What do Jesus, Socrates, and Malcolm X have in common? 

They all used ghostwriters to capture their knowledge and share it with the world.

My name is Dennis Buckley, and I run Founders Ink — a content production firm.

We help purpose-driven leaders drive 3 outcomes:

1. Visibility - Deliver your message to the right audience
2. Credibility - Build trust by demonstrating expertise
3. Growth - Generate more business opportunities 

How?

By ghostwriting thoughtful LinkedIn posts and articles sharing your knowledge.

I say "ghostwriting" because everyone knows what that means.

But in truth, the work we do for our clients is closer to a scribe.

Here's the difference:

Scribe: 100% your ideas, in your words, in your voice.

Ghostwriter: 30% your ideas, fill in the rest with conventional wisdom.

You're the expert, not us. 

We help you unlock the wisdom and expertise that's stuck in your head.

Then turn that hidden knowledge into media for your target audience.

Our best clients share these five goals:

1. Grow your influence on LinkedIn
2. Show up as a real person on the internet 
3. Connect authentically with your target audience
4. Share knowledge with the people who need it most
5. Offer services that provide value to both you and your customers

If you want to learn more about our process, or schedule a consult, visit www.founders.ink

Dennis Buckley 
Founder, Founders Ink

Dennis Buckley

👋 I'm Zach, and here's my story in a nutshell:

- Built a media company for college students in 2019
- Helped companies accelerate organic growth
- Developed Minuttia’s growth and brand content strategy

I’m currently managing growth initiatives and acquisition channels at Minuttia (an adaptive content marketing agency for B2B SaaS), focusing on driving the pipeline.

What you'll get by following me:

→ Actionable tips for building adaptive growth strategies
→ Transparent & actionable advice, no fluff
→ Exclusive updates on Minuttia’s growth

How can I help you:

◾ Demand Creation

- Media Engine
- Distribution Plan
- Content Strategy
- Founder-led Content

◾ Demand Capture

- Paid Media
- Signal-based Outbound
- GTM Infrastructure
- Experimentation

Contact me: 

📥 drop me a DM

Zacharias Xiroudakis

If you’ve ever wondered what “growth” looks like when someone does it for a decade, not a quarter, you’ll want to hear Angelos.

📅 SaaStock Local Athens - Thursday, 26 Feb at 18:30
📍 Workable (Marousi)

One speaker I’m excited to have with us: Angelos Papaioannidis (VP of Growth at Epignosis learning technologies).

Angelos has been with Epignosis since the early days of TalentLMS. Thirteen years in, he’s seen every version of “we need growth” you can imagine: early-stage scrappiness, scaling channels, fighting saturation, expanding internationally, and rebuilding the machine when the market changes.

Why you should hear him:

- He’s not a “one-channel” marketer. His work spans SEM strategy end-to-end, plus experimentation across other paid platforms.
- He’s spent years doing the hard parts that actually move revenue: competitive analysis, landing page iteration, funnel and UX testing, and A/B experimentation.
- He understands how to scale internationally in practice, because he’s done it while owning both strategy and execution over long cycles, not short sprints.

If you care about repeatable growth, efficient acquisition, and what it takes to keep a SaaS engine compounding over time, Angelos will be a very practical listen.

⚠️ Limited seats: grab your ticket with the link in the comments.

Managing Director at Minuttia | B2B SaaS Growth

In 2 days, we’re back with SaaStock Local Athens, focused on one thing: how to build global GTM from Athens and sell internationally.

If you’re building (or scaling) a SaaS from Greece, this is worth showing up for.

Why:

- You’ll get real playbooks from people doing it right now.
- You’ll pick up practical patterns you can apply immediately (positioning, channel bets, sales motion, what to avoid).
- You’ll meet founders + GTM operators in the same situation.

