In a recent LinkedIn post, Ross Simmonds discusses how many brands are overlooking a significant, untapped resource within their existing content libraries. He highlights that years of valuable content, such as YouTube videos, blog posts, podcasts, and webinars, are often left to languish after their initial publication.
Simmonds argues that the key to unlocking this potential lies in leveraging Artificial Intelligence, not for generating more content, but for strategically distributing what already resonates.
“Most brands are sitting on a goldmine… and ignoring it.”
The Untapped Potential of Existing Content
Ross Simmonds points out that brands invest considerable time and resources into creating a wide array of content. However, the typical post-publication strategy often amounts to little more than letting this content fade into obscurity. This approach represents a missed opportunity, as this existing material has already proven its ability to engage an audience.
According to Simmonds, the problem is not a lack of content, but a failure to effectively repurpose and redistribute it. He identifies a common pitfall in how brands approach their content archives.
AI’s Role in Content Distribution, Not Just Creation
Simmonds’s core argument centers on the strategic application of AI. He contends that many brands are misusing AI by employing it primarily to create more content, thereby adding to the digital noise. Instead, he advocates for using AI as a powerful distribution tool.
As Ross Simmonds notes, the focus should shift:
“Instead of AI to distribute stories that already resonate and shape culture.”
In Simmonds’s view, AI can be instrumental in identifying high-performing content and ensuring it reaches a wider audience through optimized distribution channels. This approach allows brands to breathe new life into their most successful pieces, maximizing their impact and return on investment.
Shaping Culture Through Resonant Stories
The ultimate goal, as outlined by Simmonds, is to leverage AI to distribute content that has a genuine impact. This involves identifying narratives that have already connected with the target audience and possess the potential to influence cultural conversations within their industry.
Ross Simmonds emphasizes that:
“Years of… YouTube videos, Blog posts, Podcasts, Webinars All collecting dust after pressing publish.”
By employing AI for intelligent distribution, brands can ensure their most impactful stories continue to be heard, fostering deeper engagement and establishing stronger thought leadership. This strategic use of AI transforms dormant content assets into active drivers of brand authority and market influence.
📝 About This Content
This article is based on insights shared by Ross Simmonds on LinkedIn.
📅 Originally posted on April 7, 2026 | View original post on LinkedIn →