Seth Godin asked Google's own AI what happened to the open web over the last decade. The answer named three phases, starting with the death of Google Reader in 2013.
Ross Simmonds, founder of
Foundation and the person who was telling B2B brands to get on Reddit back in 2016, joins Mark and Natalie to discuss what that admission actually means for marketers. Ross walks through why he bet on Reddit and Quora years before anyone else cared, how a fantasy football blog in college turned into a content marketing company, and why he thinks YouTube is the next channel everyone is sleeping on.
The conversation also covers the difference between commodity and non-commodity content, why volume plays on programmatic SEO are a fast track to getting deindexed, and how to reverse-engineer what a community actually wants before you post to it.
Jump into action:(
00:00) Why AI is a blessing and a curse for marketers
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00:41) Catching up while moving
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03:43) Seth Godin asked Google's AI what happened to blogs
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11:47) Ross on calling the Reddit wave back in 2016
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17:52) The three times Google admitted to killing the open web
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19:55) Why 10 blue links are never coming back
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24:53) Commodity content versus non-commodity content
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28:48) Turning one report into dozens of micro assets
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29:47) The brand, product, and content marketing trifecta
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39:46) Why leadership teams are pressuring the wrong metrics
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44:24) Why AI visibility tools are still just directional
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49:29) The next underinvested channel is YouTube
What is GTM News Desk?
No BS news about B2B Go-To-Market.
This is GTM News Desk - the show that keeps you ahead with marketing and sales strategies that win and clarity on the experience buyers want.
Mark Kilens and Natalie Marcotullio give it to you straight - what you’re doing wrong, what you’re doing right, and how to level up your GTM game. They dish out the latest trends, buyer behaviours, and proven plays you can put into action now. From aligning sales, marketing, and RevOps to closing deals at a clip you didn’t think possible, this podcast gives you B2B’s greatest playbooks and lays out the ‘tactics’ to avoid like the plague.
Mark and Natalie take their decades of collective experience working with top B2B brands like HubSpot and Drift and combine them with the GTM expert insights you need to create an impactful GTM strategy for your business.
Produced in partnership with Share Your Genius - we handle full-service media production: managing the process, people, and growth. Find our more at www.shareyourgenius.com