Name: How to Build Zero-Click Content in the Age of AI
Uploaded: 2025-07-17T19:21:41.030Z
Duration: 53 min 56 s
Description: How to Build Zero-Click Content in the Age of AI

Transcript for "How to Build Zero-Click Content in the Age of AI": Alright. Hello, everyone. Welcome to today's webinar. Hey, Amanda. How are you? Good. How are you, Cindy? I'm good. I'm so excited to host you. Before we jump in to your presentation, I'm gonna just start, with our usual housekeeping. So for those of you who've joined us before, welcome back. For those of you who have not, thank you for joining us for the first time, for today's webinar on how to build zero click content in the age of AI, featuring Amanda from SparkToro. I also wanna shout out to the 500 plus of you who registered. Probably most of you saw us through MarketingProfs, promotions, so thank you to MarketingProfs, our promotional partner. We, really, really appreciate your, love for GoldPASS programming and your ability to promote our events. With that, I'm gonna jump into some housekeeping items. As usual, please, engage in the comments, and share your questions in q and a. If you don't want to tie your name to your question, you do have the ability to, submit them anonymously, so please check the anonymous and post your question. We will be taking those at the end of the presentation. For those wondering, and I know there's always some of you that ask, yes. We are recording this event, so you will be able to access the event, with this same link or through the link, that you'll get via follow-up email. And I don't think we have any docs for this event, but for those that are wondering if you would like a copy of these slides, we will get those to you as well, after the event. And like usual, in true Goldcast Events fashion, we have a couple of giveaways, just to make sure that to keep things fun, keep everyone engaged. So we have three AI power packs. That includes a plot AI note taker, a one year subscription for GPT of your choice that will be delivered via gift card as well as a portable battery charger to ensure all your devices stay, juiced up. How do you qualify? So number one, join this webinar live. Thank you to everyone who's here live. Engage in the chat. So I see a few of you have already dropped in. To to qualify, go ahead and just drop in where you're from. Welcome Sacramento, Boise, Houston. We'd love to have you. I, myself, are joining from, Southern California, Orange County specifically. And then lastly, submit q and a and answer the polls. Let's go ahead and just get some of you guys, qualified for the giveaway. So I'm gonna go ahead and share the first open the first poll. If you navigate to the poll tab, you'll be able to kinda select your option. But the first question we have, just to orient Amanda a bit, is how familiar are you with the concept of zero click marketing? Very familiar, somewhat familiar, just learning, and brand new concept. I'm gonna keep it open for a little bit while I run through, the next slide. Be sure to navigate over and vote you guys so you can qualify for the giveaway. So what we'll cover today, what is zero click marketing and why should we care? What happened to all the clicks? What does this mean for marketers today? And then a peek at Amanda's AI props. And lastly, we'll have some time for q and a. So please, again, I'm gonna reiterate, submit your questions. We wanna get them answered. Also, raise your hand. We love to see you on stage. I think we've we've seen a lot of folks be able to engage and ask their questions live and ask for follow-up, and that's been really fun. Let's bring up those poll results before we jump into Amanda's deck. So looks like 44% are somewhat familiar, heard the term, but want to learn more, followed by just learning. No one quite advanced yet. So, hope that's helpful to you, Amanda. That's that's where is. That's cool to see. Yep. Alright. Let me stop sharing the poll. With that, Amanda, I think I'm going to, pass it over to you. Thank you so much for leading us through zero click marketing on the age of AI. Yeah. Thank you, Cindy. Excited to be here, friends. I know no one cares, but I just got back from vacation, and this is my first, like, speaking opportunity. So, I'm still new I feel like I'm still new at the words right now. Alright. So today, we are it's good to know. Brandon, I care. I love this. So I'm glad that, you know, a lot of you are not quite familiar or only somewhat familiar with zero click because we are going to do, you know, a primer on this. So with that alright. So the TLDR is clicks are disappearing and attention isn't. Right? We'll cover what changed, what to do about it, and how to build a new kind of strategy. So this is kinda how I feel like marketing has been lately. It's been kinda hard. It's been kinda foggy. It's like, you know, when what something I've been noticing is I feel like when I need to promote something, no matter how hard I try to frame the value upfront, my reach just gets crushed. So in this somewhat recent post, I feel like, you know, I tagged another brand. Algorithm did not like that. Give even a hint that you're sending people off platform. In this case, I was promoting my podcast, which is called meme team. I didn't even actually link to my podcast. I spelled out memeteampodcast.com. But I've noticed each time I do this, my reach tanks. One third the reach, honestly, sometimes even worse. But when I'm not selling anything