{"id":7857,"date":"2022-04-01T17:00:40","date_gmt":"2022-04-01T20:00:40","guid":{"rendered":"https:\/\/foundationinc.co\/?p=7857"},"modified":"2022-04-01T12:49:31","modified_gmt":"2022-04-01T15:49:31","slug":"why-saas-companies-are-launching-their-own-media-operations-vol-77","status":"publish","type":"post","link":"https:\/\/foundationinc.co\/newsletter\/vol-77","title":{"rendered":"Why SaaS Companies Are Launching Their Own Media Operations | Vol 77"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_78 counter-flat ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Article&#039;s Content<\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/foundationinc.co\/newsletter\/vol-77\/#hubspot-rolls-out-accelerator-program-for-creators\" >HubSpot Rolls Out Accelerator Program For Creators<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/foundationinc.co\/newsletter\/vol-77\/#whats-on-hootsuites-content-repurposing-menu\" >What\u2019s On Hootsuite\u2019s Content Repurposing Menu?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/foundationinc.co\/newsletter\/vol-77\/#why-saas-companies-are-launching-their-own-media-operations\" >Why SaaS Companies Are Launching Their Own Media Operations<\/a><\/li><\/ul><\/nav><\/div>\n<p><b>Welcome to Volume 77<\/b><\/p>\n<p><span style=\"font-weight: 400;\">An empire isn\u2019t built in a day.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It can take months or even years, depending on the available resources.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The same applies to building a thriving career or business.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Whatever stage you are in your career or business, you should take great pride and comfort in the fact that you are building something great.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It doesn\u2019t matter if you don\u2019t feel like it every day. Feelings aren\u2019t always a true mirror of our progress. What matters most is that you stay true to the process, take extreme ownership of your progress, dig the work, and always be learning and doing better.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That\u2019s how brands like HubSpot, Shopify, and other SaaS leaders grew to success.\u00a0<\/span><\/p>\n<p><b>Before we dive into today\u2019s stories, here\u2019s a peek at what&#8217;s to come in this piece:\u00a0\u00a0<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">HubSpot Rolls Out Accelerator Program For Creators<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What\u2019s On Hootsuite\u2019s Content Repurposing Menu?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Why SaaS Companies Are Launching Their Own Media Operations<\/span><\/li>\n<\/ul>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"hubspot-rolls-out-accelerator-program-for-creators\"><\/span><b>HubSpot Rolls Out Accelerator Program For Creators<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The creator economy is booming, no doubt.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Valued at $20B, the industry has <\/span><a href=\"https:\/\/signalfire.com\/blog\/creator-economy\/\"><span style=\"font-weight: 400;\">over 50 million independent content creators<\/span><\/a><span style=\"font-weight: 400;\">, curators, and community builders.\u00a0<\/span><\/p>\n<p><a href=\"https:\/\/influencermarketinghub.com\/creator-earnings-benchmark-report\/\"><span style=\"font-weight: 400;\">43% of creators<\/span><\/a><span style=\"font-weight: 400;\"> make at least $50k in annual income or higher from their content. These individuals who started out as regular internet consumers now earn $$$ creating engaging content, landing niche brand partnerships, and more.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With the market estimated to be worth $104.2B by the end of 2022, it\u2019s no wonder HubSpot is making its way into the industry.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">HubSpot announced <\/span><a href=\"https:\/\/www.prnewswire.com\/news-releases\/hubspot-launches-new-hubspot-creators-program-to-invest-millions-in-emerging-talent-301508322.html\"><span style=\"font-weight: 400;\">the launch of its creator program<\/span><\/a><span style=\"font-weight: 400;\">, Hubspot Creators. The program is geared toward empowering emerging creators with capital and includes a platform to produce podcasts and host them on the HubSpot website.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Qualified creators get the opportunity to receive financial and educational support to grow their audience and create a great listening experience for visitors and subscribers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">While this is a great move that benefits emerging creators with increased organic reach and a chance to collaborate with one of the biggest names in the industry, HubSpot has more going on here.