Talking Too Loud with Chris Savage Create Less, Repurpose More: Justin Simon on Smarter Content Marketing
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Aug 26, 2025 Justin Simon, creator of the Distribution First approach and former head of content at TechSmith, reveals how marketers can escape the trap of excessive content creation. He discusses the importance of repurposing existing content to combat burnout and enhance engagement. Justin also introduces a structured framework to optimize marketing efforts and shares insights on harnessing AI as a strategic partner for content repurposing. Tune in to discover how to make your content strategy smarter and more effective!
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Search Is No Longer Enough
- The Google-centric era faded: most content won't be discovered via search alone.
- Justin saw a stat that about 90% of content never shows up in Google, which changed his approach.
Interest Feeds Reduce Follower Dependency
- Interest-based feeds (TikTok-style) let remarkable content reach people fast without years of follower-building.
- This shift creates new short-term opportunities but reduces predictability for B2B marketers.
Use The 3C Content Triangle
- Build a content triangle: Cornerstone (big, infrequent), Core (regular), and Cut (short/social).
- Use cornerstone pillars to fuel weeks or months of core and cut content instead of reinventing topics.