Ross Simmonds
CEO @ Foundation & Distribution.ai | Author | Keynote Speaker | Putting “Marketing” Back Into Content Marketing | I love -> Distribution, Artificial Intelligence, Reddit, Growth & SaaS
Ross Simmonds builds a Reddit-marketing-focused personal brand by publishing 14.7 posts per week with a 58% problem-solution format that averages 101 engagements per post. His most distinctive move is the contrarian hook paired with permission-giving language ('Feel free to steal it. Modify it.'), which flips the typical gatekeeping posture and drives both reach and comment depth.
14.7/wk
191 posts in 30d
101
avg per post
17.8%
comments / total
2.7%
reposts / total
problem-solution
Sun · 7 PM CET
Voice & tone
Ross writes like a peer who's already won and wants to pull you up with him. He's direct without being preachy, uses casual language ('Run away' when dismissing bad advice), and frequently gives away frameworks instead of selling them. The tone mixes urgency ('Time waits for no one') with accessibility, making complex topics feel like conversations over coffee rather than lectures from a stage.
Signature phrases
- “The reality is this 👉🏿”
- “Feel free to steal it. Modify it. And turn it into your own.”
- “Do things that add value to your customers”
- “The brands that win on Reddit don't 'market.' They participate.”
- “Remember: [repeated statement]”
- “If anyone tells you that there's ONLY one way to win... Run away.”
Top 3 posts, dissected
Their highest-engagement posts, broken down line by line. Steal the structure.
I don't really care if you call it AEO, AI SEO, GEO, SEO, LLMIO, E-I-E-I-O.... The reality is this 👉🏿 BRANDS want to show up when customers ask questions... And this framework is our summary of experiments, concepts and strategies that DO work and MIGHT work... We're going through an amazing time in the world of discovery. If anyone tells you that there's ONLY one way to win... Run away. It's time for everyone to embrace experimentation. Study the patents. Review analysis from experts. Challenge everything you see & read. But don't get so bogged down in the details that you forget one simple thing: Time waits for no one. Go build your landing pages that target long form keywords. Go invest in YouTube videos that influence the citations. Go create a Subreddit that is relevant to your niche. Do things that add value to your customers whether it's for GEO/AI SEO purposes or not. This framework is what we've been building from... It changes every week. Feel free to steal it. Modify it. And turn it into your own... DISCLAIMER: I don't think SEO is dead. But I do think there were a lot of SEOs who used to give me poor ratings on my talks because I told them that they should be investing in YouTube and Reddit... All while they said "that's not SEO, it's content marketing & social." /// Ahhh... How the tables have turned... Go get'em ya'll... Rooting for you ! #Marketing
The opening dismisses terminology gatekeeping ('I don't really care if you call it AEO, AI SEO...') and uses a directional emoji (👉🏿) to signal 'pay attention to what comes next.' This contrarian move stops the scroll because it validates readers who feel confused by jargon, then promises clarity.
Contrarian hook → reframe to customer intent → permission to experiment → specific action steps (build landing pages, invest in YouTube, create Subreddit) → disclaimer that adds credibility by acknowledging debate → open-source framework invitation.
- Jargon rejection — dismisses terminology to build credibility with non-experts
- Directional emoji — visual cue that signals importance without words
- Imperative verbs — 'Go build,' 'Go invest,' 'Go create' create momentum and agency
- Framework transparency — 'Feel free to steal it. Modify it.' removes gatekeeping and builds trust
- Disclaimer — 'I don't think SEO is dead' shows nuance and prevents dismissal as a contrarian troll
The post ends with a disclaimer that softens the contrarian stance, which invites pushback in comments. This drives the 77 comments (9.6% of engagement) because readers feel invited to debate, not lectured.
Lead with a contrarian dismissal of terminology, then immediately pivot to customer behavior or outcomes—this gives readers permission to stop overthinking and start building.
Marketers in 2020: “We need more content.” Marketers in 2022: “We need better content.” Marketers in 2024: “We need AI content.” Marketers in 2026: “We need content that AI can’t replicate...” The bar keeps rising... Marketers have to rise with it.
The timeline progression ('Marketers in 2020... Marketers in 2026...') creates a pattern that readers recognize and want to complete. The hook is short (one sentence) and uses quotation marks to show evolution, making it scannable and shareable.
Timeline hook (4 years of progression) → single insight ('The bar keeps rising') → call to action (implied: rise with it). The post is only 4 lines, making it highly quotable and repostable.