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The podcast industry has gained more influence since the pandemic. In 2020, 332.2 million internet users listened to podcasts, and this number grew to 383.7 million users in 2021, <\/span><a href=\"https:\/\/www.statista.com\/statistics\/1291360\/podcast-listeners-worldwide\/\"><span style=\"font-weight: 400;\">according to Statista<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-7858 lazyload\" data-src=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/04\/1-podcast-listeners.png\" alt=\"Number of podcast listeners worldwide 2020 vs 2021\" width=\"1024\" height=\"850\" data-srcset=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/04\/1-podcast-listeners.png 1024w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/04\/1-podcast-listeners-300x249.png 300w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/04\/1-podcast-listeners-768x638.png 768w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/850;\" \/><\/p>\n<p><span style=\"font-weight: 400;\">As podcast consumption is on the rise, many marketers are investing $$$ on advertising. <\/span><a href=\"https:\/\/www.forbes.com\/sites\/bradadgate\/2021\/02\/11\/podcasting-has-become-a-big-business\/?sh=46f82b312cfb\"><span style=\"font-weight: 400;\">The 2020 super listeners survey<\/span><\/a><span style=\"font-weight: 400;\"> found that advertising on a podcast is the best way a brand can reach prospects. 54% of these listeners agreed that hearing a podcast ad makes them more likely to buy a product.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With the evident growth in the industry, HubSpot is one of many industry giants building their own audio platform.\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/techcrunch.com\/2020\/12\/30\/amazon-acquires-podcast-network-wondery\/\"><span style=\"font-weight: 400;\">Amazon acquired Wondery<\/span><\/a><span style=\"font-weight: 400;\">, the podcast network with eight million monthly listeners, for $300 million.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Spotify also made a series of acquisitions, including <\/span><a href=\"https:\/\/techcrunch.com\/2019\/02\/14\/spotify-gimlet-anchor-340-million\/\"><span style=\"font-weight: 400;\">podcast networks<\/span><\/a><span style=\"font-weight: 400;\"> Gimlet and Anchor, and podcast advertising and publishing platform Megaphone.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/techcrunch.com\/2020\/07\/23\/the-new-york-times-is-buying-the-production-studio-behind-serial-for-25m\/\"><span style=\"font-weight: 400;\">The New York Times acquired Serial Productions<\/span><\/a><span style=\"font-weight: 400;\"> for $25M.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">HubSpot\u2019s investment is a great way for the company to take advantage of the rise in podcast consumption and adoption as they give emerging creators a platform to build and host their podcasts.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">HubSpot has also made great investments in its media arm.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, <\/span><a href=\"https:\/\/foundationinc.co\/lab\/hubpsot-hustle-acquisition\"><span style=\"font-weight: 400;\">HubSpot acquired The Hustle<\/span><\/a><span style=\"font-weight: 400;\">, earning a combination of direct, organic, social, and referral traffic. The acquisition resulted in HubSpot gaining a free newsletter with 1.5M newsletter subscribers, over 11K members in various niche Facebook groups, a subscription newsletter called \u2018The Trend,\u2019 and a podcast called \u2018My First Million.&#8217;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The increased organic reach makes HubSpot better positioned to help these emerging creators produce more valuable content and get their content in front of more eyes.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Like Meta, HubSpot is following the money trail. The HubSpot Creators\u2019 launch is just the beginning for the CRM company. Over time, the accelerator will grow beyond podcasts to also include emerging newsletters and YouTube creators.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The move also increases their chances of building more credibility in the media space with exclusive content from new voices launching on their website. That\u2019s got to be exciting\u2014HubSpot building a podcast library to add to its already robust content library.\u00a0<\/span><\/p>\n<p><b>KEY TAKEAWAYS<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">HubSpot announced the launch of its creator program to empower emerging creators with capital and a platform to produce podcasts and host them on the company website.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The podcast industry has gained more influence since the pandemic. In 2020, 332.2 million internet users listened to podcasts, and this number grew to 383.7 million users in 2021, according to Statista.<\/span><\/li>\n<li aria-level=\"1\"><span style=\"font-weight: 400;\">The move also increases HubSpot\u2019s chances of building more credibility in the media space, with exclusive content from new voices launching on their website.<\/span><\/li>\n<\/ul>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"whats-on-hootsuites-content-repurposing-menu\"><\/span><b>What\u2019s On Hootsuite\u2019s Content Repurposing Menu?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Creating content from scratch every time to engage your audience can be tough and time-consuming. You\u2019re more inspired to write on some days, and on other days, you might struggle to come up with anything interesting.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">No matter how in love you are with content creation or how much you want your audience to always get content straight from the oven, there are other activities that require your team\u2019s attention and company resources to drive business growth.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Instead of creating new content, you should focus on repurposing existing content. Give your existing content pieces a facelift and remix them into different formats.