Speakers:

Benoît Kuhn (Co-Founder, Atlas - the Recruitment Platform)
Angelos Papaioannidis (VP of Growth, Epignosis learning technologies)
Yannis Asimakopoulos (Director of Demand Gen, TileDB)
Nick Malekos (Head of Growth & Demand Gen, Cyberbit)

Networking before & after, plus drinks.

Registration link in the comments. ⬇️

Back at my base.

Taking a moment to process the past few days.

- Intense experience.
- Tons of value.
- Great conversations.
- Time with friends.
- Connecting with new people.

And yes, having fun.

The first SaaStock Local Athens of the year ran smoothly and honestly went amazingly.

Huge thanks to Vaios Gkitsas and everyone who made it happen.

We also had a small dinner with people I’ve been wanting to connect with for a while.

And a few memories I won’t forget.

What’s clear to me after this:

- The SaaS ecosystem in Athens (and beyond) is growing, and there’s appetite for more.
- More events.
- More conversations.
- More collaboration.

We’re already thinking about what’s next.

If you’re part of the SaaS ecosystem and want to be involved in building something new, I’d love to hear from you.

More on that soon.

I ran an experiment.

I wanted to see if YouTube Shorts has real demand for AEO-related queries and AI Search topics.

So I recorded ~10 short videos and published them on both LinkedIn and YouTube.

Here’s what happened:

When you search for those queries, most of the videos show up on page one and even get mentioned inside AI Overviews.

Highlights:

➡️ ~2.7K views in the last 30 days
➡️ ~9 hours of watch time
➡️ Longest video: 30 seconds
➡️ In an account with almost zero subscribers

This is a demand signal.

People are actively searching for answers around AI Search and AEO across formats.

A couple of takeaways from this:

- YouTube is an underutilized distribution channel for AEO content right now (and not only)
- Short-form video can capture search intent
- Video is harder to replicate at scale, which creates a defensibility layer
- Seeing and hearing someone builds a different level of trust than text alone

If you’ve been thinking about using YouTube as a distribution layer for your content engine, this is a good moment to test it.

The surface area of search is expanding.

And video is clearly part of it.

If you’re selling to technical buyers and still treating demand gen like “run ads + publish content”, you’ll want to hear Yannis.

📅 SaaStock Local Athens - Thursday, 26 Feb at 18:30
📍 Workable (Marousi)

One speaker I’m very happy to have on stage: Yannis Asimakopoulos (Director of Demand Gen at TileDB).

Yannis is a proper full-stack demand gen operator. The kind of person who can build pipeline, but also build the system behind it: funnel definitions, lead scoring, martech, reporting, sales alignment, the whole thing.

Why you should hear him:

- He’s spent years doing GTM for global B2B products, across EMEA and the US, in both self-serve and assisted sales motions.
- He’s marketed to technical audiences (data teams, engineers, quants) and knows the difference between “traffic” and “real buying intent”.
- He’s led demand gen teams multiple times, including owning the ops layer (HubSpot, attribution, lifecycle, automation), not just channel execution.

If you’re building pipeline in a technical category, or you’re trying to make marketing a consistent driver of revenue, Yannis will be very practical to listen to.

⚠️ Limited seats: grab your ticket with the link in the comments.

I just recorded a short video on one thing most B2B SaaS teams still ignore:

YouTube is not a brand channel. It is a search channel.

And in AI search, it is one of the inputs that can decide who gets recommended.

Here is the simple chain:

1️⃣ YouTube is one of the most cited domains in AI Overviews, and it shows up across other AI systems too. 
2️⃣ Your transcript is the asset. That text can be pulled into AI answers as a source. 
3️⃣ YouTube can also earn you an extra SERP slot, on top of your pages. 

So the question is not “should we do video”.

The question is “do we want to own more of the surfaces where buyers research”.

