Adjust your marketing strategy to “zero-in” on a captive audience
Zero-click content is challenging established link-building practices
With social media platforms focusing on keeping users on their websites, content with external links is experiencing less user engagement and click-throughs. So, what can B2B marketers do when they want to share their latest thought leadership piece to their audience on social media without worrying about these engagement issues?
The answer lies in zero-click content! In May my colleague Caitlin Goldsmith took a deep dive into the changing social media landscape and how B2B marketers can respond, highlighting the rise of zero-click content on LinkedIn. But what is zero-click content? What is causing its increase? Why should B2B marketers be “zero-ing” in on it?
Zero-click content 101
The importance of zero-click content to B2B marketers is growing with more and more social media and search platforms favouring content without links. Zero-click content truly is as the name suggests, it’s content that requires zero clicks. The user doesn’t have to leave the page/social media platform to find out the information, it’s already there.
In today’s digital era, it’s more important than ever to get your marketing strategies right to grow your brand awareness, recognition, and brand equity. Given the importance to B2B marketers of social media and SEO, zero-click content applies to the SEO world too where search results now provide a snippet of content and provide the user with the information, they are looking for without having to click through.
Keeping up with the algorithms – and they’re going net zero (as are some audiences)!
There are a number of examples of social media platforms introducing new features favouring the use of zero-click content. Think X/Twitter introducing lists, stories, and case studies, LinkedIn introducing carousels with slides to explain content, and the rise of short form videos on platforms such YouTube, Snapchat, and TikTok.
But it’s not just what you see on these social media platforms, it’s also the algorithms. This isn’t the first algorithm change we’ve seen recently. Elon Musk said it himself “our algorithm tries to optimize time spent on X, so links don’t get as much attention.” Algorithms are not something to be played with and they’re favouring content without links and they’re coming full force – LinkedIn research has shown with on average, posts without links getting six times more reach than posts with links.
Audiences habits are also changing, and your strategy needs to change with them! GenZ audiences prefer not to flick between platforms and as we know GenZ buyers in the B2B sales funnel want to do their own research. By eliminating links and switching to zero-click content you can fulfil their preferences, your content and calls-to-action need to be compelling though.
B2B marketers were blindsinded by hyper hyperlinks – they need to get back to basics
B2B marketers should be aiming to establish connections and gain the trust of their audience – and zero-click content is the perfect for this. By creating content that is informative and answers customer pain point without them having to click off can help build brand authority and equity. The trick to perfecting zero-click content for B2B marketers lies in repurposing content and shaping it to fit across multiple channels to reach a wide range of audiences across different platforms.
Remember the IBA mantra: the same message received from more than one source is more readily believed!
The Zero-click content formula
Creating content that is precise, engaging, and informative is no easy task, here are four tips to help you perfect the art of zero-click content:
- Utilize your assets: Stuck wondering what can capture your audience? Look at your best-performing existing content and ideas and repurpose them for other platforms. Be creative with your content and use the features platforms offer.
- Casting the right hook: The hook can be the make-or-break point, create an emotional connection with your audience to spark their interest. For B2B marketers this could be an innovative thought leader idea or a prompt for the user.
- The art of storytelling and being precise: Avoid overwhelming your audience with multiple messages. Social media platforms have word limits, and you need to utilize every single one of them. Your story needs to be bite sized and engaging, utilize a narrative or answer a customer pain point.
- Keep up to date: What works once may not work again. Experiment with different formats and content hooks. Monitor the metrics, this can give you an insight into what works best for your audience. But what metrics should you be looking for?
Turning the value from vanity metrics into potential customers
Without including links, it can be tricky for B2B marketers to track and measure the impact and engagement of their zero-click content. This is where vanity metrics can come into play. The value of vanity metrics is a controversial topic in the PR and marketing world, but it’s all about striking the right balance.
The aim of zero-click content is to generate engagement with your audience, to measure the success of your content B2B marketers should look at impressions and engagement. But this doesn’t mean abandoning link building from media placements or crosslinking from thought leadership blogs.
A balance needs to be struck. Vanity metrics can be useful for guiding short-term strategies or boosting brand image. B2B marketers need to utilize these metrics to gauge what is resonating with their audience and then work out how to keep them engaged and turn them from a social media scroller into a potential customer.
Sam Walker is PR Executive at IBA International.