and I'm just vibing, you know, the reach is much better. And maybe some of you feel similarly. You're working hard and nobody's clicking. Friend, it's not your fault. Right? Because there's a disappearing click, and what is up with that? We are now in Google's zero click era. I mean, you look you look up a fact and it's right there in the SERP. Right? Heck, now you can even ask complicated queries like, what's the connection between heart failure and dialysis? And it'll tell you right here in the a overview. And, you know, there isn't if someone is just quickly looking up information, right, a casual browser, then this is probably enough to satisfy their query, and that makes sense. Right? But this is leading to zero click searches. Right? And in fact, we now know that about 60% of Google searches end without a click, right there. And of the ones that do end with a click, a quarter to a third of them or nearly a third of them go to a Google owned property. So a quarter to a third of these clicks are going to, like, Google Maps or YouTube or, you know, another Google owned entity. Alright. And, also, you know, social skimming has become the norm. Everything that goes viral is native to the app. Right? Already in package to consume, all in there, People aren't even really clicking out because they don't need to. Plus, you know, even if you do click out, like, for Twitter or x specifically, when Elon Musk purchased the company and showed the algorithm, it shows that posts with links are marked as definite spam vector. Like, clearly, there's a penalty for posts with links. Plus, and this is more recent, as of a few I believe this is just a few weeks ago. Facebook has been saying that, posts with links or the links are killing your reach. Right? Meta slash Facebook is advising users to drop the links in their comments instead of in the main post. And their own transparency report shows that over 97% of all Facebook post views are now going to content with no external link. Right? So this is their sorry. This little screenshot here is their recommendation to, you know, not include the link, and then this is their own transparency report. Alright. And then even if you do get that click, even if even if somehow you get it, it's getting misreported. And how do we know this? So at SporkToro a couple years ago, we ran this experiment to measure dark social, and we found entire networks hiding referral data, which means that if you are relying on analytics platforms to provide accurate info about where your visitors are coming from, you might wanna revisit those assumptions. Right? Like, if you look at this, you can see all of the traffic that you might get. Right? All the traffic that you get from TikTok, 100% is hidden, which means it's marked as direct traffic. Instagram DMs, 30% are hidden. For LinkedIn in general, 14% of the time, that referral string is hidden. So even if you do get the click, you don't know what's coming from that platform. But there's also this weird this weird, you know, phenomenon, and this is something that our friends over at Siege Media found. Sorry. I was distracted by the comments in the chat. So our friends over at Siege Media found that there are some brands that appear frequently mentioned in LLMs, like the top ones like ChatGPT, but there weren't links. So Siege thought that has to count for something. So what they did was they analyzed 50 websites and found this. They found that clicks and impressions to a brand's homepage were higher than the links to deeper on their website, like, to their blog. And it's because of branded search. Right? Because more people are seeing their mentions in chat g p t and going to their websites. And there's also this issue. Right? Attribution is broken. Brand interactions are fragmented and invisible. Like, someone might see you, someone might see your LinkedIn podcast oh, sorry. Like, someone might see your LinkedIn post, hear you on a podcast, and then maybe later on they'll Google your brand name a week later and your analytics, then Google gets the credit. And attribution models reward the last click and not really the full journey. The content that actually builds trust often gets ignored by your reports because it probably didn't generate a direct conversion. And, you know, AI and the social platforms front load that value. People are getting what they need directly in that feed, so there's no click, no session, no attribution. So is content marketing dead? Right? The content marketing that we have classically been taught or learned, is it dead? No. Well, not really. Maybe just the old version of content marketing is dead, but it has definitely evolved. And the new job of content marketing is now zero click. And in a zero click world, attribution takes a back seat to measurement. So when I'm saying attribution is done, I'm not saying we don't try to measure our efforts. We do try to measure our efforts. Right? We look at things like, right, in terms of the old attribution metrics, we used to we used to look at last touch conversion. We would look at channel specific click through rates, page view counts, form fills. Now what we really need to be focusing on is instead of last touch conversion, it's looking at branded search lift. Who's looking for us? How are they finding us? Are they actually searching for us? Right? And instead of channel specific click through rate, which is probably going to get lost and misreported, look at direct