The Art of Zero-Click Content: What you need to know – Amanda Natividad

Amanda Natividad, VP Marketing at SparkToro
🧱 Amanda Natividad’s guide to building your brand with zero-click content Back in 2020, SparkToro’s founder, Rand Fishkin, was the first marketer to host a TMM webinar. The energy that he brought to the proceedings has definitely played a big part in the TMM journey, so it felt like we’d closed the circle this week, […]

🧱 Amanda Natividad’s guide to building your brand with zero-click content

Back in 2020, SparkToro’s founder, Rand Fishkin, was the first marketer to host a TMM webinar. The energy that he brought to the proceedings has definitely played a big part in the TMM journey, so it felt like we’d closed the circle this week, as we welcomed SparkToro’s VP of Marketing, Amanda Natividad to the virtual stage. Amanda joined us on Tuesday to talk about zero-click content – what it is, how to do it, and the benefits of creating it to build your brand. I’ve pulled out the key insights for you below. Let’s go!

📱It’s time to get the algorithms on your side

It’s a tough world out there for creators. Over half of Google searches end without a click and the majority of social media platforms prioritise native content. In some cases, they’ll actively penalise you for encouraging users to leave the platform by linking out. But Amanda shared how you can get the algorithms on your side, by producing zero-click content.

Zero-Click Content = content that offers valuable, standalone insights — with no need to click.

🧡Post in-platform content and optimise it for engagement streaks

Zero-click content is harder to measure than tracking landing page visits, but by building engagement streaks, you stand to gain social visibility, followers and traffic. Check out some ways Amanda suggests doing this below:

Give the networks what they want

Social media platforms want to keep their users scrolling for as long as possible. As a result, content that keeps users on the platform will perform best. Likes and shares are all well and good, but in most cases, posts that earn either replies or repeat visits will be favoured by the algorithm. The same goes for shocking headlines, and/or unexpected content.

Give your followers what they want

Once you understand what you bring to the table, try not to deviate from your niche. Consistency of focus is key to building up support, as is, producing content that is easy to consume and process, and reinforces a belief or feeling the audience already has.

You will have to do a variation of macro and micro research to understand what it is that your followers want. This should involve using tools like Google Trends and Exploding Topics to observe industry and category trends, as well as actively consuming the specific articles and podcasts your audience are already engaging with.

♻️ Once you know what topics to write about, or what content to create then you can begin to engage, draw traffic, and repeat.

By posting a succession of non-promotional posts, you can earn brand exposure and new followers who will then be more receptive when you share a promotion with a clear CTA.

😎 3 tactics for creating zero-click content

Give away the punchline

Tell the reader everything they need to know by sharing one complete, compelling idea in 200 words, 2 minutes, or less.

Summarise the heart of your idea

Try bullet-pointing out the outline of a longer piece of content. Done well, you could do this multiple times with one piece of content and really squeeze the juice out of your work.

Post a defensible hot take

If you feel strongly about something that is within your niche, chances are your audience will have something to say about it too. After you’ve got the engagement on your short form statement, add a link to a longer piece of content that defends your claim.

🔋 When you make zero-click content, you’re really just making your business, content and marketing more sustainable.

Suddenly, every piece of longer form content can be atomised across your different marketing channels. So, have faith in your content, double down on it, and use it to power everything else in marketing that you do.

Some examples of really great zero-click content Amanda, Joe and the community really like:

And those are your takeaways! Will you be testing zero-click content after learning more about it from Amanda? Let us know if you do and don’t forget to say thank you to Amanda too!