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Welcome to Volume 246 👋
Happy Thursday!
In this week’s newsletter, we cover:
- 🏫 SNHU’s $5M+ High EEAT Strategy to Re-engage Students
- 👀 The Latest in B2B SaaS This Week
- 🧠 This Week’s Brain Food
- ➕ The Best Content Across the Web
Let’s get into it.
🏫 SNHU’s $5M+ High EEAT Strategy to Re-engage Students 🏫
While most universities fight over shrinking traditional enrollment, one institution found a $5.8 million opportunity hiding in plain sight.
SNHU discovered that 43 million Americans have some college experience but never finished their degree. Instead of ignoring this “Some College, No Credential” market, they built an entire content strategy around it.
The results? Nearly 950,000 monthly organic visitors and, more importantly, over 66% of students transferring in with prior credits.
Their secret wasn’t revolutionary — it was strategic. SNHU created content that directly addressed SCNC learners’ biggest concerns: credit transfer, affordability, and flexible scheduling. They used faculty expertise and alumni success stories to build trust with skeptical audiences who’d been burned by higher education before.
I recently broke down their entire playbook, from their newsroom strategy that drives 441k monthly visits to the EEAT tactics that help them win over SCNC students. Here are some of the highlights:
- Newsroom as blog: 957 pages drive 441k monthly visits by targeting educational topics, not just news
- Transfer messaging everywhere: “Transfer” mentioned 8+ times and “credits” 25+ times on key pages
- Faculty-led authority: Every major page features professor headshots, bios, and expertise to build trust
- EEAT at scale: Bureau of Labor Statistics data, alumni success stories, and authoritative sources on every page
[Read the full SNHU case study →]
Sometimes the biggest opportunities come from serving overlooked markets.
🎤 Ross Takes the Stage at BrightonSEO San Diego
Ross is taking the stage as a keynote speaker at BrightonSEO San Diego 2025, and he’s tackling one of the most critical challenges facing marketers today:
Content Distribution in the Age of AI: How to Make Your Content Spread
Search isn’t just happening on Google anymore. Your audience is discovering content through Reddit threads, TikTok comments, LinkedIn posts, YouTube Shorts, newsletters, niche communities, and increasingly through AI-powered search tools.
In this keynote, Ross will reveal how to build a repeatable, scalable content distribution engine that leverages both traditional tactics and AI tools to ensure your content reaches the right people, in the right place, at the right time.
What you’ll walk away with:
- Frameworks for multi-channel distribution that actually work
- AI-powered tools to amplify your content’s reach
- Tactical strategies for teams of any size
- Real-world examples of content that travels further than ever
Whether you’re a solo marketer or leading an entire department, this session will transform how you think about getting your content seen.
Ready to level up your distribution game?
Grab your tickets to BrightonSEO San Diego and secure your spot for what promises to be one of the most actionable keynotes of the event.
👀 What’s the Latest in B2B SaaS This Week? 👀
🤖 Anthropic launches new AI feature to build your own customizable chatbots | ZDnet
📱 WhatsApp rolls out AI-generated summaries for private messages | The Verge
📈 Rubrik acquires Predibase to accelerate adoption of AI agents | TechCrunch
Sponsored by: Morning Brew
Business news you’ll actually enjoy
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🧠 This Week’s Brain Food 🧠
You may have seen the term “Dunning-Kruger effect” thrown around before. (Usually on social media for reasons that will become apparent.)
In 1999, psychologists David Dunning and Justin Kruger discovered something fascinating: the less someone knows about a subject, the more confident they are in their abilities. This cognitive bias explains why your uncle thinks he could run a Fortune 500 company and why everyone has strong opinions about marketing.
Here’s the twist that most people miss: Dunning-Kruger doesn’t just affect beginners. It’s cyclical. When experts encounter new domains within their field, they often overestimate their competence too. A brilliant SEO specialist might assume they can instantly master paid advertising. A successful content marketer might dive into influencer marketing with dangerous confidence.
The marketing world is particularly vulnerable because success stories are highly visible while failures stay hidden. We see the viral campaigns, not the hundreds that flopped. This creates an illusion that marketing is easier than it actually is.
The solution? Confident humility. Be bold enough to take action but humble enough to measure, learn, and admit when you’re wrong.
🎧 New Episode Alert — Create Like the Greats 🎧
A new episode of The Ross Simmonds Show just dropped, and, if you’re a founder, it’s one you need to hear.
The topic: The Loneliness of Leadership: Founders, You’re Not Alone.
Ross opens up about the hidden reality of foundership: the mental and emotional weight that comes with leading organizations, and why success can actually make you feel more isolated than ever. More importantly, he shares practical strategies to build resilience, create support systems, and avoid the burnout traps that catch so many leaders.
If you’ve ever felt alone at the top, this episode is the reminder you didn’t know you needed. Here are some of the key takeaways:
- Leadership looks glamorous from the outside, but it’s one of the loneliest jobs: You’re expected to always be “on” — delivering and solving, even during personal lows.
- Four factors fuel the isolation: Information asymmetry, emotional labor, tying identity to business outcomes, and a shrinking circle of trust.
- Build a true inner circle: Join peer groups like EO, YPO, or Hampton. Find mentors both ahead of and behind you in the journey.
- Transparency ≠ emotional dumping: Share challenges strategically with your team without overwhelming them with anxiety.
- Work with a coach or therapist: Coaches provide clarity and accountability; therapy helps unpack the deeper emotional toll.
- Celebrate wins publicly: Don’t harbor joy alone — share successes with your team, friends, and family.
The bottom line: “You can go further with people, with honesty, and with emotional openness.”
Catch the episode on Apple or Spotify for the full roadmap on moving from isolation to connection as a leader.
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🏅 Twitter/X Thread of the Week
+1 for “context engineering” over “prompt engineering”. By Andrej Karpathy
🎖️ LinkedIn Post of the Week
AI referrals are growing at a WoW growth rate at just under 15%. By John Lyotier
🎖️ Reddit Post of the Week
I raised $2.5M ten years ago. Here’s what I learned after burning through it all. In r/SaaS
🤳🏽 Nice Finds You Should Binge
- Federal judge sides with Meta in lawsuit over training AI models on copyrighted books | TechCrunch
- ChatGPT May Be Eroding Critical Thinking Skills, According to a New MIT Study | Time
- Google AI Overviews rank below Position 1 in 12.4% of cases: Study | Search Engine Land
- Becoming a Thought Leader in Your Industry | Foundation Marketing
💻 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: 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’re always looking for ways to improve and provide the best B2B SaaS marketing resources.
Have a great weekend!