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Hootsuite is one brand that has embraced and exemplified the \u201ccreate once, distribute forever\u201d mantra in the B2B industry.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The billion-dollar social media scheduling company remixes existing content into different formats that fit the distribution channels they leverage.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">They designed a whole content repurposing menu, leveraging their social reach to increase their organic reach:<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-7859 lazyload\" data-src=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/04\/2-hootsuite-distribution-channels.png\" alt=\"breakdown of Hootsuite's distribution channels\" width=\"1024\" height=\"850\" data-srcset=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/04\/2-hootsuite-distribution-channels.png 1024w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/04\/2-hootsuite-distribution-channels-300x249.png 300w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/04\/2-hootsuite-distribution-channels-768x638.png 768w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/850;\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Repurposing their content not only saves Hootsuite time but it also makes their content easier to scale on different platforms. That means Hootsuite\u2019s audience can consume their content on a channel they prefer, in an appropriate content format.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Nailing content-market fit is critical if you want to succeed in your marketing efforts.\u00a0<\/span><\/p>\n<p><a href=\"https:\/\/youtu.be\/mlMUWCuhtg8\"><span style=\"font-weight: 400;\">Content-market fit<\/span><\/a><span style=\"font-weight: 400;\"> means remixing an existing piece of content into a format that suits a specific channel and distributing it on that channel.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, Hootsuite originally published this Instagram hashtags guide in 2016:<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-7860 lazyload\" data-src=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/04\/3-hootsuite-instagram-hashtag-guide.png\" alt=\"Hootsuite instagram hashtag guide 2016\" width=\"1999\" height=\"898\" data-srcset=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/04\/3-hootsuite-instagram-hashtag-guide.png 1999w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/04\/3-hootsuite-instagram-hashtag-guide-300x135.png 300w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/04\/3-hootsuite-instagram-hashtag-guide-1024x460.png 1024w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/04\/3-hootsuite-instagram-hashtag-guide-768x345.png 768w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/04\/3-hootsuite-instagram-hashtag-guide-1536x690.png 1536w\" data-sizes=\"(max-width: 1999px) 100vw, 1999px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1999px; --smush-placeholder-aspect-ratio: 1999\/898;\" \/><\/p>\n<p><span style=\"font-weight: 400;\">The asset generated less than 3K organic visits when it was first published, and even after four years, the traffic was less than 10K. However, since the content was updated in 2021, the piece now generates 232K organic visits every month.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is what the asset looks like now:<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-7861 lazyload\" data-src=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/04\/4-instagram-hashtag-guide-revamped.png\" alt=\"Instagram hashtag guide revamped\" width=\"1999\" height=\"1040\" data-srcset=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/04\/4-instagram-hashtag-guide-revamped.png 1999w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/04\/4-instagram-hashtag-guide-revamped-300x156.png 300w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/04\/4-instagram-hashtag-guide-revamped-1024x533.png 1024w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/04\/4-instagram-hashtag-guide-revamped-768x400.png 768w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/04\/4-instagram-hashtag-guide-revamped-1536x799.png 1536w\" data-sizes=\"(max-width: 1999px) 100vw, 1999px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1999px; --smush-placeholder-aspect-ratio: 1999\/1040;\" \/><\/p>\n<p><span style=\"font-weight: 400;\">And Hootsuite didn\u2019t stop after this increase in traffic. After the update, Hootsuite repurposed the long-form asset into this 6-minute video for YouTube:<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-7862 lazyload\" data-src=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/04\/5-hootsuite-instagram-hashtag-strategy-youtube.png\" alt=\"Hootsuite instagram hashtag strategy youtube\" width=\"1990\" height=\"1286\" data-srcset=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/04\/5-hootsuite-instagram-hashtag-strategy-youtube.png 1990w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/04\/5-hootsuite-instagram-hashtag-strategy-youtube-300x194.png 300w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/04\/5-hootsuite-instagram-hashtag-strategy-youtube-1024x662.png 1024w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/04\/5-hootsuite-instagram-hashtag-strategy-youtube-768x496.png 768w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/04\/5-hootsuite-instagram-hashtag-strategy-youtube-1536x993.png 1536w\" data-sizes=\"(max-width: 1990px) 100vw, 1990px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1990px; --smush-placeholder-aspect-ratio: 1990\/1286;\" \/><\/p>\n<p><span style=\"font-weight: 400;\">The video performed really well, generating up to 21K views in less than a year.