The Ross Simmonds Show

Latest Episodes:

Mastering Generative Engine Optimization May 09, 2024

Show notes

Welcome to "Create Like The Greats," where we delve into the burgeoning world of Generative Engine Optimization (GEO). This episode explores the transformation from traditional SEO to GEO, a necessity in today's AI-driven digital landscape. We examine how the rise of AI search engines is reshaping content creation and digital marketing, offering insights and practical strategies for engaging both human and AI audiences effectively.

Key Insights

The Evolution from SEO to GEO: Understand the shift from Search Engine Optimization to Generative Engine Optimization, and why it matters.
Foundations of GEO: Discover the origins of GEO, its defining features, and how it differs from traditional SEO.
Strategies for Success: Learn the key strategies that influence AI-driven search engines, including language uniqueness, authoritative content, and the use of citations and statistics.
Practical Applications: Gain insights into how to apply GEO principles depending on the intent of the query—whether informational, navigational, or transactional.
Future of Digital Marketing: Consider the future implications of GEO and how it represents the next step in the evolution of digital content strategy.

Resources

What’s Generative Engine Optimization (GEO) & How To Do It - https://foundationinc.co/lab/generative-engine-optimization

GEO Targeted: Critiquing the Generative Engine Optimization Research - https://sandboxseo.com/generative-engine-optimization-experiment/

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Alessandra Colaci on AI and Marketing at Humans + AI: Unlocking the Power of AI in Marketing May 02, 2024

Show notes

In this episode of Create Like the Greats, Ross Simmonds and Alessandra Colaci of Humans + AI delve into the world of AI and its vast potential in marketing. They explore how AI can elevate productivity and drive innovation in marketing strategies. They discuss various aspects of integrating AI into marketing practices, from harnessing existing data to overcoming resistance. Additionally, they delve into specific applications such as AI in sales, creativity, e-commerce, and content creation. Throughout the conversation, they highlight the importance of understanding AI's capabilities and embracing its role in shaping the future of marketing.

Detailed Breakdown

1. Harnessing Existing Data for AI:

Leveraging customer data, use cases, and personas can inform AI-driven decisions, enhancing marketing strategies through valuable insights. Chat GPT facilitates data conversations, enabling analysis and extraction of information based on natural language patterns, thereby improving insights.

2. Sales and AI:

AI tools empower salespeople by enhancing efficiency, identifying the right contacts, and analyzing successful approaches for improved results.

3. Standing Out with AI:

AI-powered marketing serves as a unique differentiator, augmenting human efforts to achieve greater success and productivity. Shifting from repetitive tasks to strategic and creative work is essential. AI can free up time for deeper and more meaningful endeavors.

4. Overcoming Resistance to AI:

Resistance to AI often stems from fear or uncertainty, which can be overcome through education and understanding of its capabilities.

5. AI in Creativity:

AI assists agencies in generating a high volume of creative ideas. Tools like Runway and Mid Journey enable image animation for creative projects. While voice-over tools enable storytelling, meditation audio, and creation of company spokespersons.

6. Mailshake's AI Content Creation:

Mailshake offers AI-powered content creation tools for email marketing, emphasizing the importance of continuous improvement in outreach and marketing efforts.

Resources:

ChatGPT: chat.openai.com/

Midjourney: midjourney.com/

Runway: runwayml.com/

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Leveraging AI for Distribution Apr 25, 2024

Show notes

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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Book Launch - Create Once, Distribute Forever Apr 18, 2024

Show notes

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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Why I Wrote Create Once Distribute Forever - My New Book Apr 11, 2024

Show notes

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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Vince Nero On Marketing At Buzzstream, Digital PR, Link Building, and SEO Apr 09, 2024

Show notes

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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Marketing Series Part 1: Navigating AI in Marketing Mar 28, 2024

Show notes

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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Bryan Casey On Marketing At IBM, Generative AI, Budget Planning & Career Growth Mar 22, 2024

Show notes

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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Customer Research: How To Get Closer To Your Audience Faster Than Usual Mar 14, 2024

Show notes

In this episode of Create Like The Greats, Ross shares a question received from an acquaintance facing a career transition, moving from a familiar industry to a completely new one, necessitating a deep understanding of a novel customer base and industry dynamics. He outlines strategies and techniques employed at Foundation Marketing for effectively onboarding and driving results for clients through comprehensive customer and audience research.

