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!

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