How businesses share their content online has changed because how people consume content online has evolved greatly. Getting users to click through to your website is now harder than ever and requires a very good strategy. Perhaps it is because social media platforms are designed to keep users on their platforms for as long as possible? This shift has led to a rise in what marketers call “zero-click content.”
This post explains what zero click content is, why it matters for your business, and how it can improve your marketing.
WHAT IS ZERO-CLICK CONTENT?
Zero-click content is any content that answers a question, or gives people answers or insights right where they are. For instance, when you Google “how to boil eggs,” the answer often appears right at the top of the search results powered by Google’s AI. By including this feature, Google has ensured that for the simpler queries, many search engine users do not have to click on a website to find the answers they seek.
Zero-click content is not restricted to search engines. It can also be found on social media where it is circulated as short explanatory videos, infographics, or carousel posts that outline insightful tips. In doing this, information is brought to your screen without you having to break your scrolling. This is a great way to make scrolling as informative as possible, without viewers being put out by links.
HERE’S WHY ZERO-CLICK CONTENT MATTERS
A SparkToro study recently revealed that over 65% of Google searches in 2020 ended without a click. Why? The simple answer is: people now expect instant answers. According to Microsoft the average human attention span has dropped from 12 seconds in the year 2000 to a short 8 seconds today. As a business, this means that if your content is not straightforward or demands a click to learn more, users will likely scroll past it.
Zero-click content builds trust. It also helps you stay top of mind, even if the user never visits your site. This may not lead to immediate conversions, but it keeps your brand visible and useful.
3 SIMPLE WAYS TO USE ZERO-CLICK CONTENT IN YOUR MARKETING
- Start by sharing complete thoughts in small pieces:
People no longer have the patience to endure teasers like “You won’t believe what happened next,”. Instead, try simply explaining your content and why its message matters. For example, if you’re a hospitality business, post a simple video on how to properly take inventory of stock. Aim to give value right on the spot!
- Make sure your zero-click content is tailored to the platform:
Different platforms (whether social media or a search engine) use different content formats. For example, Instagram uses a clear photo and a useful caption. LinkedIn uses more storytelling that shares a useful insight. Last but not least, Google favours answers that are clear and direct.
Therefore, it is best to consciously tailor your content to each specific platform.
- Be mindful of how you measure success:
If your content is designed not to be clicked, then tracking page visits is not what you should be doing. Instead, keep track of metrics such as comments, saves, shares, profile visits, and mentions/tags. These are the metrics you would use to measure if your zero-click content is doing its job.
DOES ZERO-CLICK MEAN ZERO CONVERSIONS?
No, it doesn’t. In fact, zero-click content helps build trust and awareness. It makes your audience more likely to return to you when they are ready to learn more, buy something, or simply ask for help. Note that for most zero-click content, the CTA, comes after value has been given, so people are more likely to take the next step.
Your business really needs this update if it hasn’t started incorporating zero-click strategies. Focus on giving information on the spot. This way, you stay relevant even without making your website the first stop for your audience. This is one of the best things you can do for your business.
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