Episodes

  • Avoid These Costly Google Ads Mistakes for SaaS Success

    Avoid These Costly Google Ads Mistakes for SaaS Success
    Feb 14 2025
    In this episode of Create Like The Greats, Ross Simmonds dives deep into the common mistakes that SaaS companies are making with their Google Ads strategies. Despite advancements in marketing and AI tools, many businesses are still falling into the same traps they did years ago. If you're struggling to make your paid search campaigns profitable, this episode will help you identify missteps and optimize your approach for better ROI. Episode Breakdown & Key Takeaways Why SaaS Companies Struggle with Google Ads Many SaaS businesses fail to drive ROI from paid search. The solution? Optimize your campaigns by improving efficiency in clicks, conversions, and lower costs. Common Mistake #1: Sending Traffic to the Homepage Why it’s a bad idea: Homepages serve too many purposes and introduce distractions. Solution: Create dedicated landing pages aligned with specific user intent. Actionable tip: Remove navigation menus and unnecessary links to keep visitors focused. Common Mistake #2: Poor Above-the-Fold Experience 90% of visitors won’t scroll past the first screen—so you need to make an instant impact. Essential components for above-the-fold success: Clear and compelling headline that connects with intent. Highlight a unique value proposition. Call-to-action (CTA) should be immediate and obvious (e.g., “Start Your Free Trial”). Social proof: Use testimonials or logos from recognizable brands. Common Mistake #3: Inefficient Bidding Strategies Ross recommends manual CPC bidding when starting. Test target CPA bidding only after gathering sufficient data. Be prepared to adjust bidding strategies based on real-time performance insights. Common Mistake #4: Running Ads on Low-Intent Keywords Stop wasting money on broad, irrelevant search terms like “sales tips” or “HR advice.” Focus on high-intent keywords, such as: Brand alternatives – Users searching for "Zoom alternatives" or "Slack alternatives" are actively looking for a switch. Solution-focused keywords – Category-driven searches like "best CRM software" indicate potential buyers. Problem-focused keywords – Queries that reveal pain points (e.g., “how to improve sales conversion rates”). Common Mistake #5: Not Using Advanced Audience Targeting Target smarter: Avoid blanket targeting by narrowing ads to key demographics. Enterprise SaaS should avoid targeting younger age groups (e.g., 16-20) as they are unlikely to be decision-makers. Use the "observation" setting first to track audience performance before shifting to specific targeting settings. Common Mistake #6: Weak Ad Copy That Fails to Convert Ross’s winning copywriting framework for Google Ads: Headline 1: Match the exact search term (e.g., “Best CRM Software"). Headline 2: State a unique value prop (e.g., “User-friendly design for teams"). CTA Headline: Create urgency (e.g., “Boost revenue—Start your free trial!”). Description: Include social proof (e.g., "Trusted by 10,000+ businesses worldwide"). Leverage customer reviews from G2, TrustRadius, or Capterra for copy inspiration. Final Thoughts & Recap Google Ads can be a goldmine if done right—avoid common pitfalls and optimize for success. Focus on landing page relevance, audience targeting, and high-intent keywords for best results. Adjust campaigns based on performance metrics—don’t "set and forget." — 👋🏾 Let's stay connected — ╰ Subscribe to my channel: @RossSimmondsTV ╰ Instagram: @thecoolestcool ╰ Twitter / X: @thecoolestcool ╰ LinkedIn: linkedin.com/in/rosssimmonds
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    18 mins
  • 100 Content Marketing Tips You Can Steal Today

