Create Like the Greats Ross Simmonds

In this episode of Create Like the Greats, Ross shares insights from his recent interview on the podcast Distribution First, hosted by Justin Simon. They explore how marketers can use AI to enhance distribution strategies, emphasizing its role as an augmentation too rather than a replacement tool. The conversation also touches on the impact of AI on plagiarism, the value of communities in career development, and the power of repurposing content for efficient distribution.

Detailed Breakdown 

1. AI as an Augmentation Tool, not a Replacement:
Ross emphasizes that AI should be viewed as a tool to augment human capabilities rather than a complete replacement. Many people make the mistake of relying solely on AI-powered tools for creating and distributing content, expecting instant success. However, Ross points out that AI works best when integrated into a thought-out system, whether in audio, video, or written format.

2. Streamlining Content Creation with AI
They explore how ChatGPT can be utilized to generate SOPs for various content formats such as video production. By feeding ChatGPT specific prompts related to content creation workflows, users can efficiently streamline processes and create comprehensive SOPs tailored to their specific needs. This approach not only saves time but also ensures consistency and quality across content production endeavors.

3. Collaboration with AI
They discuss the approach to using AI as a partner rather than a mere task executor and highlight the importance of bouncing ideas off AI and using it as a colleague, encouraging marketers to view AI as a valuable resource in the content creation process.

4. The Power of Communities
They emphasize the significance of being a part of communities to grow and excel professionally. Building connections within communities can help marketers gain insights and knowledge, with AI being one such area where being well-versed can set individuals apart in their careers.

5. Plagiarism and AI
When it comes to plagiarism in the realm of AI, Ross presents two trains of thought. Firstly, conducting plagiarism checks at the end of producing any asset is important. Secondly, acknowledging the ideas AI generates and giving credit where due is crucial, just as one would with human-generated ideas.

6. Amplifying Distribution Strategies
They discuss how content creators often overlook the importance of distribution, celebrating the creation of content without incorporating effective distribution strategies. By understanding how to leverage distribution, organizations can unlock unlimited potential and opportunities for their content.

Resources 
Distribution First Episode

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In this episode of Create Like the Greats, Ross takes us on a journey through the highs and lows of his book launch for "Create Once, Distribute Forever." With a behind-the-scenes look at his launch strategy, Ross shares the excitement, challenges, and successes he's encountered. From podcast interviews to social media engagement and lessons learned along the way, Ross leaves no stone unturned. Despite a few hiccups, Ross's gratitude for his community and determination to make a difference resonate deeply
Detailed Breakdown 

1. Getting on Podcasts
Ross talks about how he planned and pulled off getting on lots of different podcasts. These podcasts were all about stuff like marketing, business, and how things grow. He explains how he reached out to the people who run the podcasts and why it was super important to do this to let more people know about his book.

2. Making Noise on Social Media
Ross shares how he used social media to make a big deal about his book. He made videos and shared parts of the book to get more people interested. He made sure to spread the word across different social media sites to reach as many people as possible and get them excited about what he had to say about spreading stories.

3. Overcoming Challenges with Transparency
Ross talks about some things that didn't go as planned during his book launch, like messing up with emails. But instead of trying to hide it, Ross was honest about the mistake. He talked openly to his followers about what happened and turned it into a chance to connect even more with them.

Resources 
Create Once, Distribute Forever Book - https://rosssimmonds.com/book/
Check it out on Amazon - https://www.amazon.com/Create-Once-Distribute-Forever-Creators/dp/1544541279
Create Once, Distribute Forever Webinar - https://www.youtube.com/watch?v=w1-bmDmbjIo&t=59s

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In this episode of Create Like the Greats, Ross shares insights on why he wrote “Create Once, Distribute Forever”. This book serves as a comprehensive guide for individuals and businesses striving to effectively distribute their stories and engage with their target audience. In this episode Ross provides a glimpse into the Create Once, Distribute Forever sections and how it can help you master content distribution. Don't miss the opportunity to read "Create Once, Distribute Forever" for a deeper dive into enhancing your content distribution efforts.

