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The Ross Simmonds Show

The Ross Simmonds Show

De: Ross Simmonds
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Welcome to The Ross Simmonds Show. A show exploring the different sides of entrepreneurship, how Ross is growing his global marketing agency, building software, raising a family, and attempting to do so much more. On this show, Ross explores what goes into executing with excellence, embracing innovation, marketing at a high level and doing it all with intent of the playing the long game. This show is a proud member of the HubSpot Podcast Network.Foundation Inc. Economía Gestión y Liderazgo Liderazgo Marketing Marketing y Ventas
Episodios
  • RSS 47: The 10-Year Shift: Why Distribution Is Your Best AI Strategy

    RSS 47: The 10-Year Shift: Why Distribution Is Your Best AI Strategy
    Apr 1 2026
    In this episode of The Ross Simmonds Show, Ross makes the case that AI visibility isn't a new game — it's the result of a decade of distribution compounding in plain sight. He breaks down why CREAM is dead, why D.R.E.A.M. wins, and exactly which channels, from Reddit to YouTube to review sites, are shaping what Google AI Overviews, ChatGPT, and Perplexity actually cite. Key Takeaways and Insights: The 10-Year Head Start Most Brands Missed AI visibility didn't start with ChatGPT. It started with consistent content distribution years before LLMs entered the conversation. The brands winning in AI-powered search today built authority everywhere, early. Momentum favors those who showed up first and often. CREAM Is Dead. DREAM Wins. "Content Rules Everything Around Me" is outdated. Distribution Rules Everything Around Me is the new mandate. Creation is easier than ever. Attention is not. Visibility in AI systems is engineered through amplification, not hope. Google Is Still the Dominant AI Platform The most-used AI discovery engine isn't ChatGPT or Perplexity. It's Google, and millions use it daily without realizing they're inside an AI-powered experience. AI Overviews shape answers before users ever see the 10 blue links. The goal is to influence the answer, not just the ranking. SEO Isn't Dead. It's a Distribution Channel. SEO remains critical for bottom-of-funnel and transactional queries. Double E-E-A-T, Experience, Expertise, Authority, Trust, matters more than ever. Most teams optimize pages. The best teams optimize ecosystems. Reddit's B2B Takeover Reddit now dominates high-CPC, long-tail, and commercial-intent SERPs and is generating millions of citations inside Google AI Overviews and LLM responses. The strategy: organic participation through authentic, useful answers in the right subreddits, and paid capture of high-intent users already validating buying decisions. YouTube as a Search Weapon Google prioritizes YouTube in AI results because it's inside their ecosystem, and AI Overviews are increasingly embedding video responses. If you'd write a blog post about it, you should consider filming it. Influencer collaborations can shift SERP narratives faster than most teams realize. Review Sites and Third-Party Validation G2, Capterra, TrustRadius, Yelp, and TripAdvisor are high-trust sources that LLMs actively pull from. Reviews and awards influence AI credibility signals directly. Fill out every field. Encourage every review. Do the unsexy work, because LLMs do. Offsite Mentions and Digital PR as AI Fuel Inside LLMs, brand mentions matter, not just backlinks. Guest posts, podcasts, newsletters, and press build the narrative association that shapes AI understanding. Repeated brand and category pairing across the web is how you train AI to associate you with your space. Marketing is distributed storytelling at scale. The Modern Distribution Stack SEO foundation. Reddit, organic and paid. YouTube strategy. Review site optimization. Offsite mentions and digital PR. Your website is one node in the system, not the whole system. Resources & Tools: 🔗 Reddit 🔗 YouTube 🔗 G2 🔗 Capterra 🔗 TrustRadius 🔗 TripAdvisor 🔗 ChatGPT 🔗 Perplexity — 👋🏾 Let's stay connected — ╰ Subscribe to my channel: @RossSimmondsTV ╰ Instagram: @thecoolestcool ╰ Twitter / X: @thecoolestcool ╰ LinkedIn: linkedin.com/in/rosssimmonds
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    28 m
  • AI Is Not Search. Here's What It Actually Is with Brittany Muller

