Zero Click Marketing

Amanda Natividad
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  • Marketing
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Zero Click Marketing is a marketing strategy podcast about content marketing, audience research, and how brands grow when clicks matter less. Hosted by Amanda Natividad, Chief Evangelist at SparkToro, the show explores how marketers reach audiences, build influence, and earn attention in a zero-click internet. New to the show? Start with Episode 2: What Zero Click Marketing Actually Is.

  1. Trust Is the New SEO: Marketing in the AI Era (with Kevin Indig)

    1 day ago

    Trust Is the New SEO: Marketing in the AI Era (with Kevin Indig)

    I chat with my buddy Kevin Indig about what he’s learning in his AI research, along with generative engine optimization, and user behavior in tools like ChatGPT, Gemini, Perplexity, and Google AI Mode. Kevin explains why clicks are disappearing, why citations may matter less than brand mentions, and why trust is becoming one of the most important assets a brand can build in the AI era. He also explains “ghost citations,” how AI systems seem to read content, and why customer research is becoming newly essential. Links to some of Kevin’s recent research:The Fan-Out Effect: What Happens Between a Query and a Citation Timestamps:00:00 Kevin on why trust matters more in an AI world00:32 Why GEO/AEO may be forcing executives to care about better marketing01:39 Kevin’s research: fewer clicks, more variance, and trust as the key ingredient05:11 What “ghost citations” are and why they matter14:09 The risk of AI slop and how synthetic content erodes trust19:24 Tools and approaches for tracking AI visibility22:03 What user behavior research reveals about AI search habits24:50 What brands should measure in their first 90 days of AI search tracking27:03 Why old-school PR metrics like share of voice and sentiment are back29:05 Best way to stay in the know on all things GEO Connect with Kevin Indig: https://www.linkedin.com/in/kevinindig/Sign up for Kevin’s Newsletter, Growth Memo: https://www.growth-memo.com/  Learn more: zeroclickmarketing.co Connect with Amanda Natividad (@amandanat): LinkedIn | Substack | Instagram | Threads This episode was produced in partnership with Share Your Geniuswww.shareyourgenius.com

    30 min
  2. AI Doesn't Just Create Demand. It Nurtures It.

    30 Jun

    AI Doesn't Just Create Demand. It Nurtures It.

    In this Field Notes episode, Amanda looks at new research from Similarweb on the downstream impact of AI visibility, plus Seer Interactive’s argument that AI visibility isn’t just an SEO issue — it also affects paid media, brand, and attribution. Timestamps 00:00 Why AI visibility is creating a new attribution problem01:30 What Similarweb found: AI-recommended brands saw more downstream visits03:00 Why the traffic often shows up as branded search, not AI referral traffic04:45 Branded search as a “receipt” for upstream marketing06:00 Why AI may not create demand, but move or nurture it07:30 The four roles of AI visibility: create, capture, nurture, protect10:30 Why AI visibility can’t live only with SEO12:00 What marketers should track beyond referral traffic14:00 The Zero Click Marketing takeaway: the most important touchpoint may be the one analytics never sees Links Mentioned: Similarweb: The Downstream Impact of AI VisibilityRand Fishkin / SparkToro: New Research from Similarweb: How AI Brand Mentions Influence Direct Visits & Traditional Search Queries Seer Interactive: Your SEO Team Is Building AI Visibility. Paid Media Should Be Too Learn more: zeroclickmarketing.co Connect with Amanda Natividad (@amandanat): LinkedIn | Substack | Instagram | Threads

    14 min
  3. What If AI Visibility Is a Mirror?

    23 Jun

    What If AI Visibility Is a Mirror?

    When AI puts your brand in the wrong category or compares you to the wrong competitors, it's tempting to dismiss it as a hallucination. But what if AI's mistakes reveal something about how the market understands you? I suggest why AI visibility isn't merely a score. It's a mirror. This episode pairs nicely with my May episode, "GEO Is What Happens When Search Becomes Zero Click." :) Timestamps: 00:00 — Why AI visibility is becoming an executive question01:34 — AI visibility as a mirror03:15 — Testing HubSpot’s AEO Grader with SparkToro as an example05:04 — What a messy competitive set can reveal06:21 — AI visibility meets positioning10:27 — Warning: vanity metrics12:05 — Three buckets for evaluating your results14:38 — Turning visibility gaps into marketing priorities17:11 — A practical AI visibility playbook19:22 — What the mirror can teach you This episode is sponsored by HubSpot. You can try their free AEO Grader for yourself! Learn more: zeroclickmarketing.co Connect with Amanda Natividad (@amandanat): LinkedIn | Substack | Instagram | Threads