traffic lift. Like, sure, you can't see the traffic coming in from TikTok or Mastodon or WhatsApp. But if you are focusing on creating zero click content, generating that value upfront, then you will get that lift in direct traffic. And then you're also going to be looking at things like earned mentions. So, interestingly enough, I think this is where we're going to see this return or the the rerise of classic PR. Right? Classic PR where you get great mentions in media and ultimately, you know, all these earned mentions. And then instead of just pure form fills, what we need to be looking at is overall lead quality and velocity. Like, the people who are signing you signing up in your forms. Are they the people that you want to be reaching? Right? Are you closing deals faster? Right? Is the marketing you're doing, the content you're creating, are all these things in service to finding the right customers and solving their problems? And so here's where the zero click marketing comes in and where you can have the highest impact. So most buying decisions are made before someone ever visits your site. Consistent visibility means your brand will become the default choice. And even if someone doesn't click today, they're gonna be more likely to Google you or talk about you tomorrow. And finally, we have to remember that the with the rule of seven. Right? This is all this is that that common phrasing, right, that it takes people around seven touch points to make a purchase. I forgot what this is. So this is our this this graph here on the left, this was, SparkToro's Google search console console from last year. Right? This shows that little spike in our in our website impressions, and where did that come from? So, you know, on any given day, we can look back on my calendar and see what we've been doing. So we know that May, early June, we had the office hours webinar where we had over about a thousand registrants. It's over a thousand, I think. A short time after that, about a week later, Rand published a very popular blog post on why AI will not take our jobs. It's a good article worth very worth reading very much worth reading. And then a little bit after that, it's a little bit unclear because at this point, you know, Rand and I had been regularly publishing content that was doing well on our socials. Rand had a popular LinkedIn post that was teasing some upcoming research, and I had a popular LinkedIn post on Hailey Bieber and her sale of her company Road, and I published a podcast about that. So all these things, you know, it's it's more so when we can connect those dots looking back, like, even several weeks later that we can see, oh, these things had an impact. These things that we worked really hard on that generated a lot of impressions that are all activations or campaigns that are generally tied to SparkToro and audience research, they did well for us. And when you focus on zero click marketing, your distinct ideas will travel faster. Right? It's all about point of view. Things like, for instance, when I I posted this, I guess, this was last month now or several weeks ago, I posted about Facebook now saying that links are killing your reach. This did really, really well. Right? And this was interestingly enough. I was worried that tagging people would kill the reach, but I really wanted to give credit to Andrew Hutchinson who reported on this for social media today because I didn't break the news. He did. So made sure to tag him, made sure to tag my friend Dave Clark for showing me the article, but it didn't kill the reach because it was a, you know, it was unique, novel news, it's brand new, and it got tons of impressions, likes, comments, and reposts. And in this, you know, new world of zero click marketing, you have to look at things as, like, community as a channel. Right? And so for SparkToro in particular, a lot of our growth, I would summarize, has been through community, not even SEO. We have people who mention our our newsletters, our content in semi private Slack communities, people who forward our newsletters to their teams. And yeah. Because like it or not, we're playing the long game now. You know? Like, it might it might take you a long time to be able to trace those dots going back. But now and then, I get these notes like this, which people are saying, like, I know you can't really attribute this, but I started reading your newsletter several months ago, and that was the reason I became a customer. You know? And in this case, right, we're lucky that we're that this person wrote to us and told us why they converted. Right? And I think this is going to kind of be the name of the game from from now on. Like, we are needing to get that close connection with our customers and really try to meet them where they are to best understand how they're finding us and how they're converting. And with that, I do have some AI prompts for you because I did promise how we were gonna tie all this in with AI. So what I will say is, first, you know, beware of using AI or, you know, LLMs, I should say LLMs, on create on your marketing efforts because the thing I really, really want to convey is these things are they're just new tools. Right? They're they are not replacements for us, and I think when you can do your job well, when you have taste, when you have strategy, that's when you can best leverage these tools. So So here's how you can do it, especially using SparkToro. So my good friend, Scott