3 zero-click content tactics
Marketing Powerups #90: Amanda Natividad, VP of Marketing at SparkToro, shares 3 zero-click content tactics.
Hello, and welcome to Marketing Powerups! 👋🏽
Today's powerups include:
The Content MVP Framework.
The TikTok-fication of LinkedIn.
Amanda Natividad's 3 zero-click content tactics.
Ready? Let's go!
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💥 Amanda's 3 zero-click marketing tactics
It's a tough world out there for marketers.
Two-thirds of Google searches end without a click. LinkedIn, YouTube, TikTok, Instagram, and other social platforms suppress posts with external links. And AI is now here to take over our jobs (I kid! 😉).
What are we to do?
, VP of Marketing at SparkToro, believes zero-click content is the answer. Two weeks ago, she hosted a webinar about that topic to promote her upcoming live cohort course, Content Marketing 201.Let me share Amanda's 3 tactics to create zero-click content:
1. Give away the punchline. 🥊
Present the complete content or solution within the social media post, leaving the audience with no unanswered questions. This can position you as a reliable source, establishing trust and authority with your audience.
"Sharing the punchline is a way for you to provide value upfront and generate curiosity to explore the entire piece."
For example, as a joke, Amanda created a terrible buyer persona as part of a blog post. Rather than tweeting that most buyer persona sucks, she posted her crappy buyer persona, which got over 500 likes and drove over 900 registrants to a webinar.
2. Give everything but the punchline. 🤔
Tease the audience with a sneak peek of the main idea to pique their curiosity. By providing a glimpse of the most compelling or surprising part of the content in a social media post, you can entice the audience to click through.
"By revealing the most captivating part of your content in a post, you create a sense of anticipation, drawing your audience in to discover more."
For example, Dave Gerhardt teases his audience about how he went from marketing manager to CMO in four years. But you must sign up for his newsletter to get the full details.
3. Summarize the heart of your idea. 💡
Distill the essence of your content into a succinct yet impactful summary within their social media posts. This approach enables brands to deliver concise, meaningful messages that resonate with their audience, potentially igniting interest and interaction.
"Crafting a compelling summary of your idea in a post lets you capture your audience's attention immediately. It entices them with a taste of the value you offer, compelling them to engage without navigating to the full content."
For example,
(author of the book GTM Strategist) used an infographic to summarize the growth levers and tools for seven go-to-market motions.Looking to learn about how to design a content strategy in this world of zero-click searches and AI?
Then check out Amanda's Content Marketing 201 course. The next cohort kicks off on Monday, June 24. You'll get:
7 interactive live sessions
23 in-depth lessons
Direct access to Amanda
Private community of peers
✨ Mini powerups
Fun-sized tools, links, and blurbs to boost your marketing.
🎉 The Content MVP Framework: Create and iterate to rank on any budget: (guide)
Experienced content creators and SEOs know that the gap between creating some content and creating efficient content is enormous. Erika Varangouli, Head of Search at Riverside.fm, shares her Content MVP Framework.
😱 The TikTokfication of LinkedIn: (post)
LinkedIn TikTok is here! Jay Schwedelson, CEO of Outcome Media, thinks vertical videos will be everything now on LinkedIn. Do you love or hate it? I have mixed feelings.
That's all for now, friends!
Have a powered-up day,
Ramli John
Hey, thanks so much for the mention, Ramli. Aakash Gupta and I did a deep dive into all the 7 GTM Motions (+ how-tos) here: https://www.news.aakashg.com/p/tactical-go-to-market-101-how-to if someone would like more guidance. ✌️