The old B2B content playbook isn't just outdated—it's obsolete. In today's zero-click world, where most searches never lead to a website visit, success means delivering value right where your audience is.

But here's the good news: you don't need to completely reinvent your content strategy. You just need to adapt it.

Here’s how to create content that drives pipeline, even in a zero-click world.

Learn how to thrive in the clickless era. Watch Amanda Natividad's complete strategy on-demand. [Watch Now]

Let's start with some hard truths:

• 60% of Google searches now end without a click
• Up to a third of the remaining clicks go to Google-owned properties
• Over 97% of Facebook post views go to content with no external link
• Twitter/X marks posts with links as "definite spam vector"
• LinkedIn penalizes posts that tag people who don't engage

Platforms know that the longer they keep users scrolling within their walled gardens, the more ad revenue they generate. And with Google AI Overviews in the mix, marketers are facing a clickthrough crisis.

“We are now in Google's zero-click era,” says Amanda Natividad, VP Marketing at SparkToro and founder of the Meme Team marketing podcast.

“Searchers can get their questions answered without ever visiting your website.”

Once you follow the money, it all makes sense. With platforms fighting for ad dollars, everything that goes viral is now native to the app—instantly digestible without clicking away.

For the likes of Google and LinkedIn, the benefits are clear:

• Maximizes time-on-platform
• Sharpens ad precision
• Eliminates friction for users

But for marketers, understanding the problem is only half the battle.

SparkToro's research on dark social revealed entire networks hiding referral data:

• TikTok hides 100% of traffic, marking it as direct
• 30% of Instagram DM traffic is hidden from analytics
• 14% of LinkedIn referral traffic is misreported as direct

"Even if you do get the click, it’s getting misreported,” Amanda explains. “Someone might see your LinkedIn post, hear you on a podcast, then maybe Google your brand name a week later—and your analytics give Google all the credit."

Social skimming has become the norm. For brands, that means fragmented or even invisible interactions:

• Content that builds trust gets ignored because it didn't generate direct conversions
• AI and social platforms front-load value—so there's no click, no session, and no attribution
• The content that actually influences decisions becomes unmeasurable

In 2025, clinging to last-touch attribution is like trying to measure an iceberg by what's above water. Thankfully, there’s a better way to measure content engagement.

In a zero-click world, marketers need to shift focus from MQLs and last-touch attribution to metrics that actually matter:

Focus on metrics that indicate brand strength over a specific campaign or time period:

• Direct traffic increases after content campaigns
• Branded search volume growth over time
• Engagement quality rather than quantity
• Content completion rates and time spent consuming

“Instead of just pure form fills, what we need to be looking at is overall lead quality and velocity,” says Amanda.

Don’t overcomplicate it: Is your pipeline full of the right people? Are those people converting faster?

If yes, your content is working.

You know what's better than theory? Real results.

These 7 companies turned the zero-click challenge into a competitive advantage—with a little help from AI-powered video tools. 💪

Use case: Turn a popular blog post into dozens of high-performing social posts.

Process:

• Search for your audience segment in SparkToro
• Find top platforms, keywords searched and content engaged with
• Feed this data plus your existing blog post into ChatGPT
• Ask it for LinkedIn post ideas that would resonate with your audience

Results:

• Dozens of social post and blog ideas!

Tools:

• SparkToro
• ChatGPT

Use case: Automate video creation and branding.

Process:

• Upload recordings into Content Lab
• Auto-generate clips
• Apply custom branding templates

Results:

• 92% reduction in production time (from 1 hour to 5 min.)
• 12 times more video clips per hour

Tools:

• Goldcast Content Lab

Use case: Generate more video content using fewer tools.

Process:

• Find event in Content Lab
• Let AI identify highlights and create branded clips
• Distribute across channels

Results:

• Consolidated 4 tools into 1
• Generated 16% of total engagement from single clips

Tools:

• Goldcast Content Lab

Use case: Transform webinar content into SEO-optimized assets at scale.

Process:

• Input webinar transcripts into Content Lab
• AI generates keyword-rich blog posts
• Optimize webinar pages with AI-generated copy

Results:

• 150% growth in organic traffic
• 38% increase in on-demand views

Tools:

• Goldcast Content Lab

Use case: Improve an existing article to better resonate with its chef audience.

Process:

• Research target audience ("best chef knife" searchers) in SparkToro
• Export audience behavioral data and preferences
• Feed existing article and audience data into ChatGPT
• Request improvements focused on chef perspective

Results:

• Reframed technical content in a fraction of the time
• Addressed blind spots in audience priorities

Tools:

• SparkToro
• ChatGPT

Use case: Grow webinar program without sacrificing quality or engagement.

Process:

• Use Content Lab to automate content creation from webinars
• Automatically distribute across channels

Results:

• Scale from quarterly webinars to 50+ per quarter
• Consistent attendance rates of 32-35%
• Peak attendance rates of 50-60%
• Reduced content creation time from days to hours

Tools:

• Goldcast Content Lab

Use case: Scale content production across channels without increasing technical resources

Process:

• Feed event recordings into AI content platform
• Auto-generate social video snippets
• Create blog posts from transcripts

Results:

• 15,000+ social video impressions
• 75% reduction in blog production time
• Multiple closed-won deals attributed to webinar content

Tools:

• Goldcast Content Lab

The days of gaming LinkedIn's algorithm are over. To win mindshare and drive revenue, it’s time to play by the new rules of zero-click content:

• Focus on content that makes your audience better at their jobs
• Only tag people who are likely to engage (no drive-bys!)
• Focus on native formats: video, carousels, documents
• Use "link in comments" sparingly

In a zero-click world it’s all about giving more than you take:

“LinkedIn's algorithm will see, ‘oh this brand's content is doing well, let's keep serving it up to people’. Then you burn a little bit of that capital every now and then by publishing a post with a link,” Amanda explains.

Here’s her capital-building process:

1. Create 4-5 high-value, native posts that generate strong engagement
2. Build up "algorithmic capital" through consistent quality content
3. Occasionally "burn" some capital with promotional posts that include links
4. Monitor engagement patterns to understand your capital reserves

With Goldcast's AI-powered workflows, every webinar becomes a goldmine of high-impact content.

Here’s the 3-step event-to-content pipeline:

1. Host webinar or record video content

2. AI analysis identifies key moments and talking points

3. Automatic generation of platform-specific assets:

• Short-form video clips for social media
• Blog posts for SEO and thought leadership
• Email newsletter content with personalized messaging
• Sales enablement materials with key insights

While you focus on delivering great content, our AI handles the rest—generating social clips, blog posts, and sales enablement assets that keep your message resonating.

Ready to transform your content strategy for the zero-click era? See how AI-powered video content management can help you create platform-optimized content at scale while building authentic engagement with your audience.

Or stream the full session on-demand.