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Welcome to Volume 254 👋
Happy Thursday!
In this week’s newsletter, we cover:
- 📚 UCF Captures 140K+ Students Through Smart Content Strategy
- 📉ChatGPT’s Traffic Shift: The Answer Economy Takes Hold
- 👀 The Latest in B2B SaaS This Week
- 🧠 This Week’s Brain Food
- ➕ The Best Content Across the Web
Let’s get into it.
📚 How UCF Captures 140K+ Students Monthly Through Smart Content Strategy
Higher education institutions face declining enrollment.
But the University of Central Florida has built a content engine that generates 48,000 monthly visits worth $243,000 in organic traffic value through their online subfolder alone.
Even more important, the subfolder drives discovery by helping UCF rank in a top-3 SERP spot for nearly 1,500 non-branded keywords.
UCF’s strategy targets prospective students before they’ve chosen a school by creating program-specific content clusters that function as mini sales funnels. Their nursing program exemplifies this approach perfectly:
- Central hub: The /online/nursing-degrees/ page showcases all nursing programs with immediate lead capture forms and credibility signals like U.S. News rankings
- Supporting content: Five strategic guides target high-volume, low-competition keywords like “bsn vs rn” (4.1k searches, KD 3) and “types of nurses and salaries” (1.8k searches, KD 24)
This approach works because it meets students where they actually start their journey — with career questions, not school searches.
Want the complete breakdown of UCF’s content strategy? Check out the full analysis on Foundation Labs for the step-by-step playbook on building content that converts brand discovery into action.
🔉Carnegie x Foundation: The Future of Content in the Age of AI
Most teams are stuck creating more and more content while seeing diminishing returns. What they don’t realize is that this isn’t a matter of volume. It’s a matter of approach. Great stories still beat AI-generated fluff, but only when paired with smart systems and strategic distribution.
On September 3rd, Ross joins Voltaire Santos Miran, Executive VP of Creative and Web at Carnegie, to discuss the recipe for creating great content in the age of AI:
Story, system, and scale.
In this webinar, Ross and Voltaire break down how to turn one powerful story into an entire content campaign and where AI actually adds value (hint: it’s not replacing human creativity).
What you’ll walk away with:
- A framework for human-centred storytelling that scales
- Tactical approaches to content repurposing and distribution
- Strategic AI applications that amplify rather than replace creativity
- Real-world examples of content systems that perform
Whether you’re leading marketing, enrollment, or content strategy, this session will transform how you think about building content that resonates, scales, and drives results.
Register for the session and discover how to create campaigns that work harder, rather than being harder to create.
📉ChatGPT’s Traffic Shift: The Answer Economy Takes Hold
Josh Blyskal of Profound dropped some major news for anyone interested in AI search:
ChatGPT referral traffic has dropped by over 50% over the last month.
Based on their dataset of over 1 million referral visits and 1 billion citations from ChatGPT, the last month has seen the most popular AI tool shift from listing what Blyskal refers to as “long tail citations” to domains that are known for providing answers. So who are the big winners?
Reddit citations surged 87%, Wikipedia climbed 62%, and apparently, Tech Radar also made big gains.
The working hypothesis: when users ask questions like “best CRM for startups,” ChatGPT favours Reddit threads comparing 10 options versus brand pages who publish conversation-first — and not answer-first — content. In other words, platforms like Wikipedia and Reddit may be winning right now because they provide direct answers.
It’s much too early for any definitive answers about the future of citations from ChatGPT, but as Blyskal notes, it does serve as an important reminder that we’re all working downstream from OpenAI’s experiments. Paying attention and staying adaptable are more important than ever.
Reddit’s influence on the BoFu journey is only growing. The question isn’t if it will reshape your funnel — it’s whether you’ll be there to meet prospects when it does.
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👀 What’s the Latest in B2B SaaS This Week? 👀
📈 Blockchain lender Figure Technology reveals revenue surge in U.S. IPO filing | CNBC
🛑 Google Ads to end manual language targeting in Search campaigns | Search Engine Land
💰 OneCrew Raises $7.5 Million in Series A | The SaaS News
🤖 Google’s AI Mode expands globally, adds new agentic features | TechCrunch
🚨New Podcast Alert: The Real Conversation Revolution🚨
Building a brand is about more than logos and messaging. It requires genuine human connections that cut through the noise. Especially in B2B.
In the latest episode of The Ross Simmonds Show, Ross sits down with Brayden Young, co-founder & CEO of Slash Experts and original co-founder of Sendoso, to reveal how real conversations are disrupting traditional B2B sales.
The two get into strategies that turn customers into your best sales team, strategic gifting that actually works, and how AI is reshaping go-to-market for 2025 and beyond. Here’s what you need to know:
- Human conversations beat sales decks every time.
- Strategic gifting is more about timing than spending.
- AI is creating the lean go-to-market advantage.
- Success isn’t just revenue — it’s freedom and fulfillment.
Listen to the full episode on Apple Podcast or Spotify to learn Brayden’s personal frameworks for validation, decision-making, and scaling without burning out.
🧠 This Week’s Brain Food 🧠
This section is increasingly becoming: random information I came across on Reddit (and I love it).
This week I came across a post sharing a study on the origins of American Sign Language. Specifically, how social networks helped maintain a scattered signing community in the 1800s.
The challenge was geographical. After the American School for the Deaf opened in Hartford in 1817, deaf students came from across the eastern US and Canada, spent years together, then dispersed back to their hometowns. How would they maintain the signing community they’d built?
Researchers from The University of Texas at Austin analyzed guest registries from two massive deaf gatherings in Hartford—210 people in 1850, 369 in 1854. When they cross-referenced attendees with original enrollment records, they discovered the community had become more urban. Former students were clustering in cities like New York, Boston, and Hartford rather than returning to their rural hometowns. Many had married fellow alumni, creating family networks that reinforced their shared language.
The researchers suggest these early cross-regional gatherings may have prevented significant regional dialects from developing in ASL, creating instead a more unified national sign language.
It’s a very cool story and it just goes to show how important real human connection can be for shaping and preserving culture; easy to forget that these days.
Want to sponsor our next issue? Reply to this email, and we’ll share how you can reach more SaaS founders and marketers today.
🏅Reddit Post of the Week
Reddit’s New Profile Privacy Enables Bot Farms to Conceal Their Activities in r/ModSupport
🎖️ LinkedIn Post of the Week
SEOs, this is a MUST read. by Chris Long
🤳🏽 Nice Finds You Should Binge
💻 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
Want us to include your job postings in our next issue? Reply to this email, and we’ll share how you can reach more SaaS professionals today.
🎧 What We’re Wired Into This Week
Balu Brigada – Backseat (Official Visualiser)
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!