- Temporal pattern — years increase, demands increase, creating urgency
- Quotation marks — show changing language/mindset without explanation
- Brevity — 4 lines means high repost rate (19 reposts) because it's easy to share
- Implicit CTA — 'Marketers have to rise with it' doesn't ask for anything, just states a truth
No explicit CTA. The post ends with a statement of fact that readers must internalize themselves, which drives comments (98 comments, 14.1% of engagement) because people want to debate whether the prediction is accurate.
Use timeline progressions to show trend acceleration, keep the post short enough to repost, and end with a statement (not a question) that invites debate in comments.
This is what our planning week looked like. 🇪🇸 Post it notes. Paella in Málaga. Passionate debates. Walks throughout the city. Goals, commitments & plans. Golf after the strategy sessions. Long dinners with colleagues from all over. I’ve always believed that teams that win…
The story opening is hyper-specific ('Post it notes. Paella in Málaga. Walks throughout the city.') which makes it feel earned and real. The emoji (🇪🇸) adds visual interest and signals 'this is a personal moment,' not a sales pitch.
Scene-setting (sensory details) → team context (2-5 years working together) → promise kept (goal hit, trip delivered) → culture insight (teams that win enjoy working together) → hiring CTA. The post uses line breaks to create rhythm and make it scannable.
- Sensory specificity — paella, walks, golf, long dinners make the story feel real
- Emoji as scene-setter — 🇪🇸 signals location and adds visual break
- Emotional payoff — 'Promise made. Promise kept. 🔒' creates a moment of trust
- Team context — naming the duration (2-3 years, 5+) shows depth of relationship
- Soft hiring CTA — 'If you want to do the best work of your career alongside people who actually have your back' reframes the job as a culture fit, not a role
The post closes with a hiring link and hashtag (#Marketing), which is soft but clear. The 37 comments (12.5% of engagement) likely come from people asking about the role or sharing their own team stories.
Use specific sensory details and emoji to make team/culture stories feel real, then use the emotional payoff to justify a soft CTA—this drives both comments and applications.
What drives their engagement
Contrarian claims and timeline predictions drive the most comments because they invite debate. Posts that end with a statement (not a question) or a disclaimer that softens the stance generate 77-98 comments because readers feel invited to push back respectfully. The 17.8% conversation index shows Ross prioritizes depth over breadth.
Short posts (30-80 words) with clear, quotable insights drive reposts. The timeline post (2 posts, avg 124 eng) and permission-granting statements are highly shareable because they're easy to copy-paste and feel like insider knowledge. Reposts are low (2.7%) overall, suggesting Ross optimizes for comments and reach, not virality.
Framework posts and numbered lists (40+ ways to add value on Reddit) likely drive saves because readers want to reference them later. The 'very long' posts (350+ words) average 235 engagement, suggesting readers save detailed tactical content. However, Ross doesn't optimize for saves—he optimizes for comments and reach.
Content pillars
Reddit Strategy & Tactics
35%Practical frameworks for how brands should show up on Reddit without being salesy, emphasizing participation over promotion.
AI, SEO & Discovery Trends
28%Contrarian takes on how AI is reshaping search, content ranking, and customer discovery, with emphasis on experimentation over dogma.
Distribution & Content Leverage
22%How to amplify content across platforms (YouTube, landing pages, Subreddits) by understanding platform incentives and ownership.
Team & Culture Wins
15%Behind-the-scenes stories about Foundation's team, hiring, and the belief that winning teams enjoy working together.
Hook patterns
Contrarian Dismissal
Reject a popular term or belief, then reframe what actually matters: 'I don't really care if you call it [X]... The reality is this 👉🏿 [what customers actually want]'
“I don't really care if you call it AEO, AI SEO, GEO, SEO, LLMIO, E-I-E-I-O.... The reality is this 👉🏿 BRANDS want to show up when customers ask questions...”
→ Gives readers permission to stop obsessing over terminology and focus on outcomes, which feels refreshing and immediately credible.
Timeline Progression
Show how a belief or behavior has evolved year-by-year, ending with a prediction: 'Marketers in [year]: [old belief]. Marketers in [future year]: [new belief].'
“Marketers in 2020: 'We need more content.' Marketers in 2022: 'We need better content.' Marketers in 2024: 'We need AI content.' Marketers in 2026: 'We need content that AI can't replicate...'”