If you want a practical starting point:

- Pick 10 prompts that map to evaluation intent (best for X, alternatives, vs, how to implement)
- Ship short videos that answer one prompt each
- Write titles and sections like search queries, not like podcast episodes
- Make the first 20 seconds carry the full answer, then add proof and examples

Video is now part of the organic stack that feeds AI results.

I took over the Managing Director role at Minuttia, and one of the first things I wanted to push was a stronger LinkedIn presence across the team.

Credit to Alex Lieberman for the initial spark. 

I saw the idea, looked at our reality, and thought it was worth testing in our own way.

So we ran a LinkedIn challenge.

The concept was simple.

- We set a prize for the top performer.
- We built an internal tracker with Bolt.
- We created a Slack channel for submissions, support, reposts, and visibility.
- We asked teammates to submit their posts and report impressions every Friday, because impressions keep moving and only the account owner can see them.

And I also built an admin layer so we could review submissions, catch duplicates, and keep the numbers clean.

The goal was to help more people on the team get comfortable publishing, sharing their thinking, and building the habit.

That part matters more than most teams think.

When you work in B2B SaaS, LinkedIn is one of the few channels where expertise, repetition, and distribution can compound in public. 

It helps you stay top of mind.

Now for the honest part.

The results were mixed.

We wanted more participation.

We wanted more volume.

The timing was not ideal either, since the challenge ran through the year-end period and a big part of the team was out of office.

In practice, three people carried most of the activity in the first four weeks.

Still, that does not make the experiment a bad one.

A few teammates posted 18, 11, and 10 times across the challenge period.

Several people who were not active before started showing up.

More important, some got past the hardest part, which is pressing publish without overthinking every sentence.

That shift is hard to measure in a dashboard, but it matters.

A few more people inside the company now treat LinkedIn as part of their routine.

And that is a better outcome than a short spike in numbers.

Would I run it again?

Yes.

Would I change a few things?

Also yes.

➡️ I’d pick a better time window.
➡️ I’d give more support to first-time posters.
➡️ I’d spend more effort on coaching and accountability.

Because if you want more people to publish, you need more than a leaderboard.

You need a system, context, examples, and a reason to care.

That was the real lesson from this one.

If you’re thinking of running something similar inside your team, build the first version fast and keep it simple.

The hardest part is not the tool.

The hardest part is helping people believe they have something worth saying.

Should you publish pricing for AI search visibility?

If you can, yes.

Pricing pages get pulled into answers all the time because people keep asking:

- “How much does X cost?”
- “What’s the pricing for Y?”
- “Is it worth it?”

If you cannot publish exact numbers, do not hide completely.

Publish:

- ranges
- packages/tiers
- the variables that drive cost (seats, usage, integrations, support, onboarding, contract length)

One more thing that’s easy to miss:

If you don't share such information, AI will fill it anyway.

Better to give it accurate inputs and control the narrative than let it guess.

If you are not comfortable publishing pricing, at least publish how pricing works. That alone reduces friction and improves how you show up in answers.

What is an AEO audit?

Most teams treat an “AEO audit” like a vague content review.

It is not.

An AEO audit is a structured review of how your brand shows up across AI platforms for a fixed set of prompts.

What you measure:

- Visibility: do you show up or not
- Citations: who gets referenced instead of you
- Sentiment: how the brand is framed
- Competitors: who owns the answer today

Then you map each gap to an action:

- page updates
- new assets (pages that should exist but do not)
- PR/third-party mentions
- technical fixes

The output should be a prioritized action list that tells you what to change first to win more answers for the prompts that matter.

After a run of sales calls over the last month, one pattern kept showing up.

Most teams struggle with decision clarity.

When it comes to “what do we do next,” things aren't clear.

So we adjusted our sales deck at Minuttia, incorporating a roadmap and where these services/solutions fit. 

To help teams make an informed call on the next step based on the situation they are in.

Here is how the problem tends to cluster.