Heimendinger, a literal culinary inventor, he has invented an ultrasonic knife, and he has a company called Seattle Ultrasonics. So here's a kind of hypothesis here. Can we help the Seattle Ultrasonics team improve their quantified knife project article? So they have this article on they they've tested, I think, hundreds, if not thousands of knives using a robotic arm. It's really cool. So what do we do? So we we did this research on SparkToro. We we searched for the audience that is searching for best chef knife. So the people who are literally looking for the best chef knife, that's gonna be Seattle Ultrasonics key audience. Brand this report, exported the results, popped it into chat chat GPT, and I have a link to this prompt, which, I believe Cindy will send in the follow-up. I'm trying to make an article about I'm trying to make my article about, our knives more compelling for our audience. Here's the article, and here's the attached audience research report that describes our target group's behaviors and demographics. So using all this data, can you make recommendations on what is likely to improve the resonance of my piece? Great. And then so we have this. Based on the attached audience, Bartoro data and your article, here are some high impact content recommendations. Here are some key takeaways. This is kinda nice. We didn't ask for key takeaways, but chat GPT added that and that ended up ended up being really useful for us. So key takeaways, they follow platforms like Epicurious, Food 52, Nothing But Knives, and here are some recommendations to improve the article. Reframe the intro around the chef's perspective. Why? Because your audience cares about real world kitchen impact, not just measurement techniques. That's actually really helpful. Right? This can this is helping to uncover some blind spots and especially, right, all of us who are doing the work and we get really in the weeds. Sometimes you kinda miss stuff like that because you're just so focused, on those trees that you kinda miss the forest. Alright. Another example. How do I get more out of this blog post? So while back, embarrassingly long ago, this is my I think one of my most recent blog posts. Here's the fastest way to understand your audience without talking to them. Now first, to kind of debunk, like, talk to your customers is common piece of advice. It's not wrong, but not always realistic. Right? And so after I wanna get more out of this blog post because I worked really hard on it. So how can I use this to or how can I use SparkToro and ChatGPT to essentially repurpose my content? So then I ran a report on SparkToro, my audience who visits sparktoro.com. So people who already know us or who have heard of us, people who come to our site, presumably, they are looking for some kind of marketing or audience research solution. So I exported that report, popped it into ChatGPT, and said, I wrote this blog post a while back. I know I wanna get more out of it. Can you suggest some LinkedIn post derived from my blog post likely to resonate with my audience? I've attached my SparkToro report, which describes the audience's demographics, platforms they visit most frequently, keywords they search for online. And it gave me some pretty solid ideas. So, like, one of them here is try, you know, this post, audience research without interviews. Yes. Really. Most marketers think audience research equals customer interviews, but you can shortcut that. That's actually pretty good. Other ideas. Right? If you're in ops or sales, audience research isn't just for marketing. Yeah. That's true. Right? Audience research is for your entire business. Right? These are all really solid starting points for me. And from here, I can review this, make sure it aligns with my blog post. Right? Because we know that sometimes chat g p t hallucinates. Gotta be careful there. And then here's where I will rework my ideas, make some edits, and then hopefully publish and get more mileage out of my blog post. So I think that is all I have for today in terms of formal presentation. Happy to I know that there were some comments in the chat that came through that I wasn't able to address real time because I got stressed out, But happy to answer questions now. Awesome. Thanks so much, Amanda. I'm gonna give you a second to kinda scroll through the chat because I know you probably feel a little bit of FOMO. While she does that, I'm gonna open up the next poll. So question for the group here is what is your team's biggest marketing priority right now? Is it generating demand, creating content that drives conversions? Is it brand awareness, establishing thought leadership, measurement? I'm sure it's always hard to say no to, but proving marketing ROI or other. Please share in the chat. And then while we do that, some questions. I also wanna call out, you know, someone mentioned in the chat that there's a lot of great questions in the q and a, so please vote for the one that you absolutely want want answered. That is kind of, how we take questions in priority order. The first one I see that has five votes for you, Amanda, is, can someone so Rebecca asked, can someone please clarify about the tagging penalty? She's never heard of this. Does this mean tagging other companies and peoples or hurts the reach of your post? And if so, what platform? Yes. Oh, good question. Thank you for asking that, and I did not clarify that earlier. So there's a human element to this and there's