Excerpt Talks Episode #4 – Brian Jackson of Perfmatters
Lawrence Ladomery talks to Brian Jackson, co-founder of Forge Media and creator of Perfmatters and Novashare. Brian reflects on his content-driven growth strategy from his Kinsta days, the renewed importance of brand and affiliate marketing in the AI era, and where he sees WordPress heading next.
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TL;DR
Long-form content still matters, but brand visibility is becoming more important
Brian reflected that in-depth, high-quality content continues to drive engagement and conversions, especially for technical audiences. However, as AI increasingly influences how information is surfaced and consumed, he believes brand recognition may start to play a larger role in discoverability. Getting a brand mentioned in AI-generated responses could become just as valuable as ranking highly in traditional search.
Affiliate marketing could see renewed relevance in an AI-driven world
Based on his experience at both Kinsta and Forge Media, Brian suggested that affiliate programs may once again gain traction as marketing channels evolve. As AI changes how people find products, affiliates can help extend reach and credibility through trusted recommendations. He noted that recurring commissions tend to keep affiliates engaged and create longer-term value for both sides.
Partnerships that create mutual benefit are increasingly valuable
The collaboration between Perfmatters and BigScoots hosting served as a good example of a partnership that works for both parties. Perfmatters is included in BigScoots hosting packages, giving customers immediate performance benefits while increasing visibility for the plugin. Because BigScoots handles first-line support, the arrangement remains sustainable for a small team like Forge Media’s.
Mid-sized agencies make ideal partners
Brian mentioned that agencies managing around 100 to 500 client sites tend to be great partners. These teams are typically experienced enough to manage performance tools on their own, which helps reduce support demands. For WordPress product makers, collaborating with technically capable agencies can create stable, low-friction relationships.
Volume licensing can work well — if support is carefully managed
Offering large-scale or tiered licensing deals can be an effective way for smaller companies to grow revenue, but only if the partner can handle customer support. Brian explained that performance products often come with a heavier support load, so setting clear expectations and responsibilities is essential to making volume deals sustainable.
AI may reshape WordPress development and collaboration
While it’s early days, Brian sees AI-powered tools such as WordPress.com’s AI builder and GoDaddy’s Arrow as early signs of change. He suggested that AI could gradually alter how websites are designed, built, and optimized — though the transition might be uneven at first. WordPress’s open ecosystem, he added, might give it some flexibility to adapt as these technologies mature.
Transcript
Lawrence Ladomery
Let’s start by learning about you. What is your background and what is your role at Forge Media?
Brian Jackson
I started Forge Media with my brother a while back. At the time, I was working at Kinsta, and we began the company to handle side projects and manage taxes. It grew from there. We launched our first plugin, WP Coupons, which we later sold.
Then we created Perfmatters, our performance optimization plugin, which most people know us for today. We also built NovaShare, a social media sharing plugin.
Lawrence Ladomery
I’m one of your customers. I’ve been using Perfmatters for quite a while. One of the reasons I chose it over competitors is because I knew you from Kinsta and your work there. That connection really influenced my decision. A lot of people know you from your time at Kinsta.
Brian Jackson
That’s true. I was very visible during my time at Kinsta, especially in content marketing.
Lawrence Ladomery
I think it’s fair to say you helped Kinsta grow significantly through your content efforts. Much of your work would now be considered long-form content. I remember checking Ahrefs data for Kinsta.com and seeing you ranking for high-volume keywords unrelated to hosting — even top five for “LinkedIn.” It was impressive. Were those efforts strategic?
Brian Jackson
Yes. We expanded intentionally. I eventually left Kinsta due to burnout — too many hours, too much intensity — but our strategy worked. We focused on consistently publishing high-quality content. I spent many nights writing until two or three in the morning to make sure every article was solid.
We started in the WordPress niche, then branched into business-related topics such as LinkedIn and social media. Our thinking was that if someone runs a business, there’s a good chance they use WordPress. That approach helped us reach a broader audience.
Lawrence Ladomery
Interesting. Once you had traction in one niche, you expanded outward. But did those broader keywords actually convert? Was the investment worthwhile?
Brian Jackson
Yes, though our best-converting content remained WordPress-focused and technical. That’s where agencies and developers found us and signed up for Kinsta. But our broader approach also paid off. Once people landed on our site, we could re-target them with ads and nurture them into customers.
Some people dislike re-targeting, but as a marketer, I see both sides. It can be effective when done thoughtfully. We spent the first couple of years focused on core WordPress content before expanding. At that time, there weren’t many competitors producing high-quality content. WP Engine was our main rival in that space, and we made it a goal to outperform them. It would be much harder to replicate that success today.
Lawrence Ladomery
Do you think long-form content is still effective, given the rise of video and AI-generated content?
