RSS 50: The Bold Thesis "Distribution Is the Last Moat Standing"
The Ross Simmonds Show
How to build distribution without buying media
Ross recommends starting a channel, sponsoring niche newsletters, and partnering with trusted creators for distribution.
In this episode of The Ross Simmonds Show, Ross breaks down why OpenAI and HubSpot's media acquisitions this quarter aren't about content quality. They're about owning distribution. He connects the dots on what this land grab means for every B2B marketer and how to apply the same strategy without a billion-dollar balance sheet.
Key Takeaways and Insights:
1. Media Acquisition Is the New Moat
- OpenAI and HubSpot made bold media acquisitions in the same quarter. This isn't about content quality. It's about owning the rooms where buying decisions happen.
- Distribution is leverage. And leverage compounds. The brands that win will own the audience, not just the message.
2. The Land Grab Has Already Started
- Penn bought Barstool. HubSpot acquired The Hustle and Starter Story. Robinhood built a media empire. Plaid acquired fintech media to own operator attention.
- The cadence of these deals is accelerating. This is not a trend. It's a land grab and most B2B teams haven't noticed.
3. Super Bowl Ads vs. Owned Attention
- $27M buys six Super Bowl ads that disappear in 30 seconds. The same capital can buy a media asset with daily access to your exact ICP.
- Most teams rent attention. The best operators own it. Predictable pipeline starts with predictable distribution.
4. Google's AI Shift Changes the Game
- AI Overviews are reducing clicks to traditional search results while Google embeds YouTube directly into the SERP.
- Media value is no longer just blog rankings. It's multimedia presence. Visibility now requires platform-native authority.
5. You Cannot Game LLM Visibility
- Traditional SEO could be manipulated with backlinks and paid boosts. AI visibility requires real brand equity and positive sentiment.
- LLMs train on authority signals across media properties. If you want to show up in AI answers, you must be worth citing.
6. Brand Equity Beats Editorial Independence
- Acquired media serves stakeholders. Narrative shapes culture and buying media shapes narrative.
- Read content with context. Ownership matters. Content influence increasingly flows through owned channels.
7. The 4 Distribution Questions Every Marketer Should Ask
- Which newsletter has the audience you wish you had? Which creator has your buyers' trust? What shows does your ICP consume weekly? What niche media opportunity is still wide open?
- Use LLMs and audience intelligence tools to find answers faster. The operators asking these questions now are building moats everyone else will pay to access later.
8. How to Build a Media Engine Without Buying One
- Start one channel and let patience compound. Sponsor niche newsletters instead of chasing giants. Partner with trusted creators via revenue share, salary, or equity.
- In the AI era, content is cheap. Reputation and distribution are scarce. Build accordingly.
9. Three Predictions for the Next Decade
- By 2035, every unicorn B2B company will own a media property. Newsletter and YouTube network valuations will triple as LLM visibility becomes priced in.
- Agencies will survive by brokering, building, or optimizing media ecosystems, not just producing content.
10. Distribution Is the Last Moat Standing
- AI commoditized content creation. The advantage shifts to those who control reach. A true content moat goes beyond your domain.
- Visibility is engineered, not hoped for. The window to build that moat cheaply is closing fast.
Resources & Tools:
🔗 OpenAI
🔗 HubSpot
🔗 Plaid
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