    21 min
  4. Public Speaking is the Ultimate Zero-Click Marketing (with Jay Acunzo)

    16 Jun

    Public Speaking is the Ultimate Zero-Click Marketing (with Jay Acunzo)

    What if the best marketing doesn’t drive a click at all — but makes people seek you out?I chat with Jay Acunzo about why public speaking might be the ultimate form of zero click marketing, how to build ideas that actually matter to your audience, and why resonance beats reach when you’re trying to create work people remember. Jay breaks down how to build stronger arguments for your ideas, why commodity content has such a short shelf life, and what it really means to matter more instead of simply marketing more. Timestamps00:00 — Jay’s core idea: don’t market more, matter more02:26 — Why every talk needs to create a real shift, not just a to-do list04:24 — Jay’s “unsolicited response rate” metric06:00 — Reach vs. resonance, and why making people care is the actual job07:46 — Amanda’s coaching session with Jay and the missing “problem” in her talk08:47 — Why marketers need to slow down and develop ideas that matter14:21 — Creativity as trial and error, not instant genius17:22 — Asking questions Google can’t answer20:52 — Amanda’s favorite newsletter and useful zero-click content22:38 — Michelle Warner as an example of a zero-click business28:55 — How platforms reward lowest-common-denominator content30:16 — Why speaking gives you control that social platforms don’t34:48 — Jay’s podcast, *Why They Resonate*, and Amanda’s upcoming appearance Connect with Jay Acunzo: https://www.linkedin.com/in/jayacunzo/Learn more about Jay Acunzo: https://jayacunzo.com/Sign up for Jay’s Newsletter: https://jayacunzo.com/newsletter Listen to Why They Resonate: https://open.spotify.com/show/2xMty2O4GBcG8F7ySudeXl Learn more: zeroclickmarketing.co Connect with Amanda Natividad (@amandanat): LinkedIn | Substack | Instagram | Threads This episode was produced in partnership with Share Your Genius www.shareyourgenius.com

    36 min
  5. ZCM Field Notes: 68% of Google Searches Now End Without a Click

    10 Jun

    ZCM Field Notes: 68% of Google Searches Now End Without a Click

    Breaking news! Rand Fishkin/SparkToro published a new zero-click search study. In the first four months of 2026, a whopping 68% of Google searches ended without a click. I sound off on this finding, the trajectory of the zero-click phenomenon, and a durable strategy to help you win. Sources: My blog post, which expounds on this episode: The Click Is Now Optional. Here’s What Isn’t.Rand Fishkin/SparkToro: In 2026, Less than One Third of Google Searches Still Send a ClickCyrus Shepard/Zyppy Signal: 5 Data-Backed Features of Websites Winning Google in 2026Search Engine Land: Roughly 3 in 4 consumers use AI to shop, and nearly 1 in 3 won't let it spendAdobe Analytics (via TechCrunch): AI-sourced traffic to US retailers grew ~393% YoY in Q1 2026 and converts ~42% betterZCM Field Notes are short reactions to news or observations of what's happening in the field. Learn more: zeroclickmarketing.co Connect with Amanda Natividad (@amandanat): LinkedIn | Substack | Instagram | Threads

    12 min
  6. The Content Strategy Frameworks AI Can't Beat (with Kaleigh Moore)

    9 Jun

    The Content Strategy Frameworks AI Can't Beat (with Kaleigh Moore)

