Zero Click Marketing

Amanda Natividad
  • 5.0 (15)
  • Marketing
  • Updated Weekly

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. 2d ago

    Zero Click Marketing for Your Mom

    The zero click internet sounds like marketing jargon, but the idea is simple: platforms increasingly give people answers without sending them to the original source. Citing my recent NPR appearance and using Paul Rudd as the leading example, I explain the zero click web… for your mom. Well, for my mom. Both, really. I also break down why the shift is convenient for users, difficult for publishers, and impossible for marketers to ignore. In this episode: 00:00 — Zero-click marketing for the normies 01:09 — Paul Rudd and the zero click internet 02:41 — The broken bargain between platforms and publishers 03:50 — How AI accelerates the shift 05:14 — Creating value without holding it behind a click 06:00 — What my NPR/Planet Money interview reveals about influence 07:32 — Making ideas useful, clear, and memorable enough to travel 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

    Zero Click Marketing for Your Mom

  2. Jul 21

    Why You (Probably) Don’t Need Another Marketing Channel

    Good marketing is not about doing more. I explain why every channel creates an ongoing obligation, how opportunity cost shapes modern marketing, and the three filters to decide what deserves time, energy, and attention. Timestamps 00:00 — Why doing more is not the answer 01:39 — What should you stop doing? 02:04 — Marketing channels are recurring obligations 02:56 — How maintenance overwhelms strategy 03:21 — The question to ask before saying yes 05:13 — When metrics should change your plans 06:47 — What can you stop feeling guilty about? 07:11 — You do not have to show up everywhere 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

    Why You (Probably) Don’t Need Another Marketing Channel

  3. Jul 14

    How Smart Small Businesses Measure Marketing (with Rachel Elsts Downey)

    This is what marketing looks like when perfect attribution isn't possible — and why that may actually be freeing. I chat with Rachel Elsts Downey, founder of Share Your Genius, to discuss podcasting as a business strategy, measuring what actually matters, choosing marketing channels intentionally, and why trust compounds faster than dashboards. Timestamps 00:00 Why podcast partnerships created six-figure pipelines 03:31 Why podcasting worked faster than traditional lead generation 04:10 Is launching a podcast easier today than 10 years ago? 08:46 How Share Your Genius measures marketing success 10:05 The question every marketer should ask before tracking another KPI 13:29 A partnership experiment that paid off (and where it went too far) 16:22 Defining qualified leads and knowing your ideal customer 21:37 How founders can accidentally hold back their own marketing 24:15 Letting data guide decisions without overreacting Connect with Rachel Elsts Downey: https://www.linkedin.com/in/rachelelstsdowney Learn more about Share Your Genius: http://www.shareyourgenius.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

    How Smart Small Businesses Measure Marketing (with Rachel Elsts Downey)

  4. Jul 7

    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

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

  5. Jun 30

    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

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

  6. Jun 23

    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

    What If AI Visibility Is a Mirror?

  7. Jun 16

    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

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

  8. Jun 10

    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

    ZCM Field Notes: 68% of Google Searches Now End Without a Click
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5
out of 5
15 Ratings

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
    2026
  • Episodes
    27
  • Rating
    Clean
  • Copyright
    © Amanda Natividad
  • Show Website
    Zero Click Marketing