an actual algorithmic element to this. The human element to this is sometimes, like, when you're tagging someone on it's mostly on Twitter slash x and LinkedIn. But in those platforms, when you tag someone, it increases cognitive load for the people who are looking at your content, You know? Because then the then they're reading your your they're reading your post and they're like they see, like, oh, you tagged at Amanda Nat. Like, who's that? Like, why did you tag them? And they tend to just gloss over it because they think it's not for them or they think it's spam. Like, that's one reason, similar to LinkedIn. But the other thing with LinkedIn and, you know, it's possible they made change oh, I'm sure they have made changes to their algorithm, but I believe it was now, maybe a year to two years ago when they made the most major shifts to their algorithm. They did talk about tagging people, and so they, have tried to focus their algorithm on serving up the most relevant content to the most relevant people, and they really wanna make sure they are trying to filter out spam and, like, the wrong types of content. And so if LinkedIn sees that you tag somebody, right, and let's say that person didn't engage with your post, that that's a signal that maybe they didn't wanna be part of it. Right? Maybe it was spammed to them, and that's gonna hurt you in terms of your post's reach because the algorithm will think, oh, this person tagged, like, 10 people and none of them engaged with it, so it's probably some kind of spam. So it's not to say, like, never tag people or never tag entities. It's more of, like, be strategic about it. Like, why are you tagging them and not just saying their name? Like, let's say you're talking about news, like, Google's latest core update. Right? You don't need to tag Google in that. You can just say Google because the topic is Google. Right? But if you're announcing, like, a key partnership, then, yeah, you should probably tag that brand. But then also notify that brand, like I mean, if it's a partnership, you probably both know that you are announcing the partnership. You're gonna be on deck to engage with each other's posts. Like, that's probably part of the partnership. But, yeah, that would that's the full explanation for that. There's so many thank you, Amanda. There's so many questions around LinkedIn. I'm like, how do I group them all in there? So, That's my jam. I know. So, no Noel's question is what are LinkedIn best practices? Mhmm. So I'll let you check that one. There's another one, I think, that's also related a bit, and it's, like, using post, but I'll bring that one up after. So what are your your tips here for best practices on LinkedIn? Yeah. I I really love this question. So I will say so going back to what LinkedIn had made some big changes to its algorithm, how it was saying that they are really trying to serve up the most relevant content with the most relevant people. One way they have explained that is when LinkedIn like, the algorithm. Right? When it sees a post go really viral, like and then I'm talking, like, 10,000, 20,000, or more likes, like, really viral. It then LinkedIn is like, uh-oh. Why is that going viral? Right? Is someone getting maimed? Like, are they the main character of the day? Is there something here that people are dunking on? And so they've made algorithmic changes to kind of prevent that, you know, because they don't really want to reward the behavior of people dunking on people, of there being main characters on LinkedIn. Of course, there are going to be lots of good posts too that are very nice and uplifting and positive, and those and if those go viral, great. But those are going to be more rare nowadays, because what LinkedIn is trying to do is serve the content that's most relevant to the right audience. So if you are doing, like, if you're creating content about, you know, life cycle marketing, then it really wants to serve that content to other life cycle life cycle marketers or people who would want to see life cycle marketing. Right? So it's more like for so for best practices, I would say be clear on what your content strategy is, be clear on the audience you want to attract, and then make sure you are creating content that's in line with the audience's goals. So if you're trying to attract life cycle marketers because you sell a software to them, then your content should be around what do life cycle marketers care about, what can help, you know, ease their buying decisions, what can help them well, you know, what can we do to push them farther down the funnel, so to speak? I'm curious if you have noticed, like, some formats do better than others. Obviously, at Goldcast Events, we're all in on video. I don't know if there's any, like, stats you've seen around that. Yeah. So, you know, all native to platform content, whether that's video, carousels, images, those just tend to do well because they increase dwell time on LinkedIn. I know that when Rand, my my colleague, Rand Fishkin, he is really good at video, unfairly good at video. And so his video posts tend to get huge impressions or huge reach. Those do really well. And, yeah, you know, links and posts don't do as well. Right? That's why you see people doing link below in the comments, which I'm hearing and kinda seeing, like, that's not working as well as it used to. I think because LinkedIn's onto us, but to that, I'll say, well, then let us drop our links. I