How to Get Your Content Seen by the Right People

Jul 20, 2025

Ross Simmonds, the founder of Foundation and distribution.ai, unpacks the secrets to effective content marketing. He emphasizes that while content creation is essential, distribution is where the magic truly happens. Ross shares actionable strategies for overcoming imposter syndrome and the importance of proving value to clients. He discusses how experimentation fuels growth and the creative opportunities AI presents in marketing. With insights for small business owners and digital marketers, this conversation is a treasure trove of practical advice.

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INSIGHT

Content Creation vs. Visibility

Content creation is easy, but getting it seen by the right people is difficult."- Noise from endless content floods the internet, drowning visibility of quality content.

ANECDOTE

Early Entrepreneurial Hustles

Ross started entrepreneurial ventures early, including selling do-rags and fantasy football blogging.- These early hustles kindled his passion and foundation for future business success.

ADVICE

Start Small, Prove Value

Start your agency by securing one or two satisfied clients and relentlessly showcase their success to gain credibility.- Focus on niche clients and offer tailored value to attract business through real examples.

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In this episode of The Ross Simmonds Show, Ross breaks down the keys to building an influential brand through content creation, distribution, and experimentation. This conversation covers everything from overcoming imposter syndrome and mastering content distribution to riding the AI wave and scaling your creative vision. Whether you're a content creator, small business owner, or digital marketer, this conversation delivers no-fluff, highly actionable strategies to amplify your reach and scale with focus.

Key Takeaways and Insights:

1. Content is King, but Distribution is the Empire- Creating great content is only the beginning; distribution is where the magic happens.

- Most content fails not because it’s bad, but because nobody sees it.

- Creators must go beyond publishing: share content in forums, repurpose assets, email it, and push it across platforms.

2. Build Your Brand by Being Relentlessly Valuable

- Early wins come from proving value to just one or two clients and letting word of mouth do the rest.

- Niche down, provide specific, hyper-relevant advice, and soon you'll be the go-to expert for that audience.

- “Give value to the internet and the internet will give it back” is Ross's philosophy in a nutshell.

3 Experimentation is a Growth Engine- Ross’s mantra: Build, Ship, Learn, Decide.

- Every breakthrough he’s had, from fantasy football blogs to SaaS products, started with small experiments.

- As your business grows, so should the size (and risk) of your experiments.

4. Imposter Syndrome Will Kill Your Momentum

- You don’t need to be the best to start; you just need to be better than your clients at the thing you're offering.

- Most people fail because they talk themselves out of even trying.

- Ross urges creators to let go of self-doubt and lean into bold action.

5. AI is a Game Changer, Use it or Fall Behind

- Ross actively uses tools like ChatGPT, ElevenLabs, and Descript to speed up workflows, enhance creativity, and save time.

- While AI brings ethical challenges (like deepfakes), its potential for creators is enormous, from scriptwriting to content remixing.

- Strategic use of AI will become a competitive advantage in the coming years.

Resources & Tools:

🔗 Foundation Marketing

🔗 Distribution.ai

🔗 Ross' Book: Create Once, Distribute Forever

🔗ElevenLabs

🔗 Descript

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