→ Creates pattern recognition and urgency by showing the bar keeps rising, making readers feel they need to adapt now.
Repetitive Emphasis
State a fact 3-4 times in a row, then ask 'What does that mean?' to pivot into the insight.
“Remember: Google owns YouTube. Remember: Google owns YouTube. Remember: Google owns YouTube. Remember: Google owns YouTube. What does that mean?”
→ The repetition creates cognitive weight and forces readers to pause, making the subsequent insight land harder.
Story Opening with Specificity
Begin with a concrete scene or moment, include sensory details or emojis, then zoom out to the lesson.
“This is what our planning week looked like. 🇪🇸 Post it notes. Paella in Málaga. Passionate debates.”
→ Specificity (Málaga, paella, post-its) makes the story feel real and earned, not generic, which builds trust before the ask.
Bold Behavioral Claim
State what winners actually do, often in contrast to what most people do: 'The brands that win on [platform] don't [common mistake]. They [correct behavior].'
“The brands that win on Reddit don't 'market.' They participate. They comment. They answer questions.”
→ Flips the reader's mental model and gives them a clear, actionable identity to adopt (participant vs. marketer).
Permission-Granting Statement
Open with a constraint or common belief, then immediately give readers permission to break it: 'Most brands just don't. Here are 40+ proven ways...'
“There are a lot of ways to add value on Reddit. Most brands just don't. Here are 40+ proven ways to engage in Subreddits...”
→ Acknowledges the gap between knowledge and action, then closes it with specificity, making the reader feel seen and equipped.
Top-performing hooks
“I don't really care if you call it AEO, AI SEO, GEO, SEO, LLMIO, E-I-E-I-O.... The reality is this 👉🏿 BRANDS want to show up when customers ask questions...”
→ The post challenges conventional SEO thinking, offering a fresh perspective on adapting to new technologies and platforms. It encourages experimentation and provides actionable advice, making it valua
“Marketers in 2020: “We need more content.””
→ The post taps into a current anxiety about AI's impact on content creation, using a relatable timeline format. It encourages discussion about the evolving role of marketers and the need to adapt.
“This is what our planning week looked like. 🇪🇸”
→ The post showcases a desirable company culture by highlighting a reward trip, fostering a sense of community and shared success. The promise kept element builds trust and the hiring call to action is
“Remember: Google owns YouTube.”
→ The post uses repetition to grab attention and then presents a clear prediction about the future of YouTube within Google's ecosystem. It leverages a simple, easily digestible argument to establish th
“There are a lot of ways to add value on Reddit.”
→ The post offers actionable advice for brands on Reddit, a platform often misunderstood. The exclusive ad credit offer provides a strong incentive for engagement and lead generation.
“We just ran another HUGE research project. This time we looked at 12,154 blog posts and pages across 24 B2B brands. We found that 37% of B2B content pages are thought leadership.... And that content returned 27.5% of the backlinks.”
→ The post uses compelling data to highlight a common problem in B2B content marketing, then offers a solution (the full report) and a clear call to action. The data-driven approach and focus on actiona
“Public speaking separated me from the competition more than any other skill I developed. And here’s a secret:”
→ The post uses a relatable personal story to highlight the importance of public speaking. It offers actionable advice and a clear call to action, making it valuable and encouraging engagement.
“My mind is blown.”
→ The post leverages a strong opening and highlights a significant shift in the SEO industry due to AI. It creates urgency and positions the author as forward-thinking, encouraging engagement and establ
“🚨 NEW AI AGENT: Prospecting & Outreach via HubSpot 🚨”
→ The post immediately highlights a significant benefit (saving money) and then explains how the HubSpot AI agent achieves this. By showcasing a concrete solution to a common problem, it captures attent
“Earlier this week I was standing in Reddit for Business's NYC offices with an amazing look at the skyline.. But the view wasn't even the best part.”
→ The post highlights a successful partnership and celebrates achievements, building credibility for the author's company. The shoutouts and positive tone foster goodwill and engagement.
What works
- Contrarian hooks outperform bold statements by 43 engagement points (141 vs. 98 avg). The top post uses 'I don't really care if you call it...' to dismiss jargon, which stops the scroll and invites debate. Replicate this by opening with a term or belief you're rejecting, then pivoting to what actually matters.