    100 Content Marketing Tips You Can Steal Today
    Feb 10 2025
    In this episode of Create Like the Greats, instead of breaking down top SaaS and business strategies, Ross is going tactical—real tactical. You're getting 100 practical content marketing tips, tools, and strategies that you can implement starting today. This is an episode to bookmark, return to, and share with your team. Whether you're a beginner or an expert, these insights will help you level up your content game. Key Takeaways & Topics Covered Develop a Content Marketing Strategy Set clear goals, audience personas, and distribution plans. Review and adjust your strategy quarterly. Align your strategy with your organization’s goals to maintain focus. Leverage AI to Streamline Content Creation Use tools like Frase, ContentShake (SEMrush), and Jasper for SEO research and content optimization. Automate SERP analysis and keyword research. Utilize Distribution.ai and HubSpot for content distribution. Quality Over Quantity Stand out with highly unscalable content—create work that AI can't easily replicate. Seth Godin’s wisdom: "Remarkable content is content worth making a remark about." Challenge your team—how can this content be even better? Optimize for Generative Engine Optimization (GEO) Prepare for the era of AI-driven search, voice assistants, and chat-based search engines. Learn about GEO best practices in this article on Foundation Inc. The Double-E-E-A-T Strategy Experience, Expertise, Authority, and Trustworthiness (E-E-A-T). Ground content in your unique expertise—not just rehashed insights. Share real-world examples and case studies. Repurpose and Distribute Your Content Adopt a Create Once, Distribute Forever mindset. Reuse past high-performing content across channels. Study Disney’s content repurposing for inspiration. Use Video to Build Trust Video is the last frontier of AI—people trust authentic video more than AI-generated text. Leverage tools like Loom, Descript, and HeyGen. Check out Cut30 for short-form video best practices. Content Personalization & Engagement AI-powered personalization through tools like Singulate and HubSpot. Engage consistently on social media—don't just post and ghost. Build email lists to avoid reliance on social media platforms. SEO is Still Alive—Ignore the Naysayers Despite what some say, Google isn't going anywhere anytime soon. SEO techniques still apply to AI-driven search models like ChatGPT and Perplexity. Implement pillar content and topic clusters to thrive in 2030 and beyond. Optimize for Mobile & User Experience Ensure content loads fast and is mobile-friendly. Avoid complex UI—users prioritize simplicity and ease of navigation. Resources & Tools Mentioned 📌 AI & SEO Tools: Frase – AI-powered content optimization. ContentShake AI by SEMrush – Keyword research & content planning. Jasper AI – AI content creation. HubSpot – Marketing automation & content distribution. Distribution.ai – Automate content repurposing. 📌 Video & Personalization Tools: HeyGen – AI-powered video creation. Loom – Video messaging & tutorials. Descript – AI-powered video editing & transcription. Singulate – AI-driven content personalization. 📌 Educational & Event Resources: Cut30 – Master short-form video content. Foundation Inc. GEO Guide – Learn about Generative Engine Optimization. — 👋🏾 Let's stay connected — ╰ Subscribe to my channel: @RossSimmondsTV ╰ Instagram: @thecoolestcool ╰ Twitter / X: @thecoolestcool ╰ LinkedIn: linkedin.com/in/rosssimmonds
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    52 mins
  • The Art and Strategy of Effective Content Repurposing

    The Art and Strategy of Effective Content Repurposing
    Jan 30 2025
    In this episode, we're diving into the art and science of content repurposing with some of the sharpest minds in the industry. Ross Simmonds, Anna Furmanov, and Emily Kramer join Riverside webinar host Kendall to break down their proven strategies for content repurposing, from leveraging AI tools to audience research techniques that fuel meaningful engagement. Whether you're trying to grow your audience, sell a product, or simply maximize your content's lifespan, these actionable insights will transform how you think about repurposing. Packed with practical examples, tech hacks, and processes, this episode is your blueprint for creating versatile, high-impact content. Key Takeaways and Insights: 1. What is Content Repurposing? Redefining repurposing versus creating new. The importance of building versatile content assets that can branch into multiple formats. The foundation for long-term audience engagement. 2. Identifying Your Content Foundation: Ross Simmonds explains his go-to strategies for using micro-content as foundational material. Anna shares why podcasting became her primary content pillar and her secret for capturing "aha" moments during recording. Emily breaks down her colorful methods for extracting and extending the life of one big content idea. 3. Practical Steps to Get Started: How pre-planning and distribution pipelines ensure maximum reach. Emily’s "GACCS Brief" method for organized content creation: Goals, Audience, Creative, Channels, Stakeholders. 4. The Tech Tools That Power Repurposing: Ross shares his full tech stack: Riverside for recording, Canva for infographics, Jasper for creating auxiliary content, and more. AI in action: Learn about synthetic content using Haygen and 11 Labs. Try Emily's innovative pre-planning LinkedIn poll strategy to build anticipation for big launches. 5. Finding and Understanding Your Audience: Why audience insights and customer research are key to creating meaningful content. Fill your content roadmap with Ross’s Reddit and Facebook group mining tactics. Anna's advice for hosting audience calls and surveys. 6. Experimentation & Optimization for Different Platforms: Why each platform deserves unique formats. From long newsletters to TikTok teasers—the diverse distribution playbook. 7. Content ROI: Evaluating Success & Staying Relevant: Why evergreen content is a goldmine, and how to audit your archives for reusability. Ross’s case study of repurposing content across multiple formats consistently over three years.  Resources and Links Mentioned: Riverside.fm – Mark clips while you record and effortlessly create social-ready video highlights. ElevenLabs – Explore synthetic videos and voice cloning for micro-content creation. Canva - Easily design infographics, templates, and visual assets. BuzzSumo – Analyze top-performing content for insights into trends and format ideas. — 👋🏾 Let's stay connected — ╰ Subscribe to my channel: @RossSimmondsTV ╰ Instagram: @thecoolestcool ╰ Twitter / X: @thecoolestcool ╰ LinkedIn: linkedin.com/in/rosssimmonds
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    1 hr and 3 mins
  • The Power of Publishing Research: SEO, AI, and Marketing Insights

