In this episode, Brian sits down with Ross Simmonds, Founder and CEO of Foundation Marketing, for a sharp and unfiltered look at how AI is rewriting the rules of higher education, content strategy, and the entire student decision journey. They dig into the cultural roadblocks that keep institutions stuck, the game-changing speed of AI-assisted content, and the rise of answer engine optimization. Ross unpacks the new world of discoverability, why Reddit, YouTube, and TikTok now carry real weight in recruitment, and what colleges must do to thrive as AI agents begin researching and making recommendations on behalf of future students.
Join us as we discuss:
- [2:23] Where AI excels in content marketing and where it falls short
- [15:35] What to do about the collapse of organic traffic and the zero click problem
- [22:11] How to repurpose content everywhere without burning out your team
Check out these resources we mentioned during the podcast:
- ElevenLabs
- WisprFlow
- Create Once, Distribute Forever
To hear this interview and many more like it, subscribe on Apple Podcasts, Spotify, or our website, or search for AI for U with Brian Piper in your favorite podcast player.
Episode prompt:
You are a channel research expert with a deep understanding of audience behavior.
I'm going to ask you to do research related to [Institution name and URL]
For each potentially relevant platform, conduct a detailed analysis:
**REDDIT:**
- Search for existing subreddits related to our institution
- Search for mentions in relevant subreddits (r/college, r/gradadmissions, program-specific subs)
- Analyze what questions get asked about institutions like ours
- Document sentiment and common themes
- Identify if we're being cited in LLM responses
Assessment:- Does this platform influence our target audience? (High/Medium/Low)
- Do we currently have a presence? (Yes/No/Unofficial)
- What would strategic presence require?
- What are risks of not having a presence?
**LINKEDIN:**
- Analyze what content about our institution performs well
- Review what competitors are publishing
- Assess if our target audience(s) are active here
- Evaluate if LinkedIn articles/newsletters could expand our reach
Assessment: [Same framework as Reddit]
**YOUTUBE:**
- Search for content about our institution and programs
- Analyze view counts and engagement on existing videos
- Research what video content performs well for competitors
- Identify gaps in video content about our offerings
Assessment: [Same framework]
**TIKTOK:**
- [If relevant to audience] Search for our institution and programs
- Analyze student-generated content
- Research competitors' presence and performance
- Assess cultural fit and resource requirements
Assessment: [Same framework]
**RANKING/DIRECTORY SITES:**
- Identify which sites cite us or competitors
- Document which appear in LLM responses
- Assess if we're listed/featured appropriately
- Determine if pay-to-play models are worth investment
Guest Name: Ross Simmonds
Guest Social: https://www.linkedin.com/in/rosssimmonds/
Guest Bio: Ross is the founder of Foundation, a B2B content marketing agency and the founder of Distribution.ai, an innovative software helping brands and creators spread their stories with ease. He's an Amazon best selling author of the book: Create Once Distribute forever and has worked with organizations all over the world ranging from some of the fastest-growing startups, well known higher education institutions and global Fortune 500 brands. Ross has been named one of the most influential marketers in the world by multiple marketing publications and firms like BuzzSumo, SEMRush, Moz and more. Ross has received the Harry Jerome Young Entrepreneur Award and has been named one of the Top 50 CEOs in Atlantic Canada.