    AI Is Not Search. Here's What It Actually Is with Brittany Muller
    Mar 27 2026
    In this episode of The Ross Simmonds Show, Ross sits down with Brittany Muller, AI educator and founder of Orange Labs, to unpack what marketers are getting wrong about large language models, why reverse engineering ChatGPT is a dead end, and how to build real leverage in a probabilistic world. From practical AI workflows to the ethical risks shaping the future of the industry, this is a first-principles breakdown of what actually matters next. Key Takeaways and Insights: 1. AI is not search, it is a different machine entirely - LLMs are probabilistic word prediction systems, not ranking engines. There are no ranking factors inside ChatGPT and no URLs in its training data. - Most marketers are forcing AI into an outdated SEO mental model, and new technology requires a new framework. 2. Understanding RAG and how visibility actually works - LLMs are often paired with real-time search to stay current, but the core model and the retrieval layer are two separate systems. - Visibility in AI requires influence across both training data and search ecosystems, and SEO still matters even as the mechanics are shifting. 3. Brand mentions over backlinks - LLMs magnify what appears most frequently in training data, which means contextual brand mentions are becoming leverage. - One startup paid for brand mentions on commonly retrieved URLs rather than links and it worked. Distribution across relevant conversations increases the probability of surfacing. 4. Why you cannot reverse engineer LLMs - There is no deterministic ranking system to hack. Outputs vary across identical prompts because of probabilistic modeling. - Most AI tracking tools rely on synthetic prompts and crude metrics. Guarantees in GEO are dangerous and honesty builds trust. 5. Build your own AI tracking stack - Internal tools are now cheaper and more powerful than off-the-shelf platforms. Running prompts multiple times per day allows teams to measure probability ranges. - APIs allow thousands of queries at minimal cost. Control your data and do not outsource your intelligence. 6. Real AI workflows built by marketers - Competitive engagement scraping combined with AI-personalized outreach is producing 80 percent response rates. HARO filtering systems can now auto-draft responses inside Slack in real time. - The common thread across every workflow that works is the same: start with a clear problem, then layer in AI. 7. AI as personal leverage - Brittany used ChatGPT to win a home bidding war with a personalized letter and reframed a payment dispute email as a lawyer, which resulted in payment within 30 minutes. - AI is not just marketing leverage. It is life leverage. Literacy creates power. 8. Is SEO dead? Not quite. - Google patents suggest AI-first interfaces may replace traditional SERPs, and organic traffic levels will likely not return to pre-AI highs. - The pie may shrink but search will not disappear. Off-site distribution and social proof will matter more than ever. 9. The ethical risks of AI power - A small group of decision-makers controls foundational AI systems, and the incentives in place favor hype cycles and growth over accountability. - Reinforcement learning optimizes for pleasing users, not truth. AI literacy must include understanding bias and power structures. 10. The rise of AI agents - Early agents were mostly hype, but new iterations like Claude Chrome integrations can now visually interpret and act inside browsers using screenshot-based reasoning. -The future of marketing may involve AI transacting on behalf of users entirely, and execution changes workflows. Resources & Tools: 🔗 Orange Labs 🔗 ChatGPT 🔗 Claude — 👋🏾 Let's stay connected — ╰ Subscribe to my channel: @RossSimmondsTV ╰ Instagram: @thecoolestcool ╰ Twitter / X: @thecoolestcool ╰ LinkedIn: linkedin.com/in/rosssimmonds — 🎙️ Let's stay connected with Brittany — ╰ Twitter / X: @BritneyMuller ╰ LinkedIn: linkedin.com/britneymuller
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    1 h
  • RSS 45: You Don't Need to Move: How Matt Paulson Built $200M+ in Wealth from His Small Town & What He'd Do Differently Now