Brian Jackson
I do. I still write long-form material, mostly in the form of documentation for Perfmatters. For example, when I create a guide like “How to Reduce Largest Contentful Paint (LCP) for Core Web Vitals,” I approach it like an in-depth article — covering every angle in detail.
Everything I write is designed to rank well. That’s been my mindset for over a decade. It still works, though AI has changed the landscape. AI tools need content to learn from, so now brand visibility is just as important as the content itself.
We’ve seen AI tools reference Perfmatters and WP Rocket in performance-related queries. That’s valuable exposure. When users see our name in AI-generated answers, they often search for us directly.
Lawrence Ladomery
That’s fascinating. In B2B, brand hasn’t always been the priority — performance and direct response used to dominate. But with AI influencing search visibility, many tech companies are investing in brand recognition again.
Even AI tools are shifting language — instead of “AI SEO” or “AI ranking,” they now emphasize “brand.” I think we’re entering a new brand-driven era for B2B tech.
Brian Jackson
Absolutely. I use AI more than traditional search these days, and I notice I rarely click links. I focus on the answers. That means branding is critical because people may not visit your site at all — but if they recognize your brand within the AI response, that still drives trust and curiosity.
Lawrence Ladomery
It’s similar to academic publishing — AI provides the information, but it needs reputable sources to cite. So recognition matters more than ever.
Now, about Perfmatters — you launched in 2017, right?
Brian Jackson
Yes, 2017.
Lawrence Ladomery
So nearly eight years. How has growth been, and what have you focused on?
Brian Jackson
We’ve grown steadily every year. There are occasional plateaus — typically in summer — but overall growth has been consistent.
Two main factors drove it: first, extensive documentation. We have over a hundred well-optimized docs written to rank in search. Second, our affiliate program has been key.
I also think my personal brand helped a little. People who knew me from Kinsta were more likely to trust and try our plugins.
Lawrence Ladomery
Let’s talk about affiliate marketing and partnerships. What advice would you give to new businesses trying to gain traction through affiliates or collaborations?
Brian Jackson
Affiliate marketing is extremely effective. I’ve seen it work at both Kinsta and Forge Media. I believe it’s becoming even more relevant because of AI. As brand visibility becomes harder to achieve organically, affiliates can help amplify your brand’s reach.
Affiliates drive traffic directly to your site and act as advocates. I’ve always loved that model — earning commissions from genuinely recommending good products. It’s sustainable and mutually beneficial.
One tip: offer recurring commissions. It gives affiliates a stronger incentive to promote your product long-term.
Lawrence Ladomery
That’s interesting. I’ve managed affiliate programs before, but not always successfully. When I worked for a hosting company targeting the enterprise market, affiliates struggled to position us correctly. We were priced higher and served specific use cases, yet they grouped us with GoDaddy and SiteGround.
We tried to educate them, even suggested new keyword categories, but traction was slow. I think affiliates today also need to understand brand positioning better — not just keywords.
Your approach with Perfmatters works well because your content and product are tightly aligned. Those technical knowledge base articles serve both marketing and support. But if the product were less technical, that might not translate the same way.
Brian Jackson
Exactly. Our other plugin, NovaShare, fits that description. It’s less technical and more marketing-focused, so there’s less educational content to write. In that case, our affiliate network is even more important. People who like the plugin share it organically, and that drives a lot of our growth.
Lawrence Ladomery
Do you still see affiliate programs as useful for link building or SEO value, or is that outdated?
Brian Jackson
I think backlinks matter less than they used to. I’ve been in SEO since 2008, and while links once dominated strategy, I don’t think they’re worth chasing anymore. I’d rather spend time creating great content and building partnerships. Those efforts compound naturally.
Lawrence Ladomery
Interesting. Though I did notice Perfmatters has a backlink from TechCrunch — that must have helped!
Brian Jackson
I didn’t even know that. Years ago, I checked backlinks obsessively in Ahrefs, but not anymore. My focus has shifted to branding, marketing, and affiliates — those create lasting impact, especially in the AI era.
Lawrence Ladomery
Speaking of partnerships, can you share some examples of collaborations or volume deals you’ve done with other companies?
Brian Jackson
Some are private, but one public example is our partnership with Big Scoots hosting. They’ve been around for years and have an excellent team. We partnered because they liked our plugin, and we liked their hosting model.
If you sign up for certain Big Scoots plans, Perfmatters is pre-installed as part of their hosting package. They’ve even customized the plugin slightly for their platform. We collaborate closely, and their team provides direct support to their customers who use Perfmatters.
Lawrence Ladomery
That’s a clever integration. Have they connected your plugin to their dashboard or internal tools?
Brian Jackson
Not for customers, but I believe they track performance internally. Big Scoots is very hands-on with optimization — much more so than many other hosts. They often handle performance tuning themselves.
They work with a lot of Mediavine bloggers — the food blogging space is huge — and they’ve tailored their service to that niche.
