#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
Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletter
Learn more about Exit Five's private marketing community: https://www.exitfive.com/
***
Brought to you by:
Zoom Webinars & Events – The virtual event platform built to help B2B marketers run webinars that actually drive pipeline, with branded registration pages, live engagement features, and built-in tools to repurpose sessions into clips and content. Learn more at zoom.com/exitfive.
Convertiv - A B2B marketing agency that helps enterprise teams build an AI-powered go-to-market strategy, specializing in AEO. Podcast listeners get a free AI search review showing how you stack up against competitors. Learn more at convertiv.com/exitfive.
Optimizely - the AI platform for marketers. Build your own AI agents or pull from a directory of 50+ pre-built ones for marketing use cases. Their new Virtual Teammates can join meetings, complete tasks, support campaigns, and keep your website optimized. Learn more at optimizely.com/exitfive.
Compound Growth Marketing- A full-funnel demand gen agency helping high-growth cybersecurity and enterprise software companies show up earlier in the buying journey, combining AEO, modern paid advertising, and a dedicated go-to-market engineering team. Podcast listeners get two free media planning sessions to find out what channels are driving the best ROI. Learn more at compoundgrowthmarketing.com/exitfive.
Customer.io - An AI powered customer engagement platform that help marketers turn first-party data into engaging customer experiences across email, SMS, and push. Learn more at customer.io/exitfive.
***
Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.
- They give you unlimited podcast editing and strategy for your B2B podcast.
- Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.
Visit hatch.fm to learn more
