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Welcome to Volume 259 👋
Happy Thursday!
In this week’s newsletter, we cover:
- ⛓️ Content Supply Chain: Turning Marketing Chaos Into Measurable ROI
- 🤖 OpenAI Is Building Its Own Ad Platform
- 👀 The Latest in B2B SaaS This Week
- 🧠 This Week’s Brain Food
- ➕ The Best Content Across the Web
- 🤝 Foundation is hiring — check out our open positions below!
Let’s get into it.
⛓️ Content Supply Chain: The System That Turns Marketing Chaos Into Measurable ROI
Marketing leaders face a brutal reality: They’re under intense pressure to prove ROI while drowning in content that feels disconnected from business results. According to recent CMO survey data, 64% struggle to demonstrate marketing’s impact on financial outcomes.
The problem isn’t creating too much content, it’s that too many brands treat each piece as an isolated campaign instead of a strategic business asset. What they need is a systematic approach that transforms reactive marketing into a predictive and scalable ROI machine.
That’s what a content supply chain is.
Unlike publish-and-pray tactics, this system treats content as the product of a continuous assembly line, where every stage adds measurable value and is designed to generate results.
The five interdependent stages reinforce each other, creating a flywheel effect:
- Research provides the strategic foundation through audience insights and competitive analysis
- Ideation through a structured process generates high-value concepts repeatably
- Creation with systematic workflows produces quality assets
- Distribution amplifies content across owned, earned, and paid channels
- Optimization measures performance and uses the data to refine the strategy
Companies that implement this approach change the way they see content: from a cost center to a long-term investment. One example: Hootsuite’s content supply chain resulted in a blog post about Twitter timing that generated over 21 million visits over four years. That’s just one output from their systematic approach to content.
Want to see the complete framework for turning content chaos into competitive advantage? Check out our detailed breakdown in Foundation Labs.
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🤖 OpenAI Is Building Its Own Ad Platform
OpenAI recently posted a job listing that draws attention to a new priority that could reshape the digital marketing space: building ad infrastructure.
According to some great reporting by Trishla Ostwal of Adweek, the company is hiring a Growth Paid Marketing Platform Engineer to develop internal tools for campaign management, ad platform integration, and real-time attribution. But as well as buying ads more efficiently, this tells us they’re creating the technical foundation for what could become the most disruptive advertising platform since Google Ads.
Here’s a snippet from the job description on the OpenAI career page:
It’s a bold move.
OpenAI is assembling the plumbing of APIs, data pipelines, and attribution to control marketing end to end. The payoff is independence from external platforms and a seat alongside Google, Meta, and Amazon in the small circle of companies with their own ad-buying systems.
Google turned control of search into a trillion-dollar business. OpenAI may do the same by controlling how AI guides buying decisions.
👀 What’s the Latest in B2B SaaS This Week?
📈 Cohere hits $7B valuation a month after its last raise, partners with AMD | TechCrunch
💻 Google reveals its Android for PC is coming next year | The Verge
☁️ Cloudflare offers way to block AI Overviews – will Google comply? | Search Engine Land
📺 YouTube Thinks AI Is Its Next Big Bang | WIRED
🔈 Come See Ross at Canada’s Largest SEO Conference 🔈
Ross is heading to Toronto to speak at SEO IRL this October 16-17 to talk about how brands can scale their distribution engine without sacrificing on quality, and position themselves for success for years to come.
You don’t want to miss this session:
Content Distribution in the Age of AI: How to Win Long Term
Here’s what else is on the docket for this year’s SEOIRL:
✨ 250 attendees
🎤 14 speakers
📆 2 jam-packed days
⚡ 100% dynamic & fun
This is going to be one of the best opportunities this year to connect, learn, and share insights with some of the brightest minds in SEO.
Use the promo code ROSS15 for 15% off when you grab your ticket at seoirl.com
See you in Toronto!
#SEOIRL
🚨 New Podcast Alert: How to Drive Traffic and Win LLM Search with Reddit
In the latest episode of The Ross Simmonds Show, Ross explains why Reddit has quietly become the most powerful organic marketing platform heading into 2026, and why most brands are completely missing the opportunity.
Reddit is dominating Google search results, influencing million-dollar buying decisions, and training the AI models that shape consumer opinions. It now ranks 2nd after Wikipedia for Google search traffic, outperforming YouTube and stealing bottom-funnel traffic from G2 and Capterra.
Ross discusses how Google’s $60M data licensing deal with Reddit and the new “Forums” search tab have fundamentally rewired organic discovery. Here’s what else he covers:
- The Reddit revolution: How one platform grew search visibility 1,328% year-over-year and now captures 600M+ monthly visits from Google.
- AI training ground: Why Reddit content is foundational for ChatGPT, Claude, and Google’s AI, making brand reputation on Reddit directly impact AI recommendations.
- The authenticity advantage: How Reddit’s user-first content aligns with Google’s algorithm shift away from SEO-gamed articles.
- Keyword domination: Why Reddit ranks for 5.7M+ transactional keywords, competing with Wirecutter and major publishers.
- The R.O.S.S framework: Ross’s systematic approach to Reddit marketing that drives real business results.
- Future-proofing strategy: How to position your brand for the Reddit-dominated search landscape of 2025-2026.
Listen to the full episode on Apple Podcast or Spotify to learn how to win the platform that’s reshaping organic discovery.
🧠 This Week’s Brain Food
Popcorn is one of those simple joys: toss a bag in the microwave, wait for the rhythmic pops, and enjoy a bowl of fluffy, crunchy goodness. I made some last night, and a question popped (hehe) into my head:
What is the science behind this favourite movie snack?
So, I did a little digging to better understand the physics and biology behind it. Here’s what I learned.
Each popcorn kernel has three key features: a hard, mostly water-resistant shell (the pericarp), a starchy interior, and just the right amount of water trapped inside. When the kernel is heated, the water turns into steam, building pressure inside like a tiny pressure cooker.
At around 180°C (356°F), the pressure inside is so high that the shell bursts. In an instant, the hot starch inside gelatinizes, then expands and cools into that airy foam we recognize as popcorn. The kernel literally turns itself inside out. The expanding starch solidifies in irregular folds as it rapidly cools, giving each popped kernel its unique look.
So next time you grab a handful, remember: you’re snacking on a natural steam explosion engineered by evolution and perfected by physics.
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?
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
What’s the weirdest marketing tactic that actually worked? In r/Marketing
🎖️ LinkedIn Post of the Week
If I’m honest, I used to edit my work the wrong way. by Rosanna Campbell
🤳🏽 Nice Finds You Should Binge
- I Wouldn’t Hire a Content Engineer, and You Shouldn’t Either | Ahrefs
- Our take on the future of search: SEO, GEO, and beyond | Raptive
- The State of Content Teams in 2025 | AirOps
- How to show up as a bigger brand than you are | storyarb
💻 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 Marketing | Account Executive (Growth)
- Foundation Marketing | Senior Account Manager
- Foundation Marketing | Director of Strategy
- Foundation Marketing | Senior Account Coordinator
- Foundation Marketing | Data & Insights Analyst
- Foundation Marketing | Fractional Recruiter
- Foundation Marketing | Executive Assistant
- Foundation Marketing | Reddit Specialist
- Foundation Marketing | Content Creator
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
lofi hip hop radio 📚 beats to relax/study to
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 me at ethan@foundationinc.co. We’re always looking for ways to improve and provide the best B2B SaaS marketing resources.
Have a great weekend!