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A primary reason this video performed so well is because Hootsuite didn\u2019t just create some random video without any strategy. They used these long-tail keywords to break up the YouTube video into chapters:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Why use hashtags?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">How do hashtags work?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">How do you tell if your hashtag is working?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">How many hashtags should you use?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">How do you find good hashtags to use?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Different categories of hashtags<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">How do you hide your hashtags?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What happens if you use a banned hashtag?<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">A keyword like \u201cHow do hashtags work?\u201d has 800 people searching for answers every month, and Hootsuite\u2019s guide shows up first every time to offer direction:<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-7863 lazyload\" data-src=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/04\/6-SERP-for-how-do-hashtags-work.png\" alt=\"SERP for how do hashtags work\" width=\"1452\" height=\"428\" data-srcset=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/04\/6-SERP-for-how-do-hashtags-work.png 1452w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/04\/6-SERP-for-how-do-hashtags-work-300x88.png 300w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/04\/6-SERP-for-how-do-hashtags-work-1024x302.png 1024w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/04\/6-SERP-for-how-do-hashtags-work-768x226.png 768w\" data-sizes=\"(max-width: 1452px) 100vw, 1452px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1452px; --smush-placeholder-aspect-ratio: 1452\/428;\" \/><\/p>\n<p><span style=\"font-weight: 400;\">To increase the visibility and organic reach of the video, Hootsuite also embedded the YouTube video in the blog post and made the table of contents more robust:<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-7864 lazyload\" data-src=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/04\/7-hootsuite-original-blog-post-vs-updated-post.png\" alt=\"Hootsuite original blog post vs updated post\" width=\"2000\" height=\"1080\" data-srcset=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/04\/7-hootsuite-original-blog-post-vs-updated-post.png 2000w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/04\/7-hootsuite-original-blog-post-vs-updated-post-300x162.png 300w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/04\/7-hootsuite-original-blog-post-vs-updated-post-1024x553.png 1024w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/04\/7-hootsuite-original-blog-post-vs-updated-post-768x415.png 768w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/04\/7-hootsuite-original-blog-post-vs-updated-post-1536x829.png 1536w\" data-sizes=\"(max-width: 2000px) 100vw, 2000px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 2000px; --smush-placeholder-aspect-ratio: 2000\/1080;\" \/><\/p>\n<p><span style=\"font-weight: 400;\">They also repurposed into a carousel on Instagram, generating more than 1K reactions:<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-7865 lazyload\" data-src=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/04\/8-hootsuite-instagram-carousel.png\" alt=\"Hootsuite instagram carousel\" width=\"1990\" height=\"1286\" data-srcset=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/04\/8-hootsuite-instagram-carousel.png 1990w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/04\/8-hootsuite-instagram-carousel-300x194.png 300w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/04\/8-hootsuite-instagram-carousel-1024x662.png 1024w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/04\/8-hootsuite-instagram-carousel-768x496.png 768w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/04\/8-hootsuite-instagram-carousel-1536x993.png 1536w\" data-sizes=\"(max-width: 1990px) 100vw, 1990px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1990px; --smush-placeholder-aspect-ratio: 1990\/1286;\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Notice how these repurposed content were short, digestible, and perfect for the channel used. That\u2019s why people engage with them and share them with others.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can also embrace repurposing long-form assets into snackable content. Turn your statistics report into a LinkedIn deck or Instagram carousel. Turn webinars into bite-sized videos for YouTube. Turn guides into interactive Instagram reels.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Turning short-form posts to longer-form assets is also an option. You can turn Twitter threads into a long-form blog post. Turn internal or customer data into case studies.