouTube.
🧠 This Week’s Brain Food 🧠
Stepping into unfamiliar territory often sparks our sharpest thinking. Recently, I came across a study that talks about how exposure to new and unexpected environments (like an underwater nightclub!) triggers enhanced creativity and problem-solving skills.
The research suggests that routine can become the enemy of innovation: our brains crave novelty, and when faced with unfamiliar scenarios, we’re biologically primed to learn faster and think more flexibly.
We should really keep this in mind for our marketing and content strategy, as shifts like Google’s new AI-powered search are pushing us beyond traditional SEO methods. Rather than resisting unfamiliar tactics, embracing them might be exactly what unlocks our next big breakthrough.
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🏅 Twitter/X Thread of the Week
How the smartest apps are winning on TikTok by Emanuele Totaro
🎖️ LinkedIn Post of the Week
How to create bottom-of-funnel content that converts by Jessica Tee Orika
🤳🏽 Nice Finds You Should Binge
- LinkedIn exec warns AI is “breaking” entry-level jobs Gen Z needs | Fortune
- Social-First Strategies That Actually Work for Gen Z Audiences – Content Marketing Institute
- Why SaaS Companies Need More Emotional Storytelling – Vendelux
- Brands could start shunning AI for social media marketing and advertising, instead using their feeds to show off ‘proof of reality,’ | Fortune
💻 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
Diana Krall Trio – Rare recently found full Concert | Live at North Sea Jazz Festival 1996
This marvellous marketing medley is brought to you by me, Chris Meabe.
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!