    The Power of Publishing Research: SEO, AI, and Marketing Insights
    Jan 24 2025
    In this episode of Create Like The Greats, we dive into why publishing research can be a game-changer, especially for those in AI, marketing, and SEO. The host uncovers how leveraging research-driven content can generate buzz, backlinks, and unmatched visibility for brands. Using examples from industry leaders like Google DeepMind and NVIDIA, this episode provides actionable steps to create, repurpose, and distribute impactful research. If you're ready to learn how research can transform your marketing strategies and build authority in your field, this is a must-listen! Key Takeaways and Insights: 1. The Rise of AI and Its Impact Across Industries (02:00) AI is influencing professions beyond marketing, including healthcare, education, and law. Google Trends data highlights an 8X increase in searches for AI research over the last four years. Online communities like Reddit’s r/Futurology and Artificial Intelligence have seen significant growth since 2022. 2. Why Research-Driven Content Matters (10:42) Major companies like Google and NVIDIA are publishing groundbreaking AI research to generate links, press mentions, and authority. Google’s AI research hubs (Google Research and DeepMind) showcase the power of free, accessible industry data. Example: Google DeepMind has journal articles with over 500-2,000 referring domains, driving backlinks, traffic, and credibility. 3. Different Types of Research-Driven Content Proprietary Research: Conduct in-depth studies with your team or academics to develop unique insights. Repurposing Data: Don’t let research sit idle in PDFs—turn it into blog posts, LinkedIn infographics, social media videos, and more. Curated Research: Take existing industry studies or journals and reframe them for broader audiences in your niche. 4. Case Study: Unlocking Engagement Through Simplified Research Example: A blog post combining coffee productivity studies with up-tempo music research led to a viral response. Translating complex journals into relatable concepts amplifies visibility and audience resonance. 5. The SEO and Brand Visibility Advantages Research publications draw backlinks from reputable sources (e.g., Microsoft, universities) and are frequently cited in blogs and press. Example: DeepMind’s journals generate massive referral traffic due to their accessibility and simplicity. Insights from Stanford’s AI Index: The number of AI research articles tripled from 2010 to 2022. 6. Pro Tips for Distributing Research Findings Distribute research summaries via subreddit communities, LinkedIn posts, and news outlets. Convert large datasets into visual aids like charts, infographics, and videos to maximize distribution potential. Leverage PR strategies by pitching your findings to publications and blogs for additional reach. Actionable Advice for Creating Research-Driven Content Create Research: Invest in proprietary studies, user surveys, or experiments in your niche. Repurpose Content: Tailor findings into blog posts, social media visuals, and bite-sized infographics for different platforms. Collaborate: Partner with academics or industry experts to co-create compelling research studies. Translate Research: Simplify complex academic papers into relatable and engaging content for non-technical audiences. Pitch Your Study: Reach out to journalists, bloggers, and influencers who may amplify and share your findings. Resources and Links Mentioned: Google Research – Explore Google’s latest AI publications and studies. DeepMind Research – Access over 183 AI-focused journal articles. Stanford AI Index 2024 – Annual report on AI trends and insights. Tool Mentioned: Distribution.ai – Automate your content distribution processes. Related Subreddits: r/Futurology r/ArtificialIntelligence — 👋🏾 Let's stay connected — ╰ Subscribe to my channel: @RossSimmondsTV ╰ Instagram: @thecoolestcool ╰ Twitter / X: @thecoolestcool ╰ LinkedIn: linkedin.com/in/rosssimmonds
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    15 mins
  • Things That Aren't Doing The Thing