- Story openings average 216 engagement (2x the baseline), but only represent 5% of posts. This suggests Ross uses stories strategically, not as filler. The Spain trip post combines specificity (Málaga, paella, post-its), emotional payoff (promise kept), and a soft CTA (hiring), which drives 309 engagement.
- Repetitive emphasis (saying the same thing 3-4 times) creates cognitive weight and forces a pause. The YouTube post repeats 'Remember: Google owns YouTube' four times, then asks 'What does that mean?' This structure drives 297 engagement and makes the insight feel inevitable.
- Permission-granting language ('Most brands just don't. Here are 40+ proven ways...') flips the reader's mindset from 'I don't know how' to 'I have a framework.' This post averages 282 engagement and includes a specific, actionable list that readers can reference.
- Numbered lists and frameworks average 112 engagement (11% above baseline), suggesting Ross's audience wants tactical, referenceable content. The 40+ ways to add value on Reddit post performs well because it's specific, visual, and immediately applicable.
- Timeline progressions show trend acceleration and create urgency. The 2020-2026 post averages 693 engagement because it validates readers' intuitions about where the market is heading, then implies they need to adapt now.
Steal this for your own LinkedIn
- Start your next post with a contrarian dismissal of a popular term or belief ('I don't really care if you call it X... The reality is this 👉🏿'). This gives readers permission to stop overthinking and immediately signals you're not gatekeeping.
- Use a timeline progression (2020, 2022, 2024, 2026) to show how a belief or behavior is evolving. End with a prediction that implies urgency. This structure is easy to write, highly shareable, and drives debate in comments.
- When telling a team or culture story, include 3-4 specific sensory details (Málaga, paella, post-its, golf) and use an emoji to signal location or emotion. Then tie the story to a business insight or soft CTA. This makes the story feel earned and real, not generic.
- Repeat a single fact 3-4 times in a row, then ask 'What does that mean?' to pivot into your insight. This creates cognitive weight and forces readers to pause, making the subsequent insight land harder and drive comments.
- End posts with a statement (not a question) or a disclaimer that softens your stance. This invites debate in comments rather than simple agreement, which drives the 17.8% conversation index.
- Keep your most quotable insights to 30-80 words so they're easy to repost and share. Use line breaks to create rhythm and make the post scannable. This increases reach and allows you to test multiple formats simultaneously.
Compare Ross with…
vs Dave Gerhardt
Dave Gerhardt vs Ross Simmonds: Authority versus Niche Expertise
vs Peep Laja
Peep Laja vs Ross Simmonds: Authority beats breadth on LinkedIn
vs Todd Clouser
Ross Simmonds vs Todd Clouser: Authority beats humor on LinkedIn reach
vs Chris Walker
Chris Walker vs Ross Simmonds: Authority versus Accessibility in B2B Marketing
vs John Peslar
John Peslar vs Ross Simmonds: Urgency beats permission on LinkedIn
vs Jacob Pegs
Jacob Pegs vs Ross Simmonds: Vulnerability beats volume on LinkedIn
Get the full Ross Simmonds playbook
Hook templates, content calendar, posting cadence, and the exact frameworks they use - delivered to your inbox.
Posting patterns
Ross posts 14.7 times per week (roughly 2 per day) with 191 posts in the last 30 days, showing extreme consistency and volume. This cadence keeps him top-of-feed and allows him to test multiple hook patterns and formats simultaneously.
Posts perform best on Sundays at 18:00 UTC, which is late afternoon in North America and early evening in Europe. This timing likely catches people scrolling during wind-down or evening commute.
Medium posts (80-180 words) average 102 engagement and represent 29% of posts, making them the reliable workhorse. However, long posts (180-350 words) average 169 engagement, suggesting that when Ross goes deep, readers engage harder. Short posts (30-80 words) average 86 engagement but represent 40% of posts, indicating he uses them for rapid testing and reach.
Engagement by day
Content mix
avg 98 engagements per post
avg 112 engagements per post
avg 86 engagements per post
avg 137 engagements per post
avg 69 engagements per post
avg 72 engagements per post
Ross's 58% problem-solution format paired with 10% numbered lists creates a tactical, actionable feed that builds trust with his Reddit-marketing audience. The remaining 27% (stories, statements, Q&A) serve as pattern-breakers and credibility signals, preventing the feed from feeling repetitive while maintaining the core teaching mission. This mix works because it balances 'here's how to think about this' (problem-solution) with 'here's exactly what to do' (lists and frameworks), which satisfies both strategic and tactical learners.
