#121: Content | B2B Content Strategy, Distribution Tactics, and Organic Social (with Ross Simmonds)

This week, Dave is joined by Ross Simmonds. Ross is the Founder & CEO of Foundation, a content marketing agency that strategizes, distributes, and optimizes content for some of the most successful SaaS companies in the world and works as partners for multiple publicly traded cloud companies that have redefined entire industries. They share lessons they both learned on their content journeys and discuss things likePrioritizing search as a distribution channelWhy social followers are not a vanity metricUsing and enabling the sales team for content distributionHow to repurpose your most popular contentTimestamps(00:00) - Intro (04:38) - An Easy Content Distribution Tactic (10:18) - Adjusting Your Tone with the Times (14:03) - Search as a Distribution Channel (15:23) - Why Followers Aren't a Vanity Metric (18:58) - SERP and Mindshare Domination (21:43) - Underrated Content Strategy for B2B (30:16) - Why We're Doubling Down on X (38:37) - How to Repurpose Popular Organic Social Content (42:52) - The Sales Team as a Distribution Channel (47:11) - ChatGPT and Closing Thoughts Send guest pitches and ideas to [email protected] the Exit Five Newsletter here: https://www.exitfive.com/newsletterCheck out the Exit Five job board: https://jobs.exitfive.com/Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership***Today’s episode is brought to you by Grammarly.Ever have one of those weeks where you spent more time replying to Slack and email than doing actual marketing work?You’re not alone. The average marketing team spends 28+ hours a week just keeping up with comms.That leads to burnout, frustration, and a whole lot of performative productivity that doesn’t actually move the needle.AI-fluent marketing teams are changing that. Grammarly’s 2025 Productivity Shift Report shows how they’re using AI to:– Cut down on back-and-forth– Automate content, research, and reporting– Eliminate busywork– Make space for strategyWe’re marketers because we love crafting campaigns, driving revenue, and proving impact – not spending all day buried in messages.Get the report and see how top teams are making AI actually useful.Visit go.grammarly.com/exitfive to grab it.***Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.They give you unlimited podcast editing and strategy for your B2B podcast.Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.Visit hatch.fm to learn more