Mindset Shift: Publishing Is The Start

In this episode of The Ross Simmonds Show, Ross was interviewed by Rich Brooks to debunk the myth that content marketing ends when you press publish. Together, they explore the essential strategies behind effective content distribution, including Ross’s powerful framework: Repurpose, Remix, and Reshare. From leveraging AI tools like Distribution.ai to embracing video in B2B content strategy, this conversation is packed with actionable insights to help your content reach the audience it deserves.

Key Takeaways and Insights:

1. The Real Work Starts After “Publish”

- Publishing is not the final step—it’s the starting line.

- Measure not by how often you publish but by how many people you reach and engage.

- Most content dies in obscurity because it's never distributed effectively.

2. What is Content Distribution, Really?

- The process of ensuring your content is discovered by the right audience.

- Requires deep audience and channel research to deliver content in the right format at the right place.

- It’s about strategy, not just amplification.

3. The Three R’s Framework: Repurpose, Remix, Reshare

- Repurpose: Turn one content asset (e.g. webinar) into blog posts, newsletters, eBooks.

- Remix: Reformat – video into audio, cut clips for social media.

- Reshare: Continuously circulate evergreen content; don't assume one post is enough.

- Modernize and refresh content similar to how Disney reboots classic stories.

4. Should You Lead with Video, Audio, or Text?

- Best: Video – it’s the most repurposable and personal format, even in B2B.

- Next: Audio – podcasting creates parasocial relationships and trust.

- Last: Text – still valuable, but easier to fake and less engaging.

- Embrace the format that aligns with your strength—but don't ignore video if you're serious about future visibility.

5.  Using AI To Scale Content Distribution

- AI is an accelerant: great marketers get greater, fast.

- AI tools like Distribution.ai help apply your brand voice and create promotional content at scale.

- Human review is still critical—AI is great, but human nuance still wins.

6. SEO Is Not Dead

- "SEO is dead" is a myth. Search has evolved, not vanished.

- Think beyond Google: people search on LinkedIn, Reddit, YouTube, Facebook, Instagram.

- Optimize for discovery wherever your audience is searching.

Resources & Tools:

🔗 Distribution.ai 

🔗 Ross’s Book: “Create Once, Distribute Forever” 

🔗 Agents of Change - Smart Content Distribution Strategies with Ross Simmonds

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