Simple and Smart SEO: A podcast for Shopify sellers who want to expand beyond Etsy! Content Creation to Content Distribution: Ross Simmonds on Scaling Your Reach (Part 1)
In this episode of the Simple and Smart SEO Show, host Crystal Waddell sits down with Ross Simmonds — founder of Foundation Marketing and distribution.ai, keynote speaker at Brighton SEO, and passionate content strategist.
Ross shares how he started out online running a fantasy football blog and now advises global brands.
His message: most creators need to stop obsessing over new content and start amplifying what they’ve already made.
Learn his “garden analogy” for content promotion, the Four Es framework for creating engaging posts, and how to balance content marketing with SEO.
Whether you’re an entrepreneur, marketer, SEO or creator, this episode will shift your mindset from constant creation to strategic distribution.
Key Takeaways:
- Why most brands underinvest in content distribution — and how to fix it.
- The “garden analogy” for nurturing content long after it’s created.
- How to overcome the fear of over-promoting your content.
- The Four Es framework for engaging, educational, entertaining, and empowering content.
- Why SEO lives under the broader umbrella of content marketing.
- How to treat different content types like investment asset classes.
Episode Highlights:
- "If you’ve given up your time to create something, that thing is now an asset — and assets deserve distribution." – Ross Simmonds
- "I’ve never seen someone share too much good content." – Ross Simmonds
Listener Action Items:
- Audit your existing content and identify pieces worth re-promoting.
- Shift your time ratio from 90% creation / 10% promotion to a healthier balance.
- Apply the Four Es to your content strategy this month.
- Experiment with DM-based calls-to-action instead of “link in bio” prompts.
Connect Wit
Text me your questions or comments!
Hey, Shopify store owners! (Especially if you're selling on Etsy, too!)
Here's a quick question: Are people actually finding your products on Google?
If SEO feels confusing, overwhelming, or like something you'll "get to later", this is for you.
I'm hosting a free, seven day Shopify SEO challenge that breaks it down into simple, doable steps.
No tech headaches, no fluff. Join us at
Hey, Shopify store owners! (Especially if you're selling on Etsy, too!)
Here's a quick question: Are people actually finding your products on Google?
If SEO feels confusing, overwhelming, or like something you'll "get to later", this is for you.
I'm hosting a free, seven day Shopify SEO challenge that breaks it down into simple, doable steps.
No tech headaches, no fluff. Join us at
Book a Shopify Store Strategy Call With Crystal!
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AFFILIATE LINKS:
Start your Shopify Store!
Get SurferSEO!
Metricool (to be everywhere online, you NEED a social media scheduler!)
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