    Things That Aren't Doing The Thing
    Jan 17 2025
    In today’s episode, we delve into the transformative concept of "doing the thing." This conversation emphasizes how taking deliberate action—not endless preparation or overthinking—is the ultimate catalyst for success. If you’ve ever felt stuck in a cycle of busy work or bogged down by the noise of daily distractions, this episode will inspire you to focus on what truly matters. We unpack strategies to break free from content fatigue, prioritize the essential, and make meaningful strides toward your goals. Tune in to discover how to channel your energy into actions that drive results. 1. The Daily Grind: Avoiding Content Overload Many content creators get trapped in a cycle of constant posting, from tweets to LinkedIn updates, without considering the long-term impact. This "content treadmill" often leads to fatigue, diluting creativity and focus. Instead, creators should prioritize producing content that aligns with their overarching goals, delivering value that resonates deeply with their audience. 2. Actionable Strategies for Effective Content Creation Set Clear Goals: Understand the purpose behind your content. Are you trying to boost brand visibility, generate leads, or nurture customer loyalty? Clearly defining your goals ensures every piece of content serves a strategic purpose, keeping you focused and efficient. Create a Content Calendar: A well-structured content calendar helps you plan and execute impactful campaigns while minimizing the chaos of last-minute decisions. By mapping out your ideas, you can ensure consistency, anticipate trends, and deliver content that aligns with your audience’s needs. Measure Success: Analyzing your content’s performance is key to understanding its effectiveness. Use metrics to identify what’s resonating and adjust where needed. This data-driven approach allows you to refine your strategy and amplify what works while addressing gaps in engagement.  — 👋🏾 Let's stay connected — ╰ Subscribe to my channel: @RossSimmondsTV ╰ Instagram: @thecoolestcool ╰ Twitter / X: @thecoolestcool ╰ LinkedIn: linkedin.com/in/rosssimmonds
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    9 mins
  • Reflecting on 2024: Did My Predictions Come True?

    Reflecting on 2024: Did My Predictions Come True?
    Jan 10 2025
    In this special recap episode, I look back at the ten big predictions I made for 2024—and rate how each one actually turned out. From continued tech layoffs to a surge in AI-driven content (and even a bold guess about a marketing conference with good food), I evaluate which predictions nailed it, which ones fizzled, and what surprised me the most. Tune in to hear the year-in-review of AI’s rise, the state of SaaS, Hollywood hits, and more! Episode Breakdown 1. Layoffs & Tech Restructuring How many companies really did another round of layoffs in 2024? The role AI and offshoring played in driving deeper cost cuts. Did Apple avoid massive layoffs as predicted? 2. SaaS & AI Acquisition Frenzy Which big SaaS players scooped up AI startups—did smaller companies with little traction get acquired? Why Gong didn’t get bought by a giant (yet). The state of SaaS valuations in 2024—did they return to record highs? 3. AI Content Takes Center Stage Checking in on fully AI-generated commercials, shorts, or movies that took the internet by storm. The reality of AI plus human co-creation. How close we got to truly tear-jerking or hyper-realistic AI productions. 4. Rise of the “Head of AI” Role Did companies from every sector really start hiring for AI leadership roles? The mix of responsibilities and how quickly these roles grew in 2024. 5. Marketing Conference Food Miracle A lighthearted prediction that a marketing event might finally serve amazing food—did it happen? Listener stories and personal experiences from 2024 conferences. 6. AI-Generated Super Bowl Ads Which brands used AI in their creative process for the Big Game? How much of the final product was truly AI vs. human-driven editing? 7. AI Companions: Breakthrough or Bust? Analyzing the rise of AI girlfriend/boyfriend apps for companionship and mental-health support. Any major bans or government crackdowns on “fake companion” apps? Surprising ways these tools impacted real people’s lives. 8. Mr. Beast’s Next Big Venture Did 2024 see Mr. Beast launch a project that pushed him into billionaire territory? A look at how he expanded his brand or philanthropic efforts. 9. Bad Boys 4 at the Box Office Did Will Smith’s return pull in the predicted $600M+ globally? Exploring the film’s performance and reception post-controversy. 10. Influencer Retires for Politics Did we see a well-known social media star hang up the mic and announce a run for office? The blurry line between internet fame and political ambition. — 👋🏾 Let's stay connected — ╰ Subscribe to my channel: @RossSimmondsTV ╰ Instagram: @thecoolestcool ╰ Twitter / X: @thecoolestcool ╰ LinkedIn: linkedin.com/in/rosssimmonds
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    18 mins
  • How To Set Marketing Goals For Reddit