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There\u2019s no end to the remix. Content isn\u2019t created to live once and die out of neglect. It\u2019s meant to be repurposed and distributed over and over again. That\u2019s how you save time to reinvest in other equally important tasks.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I shared other ways Hootsuite repurposes content with lots of examples in this article. You can learn all about these methods and the opportunity Hootsuite missed in this <\/span><a href=\"https:\/\/foundationinc.co\/lab\/hootsuite-content-repurposing\"><span style=\"font-weight: 400;\">article<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><b>KEY TAKEAWAYS<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Hootsuite is one brand that has embraced and exemplified the \u201ccreate once, distribute forever\u201d mantra in the B2B industry, with its content repurposing menu.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Repurposing content not only saves Hootsuite time but it also makes their content easier to scale on different platforms. Hootsuite\u2019s audience can consume their content on a channel they prefer, in an appropriate format.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">You can also embrace repurposing long-form assets into snackable content, or repurposing short-form content into long-form assets.<\/span><\/li>\n<\/ul>\n<hr \/>\n<h2><span class=\"ez-toc-section\" id=\"why-saas-companies-are-launching-their-own-media-operations\"><\/span><b>Why SaaS Companies Are Launching Their Own Media Operations<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Last week, I stumbled upon <\/span><a href=\"https:\/\/techcrunch.com\/2022\/03\/21\/why-so-many-saas-companies-are-launching-their-own-media-operations\/\"><span style=\"font-weight: 400;\">an exciting article Ron Miller wrote.<\/span><\/a><span style=\"font-weight: 400;\"> It was his analysis of the reason SaaS companies are launching their own media operations.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There\u2019s been tons of acquisitions and new releases in the SaaS industry that indicates a massive shift from regular blog content creation to a richer content mix.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">SaaS leaders are building a full-blown media arm that combines written blogs, videos, and podcasts all in one place.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, <\/span><a href=\"https:\/\/investor.salesforce.com\/press-releases\/press-release-details\/2021\/Announcing-Salesforce-a-New-Streaming-Service-for-Live-Experiences-and-Original-Content-Series\/default.aspx\"><span style=\"font-weight: 400;\">Salesforce launched Salesforce+<\/span><\/a><span style=\"font-weight: 400;\">, a new streaming platform for live experiences and original content series.\u00a0<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-7866 lazyload\" data-src=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/04\/9-salesforce.png\" alt=\"Salesforce Plus streaming platform\" width=\"1999\" height=\"888\" data-srcset=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/04\/9-salesforce.png 1999w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/04\/9-salesforce-300x133.png 300w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/04\/9-salesforce-1024x455.png 1024w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/04\/9-salesforce-768x341.png 768w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/04\/9-salesforce-1536x682.png 1536w\" data-sizes=\"(max-width: 1999px) 100vw, 1999px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1999px; --smush-placeholder-aspect-ratio: 1999\/888;\" \/><\/p>\n<p><span style=\"font-weight: 400;\">They are working hard to become the Netflix of the B2B industry. The goal is to attract new customers and keep existing ones engaged.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The platform had generated over 79K backlinks, with an organic traffic value of $13K. That\u2019s pretty great for something that launched less than one year ago.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Mailchimp also launched Bloom Season, its digital magazine to empower black-owned small businesses in specific industries, with practical tips from successful black entrepreneurs to reshape how these businesses think of success.<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-7867 lazyload\" data-src=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/04\/10-mailchimp-bloom-season.png\" alt=\"Mailchimp Bloom Season announcement tweet from Ben Chestnut\" width=\"1190\" height=\"1184\" data-srcset=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/04\/10-mailchimp-bloom-season.png 1190w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/04\/10-mailchimp-bloom-season-300x298.png 300w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/04\/10-mailchimp-bloom-season-1024x1019.png 1024w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/04\/10-mailchimp-bloom-season-150x150.png 150w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/04\/10-mailchimp-bloom-season-768x764.png 768w\" data-sizes=\"(max-width: 1190px) 100vw, 1190px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1190px; --smush-placeholder-aspect-ratio: 1190\/1184;\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Mailchimp avoids fluffy content and focuses on creating thought leadership pieces on business, overall wellbeing, and other fun areas small businesses will find valuable.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A topic like burnout, for instance, has 433K people searching for related content every month.