Lawrence Ladomery
Yes, I’ve spoken with their CMO, Tim, and they have a great product. They’ve also become more active in marketing lately, sponsoring events and pushing their brand.
How does your volume discounting work?
Brian Jackson
We offer flexible pricing based on need. For example, a client purchasing 5,000 single licenses might receive about 55% off, roughly $67,000 per year. We also offer tiered plans — for instance, a mix of 2,500 single licenses, 500 three-site licenses, and 100 unlimited licenses for around $52,000 annually.
Pricing depends on who handles support. We’re a small team, so we can’t instantly support thousands of new customers. That’s why, in partnerships like Big Scoots, their team provides first-line support. It ensures their clients get fast responses while keeping things manageable for us.
Lawrence Ladomery
That makes sense. For smaller companies, such deals can be great opportunities, but they must ensure the partner handles support or defines clear boundaries.
Brian Jackson
Exactly. Performance optimization always generates support questions. It’s unavoidable.
Lawrence Ladomery
When you strike deals like that, do you usually plan joint marketing — such as announcements or campaigns?
Brian Jackson
We try to. Sometimes I don’t have as much time as I’d like for co-marketing. In the Big Scoots example, they promoted the partnership heavily on their blog, more than we did. I’m always open to collaboration, but often the partner takes the lead in promotion.
Lawrence Ladomery
You can still contribute through your reputation — webinars, joint content, things like that.
Brian Jackson
Definitely. I also mention trusted products during customer support conversations. It’s another way to promote good tools organically.
Lawrence Ladomery
What types of businesses do you prefer partnering with — whether affiliates or other companies?
Brian Jackson
Our ideal partners are agencies managing 100 to 500 websites. They usually have one or two developers who know what they’re doing, so they require minimal support from us.
We do work with much larger clients, but complexity increases with size.
Lawrence Ladomery
That makes sense. When I was freelancing as a marketer, I found a similar pattern. Clients with some internal capability were often the best fit — enough structure to collaborate effectively, but still needing outside expertise.
Brian Jackson
Exactly. If a team has two or more developers, they’re typically great partners. Most of our heavy support comes from single-license customers who are less technical.
Lawrence Ladomery
Let’s shift to the bigger picture. Where do you see WordPress heading, given the major investment in Gutenberg and the new AI initiatives Matt Mullenweg announced recently?
Brian Jackson
WordPress.com recently introduced its AI site builder, and GoDaddy launched one too. I think that’s where the industry is heading — AI-assisted site creation.
Personally, I prefer tools like GeneratePress and GenerateBlocks, which we use for all our sites. But AI builders are improving fast. I tested WordPress.com’s AI builder and built a good-looking site in 15 minutes. The code was messy, but that’ll improve. It even generated a logo that looked great after a few iterations.
Eventually, AI will handle much of the design process.
I’m curious, though, how Gutenberg and full-site editing will evolve. Right now, the ecosystem feels fragmented — some use classic themes, some use full-site editing, others a hybrid approach. I suspect it’ll remain messy for a while, but AI builders may ultimately dominate.
Lawrence Ladomery
Agreed. It’s interesting to think that chat prompts might become the new UI for building websites. WordPress might actually be better positioned for that than proprietary CMSs, since it’s more adaptable.
Brian Jackson
That’s true. Proprietary platforms like Wix have invested heavily in specific UI systems, which are harder to pivot away from. WordPress’s open nature gives it flexibility.
Lawrence Ladomery
Let’s talk about Perfmatters. What’s next on your roadmap?
Brian Jackson
We have a big new feature launching in November — our biggest in years. I can’t share details yet, but it’s something I’ve wanted since day one, and I’ll be using it on all my own sites.
Looking ahead to 2026, we’re exploring adding caching capabilities. Initially, we avoided that because managed WordPress hosts already handled caching at the server level. But as Cloudflare and edge caching evolve, not all hosts are keeping up. Adding our own caching layer would give users more control.
We’re also planning deeper Cloudflare integrations and private page-level caching options.
Lawrence Ladomery
And you’re launching this new feature just before Black Friday?
Brian Jackson
Yes, though that timing was coincidental. It ended up working perfectly for marketing purposes.
Lawrence Ladomery
Great timing indeed. It’s a noisy period, but it also attracts attention.
Brian Jackson
Definitely. I’m already seeing Black Friday emails everywhere.
Lawrence Ladomery
Same here. Finally, any message you’d like to share with others in the WordPress community about collaboration?
Brian Jackson
I’m always open to partnerships and new ideas, especially related to performance. People can reach me through our website or on X (formerly Twitter), where I’m very active.
I enjoy working with others in the WordPress space — it’s a great community.
Lawrence Ladomery
Thank you, Brian. You’ve been generous with your time. It’s been great to discuss content marketing, WordPress, and where everything is heading.
Brian Jackson
Thank you for reaching out.