    How To Set Marketing Goals For Reddit
    Jan 4 2025
    In this episode of Create Like the Greats, Ross talks about why having a strong online presence is so important for brands that want to grow and connect with their audience. One platform that’s becoming a big part of this is Reddit. With its many different communities or subreddits, Reddit gives brands a great way to connect with people in genuine and meaningful ways. This episode breaks down how to set clear goals on Reddit and use it to build your brand and grow your community. Key Takeaways and Insights: 1. Build Brand Awareness Reddit is a great place to make your brand known in specific communities by sharing valuable content in the right subreddits. Instead of flooding users with promotional links, focus on being helpful and sharing things that matter to the community. Over time, this builds trust and makes your brand stand out. 2. Drive Traffic Strategically Think of Reddit as a way to guide people toward your business naturally. By answering questions, sharing tips, and being a helpful presence, you can encourage users to check out your brand without coming across as pushy. This keeps your content from feeling like spam and makes people more likely to trust you. 3. Generate Sales Lead Reddit offers opportunities to tap into bottom-of-funnel conversations where users are actively making purchase decisions. By creating valuable content or engaging in threads related to your product or service, you can position your brand as a trusted solution. Over time, this content gains visibility, driving more traffic and converting leads effectively. 4. Build Community Reddit isn’t just about traffic—it’s also a way to build a community of fans who love your brand. When you genuinely interact with people and provide value, they can become loyal supporters who share your message and promote your products or services on their own. These fans can be a huge asset to your marketing efforts. References: Create Once, Distribute Forever - https://rosssimmonds.com/book/ STAT - https://getstat.com/foundation-exclusive — 👋🏾 Let's stay connected — ╰ Subscribe to my channel: @RossSimmondsTV ╰ Instagram: @thecoolestcool ╰ Twitter / X: @thecoolestcool ╰ LinkedIn: linkedin.com/in/rosssimmonds
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    13 mins
  • Unlocking the Power of Content Distribution

    Unlocking the Power of Content Distribution
    Dec 27 2024
    In this episode, Ross shares an engaging conversation he had with Vince Nero from BuzzStream, diving into content distribution. Together, they discuss practical strategies to help marketers improve their reach and make a bigger impact in today’s digital landscape. Ross also highlights key lessons from his book, Create Once, Distribute Forever, offering fresh perspectives on how marketers can rethink their approach to content. Packed with actionable advice and real-world examples, this episode is perfect for anyone looking to step up their content distribution game. Key Takeaways and Insights: 1. The Genesis of Create Once, Distribute Forever Ross takes listeners behind the scenes of writing his book, sharing the persistence and vision that brought it to life. It was a four-year journey full of life changes and the chaos of a global pandemic, but Ross stayed committed to creating something that would leave a mark in the world of content distribution. At its heart, the book is about uncovering the untapped potential in the content you already have. As Ross puts it, “There’s so much more juice you could squeeze out of this stuff.” It’s a powerful reminder for marketers to rethink how they use and share their content. 2. The Importance of Content Distribution Ross breaks down why content distribution is such a game-changer for marketers. Too often, companies focus solely on creating content and forget about getting it in front of the right audience. Ross sees this as a missed opportunity. He challenges marketers to move beyond simply “selling hours” and instead build systems and processes that keep content moving, circulating, and staying relevant. It’s about creating a strategy that ensures your content works harder and smarter for you. 3. Building Relationships Through Outreach In a world where AI and automation dominate, Ross emphasizes the importance of keeping outreach personal. He describes outreach as a bit of a game, encouraging marketers to build relationships first before making any big asks. “There’s nothing better than an email that’s well-developed and well-researched,” he explains. The balance lies in using AI to streamline some tasks while ensuring that the human touch remains at the forefront. This approach fosters real connections and creates lasting impressions.  4. Understanding Your Audience Ross makes it clear: if you don’t know your audience, your marketing is going to fall flat. He stresses the importance of starting with well-defined customer personas to ensure that your content truly connects. To find inspiration, Ross suggests using platforms like Reddit to uncover trending topics and see what’s sparking conversations. By understanding what resonates with people, marketers can create meaningful content that hits the mark and distributes it with purpose. References: Create Once, Distribute Forever - https://rosssimmonds.com/book/ How To Create Once, Distribute Forever (Ross Simmonds) BuzzStream Podcast Episode - https://shorturl.at/MzWFZ — 👋🏾 Let's stay connected — ╰ Subscribe to my channel: @RossSimmondsTV ╰ Instagram: @thecoolestcool ╰ Twitter / X: @thecoolestcool ╰ LinkedIn: linkedin.com/in/rosssimmonds
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    57 mins