#398 | Dasha chats with Ross Simmonds, founder of Foundation Marketing and Distribution.ai, live at Drive. They talk about why most marketing content fails: it gets created once and then left to collect dust. Ross breaks down his full distribution playbook for a single blog post - from social and email to Reddit, shorts, carousels, and reposting on a schedule. Then, Ross shares the receipts: 10X traffic and a three-year-old asset that now gets cited in AI answers and still generates leads. He explains his rule to create ridiculously good content once and distribute it forever, the four E's that separate great content from slop, and the two blog posts that changed his career. Plus, how to hire people that runs without you, why spamming Reddit with self-promotion is ineffective, and Ross’s bet on in-person events in 2027.

Show notes:

14 books to get a job in advertising: https://rosssimmonds.com/blog/20-books-read-job-advertising/

Timestamps:

(00:00) - Recording Live at Drive

(02:36) - Why Most Great Content Just Collects Dust

(03:43) - How AI Made Distribution Noisier and Cheaper

(04:56) - Distributing One Blog Post Across Every Channel to Maximize Reach

(06:55) - 10X Traffic and Playing the Long Game with Content

(09:19) - The Four E's of Great Content

(11:01) - The Blog Posts That Changed His Career

(14:30) - His Biggest Win: A Team That Runs Without Him

(17:30) - Reddit Done Right: White-Hat, Not Spam

(18:58) - His Bet for 2027: In-Person Events Come Back

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How to Get 10X More Traffic From Content You Already Have (with Ross Simmonds, Foundation Marketing)

The Dave Gerhardt Show (from Exit Five)

How to Get 10X More Traffic From Content You Already Have (with Ross Simmonds, Foundation Marketing)