Zero Click Content for Digital Marketers

Ignore everything you've ever learned as a Digital Marketer.

Heck, ignore everything you think you know about marketing because zero-click content is going to actually change your strategy for the better. Stay with me, because zero-click content is counterintuitive to what you likely know.

As a Marketer myself, I understand how frustrating your plummeting email open rates are. And I understand how 'the algorithms' are messing with literally ALL of your stats across every distribution channel.

That's why I'm not going to provide you with another way to 'hack' your content. Those hacks barely work (if at all) and are temporary fixes until the next algorithm update.

I want to offer a proven strategy for making your content standout: zero click content.

What is zero-click content

Zero-click content refers to information that is directly accessible from search engine results pages or other platforms without requiring the user to click on a specific link to access it. This format includes featured snippets, knowledge graphs, and instant answers to provide valuable information in a concise and immediate manner within the original search environment.

From a technical perspective, zero-click content aims to fulfill user queries by providing relevant and authoritative information directly at your point of search. Content should be comprehensive and concise, not needed further user navigation to find more information. This provides a streamlined approach to consuming content and makes user engagement incredibly valuable. Though additional information can be provided that enhances the user experience, it shouldn't be needed for true zero-click content.

Take a look at the chart below which outlines some differences between a traditional digital marketing content strategy versus a zero-click content creation strategy:

How to make zero-click content

Hopefully the chart has answered some lingering questions about how zero-click content is different from traditional content creation strategies. And overall, it's not that difficult to create this type of content! Remember that digital assets and media are living— they should change and evolve as your company and customers change. Don't be overwhelmed thinking you have to create new content completely from scratch as existing content can be repurposed!

Consider some of the tips below when creating this new content:

Understand the format: Familiarize yourself with different types of zero-click content such as featured snippets, knowledge graphs, and instant answers. Analyze how these formats are presented including their length, structure, and format preferences.

Identify suitable content: Review your existing content like blog posts or articles to identify pieces that can be repurposed as zero-click content. Look for informative, concise, and well-structured content that provides direct answers to commonly asked questions in your industry.

Analyze search queries: Identify the specific queries that your target audience typically searches for. Use keyword research tools and analytics to gain insights into high-volume and relevant queries related to your industry. This keyword analysis is a critical step to ensure your new asset is optimized for SEO and SERPS.

Optimize for featured snippets: To increase the chances of your content being featured as zero-click, optimize it for featured snippets. Target the identified queries with precise answers and format the content in a concise paragraph, list, or table format that directly addresses the question. Content should be short and comprehensive. Each listicle or table should completely answer a question or large theme of your asset.

Structure your content: Ensure that your repurposed content is well-structured and organized for easy consumption. Utilize alt tags and meta descriptions for every area of your digital asset. Also make sure that your content has been appropriately mapped through the use of H1, H2, and H3 heading tags.

Key considerations/questions when creating zero-click content:

Okay, I hear you. You theoretically understand how to create zero-click content but don't know where to start.

Or maybe this is a new concept for your team that completely derails your current strategy. That's okay, even if it's overwhelming. Consider the questions below which should act in part as a guide to your brainstorming session and partly as a check-list to ensure you're creating the right type of content.

• What are the most common questions or pain points of your target audience?
• Are there existing blog posts or articles that directly address those questions?
• How can you condense and reformat the existing content into a concise and easily consumable format?
• Does your content provide direct and accurate answers/solutions to those questions?
• How can your content stand out and provide additional value compared to existing zero-click content?
• Have you optimized your content for featured snippets and structured data markup?
• Are there opportunities to incorporate visuals, tables, or other interactive elements to enhance the engagement of your zero-click content?

How to track zero-click content

And now the 'fun' part aka the part most marketers dread. We all know that you'll have to justify your contents' performance and ROI to upper-level management at some point. So how do we do it?

When monitoring zero-click content, marketers should focus on alternative metrics such as reach, impressions, and engagement, rather than relying on traditional metrics like click-through rates or conversions. An untraditional metric can also be tracking the decrease in organic traffic to your website. Remember that the whole point of zero-click content is to provide a complete, in-depth response in one place. Users should not have to click away from the content to learn more, as the option to do so should be optional for an enhanced experience. Overall, the quality and type of engagement matters more than a simple CTR.

Consider prioritizing time spent on page and other on-page event tracking. The quality and type of engagement matters most. Heat maps and click maps are an amazing resource to see exactly how users are consuming your content. And no, we aren't going to completely ignore website traffic and other traditional metrics. We are simply prioritizing our metrics differently so that it accurately depicts how it is performing.

In contrast to traditional metrics and signal-based marketing tactics for scoring MQLs, the approach to tracking zero-click content requires a shift in focus and the utilization of alternative performance indicators. While traditional metrics often emphasize click-based interactions and conversion rates, measuring zero-click content involves a more holistic view of user engagement and visibility, aligning with the changing landscape of online search behavior. The goal is to assess the effectiveness of content in providing immediate value and capturing user attention within the search environment, thus necessitating the use of non-traditional metrics and tracking methods to evaluate success and inform content optimization strategies.

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