In a recent LinkedIn post, Ross Simmonds discusses a critical oversight he observes in many B2B marketing strategies: the underestimation of platforms like Reddit and YouTube. Simmonds argues that these platforms are far from being secondary channels and are, in fact, becoming central hubs for buyer research and information consumption.
The Untapped Potential of Reddit and YouTube
Simmonds highlights the significant role these platforms play in the buyer’s journey, particularly for those seeking solutions and software recommendations. He points out the growing prevalence of buyer-intent queries on Reddit, especially those related to finding the “best software.” This suggests that potential customers are actively using the platform to gather information and make purchasing decisions.
Furthermore, Simmonds emphasizes YouTube’s increasing importance, noting that it is now frequently cited in answers generated by Large Language Models (LLMs). This trend indicates that video content, particularly educational and problem-solving content, is a key source for AI-driven information retrieval, which in turn influences user perception and decision-making.
“Most B2B teams treat Reddit and YouTube like side projects.”
This statement from Simmonds underscores a common, yet potentially detrimental, approach taken by many businesses. He suggests that by relegating these powerful platforms to “side projects,” B2B teams are missing out on significant opportunities to connect with their target audience at crucial stages of the buying process.
Shifting Content Strategy from Demos to Problem-Solving
A core tenet of Simmonds’ message is a call to action for B2B marketers to fundamentally rethink their content approach on these platforms. He advocates for a shift away from purely promotional content, such as product demonstrations, towards content that directly addresses and solves the problems faced by potential customers.
According to Simmonds, the key lies in publishing content where buyers are already actively seeking answers. This means identifying the questions and challenges that resonate with the target audience and creating valuable, informative content that provides solutions. As he puts it:
“Start publishing problem-solving content where buyers already ask questions.”
This strategic pivot aims to position brands as helpful resources rather than just vendors. By consistently providing valuable, problem-solving content, businesses can build trust, establish authority, and ultimately attract and convert leads more effectively.
The Power of Consistency
Simmonds also stresses the importance of consistency in content creation and distribution. He argues that regular, high-quality content output is crucial for gaining visibility and recognition on these platforms.
The impact of consistent, valuable content is further illustrated by Simmonds’ observation:
“Consistency wins citations.”
This implies that by consistently showing up with helpful information, brands can increase their chances of being referenced, recommended, and cited, both by users and by emerging AI tools. This builds a strong reputation and organic reach, driving more qualified traffic and engagement over time.
Conclusion
Ross Simmonds’ insights from his recent LinkedIn post offer a compelling argument for B2B companies to re-evaluate their digital strategy. By recognizing the true potential of platforms like Reddit and YouTube and focusing on consistent, problem-solving content, businesses can better connect with buyers, build credibility, and drive meaningful results in today’s evolving digital landscape.
📝 About This Content
This article is based on insights shared by Ross Simmonds on LinkedIn.
📅 Originally posted on April 12, 2026 | View original post on LinkedIn →