Detailed Breakdown 

1. Distribution 101
In this section, Ross provides a comprehensive overview of distribution, explaining its fundamental principles and importance in modern marketing. Through clear definitions and illustrative examples, readers gain a solid understanding of distribution's role in amplifying content reach and engagement.

2. Why Many Don't Embrace Distribution
Addressing common obstacles to effective distribution, Ross offers practical insights to help readers overcome these challenges and unlock the full potential of their content.

3. Promoting Your Content
Ross dives into the crucial aspect of content promotion, emphasizing the significance of actively amplifying one's creations. He encourages the readers to confidently promote their content across various channels, understanding that strategic amplification is key to achieving broader impact and recognition.

4. The Sherlock Homeboy Method: Reverse Engineering Content Market Fit
Introducing a systematic approach to content distribution, Ross presents the "Sherlock Homeboy Method" for reverse engineering content market fit. Through a blend of detective work and strategic thinking, readers learn how to align their content with audience preferences and identify optimal distribution channels for maximum impact.

5. Tactical Insights: Remixing and Republishing
This section delves into actionable tactics for content distribution, focusing on the transformative potential of remixing and republishing strategies. By exploring practical techniques for repurposing content across different platforms, readers discover how to extend the lifespan of their creations and reach new audiences effectively.

6. Channel-Specific Distribution Strategies
Offering a tailored approach to content distribution, this section provides in-depth guides for leveraging specific distribution channels. Readers gain valuable insights into optimizing their content for diverse platforms, empowering them to implement targeted distribution strategies that resonate with their audience and goals.

Resources 
Create Once, Distribute Forever Book - https://rosssimmonds.com/book/
Check it out on Amazon - https://www.amazon.com/Create-Once-Distribute-Forever-Creators/dp/1544541279

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In this episode of Create Like the Greats, Ross sits down with Vince Nero, the Director of Content Marketing at Buzzstream. They talked about evolving landscape of digital PR, link building, and SEO and  provides valuable insights into the world of digital marketing, emphasizing the importance of digital PR and link building in content marketing strategies. This episode highlights the need for personalized outreach, quality content creation, and staying ahead of the ever-changing landscape of search engines.
Key Takeaways and Insights
1. The Rise of Digital PR
Vince talks about how UK has been ahead of the US in terms of embracing digital PR, attributing it to the size and influence of the market. He also emphasizes that agencies can benefit from real-time monitoring to stay ahead of competition and produce timely and relevant content.
2. The Value of Link Building
Vince and Ross agree on the significance of link building and its impact on search rankings. They discuss the value of quality links, especially for smaller organizations, and how major brands may already have an advantage due to their established brand names. Vince mentions that finding keywords with high link intent and creating exceptional content is key to effective link-building strategies.
3. The Evolution of Search Engines
Vince mentions that search engines, particularly Google, are constantly evolving, which makes it challenging to keep up with their algorithms and ranking factors. However, he advises content creators to focus on producing unique and valuable content that artificial intelligence cannot replicate. 
4. AI and Content Creation
The conversation also touches upon AI and content creation, urging content creators to focus on producing unique, valuable content that AI cannot replicate and to draw inspiration from others' work instead of comparison.

Resources Mentioned:
Buzzstream: https://www.buzzstream.com/
BuzzMarker: https://www.buzzstream.com/blog/buzzmarker-for-chrome/

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In this episode of Create Like the Greats,  Ross delves into dynamic conversations with some of the best marketers in the industry — Bryan Casey, Rowan Tonkin, Joel Klettke, and Ronnie Higgins. Ross’ conversations with these seasoned marketing experts are all about strategies, tips, and inspiration.

Detailed Breakdown:

Bryan Casey reflects on the challenge of maintaining quality while considering the integration of AI-generated content into their strategy. He begins by acknowledging a Twitter comment about ChatGPT responses, highlighting his company's commitment to crafting high-quality content through investment in skilled individuals. Bryan expresses skepticism about AI's potential impact on their brand integrity, particularly regarding trust, a core value associated with IBM. Despite initial reluctance, he considers Google's guidelines on helpful content creation, pondering how AI could enhance user experience without compromising quality. Finally, he evaluates the ROI of investing in content, questioning the role of AI compared to their skilled team members in delivering top-notch content.