\u00a0<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-7868 lazyload\" data-src=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/04\/11-SERP-for-burnout.png\" alt=\"SERP for burnout\" width=\"1999\" height=\"801\" data-srcset=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/04\/11-SERP-for-burnout.png 1999w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/04\/11-SERP-for-burnout-300x120.png 300w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/04\/11-SERP-for-burnout-1024x410.png 1024w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/04\/11-SERP-for-burnout-768x308.png 768w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/04\/11-SERP-for-burnout-1536x615.png 1536w\" data-sizes=\"(max-width: 1999px) 100vw, 1999px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1999px; --smush-placeholder-aspect-ratio: 1999\/801;\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Having an entrepreneur who can relate to this pain and share first-hand experience is a great way to help their readers connect with the story, find the help they need, and share it with their network.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">HubSpot, as I mentioned before, acquired The Hustle for a similar purpose. And Shopify is launching its own media operations, <\/span><a href=\"https:\/\/news.shopify.com\/shopify-launches-tv-and-film-production-branch-shopify-studios\"><span style=\"font-weight: 400;\">Shopify Studios<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Notice how each of these brands focuses on creating rich, interactive business content for their audiences. The goal is to keep their audiences engaged and entertained, and attract more people who\u2019ll be interested in such content.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">B2B content doesn\u2019t have to be boring and educational. It can be fun and intuitive. These companies prove that, and we\u2019re watching closely to see the great things they\u2019ll achieve in the months to come.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you want to dive deeper into Ron\u2019s version, you can <\/span><a href=\"https:\/\/techcrunch.com\/2022\/03\/21\/why-so-many-saas-companies-are-launching-their-own-media-operations\/\"><span style=\"font-weight: 400;\">find it here<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><b>KEY TAKEAWAYS<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">SaaS leaders are building a full-blown media arm that combines written blogs, videos, and podcasts all in one place.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/investor.salesforce.com\/press-releases\/press-release-details\/2021\/Announcing-Salesforce-a-New-Streaming-Service-for-Live-Experiences-and-Original-Content-Series\/default.aspx\"><span style=\"font-weight: 400;\">Salesforce launched Salesforce+<\/span><\/a><span style=\"font-weight: 400;\">, a new streaming platform for live experiences and original content series, which has generated over 79K backlinks and $13K traffic value in less than a year.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">These SaaS companies focus on creating engaging business-focused content that entertains, educates, and engages the reader all the way. A great strategy to keep people coming back for more.<\/span><\/li>\n<\/ul>\n<hr \/>\n<p><b>OTHER NEWS OF THE WEEK:\u00a0<\/b><\/p>\n<p><a href=\"https:\/\/www.businessinsider.com\/snowflake-investing-in-python-to-grow-as-market-slows-2022-3?r=US&amp;IR=T\"><span style=\"font-weight: 400;\">Snowflake is gearing up to acquire Streamlit<\/span><\/a><span style=\"font-weight: 400;\">, a tool that makes it easier for data scientists and analysts to build and share machine-learning apps.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">TikTok collaborates with Giphy on <\/span><a href=\"https:\/\/techcrunch.com\/2022\/03\/29\/tiktok-partners-with-giphy-on-new-video-creation-tool-tiktok-library\/\"><span style=\"font-weight: 400;\">a new video creation tool<\/span><\/a><span style=\"font-weight: 400;\"> to make it easier for creators to access entertainment content and participate in trends.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Otter.ai is <\/span><a href=\"https:\/\/www.protocol.com\/bulletins\/otter-ai-transcript-meeting-summary\"><span style=\"font-weight: 400;\">rolling out a new set of meeting features<\/span><\/a><span style=\"font-weight: 400;\"> that summarizes a meeting you missed so you don\u2019t have to listen to the whole recording or read an entire transcript.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>BRAIN FOOD OF THE WEEK:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Who read Ross\u2019 hot take on LinkedIn about the Oscars?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Lol. In case you missed it, <\/span><a href=\"https:\/\/www.linkedin.com\/posts\/rosssimmonds_marketing-activity-6914168886686830592-sHVR?utm_source=linkedin_share&amp;utm_medium=member_desktop_web\"><span style=\"font-weight: 400;\">here you go<\/span><\/a><span style=\"font-weight: 400;\">:\u00a0<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-7869 lazyload\" data-src=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/04\/12-ross-post-about-oscars.png\" alt=\"Ross Simmonds' tweet about The Oscars\" width=\"1072\" height=\"374\" data-srcset=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/04\/12-ross-post-about-oscars.png 1072w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/04\/12-ross-post-about-oscars-300x105.png 300w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/04\/12-ross-post-about-oscars-1024x357.png 1024w, https:\/\/foundationinc.co\/wp-content\/uploads\/2022\/04\/12-ross-post-about-oscars-768x268.png 768w\" data-sizes=\"(max-width: 1072px) 100vw, 1072px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1072px; --smush-placeholder-aspect-ratio: 1072\/374;\" \/><\/p>\n<p><span style=\"font-weight: 400;\">I laughed hard when I read this because I was wondering what a slap could possibly teach us about marketing. Maybe a lesson on going viral or viral marketing?