Zero-click Content: It’s Not a Zero-sum Game

The only constant in life is change — who knows that better than content marketers? We live in a world of change, from evolving audience behaviors and shifting market trends to emerging technologies and new competitive landscapes. Zero-click content is just the latest change to rear its head.

What Is the Zero-click Threat?

The zero-click threat refers to the growing challenge of search engines and social media channels prioritizing content delivered directly on their platforms and reducing the need for users to visit external websites. Search engines like Google are increasingly providing direct answers through featured snippets, knowledge panels, or local business widgets, while social media platforms are showcasing more self-contained content.

For brands, the threat is real: reduced visibility in search and social and reduced traffic to their sites from those channels.

Savvy content marketers are responding with zero-click content — posts, answers, or information that provides immediate value without users having to leave the platform or search engine where they find it. 

Zero-click Content for Social Media

If your organization’s social media content strategy centers around promoting blog posts with a text excerpt and a link preview, it’s time for a shift.

Create effective zero-click content across social media channels by meeting users where they are and maximizing impact without solely relying on click-throughs: 

• Reduce external links in social posts: Consider a 4:1 ratio: For every five Facebook or LinkedIn posts, include four with no external links and one with. Some LinkedIn users are including links in comments rather than posts as a way to direct to more information without being penalized by algorithms.  
• Embrace what the channels offer: Content repurposing can still be a mainstay of your social strategy — sharing similar information across channels as part of your overall content calendar. But it’s more important than ever to repackage content in ways that lean into channel specifics. For example, repurpose a text-based blog post as an Instagram Story using a short graphic video and text on screen. For LinkedIn, try summarizing one or two strong nuggets of information from a blog post. 
• Stop the scroll: With social media users literally scrolling miles of content every day, brands are challenged with stopping the scroll in its tracks. Content marketers can achieve this with compelling graphic content: pictures that speak to your audience’s interest, photos of real people unposed, and captivating motion graphics. 

Zero-click for Organic Search

In the new zero-click landscape, the goal isn’t just to rank high but to provide concise, actionable information that satisfies search intent immediately. But there are also ways to optimize content so it continues to thrive in organic search, ensuring your brand remains visible and valuable — even if users don’t click through:

• Focus on user intent: Now more than ever, user intent should be the bedrock of your content SEO strategy — it’s the why behind the what. Rather than creating content around simple questions that Google can quickly answer through AI-generated search results or featured snippets, anticipate topics that need further explanation. Expand on your content optimized for simpler searches by looking at the suggested related searches and addressing those sub-topics, as well. 
• Provide high-value content: In the ever-expanding sea of content, it’s critical for brands to differentiate their efforts in ways that no one else can. For example, promote your organization’s proprietary data in the content you create and share. Lean into your people for content: Prioritize SME interview-based content to deliver unique points of view and perspectives. 
• Optimize on-page text: Make sure your website or blog content continues to show Google that it’s high-quality and can satisfy user intent. Organize content using H1 through H6 tags, and break up text with related video, graphics, or designed block quotes.  

Diversify Your Content Channels

Hard news to hear, but if you’re relying solely on organic search or social media to drive traffic to your site, you need to start diversifying your content landscape. Diversification also protects you from sudden algorithm changes or modified platform rules that could mess with your visibility. Plus, being present on multiple channels helps reinforce your brand and keeps people engaged, even when they’re just scrolling or skimming.

Here are just a couple ideas to consider:

1. Email: The list you own of customers or prospects is one of the most valuable tools in your set. Learn into this channel by sharing high-value content optimized for email on a regular basis. 
2. Print and direct mail: Direct mail is one of the last remaining channels that doesn’t require permission for entry. You can deliver your content directly into customers’ and prospects’ mailboxes and their homes. If you haven’t built up a strong direct mail list, they are available for purchase. 

If you’re ready to start creating strategic zero-click content, drop us a note, and we can chat!