Content Audit fits when (mostly for companies with an established content inventory):

- Organic leads or lead quality drop
- A merger happened, and pages overlap or compete
- You have a large content inventory, but no way to prioritize actions
- A full redesign happened, and older pages do not match the new guidelines
- Pages fail in organic, or the content is outdated and needs consolidation
- No capacity to plan updates
- CRO and UX issues block performance
- Content does not map to business goals

Google AI Search Strategy fits when:

- Content strategy does not support business goals
- The team is not sure how to respond to AI search changes
- There is a commercial intent gap
- Topic coverage is narrow and stuck on core themes
- ICP understanding is weak
- Capacity limits block execution

Human Content Creation fits when:

- Limited capacity
- Quality does not hold up
- Content is not picked up by SERPs and LLMs
- Missing subject depth
- The team is focused on other priorities
- The team ships net new pages but cannot keep existing pages updated

Content Briefing fits when:

- Writers cannot produce expert content or keep quality steady
- The writing cycle drags
- Expertise is missing in the process
- Junior writers are mostly involved

Digital PR fits when:

- Your brand does not show up as a cited source in AI answers
- Citation share is low and mostly from non-owned sources
- Competitors' average position across significant topics is better
- Third-party sources do not mention your product
- Competitors win commercial queries

And more cases fit each service based on the company's current situation and where they stand today.

What I learned from these calls: 

The main job is to guide the PoC through the decision, with enough context to pick the right next step.

If you are unsure what to do next with Google and AI search, send me a note. I will help you map your case to a clear action plan.

What is Information Gain & why does it matter for AEO?

“Information gain” in AEO is simple:

It’s the new, reliable value your page adds that isn’t already repeated across 50 other posts.

LLMs don’t need another generic summary. They lean on sources that provide unique detail they can reuse with confidence.

In practice, information gain usually comes from:

- Proprietary data (benchmarks, internal numbers, original research)
- Frameworks (a clear model people can apply)
- Expert input (quotes, firsthand experience, specific examples)
- A better explanation (more precise, less vague, fewer gaps)

If your page doesn’t add anything new, it’s hard to become “reference-worthy” in AI answers.

If your feed isn’t full of posts about content role openings at Anthropic, ChatGPT, Netflix, and others… I’m jealous.

For everyone else, I need a break from my feed. 😅

Minuttia Monthly Update · February 2026

Growth

➡️ We paused the cold LinkedIn campaigns and kept only the text ads (cold) and retargeting ad campaigns.
➡️ We ran a Maven workshop on AEO.
➡️ We had dinner in Lisbon.
➡️ We ran SaaStock Local Athens and a dinner with GTM professionals (both went well). 
➡️ We are exploring opportunities for outbound and partnerships.
➡️ We received a couple of qualified inbound leads.

Content

➡️ We created 2 listicles for commercial queries (best saas seo agencies, best saas content marketing agencies)
➡️ We worked on a guest post for Respona (published).
➡️ We are organizing an event with Clearscope.
➡️ We will start creating videos on YouTube (Zach’s experiment).
➡️ We added a couple of link mentions (backlinks) to our listicles.
➡️ And we’re working on other initiatives.

Revenue

➡️ February, following January’s demand, was one of our best months for new opportunities.
➡️ We onboarded a new client.
➡️ We finalized our AEO Case Study.
➡️ We’re optimizing our sales deck to help prospects make informed decisions.
➡️ The pipeline was a mix of content, referrals, and our AI Search Tracking Tool.

Operations

➡️ We created a few useful tools and workflows, such as AEO Content Optimizer, AEO Report automation, and others.
➡️ We’re working on a workflow for Content Briefing.
➡️ We are working on building SOPs and our databases on Notion.

The next update will be shared in early April.

If anyone has any questions, feel free to leave a comment.

taplio

The Battle

Dennis Buckley

Zacharias Xiroudakis

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The Battle

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Zacharias Xiroudakis

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Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Zacharias Xiroudakis's LinkedIn Performance

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