In a recent LinkedIn post, Ross Simmonds discusses a critical gap he sees in many content marketing strategies: the neglect of content distribution. Simmonds argues that simply creating content is insufficient in today’s crowded digital landscape and that a robust distribution plan is paramount for any content to achieve its intended impact.
Simmonds highlights the common pitfall of creators publishing content and then failing to promote it effectively. He states:
If you’re only focused on creating content, you’re already behind. Stop hitting publish and ghosting your own work. Content that’s not distributed might as well not exist.
This sentiment underscores a fundamental principle of modern marketing: creation is only half the battle. As Simmonds points out, the effectiveness of any piece of content is directly tied to its reach and engagement, which are driven by deliberate distribution efforts.
The Importance of Marketing Content
Simmonds emphasizes that content marketing is indeed two words, with the “marketing” aspect being as crucial as the “content” itself. He suggests that many businesses overlook this vital component, leading to wasted resources and unrealized potential for their published materials.
According to Simmonds, a strategic approach to distribution involves several key actions:
- Repurposing high-performing assets to maximize their value and reach across different platforms and formats.
- Reposting content multiple times, acknowledging that a significant portion of the audience may have missed it upon its initial publication.
- Employing strategic thinking around the timing, channels, and formats used for distribution to ensure the content reaches the right audience at the right time through the most effective means.
Content marketing is two words—marketing your content is as important as creating it…
This multi-faceted approach, as laid out by Simmonds, moves beyond a simple “publish and pray” strategy. It involves a systematic effort to ensure that valuable content continues to be seen and engaged with long after its initial release.
Building a Repeatable System
Simmonds further elaborates on the need for a repeatable system to keep content alive and effective over extended periods. He suggests that this systematic approach is key to achieving sustained results from content marketing investments.
In his post, Simmonds references an appearance on the Attributed Podcast where he delves deeper into these strategies. He frames this discussion as offering a “playbook” for maintaining content longevity. As Ross Simmonds notes:
Want a repeatable system that keeps your content alive for months? We’ve got the playbook in this episode: [link]
By focusing on both creation and strategic, repeatable distribution, businesses can move from simply producing content to effectively marketing it, thereby achieving greater impact and return on their marketing efforts. Simmonds’s insights serve as a timely reminder that in the digital age, visibility is earned through consistent and intelligent promotion.
📝 About This Content
This article is based on insights shared by Ross Simmonds on LinkedIn.
📅 Originally posted on February 17, 2026 | View original post on LinkedIn →