Content Distribution in the Age of AI — Ross Simmonds, Foundation Marketing

In a fast-talking, joke-laced keynote delivered at a Profound event, Foundation Marketing founder Ross Simmonds sets out to demolish what he calls one of the marketing industry's favorite lies: that AI-written content can never drive results. Playing amateur detective — 'Sherlock Homeboy' — he digs into CNET's much-mocked AI publishing experiment and finds that the disclosed AI-written pages still pull millions of annual visits, roughly 2,400 backlinks and about $1.3 million worth of organic traffic value. From there he lays out a free four-part framework — Research, Creation, Distribution, Optimization — arguing that marketers have spent a decade obsessing over content while forgetting the marketing half of 'content marketing.' Along the way he makes the data case that B2B review sites like G2, Capterra, TrustRadius and Software Advice are losing ground while Reddit, YouTube and LinkedIn dominate LLM citations, and he walks through the actual tool stack — ChatGPT, HeyGen, ElevenLabs, Descript, Canva, MidJourney, RunwayML, Distribution.ai — he uses to turn one asset into many. His closing plea is less about tools than temperament: have a growth mindset, keep experimenting, and create once, distribute forever.