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Create once, distribute forever

Updated: 7 days ago


The B2B Marketing Leaders Podcast with Dave Gerhardt. Conversation with Ross Simmonds (@thecoolestcool) is the Founder & CEO of Foundation, a B2B content marketing agency.

Episode from March 3, 2021

KEY TAKEAWAYS:

1. CONTENT WILL OPEN THE DOORS FOR YOUR SALES PEOPLE

When people talk about your brand – the brand is not your logo, not your design. Brand is your reputation. Content is the best way to build your reputation. Valuable content you create (events, podcasts, blog posts) can open up more doors for your sales team – because they have something to talk about.

2. CREATE ONCE AND DISTRIBUTE FOREVER The biggest mistake in content marketing: you press “publish” and you call it a day. Some spend 100 hours to do research and then spend a fraction of that time promoting. The biggest mistake is to overvalue content creation and undervalue distribution. You create once and you distribute forever. You should repurpose a good piece of content for the rest of eternity.

There will always be new people in your target group who want to see the piece you created 2 years ago.

3. THE FEEDBACK LOOP

The whole game of content marketing is about the feedback loop. If you create something that flies in social media then you should max it out. If one blew up then you can do the whole 2-day event dedicated to this topic, for example.

Put the ton of stuff out on social media. See what people react to. Then create the deeper, better version on multiple platform on multiple formats.