Content Creation to Content Distribution: Ross Simmonds on Scaling Your Reach (Part 1)

The Simple and Smart SEO Show

In this episode of the Simple and Smart SEO Show, host Crystal Waddell sits down with Ross Simmonds — founder of Foundation Marketing and distribution.ai, keynote speaker at Brighton SEO, and passionate content strategist.

Ross shares how he started out online running a fantasy football blog and now advises global brands.

His message: most creators need to stop obsessing over new content and start amplifying what they’ve already made.

Learn his “garden analogy” for content promotion, the Four Es framework for creating engaging posts, and how to balance content marketing with SEO.

Whether you’re an entrepreneur, marketer, SEO or creator, this episode will shift your mindset from constant creation to strategic distribution.

Key Takeaways:

• Why most brands underinvest in content distribution — and how to fix it.
• The “garden analogy” for nurturing content long after it’s created.
• How to overcome the fear of over-promoting your content.
• The Four Es framework for engaging, educational, entertaining, and empowering content.
• Why SEO lives under the broader umbrella of content marketing.
• How to treat different content types like investment asset classes.

Episode Highlights:

• "If you’ve given up your time to create something, that thing is now an asset — and assets deserve distribution." – Ross Simmonds
• "I’ve never seen someone share too much good content." – Ross Simmonds

Listener Action Items:

• Audit your existing content and identify pieces worth re-promoting.
• Shift your time ratio from 90% creation / 10% promotion to a healthier balance.
• Apply the Four Es to your content strategy this month.
• Experiment with DM-based calls-to-action instead of “link in bio” prompts.

Connect With Ross:

Linkedin

Buy His Book: Create Once. Distribute Forever.

Text me your questions or comments!

Does SEO feel confusing, overwhelming, or just plain impossible to figure out? You’re not alone. That’s why I created the AI SEO Foundations course, powered by Crystal GPT: your personal AI SEO coach designed for busy, creative business owners like you.

Ditch the overwhelm and discover what SEO can do for your business! Head to SEOin7days.com (with the number 7!) and get started today—let’s make your brand easy to find and impossible to ignore.

Support the show

Want to follow up on what you've heard? Search the podcast!
Join the SEO Squad
Apply to be my podcast guest! 🎙️ Don't forget to Put your pitch topic in the subject line!

AFFILIATE LINKS:
Start your Shopify Store!
Get SurferSEO!

Metricool (to be everywhere online, you NEED a social media scheduler!)

Note:
If you make a purchase using some of my links, I make a little money.
But I only ever share products, people, & offers I trust & use myself!

פרקים

1. And some people are listening to this, and they've been creating already (00:00:00)

2. Ross Simmons' Journey to Entrepreneurship (00:01:10)

3. Building a Career in Content Creation (00:01:51)

4. The Importance of Content Distribution (00:03:58)

5. Overcoming Fear and Promoting Content (00:06:26)

6. Balancing Content Creation and Promotion (00:07:33)

7. The Four Es Framework for Content Creation (00:11:48)

8. The Role of SEO in Content Marketing (00:15:54)

9. Investing in Different Content Types (00:17:47)