    RSS 45: You Don't Need to Move: How Matt Paulson Built $200M+ in Wealth from His Small Town & What He'd Do Differently Now
    Mar 20 2026
    Stop scrolling through fantasies about moving to big cities... this episode will hit different. Matt Paulson joined me to break down how he created roughly $200 million in wealth through MarketBeat while based in Sioux Falls (population ~200k). We go in on the non-negotiable principles that drove his 20-year compounding success... why location independence + community roots beat the coastal grind... exactly how he'd start over in today's world... and the inspiring ways he's poured that success back into his local ecosystem. If you're building something meaningful and want real, grounded inspiration instead of hype, drop everything and listen to this one. Trust me... you don't want to miss it. Key Takeaways and Insights: 1. Distribution Is the Real Moat - Great content loses to average content with better distribution. - Google algorithm updates forced MarketBeat to diversify early. - Matt dominated the Google Finance tab when everyone else fought over blue links. - Lesson: Find underpriced attention. Capture it. Convert it to owned channels. 2. Email as the Core Asset (Not Social) - 200,000+ daily pageviews were converted into email subscribers via smart opt-ins. - Daily emails for engaged users. Weekly for cooling segments. - Reactivation campaigns target 30–270 day inactive subscribers. - Engagement is measured by purchases, not just opens and clicks. 3. Scaling to $60M with a 19-Person Team -$50M in revenue with 19 employees (40 including contractors). -Media is leverage-heavy — subscriber growth doesn’t require proportional headcount. -Belief: $100M revenue with ~30 people is realistic. -Systems > staffing. 4. Paid Acquisition as the Growth Engine - 80% of new leads now come from paid channels. - $1.4M/month in ad spend with plans to test up to 10 new channels this year. - Each channel has a profitability ceiling ,you find it by testing. - Three-month lag to break even on new paid cohorts. 5. Backend Data > Cheap Leads - Cheap leads are often unprofitable leads. - Channel-level tracking determines which subscribers buy, not just open. - SparkLoop drove engagement but not purchase intent. It was cut. - Principle: Optimize for lifetime value, not cost per subscriber. 6. AI as Leverage, Not Strategy - Three content types: human-written, templated automation, pure generative AI. - AI summarizes earnings transcripts into publishable articles. - “Molti” (Claude workflows) writes daily tweets, manages calendar buffers, flags performance anomalies. - AI augments operators. It doesn’t replace judgment. 7. Why YouTube Is the Next Growth Bet - 620K subscribers in ~3 years. - Built around a professional host and expert interviews. - Investing in a full studio buildout to scale production quality. - Organic is stable. Paid drives scale. Video builds future-proof attention. 8. Building a $50M Company from South Dakota - Sioux Falls. Population ~250K metro. - No VC distractions. No “next hot thing” syndrome. - Fewer peers. Fewer temptations. More focus. - Bootstrapped. 100% ownership retained. 9. Venture Investing Lessons (What Fails) - Every idea-stage investment with zero revenue failed. - Now requires ~$20–25K MRR before investing. - Avoids biotech/FDA-heavy businesses due to capital intensity. - Watches burn rate closely: $500K/month burn kills startups fast. 10. Success Redefined: Enjoyable Days in a Row - No desire to sell MarketBeat. - Cash flow over exit multiples. - Defines success by how many enjoyable days he stacks consecutively. - Business as leverage for impact: philanthropy, community, and ownership. Resources & Tools: 🔗 MarketBeat.com 🔗 Distribution.ai 🔗 SparkLoop — 👋🏾 Let's stay connected — ╰ Subscribe to my channel: @RossSimmondsTV ╰ Instagram: @thecoolestcool ╰ Twitter / X: @thecoolestcool ╰ LinkedIn: linkedin.com/in/rosssimmonds — Connect with Matt — ╰ Twitter / X: @MediaKing ╰ Instagram: @MattPaulsonOfficial ╰ LinkedIn: linkedin.com/in/matthewpaulson
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    1 h y 3 m
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