Episode web page: https://bit.ly/4nZFApH

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Episode summary:

How do you know when your content is hitting the mark? And once you do, how can you scale it efficiently and strategically?

In this episode of Insights Unlocked, host Nathan Isaacs sits down with Ross Simmonds, CEO of Foundation, a B2B content marketing agency known for its bold distribution strategies. Ross breaks down how to move beyond guesswork in content marketing by identifying real signals of content-market fit and using those insights to fuel smarter, faster content creation.

From mining Reddit threads to making your content "baby unicorns," Ross shares tactical strategies for understanding your audience, experimenting with purpose, and leveraging data to guide decision-making. He also discusses why marketers should embrace AI to scale their efforts and stay competitive—without losing the curiosity and creativity that drives meaningful engagement.

Whether you're a solo content creator or part of a larger marketing team, this episode is packed with practical advice on how to produce content that resonates, distributes well, and drives real business results.

What you'll learn in this episode:

Why content, like products, needs to have a strong fit with your audience

How to spot signals of content-market fit across platforms like Reddit, X (Twitter), LinkedIn, and more

Why you need to slow down in order to move faster—and how to "be the meerkat" in your marketing strategy

Tips for running quarterly content reviews and influencing stakeholders with data

How one tweet became a foundational content pillar for Ross’s entire brand strategy

The role of curiosity and experimentation in finding new content channels before they’re saturated

How to embrace AI to boost efficiency, scale distribution, and improve as a marketer

Resources & Links:

Ross Simmonds on LinkedIn (https://www.linkedin.com/in/rosssimmonds/)

Foundation (https://foundationinc.co/)

Distribution.ai (http://Distribution.ai)

Nathan Isaacs on LinkedIn (https://www.linkedin.com/in/nathanisaacs/)

Learn more about Insights Unlocked: https://www.usertesting.com/podcast

About the show:

Insights Unlocked is the go-to podcast for marketing, UX, product, and CX leaders. Each week, we feature candid conversations with the builders and thinkers behind today’s most impactful customer experiences. Brought to you by UserTesting