Unlocking the full potential of content distribution with AI - Blog

Ross Simmonds makes scaling content feel effortless—and he does it using AI.

As a seasoned digital marketing strategist, entrepreneur, and founder of content marketing agency Foundation Marketing Inc., Ross is something of a pioneer in content distribution. And he’s using AI to take content beyond blog posts and into the realm of multi-channel, evergreen distribution.

In a recent live workshop, Ross shared some of his game-changing strategies. He revealed how brands can use AI to create a whole system for content that educates, engages, and, most importantly, reaches people.

For anyone looking to enhance their content strategy, this session is a must-watch. It’s especially useful for marketers, creators, and businesses wanting to stop relying on blog posts and make the most of AI to maximize content impact.

Here’s a snapshot of what Ross uncovered during the session:

Blog posts aren’t enough—distribution is what sets you apart

Many marketers fall into the trap of thinking content marketing is just about writing blog posts. Or that if you create a good blog, people will come running. It’s a trap Ross fell into himself, too. But he shared why that’s not an approach that works—at least not anymore.

“For years I told people all you need to do to be successful is create blog posts. But that's complete fiction, folks. You can't just create blog posts and the world will be yours. You have to do more than that.”

He pointed out that while blog posts are valuable, they are just one piece of a larger content puzzle. A real content strategy is sharing that content across different platforms and repurposing it for other formats. And continuing to do so again and again over time. Distributing it.

To do this, Ross encourages brands to think more like media companies. Instead of just creating content and moving on, he says the key is to get that content into channels where your ideal audience will see it. That might be X, or LinkedIn, or Reddit, or TikTok, Facebook, Instagram… the list goes on.

He told me, “Oftentimes I hear marketers say “I'm doing all the things. I'm using AI to create better content. I'm using AI to create video content. I'm using AI to create long-form blog posts. I'm creating thought leadership pieces with AI and all of these things.” But here's the thing folks, you have to still market the content.”

Developing a strong content strategy that works is about content repurposing for sure, but it’s also about getting eyeballs on that repurposed content.

Repurpose your content using AI

So how does Ross repurpose content? A practical tip he shared was how he uses a custom ChatGPT GPT created by his team that helps him repurpose content quickly and easily.

The GPT is powered by the principles from his book, Create Once, Distribute Forever. All anyone has to do is feed the GPT a piece of existing content, like a blog post, and ask it to repurpose it into a different format, e.g. a LinkedIn carousel. Using its pre-written instructions, the GPT will generate content that’s of a really high standard. You can then rinse and repeat, creating content for various forms—short videos, tweets, carousels, and even long-form articles—in minutes.

“What I like about this GPT is that most times when you are using ChatGPT, you get pretty cheesy, corny threads. Things that are whack that you’d never share on your account. But in the backend of this GPT, we’ve uploaded best practices like AIDA (Attention, Interest, Desire, Action) across multiple formats like LinkedIn, X, email, carousels, etc. It has a formula to follow.”

Ross’ GPT is awesome and is available for public use. He shared a link to the GPT with me—you can find it in the workshop recording resources (available to paying Ben’s Bites members).

AI tools that power distribution

And what about content distribution—how does Ross do that? Throughout the session, he shared a few of his go-to approaches for getting content out there.

Reddit

Ross is a big fan of Reddit for self-promotion. Yes—he’s been banned several times, so he advises using it with caution. Be genuinely helpful; don’t spam. He mentioned a few ways he uses AI to power his Reddit distribution, including a Chrome extension to help him write thread replies, and using the Reddit API to get deeper insights into Reddit research.

Video

He also emphasised, that in a world where everyone’s creating content everywhere, how important video is. You can create video content and repurpose it into other formats (like we’ve done with the post you’re reading right now), or you can repurpose existing content into videos. He shared some of his favourite AI tools for creating high-quality videos quickly, including HeyGen.

Long-form content

We also got an insight into how Ross recommends distributing long-form written content like blog posts. He suggests not just posting articles on a blog—but editing and publishing them as LinkedIn articles and Medium articles too, ensuring they link back to your website so they go into your conversion funnel.

And more…

Ross also touched on other things like remixing data into social-worthy visuals, distributing your content via lesser-known newsletters, using Canva’s bulk upload feature and Midjourney for visual assets, repurposing high-ranking technical documentation, and more.

Create once, distribute forever

In case you haven’t picked up on it already, the key to Ross’s strategy is simple: create once, distribute forever. Of course, like all these things, it’s a strategy that’s far simpler in theory than it is in practice. Repurposing content and distributing it literally forever takes a heck of a lot of work.

But that’s where AI is the hero: it can handle and automate a lot of tasks that previously would have taken hours. In Ross’ words, “You can now come up with concepts from your laptop in a matter of seconds. It used to take me hours to write a script. Now I can go to ChatGPT or Claude and I can ask it to write one for me.”

It’s hard to convey just how much value Ross packed into his 50-minute session. I highly recommend watching the recording if you’re a Ben’s Bites Pro member so you can steal his strategies and start moving beyond simple content creation into a world of strategic content distribution. Go check it out.

Want to learn more?

Catch the full recording of Ross Simmonds’ session now to see his AI-powered workflows in action. The recording is available to Pro Ben’s Bites members along with the full session transcript and a link to Ross’ content repurposing GPT

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