Ross Simmonds Advocates for Content Distribution Over Mere Creation in the AI Era

In a recent LinkedIn post, Ross Simmonds discusses the evolving landscape of content marketing, particularly in the context of artificial intelligence, emphasizing that effective distribution strategies are now more critical than ever. Simmonds’s insights stem from data that, he claims, nearly caused him to spill coffee on his laptop, underscoring the impact of the information.

The Shifting Paradigm of Content Strategy

Simmonds argues that the traditional approach of merely creating content, often characterized by a repetitive cycle of blog post production, is no longer sufficient. He highlights the necessity of actively distributing and repurposing content across various platforms. As Simmonds notes:

“Distribution matters more in the AI age than ever before.”

He stresses that while foundational practices like search optimization, repurposing, and maintaining a presence on platforms like LinkedIn, YouTube, and Reddit remain important, they are insufficient without a robust distribution plan. Simmonds points out that many companies are still adhering to an outdated playbook.

Beyond the Old Playbook: Actionable Distribution

The core of Simmonds’s message is that content creation should be seen as the first step in a larger process. The real value, according to him, lies in what is done with that content afterward. He elaborates on this by stating:

“You need to do things with those blog posts. Whether it’s taking those blog posts and uploading them to Distribution . AI or manually re-writing them in ways that are worth promoting as YouTube videos or Medium posts… You need to create content that can be used to create more content…”

This perspective suggests a move away from a volume-based content strategy towards a more dynamic and integrated approach. Simmonds encourages businesses to rethink their strategies, especially those that have remained unchanged since around 2019, to adapt to the current marketing environment.

Leveraging AI for Enhanced Distribution

While Simmonds doesn’t explicitly detail how AI tools should be used in this process within the post, his mention of AI in the context of distribution implies that technology can play a significant role in optimizing and scaling these efforts. He implies that companies should be exploring tools and methods that facilitate the transformation of existing content into multiple formats suitable for different channels.

A Call for Strategic Evolution

Simmonds concludes his post with a clear call to action, urging companies to abandon outdated methods and embrace a more sophisticated content distribution strategy. He suggests that this evolution is not just beneficial but essential for success in the contemporary digital marketing landscape. As Ross Simmonds puts it:

“So stop running the old playbook.”

He further incentivizes engagement by mentioning a recorded video on the topic, offering it to those who comment with their favorite AI tool or send him a direct message. This approach positions Simmonds as a thought leader advocating for adaptive and forward-thinking marketing practices.