Article's Content
Article's Content
Welcome to Volume 87
Let’s get straight to the good stuff.
- S&P 500 Sinks Into a Bear Market
- Distribution Tactics for the Modern Day Marketer
- The Marketing Strategy Your Company Needs Right Now
- How to Build an Effective Online Content Strategy
👩🏽💻 Join Foundation’s Founder and Distribution Expert, Ross Simmonds, in a 1-hour FREE webinar on June 22nd, 2022. Sign up to see an in-depth, practical breakdown on how to leverage content distribution as a modern-day marketer.
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STATE OF THE INDUSTRY
S&P 500 Sinks Into a Bear Market
This week started on a gloomy note. For the first time since March 2020, S&P 500 hit a bear market on Monday, June 13th, 2022. The index is down 20.35% since its January 3rd peak.
What This Means: A bear market is a fall from grace—when the market falls to 20% or worse from recent highs. It often indicates a looming recession. As a result, the Federal Reserve will have to raise interest rates to combat inflation, and this can trigger a full-on recession.
What SaaS Companies Should Do: With the news of layoffs filling the media, it won’t be surprising if companies limit their ad spend and overall marketing budget. Some companies may have done this already. While reducing ad spend makes sense, you should keep investing in organic marketing. People won’t stop searching for solutions because of a downturn. That’s why you shouldn’t pause your marketing efforts.
Invest in optimizing existing content, repurposing, and distributing them on channels where your audience hangs out. Create a distribution playbook for your company to make your content assets more profitable. It’s almost impossible to predict how long this bear market will last. However, it’s possible to predict how much success your company will have after the storm. That’s why you should invest in creative ways to grow your business now.
B2B WEBINAR
Distribution Tactics for the Modern-Day Marketer
How often do you hear crickets after publishing an asset you invested hours creating? Perhaps you see some good traffic on launch day. However, as the days go by, the traffic declines until it hits zero.
This experience is quite frustrating, considering all you invested to bring the content to life. That piece of content could be bringing in thousands of dollars in revenue. Instead, it’s buried in a sea of content on your website. The best way to make the most of your content investment is to embrace distribution. Create once, distribute forever. Make distribution a part of your post-publish strategy.
Ready to squeeze the most juice out of your content creation efforts? Join Ross Simmonds and The Juice on Wednesday, June 22 @ 1pm EDT. In this free webinar, Ross will be sharing his 10+ years of distribution experience. You will learn to:
🎓 Evaluate which channels fit your brand strategy best.
🎓 Study distribution channels so that you can repurpose with context.
🎓 Execute 7 content distribution tactics that can increase your traffic 20%-50%.
If you haven’t signed up already, register here to learn all about getting your content in front of your target audience.
B2B MARKETING
The Marketing Strategy Your Company Needs Right Now
We’re a few steps away from a recession. As a result, more SaaS companies are laying off staff, freezing hires, and doing all they can to ride out the storm ahead.
Some companies are contemplating reducing investments in content marketing. At this point, investing in marketing can feel like a waste of useful resources. However, as long as the world keeps moving, people will keep searching for solutions. That means you should find smarter ways to market your product and get impressive ROI.
One of the smarter ways to invest in content marketing is to leverage social selling. That means using your employees’ voices to attract and build trust with your ideal customers. This strategy works well because your employees’ networks have 10x more connections than your company’s followers on LinkedIn. Their content can also generate 5x more website traffic and 25% more leads.
We broke down different social selling tactics Dreamdata used to hit its revenue goals. Check it out here.
🚨 Want your company featured in our newsletter? Reach out to our Media & Partnerships Manager, Kanaar Bell, about partnering with Foundation to grow your business.
EXPERT ROUNDUP
How to Build an Effective Online Content Strategy
Relevant content attracts and guides ideal customers throughout their buying journey. They also generate consistent demand and sales for companies who invest in content marketing. That’s why 82% of marketers actively invest in content marketing.Of course, content marketing is not a once-and-done approach. It takes several months or even years of consistency to see the results you desire. That’s why you need a content strategy to build authority, satisfy customer needs, and drive business growth.
Fourteen Forbes Communication Council members shared their #1 tip for building an effective digital content strategy. Foundation’s Director of Content, Melissa Zehner, was one of the experts. She advised marketers to go to where their ideal customers are and engage with them. This will help marketers gather relevant insights for their strategy.
Other experts shared different angles on the best way to build a digital content strategy. Read the full article here.
OTHER NEWS OF THE WEEK:
📊 Apple is now the world’s most valuable company, outranking Amazon and others.
⛔️ Internet Explorer is going away forever after a 27-year stint. Microsoft made the call to shut down the browser after years of a declining user base.
🗂 Twitter added a Location Spotlight for professional accounts. These users can now add contact info, operational hours, and location to their profiles.
BRAIN FOOD OF THE WEEK:
The past months have been pretty intense for the industry, especially with the looming recession. Surviving the economic downturn is now top priority for many founders.
Startup Advisor Dr. Jena Booher shares tips in this article to help young startup founders prepare for the coming months. Here are some key takeaways from the piece:
- Increase trust in your organization.
- Acknowledge your team’s challenges, but keep them focused on the main goal.
- Invest in equipping your employees with a variety of skills. That’s how they can adapt to the changing market conditions and your evolving strategy.
You can read the full article here.
TWITTER THREAD OF THE WEEK:
INTERESTING FINDS ACROSS THE INTERNET:
🎧 WHAT WE’RE WIRED INTO THIS WEEK:
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