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But I did learn an interesting lesson from the incident\u2014the events that took place after. Both parties owned their part and moved to make amends, first with a public apology.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Owning your part in anything you do is a critical part of succeeding. At Foundation, we call this trait \u201cextreme ownership.\u201d\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Extreme ownership is beyond knowing what you are responsible for. It also involves knowing how your actions affect your team, the company, and the clients you serve.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Having this full picture doesn\u2019t mean you won\u2019t slip sometimes. It means you are conscious and committed to giving and doing your very best at all times to support the team, drive the company\u2019s mission, and offer clients the best quality of service.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And if you do fail, you\u2019re willing to own the mistake, apologize, learn what you did wrong, and take steps to do better and be better. This single trait can set you apart from the rest of the crowd and make you successful in any area of your life.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>TWITTER THREAD OF THE WEEK:<\/b><\/p>\n<p><a href=\"https:\/\/twitter.com\/FoundationIncCo\/status\/1506392278817906692\"><span style=\"font-weight: 400;\">20 best podcast episodes to ramp up your marketing<\/span><\/a><span style=\"font-weight: 400;\"> by <\/span><a href=\"https:\/\/twitter.com\/FoundationIncCo\"><span style=\"font-weight: 400;\">FoundationIncCo<\/span><\/a><\/p>\n<p>&nbsp;<\/p>\n<p><b>IN CASE YOU MISSED SOME OF OUR GREATEST HITS:<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/foundationinc.co\/lab\/what-is-the-most-underrated-marketing-channel\/\"><span style=\"font-weight: 400;\">What is the most underrated marketing channel?<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/foundationinc.co\/lab\/content-lanes\/\"><span style=\"font-weight: 400;\">Why Marketers Should Spend Less Time Studying Competitors\u2019 Playbook<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/foundationinc.co\/lab\/focus-on-repurposing\/\"><span style=\"font-weight: 400;\">Want To Create More Content? Focus On Repurposing<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/foundationinc.co\/lab\/content-analytics\"><span style=\"font-weight: 400;\">Top Three Metrics to Measure When Dealing With Content Analytics<\/span><\/a><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><b>WHAT WE\u2019RE WIRED INTO THIS\u00a0 WEEK \ud83c\udfa7:<\/b><\/p>\n<p><a href=\"https:\/\/music.apple.com\/ca\/playlist\/smooth-n-easy\/pl.u-leylWoPUj9WW7EN\"><span style=\"font-weight: 400;\">Smooth n Easy by Taylor Perry<\/span><\/a><\/p>\n<p>&nbsp;<\/p>\n<hr \/>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">These round-ups are brought to you by me, <\/span><a href=\"https:\/\/foundationinc.co\/team\/jessica-tee-orika\"><span style=\"font-weight: 400;\">Jessica O<\/span><\/a><span style=\"font-weight: 400;\">., every week <\/span><span style=\"font-weight: 400;\">\u270c<\/span><span style=\"font-weight: 400;\">!<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Welcome to Volume 77 An empire isn\u2019t built in a day.\u00a0 It can take months or even years, depending on the available resources.\u00a0 The same applies to building a thriving career or business.\u00a0 Whatever stage you are in your career or business, you should take great pride and comfort in the fact that you are [&hellip;]<\/p>\n","protected":false},"author":48,"featured_media":7866,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[126],"tags":[],"class_list":["post-7857","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-newsletter"],"acf":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/foundationinc.co\/wp-json\/wp\/v2\/posts\/7857","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/foundationinc.co\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/foundationinc.co\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/foundationinc.co\/wp-json\/wp\/v2\/users\/48"}],"replies":[{"embeddable":true,"href":"https:\/\/foundationinc.co\/wp-json\/wp\/v2\/comments?post=7857"}],"version-history":[{"count":0,"href":"https:\/\/foundationinc.co\/wp-json\/wp\/v2\/posts\/7857\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/foundationinc.co\/wp-json\/wp\/v2\/media\/7866"}],"wp:attachment":[{"href":"https:\/\/foundationinc.co\/wp-json\/wp\/v2\/media?parent=7857"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/foundationinc.co\/wp-json\/wp\/v2\/categories?post=7857"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/foundationinc.co\/wp-json\/wp\/v2\/tags?post=7857"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}