How EquipmentShare Doubled Their Traffic

Happy Thursday!?

In this week’s newsletter, we cover:?

• How EquipmentShare Doubled Their Traffic in Less Than a Year
• ?? The Latest in B2B SaaS This Week
• ?? This Week’s Brain Food?
• ? The Best Content across the Web?

Let’s get into it.

Intersection 2024: Catch the Recording Here

Did you miss Intersection 2024?

Don’t worry! We recorded the whole thing.

Foundation’s best and brightest kicked off the summer yesterday with a virtual conference exploring the intersection of artificial intelligence and marketing. Whether you’re still exploring different use cases for generative tools or are ready to level up your AI strategy, it has plenty of insights for you.

Hosted by our very own Leigha Henderson, Intersection 2024 featured:?

• What Content AI Can’t Do (Yet) — Chris Meabe, Senior Content Specialist, discussed what these disruptive tools still struggle with and how to avoid misusing AI.
• Fireside Chat on Disruptive Technologies — James Scherer, VP of Strategy, joined Ross for a virtual sit-down on the marketing innovations making waves.
• Key Note Speaker: Ross Simmonds — The marketing master himself spent an hour separating hype from reality when it comes to using AI for creation and distribution.

Want to watch the full recording packed full of those insights??

?? Watch the Intersection 2024: Fireside Chat recording here! You can find the other presentations from the summit on our YouTube channel.

B2B SAAS NEWS

How EquipmentShare Doubled Their Traffic

EquipmentShare is a multi-billion-dollar equipment rental company. Despite their long history of leading their industry, they’re still creating fantastic new marketing strategies.

Most companies have to build blog pages to attract traffic. But EquipmentShare has figured out how to make their product pages lead generators, topping SERPS and contributing significantly to their overall organic traffic. That work doubled their organic traffic in less than a year, a result we can all be a little jealous of.

But that’s not all. They also make geo-specific pages that are perfectly crafted with just the right information to rank at the top of the SERPs for dozens of keywords. Some of them even perform better than their product pages!

And best of all, they are mastering the art of content repurposing. They’re figuring out how to share their content across several platforms to make the most out of it and have the widest impact possible.

Want to see the full breakdown of how EquipmentShare hit traffic 2x growth with content? Check it out right here.

?? New Podcast Alert: Dialpad’s Content Strategy with Chris Meabe ??

Wait, Chris Meabe? The name at the bottom of this newsletter?!

I know that’s what you’re all thinking, and it’s true. I’m basically a celeb now.

That’s because I have the honor of guesting on the latest episode of Create Like the Greats. I have to say — it’s a pretty great episode.

Ross and I talk through one of my favorite articles I’ve written at Foundation: My breakdown of how Dialpad is killing the SEO game.

But that’s not all! We also play a fun game of “make a programmatic SEO pitch”. Okay, that sounds a little technical, but I promise it’s a blast and a great way to brainstorm interesting content strategies.

Ready to hear the voice behind the newsletter? Check out the latest episode of Create Like the Greats on Apple Podcasts and Spotify.

?? What’s the Latest in B2B SaaS This Week? ??

?? The European VC Behind Mistral, Revolut, and Slack Just Raised $2.3 Billion | Fortune

?? AWS App Studio Promises to Generate Enterprise Apps From a Written Prompt | TechCrunch

?? TikTok Ad Spend Growth Slows Amid Ban Talks | Search Engine Land

??? Growth Stalls at Elon Musk’s X | Financial Times

?? Google Parent Alphabet Shelves Efforts to Acquire HubSpot | Bloomberg

??? Organize to Excel — Bring Your Content Together in Planable ???

If you’re still of the mindset that you can plan your entire marketing operation in a spreadsheet, this one’s for you.?

Planable is a collaboration platform that drives all of your content distribution efforts through an intuitive, easy-to-use interface. It’s a digital command center where you and your team can create, plan, review, and approve all your awesome marketing content.?

And Planable isn’t just for social media. It helps you optimize your workflows for blogs, newsletters, press releases, briefs — every asset in your content portfolio!

With a dedicated workspace for each brand or client, you'll experience a faster, smoother workflow that helps your team work together like never before.

Because Planable loves organized content. And so should you.?

Bring all your content together today. Try Planable for free.?

?? This Week’s Brain Food ??

The days are getting hot in the Northern Hemisphere, so here are some hot weather tips that help me survive. I live in Granada, where the summer days can get as hot as 46 °C (115 °F), and I’ve had to do some adapting since I moved here!

• Freeze ice cubes of coffee, tea, or whatever you’re drinking. A lot of people use this as a way to cool a drink without diluting it, and it’s great for that. But on the worst days, the ice cubes are pretty nice on their own.
• Frozen berries are a cheap, healthy snack. Well, they’re cheaper than fresh berries and healthier than ice cream—I’m not saying they’re raw spinach, okay? But they’re a great way to cool down and get a little something sweet. Grapes are perfect for this, too!
• Soak a couple of hand towels and put them in the freezer, pulling them out to lay on your face or neck when you need to cool down. When one thaws all the way through, re-soak it and put it back in the freezer, rotating with the one that’s already ice cold again.
• Complain about the heat. It really does make you feel better.

??Twitter/X Thread of the Week

Zero-Click Marketing by Amanda Natividad

??? LinkedIn Post of the Week

Be More Direct by Rosanna Campbell

???? Nice Finds You Should Binge

• TikTok Shop's Pushy Ad Strategy, Explained |?Vox
• The Words That Give Away Generative AI Text | Wired
• AI Has All the answers. Even the Wrong Ones. | FT
• Airbnb’s Olympics Push Could Help It Win Over Paris |?Wired
• Will AI Ever Become Conscious? It Depends on How You Think About Biology. |?Vox

?? 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.?

• SignalFire Job Board
• Foundation: Content Marketing Manager
• Foundation: B2B Content Marketing Strategist
• Foundation: Social Media Editor [Freelance]
• Foundation: Senior Director of B2B Marketing
• Foundation: Senior Director of Social Media
• Foundation: Content Creator

?? What We’re Wired into This Week

In the Groove — Jiro Inagaki & His Soul Media