Rowan Tonkin emphasizes the necessity for marketing leaders to incorporate AI into their annual plans, warning that boards expect this integration for efficiency. He advises clear communication about AI's role and the need for agility in tech contracts and experimentation budgets to adapt to evolving technologies. Tonkin underscores the importance of fostering a culture of agility within the team through transparent communication and sharing insights from industry events to stay adaptable to change.

Joel Klettke discusses the impact of AI on content creation, emphasizing the need to embrace change rather than deny it. He illustrates this with an analogy about shoveling snow, highlighting how AI can streamline processes without compromising quality. Klettke believes that while AI may not replace human creativity, it can significantly accelerate mundane tasks, freeing up time for more strategic work. He envisions AI tools being integrated into various marketing functions, such as analyzing sales calls, repurposing content, and optimizing advertising campaigns. Additionally, he encourages marketers to experiment with AI tools, maintain curiosity, and actively engage with the technology to stay ahead in the rapidly evolving landscape.

Ronnie Higgins outlines his approach to annual initiatives, starting with assessing resources like team and budget. He emphasizes the importance of conducting a risk assessment and aligning strategies with product roadmaps. Gathering inputs from various departments ensures alignment and avoids content becoming a service organization. Keyword research extends beyond SEO tools to consider social value, and ongoing projects involve auditing and building topic clusters to establish topic authority. Overall, the focus is on strategic planning to build authority rather than just ranking.


Resources:

Listen to Bryan Casey’s full episode - https://foundationinc.co/lab/bryan-casey


Listen to Rowan Tonkin’s full episode - https://foundationinc.co/lab/rowan-tonkin/


Listen to Joel Klettke’s full episode - https://foundationinc.co/lab/joel-klettke/


Listen to Ronnie Higgins’ full episode- https://foundationinc.co/lab/ronnie-higgins


AI Marketing Console - https://ross.gumroad.com/l/ai-console


Foundation Labs - https://foundationinc.co/lab/



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In this episode of Create Like the Greats, Ross sits down with Bryan Casey, a seasoned marketing expert from IBM, for a captivating conversation on growth, budgeting, and the essence of marketing. Bryan's extensive experience at IBM offers invaluable insights into constructing a robust marketing engine for large-scale brands while navigating personal growth within the dynamic marketing landscape. From aligning marketing strategies with core brand values to positioning initiatives effectively with leadership, Bryan shares practical wisdom and forecasts the future of marketing in the tech industry, providing a roadmap for marketers aiming for excellence.

Detailed Breakdown 

Constructing a Marketing Engine - Bryan discusses the foundational aspects of building a marketing engine, emphasizing the alignment of marketing strategies with core brand values. He highlights the importance of authenticity over superficial marketing tactics, drawing on IBM's historical legacy and ongoing innovation as examples.

Personal Growth in Marketing - The conversation shifts to personal growth within a marketing career, with Bryan sharing insights and tips for navigating career paths. Emphasizing continuous learning, adaptability, and curiosity, Bryan's advice resonates with marketers seeking career advancement and growth opportunities.

Positioning Marketing Initiatives with Leadership - Bryan provides a masterclass on effectively communicating marketing strategies to leadership, a critical skill for marketers in large organizations like IBM. He emphasizes the importance of crafting compelling narratives around marketing initiatives and demonstrating their value in terms of business outcomes.

Forecasting the Future of Marketing - Bryan shares his predictions and trends shaping the future of marketing in the tech industry, including the integration of AI and machine learning, and the increasing importance of personalization and customer experience. His insights provide a roadmap for marketers aiming to stay ahead of the curve in an ever-evolving landscape.

Resources 
Bryan Casey On Marketing At IBM, Generative AI, Budget Planning & Career Growth - https://foundationinc.co/lab/bryan-casey

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