#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 (04:24) - An Easy Content Distribution Tactic (10:04) - Adjusting Your Tone with the Times (13:49) - Search as a Distribution Channel (15:09) - Why Followers Aren't a Vanity Metric (18:44) - SERP and Mindshare Domination (21:29) - 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 Customer.io.You know that feeling when you open your inbox, and it’s just… noise? Bad marketing. Spam. Most companies are out here just talking at customers, not talking to them.Marketing messages should do more than just land in an inbox – they should create impact and drive real engagement.Customer.io helps companies send smarter, more personalized messages using first-party data. Their platform enables brands to reach customers at the right time, in the right place, on the right channel—whether that’s email, SMS, push notifications, or beyond.And the best part is that it’s all automated, so you’re not just blasting campaigns and hoping for the best. You’re running a machine that delivers real, human engagement at scale.7,000+ brands already trust Customer.io to make their marketing feel less like noise and more like connection. Join them by visiting Customer.io to get started. ***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