Podcast Summary: B2B Marketing with Dave Gerhardt – Episode #200: Drive | Create Once, Distribute Forever: Content Marketing & Distribution with Ross Simmonds

Host: Dave Gerhardt
Guest: Ross Simmonds, Founder of Foundation & Distribution.ai
Release Date: December 9, 2024

Introduction

In episode #200 of B2B Marketing with Dave Gerhardt, host Dave Gerhardt welcomes Ross Simmonds, Founder of Foundation and Distribution.ai, to discuss innovative strategies in content marketing and distribution. The episode delves into the concept of "Create Once, Distribute Forever," emphasizing the importance of not just producing content but ensuring its widespread and sustained distribution across various channels.

Key Topics and Discussions

1. The State of Content Marketing Today

Ross Simmonds opens the discussion by acknowledging the current turmoil in the content marketing industry. He expresses regret over the traditional mantra of "create more content," which often leads to content overload without strategic distribution.

Ross Simmonds [03:57]: "I am sorry on behalf of all of the marketers who have said at the top of their lungs, create, create, create, create, create."

He critiques the misconception that a mere content calendar or a series of blog posts constitutes a robust content strategy. Instead, Ross advocates for a more holistic approach that integrates creation with effective distribution.

2. The Four E’s of Valuable Content

Ross introduces the Four E’s framework, foundational to creating impactful content:

• Educational: Providing insights or solutions to audience problems.
• Engaging: Stimulating conversation and interaction.
• Entertaining: Infusing personality and relatability.
• Empowering: Celebrating individuals within the organization or customer successes.

Ross Simmonds [06:45]: "People want content that's educational, engaging, entertaining, and empowering."

He emphasizes that content should ideally fulfill all four criteria to maximize its value and resonance with the target audience.

3. Thinking Like a Modern Media Company

A significant portion of the discussion centers around adopting a media company mindset. Ross draws parallels between successful media entities like MasterClass and Disney with effective content marketing strategies.

Ross Simmonds [10:30]: "Think like a modern media company. Create valuable content and distribute it like wildfire."

He argues that content should not just be created but continuously repurposed and distributed across multiple platforms to maintain its relevance and reach.

4. Distribution Strategies and Platforms

Ross delves deep into various distribution channels, highlighting platforms often overlooked by B2B marketers:

• Reddit: Described as the third most popular site in the US, Reddit offers valuable insights into audience behavior and preferences.

  Ross Simmonds [19:40]: "Reddit is not just a small little niche community with a bunch of weirdos on the Internet. It can help you win Fantasy Football Championships two times."

  He outlines strategies for leveraging Reddit, such as engaging with relevant subreddits, creating valuable content assets tailored to the community, and utilizing both organic and paid approaches.

• LinkedIn: Emphasized as a platform increasingly favoring video content.

  Ross Simmonds [37:44]: "Follow the algorithm on LinkedIn. It's all about video right now."

  Ross advises maintaining a swipe file to track high-engagement content, analyzing trends, and adapting content creation accordingly.

• Facebook and Other Niche Platforms: Though often underestimated in B2B contexts, platforms like Facebook still hold significant opportunities, especially within specialized groups.

5. The Create Once, Distribute Forever Philosophy

Central to Ross's thesis is the idea that content should be continuously repurposed and redistributed to maximize its lifespan and impact. He provides actionable steps to implement this philosophy:

• Research: Understanding where the audience spends their time and what content resonates.

  Ross Simmonds [17:49]: "Start at the beginning of the research. Understand where your audience is spending time."

• Creation: Developing high-quality, valuable content that aligns with the Four E’s.

• Distribution: Strategically distributing content across multiple platforms, ensuring it reaches diverse audience segments.

• Optimization: Regularly reviewing and refining content based on performance metrics and evolving audience needs.

Ross Simmonds [28:20]: "Create once, distribute forever. Turn trending posts into other content formats and continuously optimize."

6. Leveraging AI and Technology

Ross highlights the role of AI in facilitating content creation and distribution. Tools like ChatGPT and Canva can streamline the process, enabling marketers to produce and adapt content efficiently.

Ross Simmonds [32:15]: "Use AI to rewrite the intro and the title so it doesn't look like duplicate content. Start to get some crazy interesting ideas."

He also introduces his tool, Distribution.ai, designed to aid in automating and optimizing content distribution workflows.

Notable Quotes

• Ross Simmonds [03:57]: "I am sorry on behalf of all of the marketers who have said at the top of their lungs, create, create, create, create, create."

• Ross Simmonds [06:45]: "People want content that's educational, engaging, entertaining, and empowering."

• Ross Simmonds [10:30]: "Think like a modern media company. Create valuable content and distribute it like wildfire."

• Ross Simmonds [17:49]: "Start at the beginning of the research. Understand where your audience is spending time."

• Ross Simmonds [19:40]: "Reddit is not just a small little niche community with a bunch of weirdos on the Internet. It can help you win Fantasy Football Championships two times."

• Ross Simmonds [28:20]: "Create once, distribute forever. Turn trending posts into other content formats and continuously optimize."

• Ross Simmonds [32:15]: "Use AI to rewrite the intro and the title so it doesn't look like duplicate content. Start to get some crazy interesting ideas."

Audience Q&A Highlights

Q1: Maintaining Originality While Repurposing Content

A listener asks how to repurpose content without making it seem repetitive or inauthentic.

Ross Simmonds [41:06]: "Humans are still just balls of hormones and emotions. The same stories, slightly different, still land."

Ross advises embracing storytelling in a natural, human-centric manner, avoiding corporate jargon, and infusing personal elements to maintain authenticity.

Q2: Roles and Responsibilities in a Content Team

Another listener inquires about structuring content teams to handle diverse distribution channels effectively.

Ross Simmonds [40:11]: "Don't be mediocre at all of these channels. Allow specialists to crack the code on each platform."

He recommends having dedicated experts for each major platform, encouraging specialization to excel in specific channels rather than spreading resources thin across all.

Practical Takeaways

1. Adopt a Media Company Mindset: Focus not just on creating content but on its strategic distribution and continuous repurposing.

2. Implement the Four E’s Framework: Ensure content is educational, engaging, entertaining, and empowering to maximize value and audience resonance.

3. Diversify Distribution Channels: Leverage platforms like Reddit and LinkedIn, which offer untapped opportunities for B2B content distribution.

4. Utilize AI and Tools: Employ AI-driven tools to streamline content creation, repurposing, and distribution processes.

5. Research-Driven Strategies: Conduct thorough research to understand audience behavior and preferences, tailoring content accordingly.

6. Collaborative Team Structure: Build specialized roles within content teams to effectively manage and optimize content across various platforms.

Conclusion

Episode #200 with Ross Simmonds provides invaluable insights into modern content marketing strategies, emphasizing the necessity of strategic distribution and continuous content repurposing. By adopting a media company mindset and leveraging the Four E’s framework, B2B marketers can enhance their content’s reach and impact, ensuring sustained engagement and measurable ROI.

Ross underscores the importance of research, collaboration, and embracing technological tools to navigate the evolving content landscape successfully. This episode serves as a comprehensive guide for marketers aiming to refine their content strategies and achieve long-term success in the B2B domain.

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