    I chat with writer and strategist Kaleigh Moore about how content teams can adapt to AI search without sacrificing quality.  Kaleigh shares her “source signal stack” framework, explains why third-party validation matters, and makes the case for treating LinkedIn, Reddit, YouTube, newsletters, and employee-led content as part of one larger visibility ecosystem. Timestamps 00:00 — Why employee experts are such a powerful source of original content 03:06 — How Kaleigh started learning AI tools and GEO/AEO hands-on 05:46 — The “source signal stack” and how LLMs evaluate content 09:40 — The messy reality of measuring AI visibility and attribution 12:57 — Durable marketing bets in a fast-changing AI landscape 17:09 — What effective employee advocacy can look like in practice 20:43 — How internal talks can become LinkedIn, YouTube, and recruiting content 26:07 — Kaleigh’s underrated tactic: syndicating newsletters on LinkedIn 28:08 — Where to follow Kaleigh and read her newsletter, Context Window Connect with Kaleigh Moore: https://www.linkedin.com/in/kaleighmoore/ Learn more about Kaleigh Moore: https://www.kaleighmoore.com/ Subscribe to Context Window: https://kaleigh-moore.kit.com/  Learn more: zeroclickmarketing.co Connect with Amanda Natividad (@amandanat): LinkedIn | Substack | Instagram | Threads This episode was produced in partnership with Share Your Geniuswww.shareyourgenius.com

    29 min
  7. Why B2B Is MORE Emotional Than B2C (with Talia Wolf)

    2 Jun

    Why B2B Is MORE Emotional Than B2C (with Talia Wolf)

    B2B buyers like to pretend decisions are purely rational. But when your job, reputation, budget, and team trust are on the line? That’s emotional as hell. I sat down with Talia Wolf, founder of GetUplift and author of Emotional Targeting, to dig into customer research, pricing transparency, AI search, and how emotional targeting helps marketers create messaging that actually resonates. Talia also shares a case study on how her team helped one company increase free trials by 54% through emotionally resonant comparison pages. Timestamps 00:00 — Why B2B purchases are deeply emotional 01:36 — How emotional targeting and zero-click marketing fit together 04:47 — Talia’s three-step framework: research, audit, test 05:11 — Why buying B2B software carries more emotional risk than B2C 09:27 — The qualitative research that reveals what buyers actually care about 11:00 — How Teamwork.com used comparison pages to increase free trials by 54% 16:50 — Why honest comparison content can attract better-fit customers 19:37 — Why pricing transparency matters more in the AI search era 25:41 — The KPIs Talia’s team tracked beyond free trials 28:10 — The problem with A/B testing and what to do about it Resources: Unlock better marketing with Emotional Targeting by Talia Wolf. Get your copy nowConnect with Talia Wolf: https://www.linkedin.com/in/taliagw/ Learn more about GetUplift: https://getuplift.co/  Learn more: zeroclickmarketing.co Connect with Amanda Natividad (@amandanat): LinkedIn | Substack | Instagram | Threads This episode was produced in partnership with Share Your Geniuswww.shareyourgenius.com  Learn more: zeroclickmarketing.co Connect with Amanda Natividad (@amandanat): LinkedIn | Substack | Instagram | Threads

    34 min
  8. Your Marketing Stack Is About to Get Smaller

    27 May

    Your Marketing Stack Is About to Get Smaller

    The best-of-breed marketing stack made sense when traffic was cheap. But in a zero-click world, every lead is harder to earn — and every tool handoff is another place for that lead to die. In this episode, I make the case for rethinking bloated marketing stacks, explain why small teams may need fewer tools instead of "the best" tool for every job, and share how Typeform’s Growth Flow turns forms into richer workflows for capture, enrichment, automation, and reporting. Timestamps:00:00 — The best-of-breed era is ending01:00 — How we got from monoliths to unbundled SaaS stacks04:30 — What changed in a zero-click world07:00 — The hidden cost of handoffs11:00 — Typeform Growth Flow and built-in enrichment14:00 — The DTC skincare quiz funnel example18:00 — Five places a lead can die23:00 — The new question: “What’s the fewest tools I can run this through?” For the full DTC workflow, read my newsletter, "Your Marketing Stack Is About to Get Smaller." This episode is sponsored by Typeform. It features my honest take on Growth Flow. Learn more: zeroclickmarketing.co Connect with Amanda Natividad (@amandanat): LinkedIn | Substack | Instagram | Threads

    13 min
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About

Zero Click Marketing is a marketing strategy podcast about content marketing, audience research, and how brands grow when clicks matter less. Hosted by Amanda Natividad, Chief Evangelist at SparkToro, the show explores how marketers reach audiences, build influence, and earn attention in a zero-click internet. New to the show? Start with Episode 2: What Zero Click Marketing Actually Is.

Information

  • Creator
    Amanda Natividad
  • Years Active
    2k
  • Episodes
    24
  • Rating
    Clean
  • Copyright
    © Amanda Natividad
  • Show Website
    Zero Click Marketing

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