Podcast Summary: B2B Marketing with Dave Gerhardt

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

Release Date: January 9, 2025

Introduction

In Episode #209 of the "B2B Marketing with Dave Gerhardt" podcast, Dave Gerhardt engages in a deep and insightful conversation with Ross Simmonds, Founder and CEO of Foundation & Distribution.ai. The episode delves into advanced B2B content strategies, effective distribution tactics, and the nuanced role of organic social media in driving marketing success. Throughout the discussion, both hosts emphasize the importance of leveraging existing content, optimizing social media channels, and integrating AI tools to enhance content creation and distribution.

Leveraging Existing Content

One of the foundational topics discussed is the strategy of repurposing and reusing high-performing content to maximize its value and reach. Dave shares a personal success story about recycling a LinkedIn post, highlighting its effectiveness:

Dave Gerhardt [06:10]: "I copied and pasted the exact same thing that I posted six months ago. And that post drove 200 new newsletter subscribers."

Ross praises this approach, likening it to Disney's strategy of re-releasing classic hits with modern twists:

Ross Simmonds [07:35]: "It's the reason why Lion King comes back with Childish Gambino and Beyonce... they recognize that these stories resonated and continue to do so."

This segment underscores the efficacy of revisiting and updating successful content rather than constantly creating new pieces from scratch.

Content Distribution Strategies

The conversation shifts to the intricacies of content distribution across various platforms. Dave elaborates on his method of identifying and rescheduling top-performing posts to sustain engagement:

Dave Gerhardt [06:53]: "When I initially posted it a couple months ago, we got 700 new newsletter subscribers on that first day. Reposting it drove another 200 subscribers."

Ross concurs, emphasizing the universal applicability of this playbook across all creators and brands:

Ross Simmonds [07:35]: "That is the playbook that every creator should apply, every brand should apply, every marketer should apply."

They discuss the importance of consistency and the benefits of focusing on high-impact content rather than spreading efforts thin across multiple channels.

Importance of Social Media in B2B

Dave and Ross delve into the underrated significance of social media in B2B marketing. Dave highlights his experience with LinkedIn:

Dave Gerhardt [11:40]: "You have 160,000 followers on LinkedIn. The more followers you have, the more people you can reach with your content."

Ross expands on this by discussing how building a committed community can lead to substantial ROI:

Ross Simmonds [12:34]: "If you can build a network and a community that actually cares about what you say... that commitment can translate very nicely into actual revenue."

They argue that social media isn't just for superficial engagement but is a critical channel for delivering value and driving business results.

Building and Engaging Your Audience

The hosts explore strategies for growing and maintaining a dedicated audience. Ross introduces the concept of "SERP domination" and "mindshare domination":

Ross Simmonds [19:18]: "SERP domination is on the SEO side... Mindshare domination is being the go-to resource when someone has a problem."

Dave agrees, likening it to HubSpot's success in becoming a trusted resource:

Dave Gerhardt [19:25]: "When I was a 23-year-old marketer, I built brand affinity with HubSpot through that process."

They stress the importance of understanding where your audience spends their time and tailoring content to meet their specific needs and preferences.

Empowering Sales Teams through Social Media

A pivotal part of the discussion focuses on leveraging the sales team as content creators and brand advocates. Ross shares practices from his clients, where proactive dashboards track content output:

Ross Simmonds [28:31]: "Focus on proactive metrics... how many posts do we get up, how many blog posts did we publish."

Dave adds that empowering salespeople to build their personal brands can exponentially increase a company's reach and influence:

Dave Gerhardt [46:52]: "Empowering your entire sales team to think that way... you'll have an army of people preaching the right song to the social world."

This approach not only enhances individual sales performance but also fortifies the company's overall marketing strategy.

Role of AI and ChatGPT in Content Creation

As the conversation progresses, Dave and Ross address the evolving role of AI tools like ChatGPT in content marketing. Ross presents a forward-thinking perspective:

Ross Simmonds [49:07]: "These tools don't make the work less valuable... they provide a shortcut to achieve more."

Dave shares practical applications, such as using ChatGPT for generating interview questions or translating content:

Dave Gerhardt [52:56]: "It's a copilot to me as I'm going to do work... someone out there is going to launch businesses, career opportunities that were never possible because of this technology."

They collectively assert that AI serves as an equalizer, enabling both mediocre and great marketers to enhance their productivity, though true excellence still stems from human creativity and strategic insight.

Conclusion

The episode wraps up with mutual appreciation for the insights shared and a reaffirmation of the strategies discussed. Dave and Ross emphasize the importance of consistency, leveraging existing content, optimizing social media channels, and embracing AI tools to stay ahead in the competitive B2B marketing landscape. They encourage listeners to experiment with these tactics, remain adaptable, and continuously seek ways to add value to their audiences.

Notable Quotes

• Dave Gerhardt [06:10]: "I copied and pasted the exact same thing that I posted six months ago. And that post drove 200 new newsletter subscribers."

• Ross Simmonds [07:35]: "That is the playbook that every creator should apply, every brand should apply, every marketer should apply."

• Ross Simmonds [19:18]: "SERP domination is on the SEO side... Mindshare domination is being the go-to resource when someone has a problem."

• Dave Gerhardt [46:52]: "Empowering your entire sales team to think that way... you'll have an army of people preaching the right song to the social world."

• Ross Simmonds [49:07]: "These tools don't make the work less valuable... they provide a shortcut to achieve more."

Key Takeaways

1. Repurposing Content: Reusing successful content can significantly boost engagement and subscriber numbers without the constant need for new creations.

2. Social Media as a B2B Powerhouse: Platforms like LinkedIn and X (formerly Twitter) are crucial for B2B marketing, offering vast potential for audience engagement and business growth.

3. Community Building: Establishing a dedicated and engaged community translates to higher ROI and sustained business success.

4. Sales Team Empowerment: Training sales teams to create and share content amplifies the company's marketing efforts and fosters stronger customer relationships.

5. AI Integration: Embracing AI tools like ChatGPT enhances content creation efficiency and opens new avenues for innovation and productivity in marketing strategies.

This episode serves as a comprehensive guide for B2B marketers aiming to refine their content strategies, optimize distribution tactics, and harness the full potential of organic social media to drive measurable business results.