In this guest episode of Demand Gen U, Mark Huber, Head of Brand & Product Marketing at Metadata is joined by SparkToro’s VP of Marketing Amanda Natividad to talk about, “Content that offers valuable, standalone insights with no need to click” – better known as Zero-Click Content – and why it’s time to add it to your marketing strategy…if you haven’t already.
In this episode, you’ll walk away with an understanding of:
- What Zero-Click Content is
- How to get started with Zero-Click Content
- The ways you can measure its success
Here are some key takeaways from this episode.
Three top takeaways:
Takeaway 1: What is Zero-Click Content?
Zero-Click Content provides valuable, stand-alone insights with no need to click. Clicking would be additive to the experience, but it’s not required.
This is why Twitter threads, LinkedIn posts and carousels are so popular. Because people are staying on these platforms to scroll through this content. Nobody goes to Twitter with the hopes of immediately leaving Twitter.
People want information, but this doesn’t mean they want to click out of the platform they’re on to get that information. Which is why Zero-Click Content is important and why we are now seeing platforms reward this type of content.
Takeaway 2: You can’t measure it accurately
Amanda says: “I think a lot of marketers are probably averse to this because you can’t measure it.”
Although she admits you can measure it partially through likes and comments, for example. However, that’s difficult to tie to meaningful marketing metrics like money, webinar sign-ups or email newsletter growth.
So you can use some social metrics to track short-term success. If you’re posting solid content that’s getting high engagement, you know you’re onto something and as you continue to gain these impressions or are rewarded by the algorithms you can maybe start to drop in links. Over time you’ll be able to measure that growth.
Amanda says: “As you start to gain impressions, or get rewarded by the algorithm, you can start to drop in some of your links. A link to an eBook, a webinar sign-up, joining an email list. And then, over time, you’ll be able to see that growth.”
Takeaway 3: Following a framework
If you have a piece of content with an important lesson or piece of advice, it may seem counter-intuitive to post it as a stand-alone piece of content, without so much as a click-through.
However, it can still get people interested in your offering, perhaps prompting them to head to your website, sign up for your newsletter or subscribe to your YouTube channel, because your Zero-Click Content gained their trust or piqued their interest.