Ross emphasizes the importance of becoming customer-obsessed, offering practical advice on connecting with customers directly through calls, studying competitors, attending industry events, exploring customer reviews, and leveraging resources like newsletters and sales calls. The goal is to rapidly understand and immerse oneself in the new industry, enabling effective storytelling and marketing strategies that resonate with the target audience. The episode serves as a guide for marketers looking to swiftly adapt and succeed in new roles or sectors by prioritizing customer understanding and engagement.

Detailed Breakdown:

Mastering a New Industry: Strategies and Techniques:
Shares strategies used by Foundation Marketing for onboarding fast-growing SaaS companies and successful B2B brands.
Emphasizes the importance of customer obsession and understanding customer needs.
The Power of Customer Obsession in Marketing:
Highlights the significance of customer obsession in marketing.
Stresses the need to understand customers' needs, struggles, and preferences for effective marketing.
Unlocking Customer Insights: Practical Research Tactics:
Recommends practical research tactics for understanding customers, such as conducting interviews and subscribing to industry newsletters.
Advocates for attending relevant events, networking, and building connections in person.
The Essential Role of In-Person Connections and Review Analysis:
Emphasizes the importance of in-person connections, networking, and building relationships in the industry.
Advises analyzing customer reviews on platforms like TrustRadius, G2, and Capterra for valuable insights.
Leveraging Sales and Customer Success Insights:
Recommends engaging with sales calls and customer success teams to gain insights into customer needs and concerns.
Advocates for active participation in sales calls or listening to recordings to align marketing strategies with customer expectations.
Executing and Demonstrating Value Quickly:
Encourages swift action and execution to demonstrate value quickly in new roles or industries.
Urges individuals to become obsessed with understanding customers and share their insights with the entire team

Resources:

Customer Research: How To Get Closer To Your Audience Faster Than Usual - https://rosssimmonds.com/customer-resarch/

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AI Marketing Report: Industry Trends, Data & Research Feb 01, 2024

Show notes

In this episode, Ross delves into the latest research and insights derived from a survey conducted by the Foundation team. He shares exclusive findings shared with our Foundation Lab subscribers, focusing on content keyword strategies adopted by various organizations. Additionally, he explores the widespread use of AI tools in marketing and the perception of AI-written content. He also discusses the potential impact of AI on future work environments and the importance placed on AI adoption by marketers.

Detailed Breakdown:

The Role of AI in Marketing
Survey reveals that 85% of marketers use AI tools monthly.
Discover how marketers employ AI in content creation, keyword research, social media, email marketing, note-taking, planning, and strategy.
The most popular AI tool identified by all respondents is ChatGPT, followed by Canva.
Comparison: Midjourney vs. DALL-E
Exploring the differences between Midjourney and DALL-E tools.
Midjourney limitations compared to DALL-E.
Only 30% of marketers use AI detection tools in their work.
Perception of AI-written Content
11% of respondents believe AI-written content is superior to human-written content.
Over 60% of respondents recognize the importance of using AI in content creation.
Expectations for increased adoption of DALL-E and Midjourney tools.
Future of AI in Work Environments
More than 50% of respondents express confidence in not being replaced by AI.
Highlighting the potential impact of AI on various industry sectors.
Concerns and Benefits of AI
Discussion on the potential misuse of AI-generated voice technology.
60% of respondents anticipate significant time savings due to AI.
Additional benefits identified include expanded capabilities and improved efficiencies.
Challenges and Views on AI
40% of respondents believe the creative process cannot be automated.
30% doubt AI's ability to develop new products.
40% of organizations lack leaders advocating for increased AI usage.