The Exit Five CMO Podcast (Hosted by Dave Gerhardt)

#209: Content | B2B Content Strategy, Distribution Tactics, and Organic Social with Ross Simmonds, Founder and CEO at Foundation & Distribution.ai

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Jan 9, 2025

Ross Simmonds, Founder & CEO of Foundation, shares his expertise in B2B content marketing. He discusses the importance of prioritizing search as a distribution channel and why social media followers shouldn't be viewed as mere vanity. Ross emphasizes the power of repurposing successful content and leveraging the sales team for effective content distribution. He also highlights how evolving tone and strategy can maximize audience engagement, and shares insights on using AI tools like ChatGPT to enhance content creation.

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ADVICE

Replay the Hits

Repurpose top-performing social media content regularly.
This can significantly increase engagement and reach without creating new content.

INSIGHT

Fear of Judgement

Many creators fear being judged for reposting content.
This fear is often unfounded, as demonstrated by high subscriber growth from reposted content.

ANECDOTE

Reposting Success

Dave Gerhardt reposted a lead magnet twice and gained 900 newsletter subscribers.
Dan, COO of Exit 5, repurposed old LinkedIn posts with great success.

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Dave is joined by Ross Simmonds. Ross is the Founder & CEO of Foundation, a content marketing agency that strategizes, distributes, and optimizes content for some of the most successful SaaS companies in the world and works as partners for multiple publicly traded cloud companies that have redefined entire industries.

They share lessons they both learned on their content journeys and discuss things like:

Prioritizing search as a distribution channel
Why social followers are not a vanity metric
Using and enabling the sales team for content distribution
How to repurpose your most popular content

Timestamps

(00:00) - - Intro
(01:10) - - Underrated Content Strategy for B2B
(01:25) - - SERP and Mindshare Domination
(01:25) - - ChatGPT and Closing Thoughts
(01:30) - - Search as a Distribution Channel
(01:30) - - Why We're Doubling Down on X
(01:45) - - Adjusting Your Tone with the Times
(01:50) - - Why Followers Aren't a Vanity Metric
(01:51) - - How to Repurpose Popular Organic Social Content
(02:05) - - An Easy Content Distribution Tactic
(02:06) - - The Sales Team as a Distribution Channel

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***

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