The Exit Five CMO Podcast (Hosted by Dave Gerhardt)

#200: Drive | Create Once, Distribute Forever: Content Marketing & Distribution with Ross Simmonds, Founder and CEO at Foundation & Distribution.ai

Dec 9, 2024

Ross Simmonds, Founder and CEO of Foundation & Distribution.ai, shares valuable insights on content marketing and distribution strategies. He introduces the mantra "create once, distribute forever" to enhance marketing efficiency. Ross discusses blending educational and engaging content to captivate audiences. He emphasizes leveraging platforms like LinkedIn and Reddit, providing tactical distribution tips, and the importance of authenticity in communications. Additionally, he reveals how embracing AI can optimize content strategies and enhance audience engagement.

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ANECDOTE

Apologies and a Blind Presentation

Ross Simmonds apologized for promoting content creation without emphasizing distribution.
He recounted speaking at an event without his glasses, realizing the limitations of content without proper reach.

INSIGHT

Content Marketing Needs Marketing

Content marketing requires actual marketing; simply creating content isn't enough.
Modern media companies like Masterclass succeed by distributing single pieces of valuable content effectively.

ADVICE

The Four E's of Content

Create content worth distributing, focusing on value over quantity, even with AI assistance.
Prioritize content that educates, engages, entertains, or empowers your target audience.

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This episode is from Drive 2024, Exit Five's first-ever in-person event for B2B marketers in Burlington, Vermont. Ross Simmonds, Founder of CEO at Foundation & Distribution.ai , hosted a session on creating and distributing B2B content that drives real results.

Ross covers:

Why "create once, distribute forever" should be your mantra for content marketing.
How to blend educational, engaging, entertaining, and empowering content to captivate your audience.
Tactical approaches to dominate distribution channels like LinkedIn, Reddit, and niche communities.

Timestamps

(00:00) - - Intro to Ross
(02:28) - - Content Creation Mistakes
(05:22) - - Thinking Like a Modern Media Company: Distribution Strategy
(08:55) - - Crafting and Distributing Engaging, Impactful Content
(13:52) - - How to Continuously Engage Your audience
(16:43) - - Optimizing Strategy through Reddit and Niche Communities
(23:00) - - Tactical Content Distribution Tips
(28:47) - - Embracing AI and Automation
(32:31) - - Framework: Research, Create, Distribute, Optimize
(34:08) - - Creative Strategies for Engaging Your Online Audience
(35:36) - - Write Casually: Communicate Like a Friend
(40:23) - - The Power of Reusing Stories in Content Creation

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