know. Like, how dare you? It's like they had the comments, and now they're hiding our posts and showing posts from three weeks ago. It's annoying. And yeah. Amy here LinkedIn comments is such bad UX. It's genuinely annoying that that's now best practices. I agree. It is truly bad UX. Like and we say that as someone who does the LinkedIn comments below trick. It sucks. Or at the very least, I would wish that, like, LinkedIn would let us pin comments so at least, you know, the comment where you put the link in can at least be the top one. It's annoying. For sure. So, naturally, let's move into this other question. If we shouldn't use links and posts, how does that impact CTAs, and how do we get them to take an extra step without providing them a link? Yeah. Really quick, I do wanna answer Kei Chico's question here. Like, well, I don't know why I keep seeing posts from weeks or months ago in my timeline and not new ones. That is probably symptomatic of there not being enough content to serve to you. Like, LinkedIn probably thinks, oh, I think Kay Chica really wants to see this post based on what we know about this person demographically, so we're gonna try to serve up more more relevant content to them. Okay. That's probably the reason. But, yeah, I wanna go back to this. I was like, we gotta get someone from LinkedIn on here at the next one and throw all these questions at them. Oh, totally. Okay. So Kelsey asked right at the links and post, how does it impact CTAs? I know. It's annoying. I will answer this a couple of ways. So one, we know that at least 14% of the time, even if you do get the click from LinkedIn specifically, it's going to show as direct. Not gonna show as referral traffic. So one that's the one piece I'll answer on, like, at like, regarding the attribution implications here. Like, you're not gonna see the traffic anyway. That's one small part of this question. The other part here is how do we get them to take an extra step? I would say, one, overall, think of how how you can make it as easy as possible for your audience to find your website or, like, to find more information about you. So by that, I mean, the very, very table stakes best practices, right, of putting, like, the link to your website and your company page. Yes. I that's literally what I'm saying. That's part of it. You would be surprised by how often I see people who don't have the link to their website just on the like, it's not there. Right? And then and then you're like, is it .io,.com? Like, I don't know your URL. Right? Is that you can just try, you know, putting, like, a defined link, like, whether it's your home page or a book a demo link, whatever it is, put that in your headline, right, in your, like, CTA headline where you can have that link, put it there. And then lastly, I will say through a zero click strategy. Right? So by that, I mean creating mostly content that is native to platform, has stand alone value, where people can understand your post, read it, consume it, and basically, you know, understand it without needing further context, and so that they can like it, comment, move on about their or their day. Do that enough times. I don't know how many is enough. Four or five times in a row. You know? Do that enough times to sort of build up algorithmic capital, so to speak. Right? Because you're creating this high value, easy to consume and engage with content. People will click on it, comment it, and stuff. You build up that capital, which is to say that, like, LinkedIn's algorithm will see, oh, this person or this brand's content is doing well. Let's keep serving it up to people. And then you burn a little bit of that capital every now and then by posting a post with a link. You know? Maybe one day you have that post that's like, by the way, I do consulting calls. Like, check out my book a time on my calendar and you can get twenty minutes free with me. Here's the link. Right? Maybe it's that. Maybe it's, by the way, I have a podcast. Check it out. Memeteampodcast.com. Here's the link. Go there. Listen to my takes on marketing and business headlines. It's funny. It's kind of like, personal finance where you gotta make a lot of deposits and occasionally hopefully, occasionally, make withdrawals. Right? And have to submit some of the capital you've accrued. Yeah. I love that. Yeah. But make sure not to overdraft. For sure. I think naturally, like, you mentioned a lot about attribution and generally, like, how you can track. We have a lot of questions here. So one, Ally. Ali. Yeah. Mhmm. How are you drawing correlations between zero click content, area companies, conversions? What metrics are you using? And then similarly, Cindy asked, thanks for the zero click measurements, but where are some places we can quantify this type of information? Yeah. So, one, Rand actually has a new blog post on this. He has, like, a video in which he dives into, like, how to look at overall attribution or measurement nowadays. I'm gonna put a link to that. But I'll also say so what I showed our was that our Google search console? I think it was that I was showing her Google Analytics. I was showing, like, the trend in our traffic over time. When you look back at that, you can add I don't know. Could you add notes? I don't know if you'd still add comments to Google Analytics. I don't think you could do that anymore. But anyway, look back at the campaigns that you had. Right? Like, if you see a little a little bump in traffic on, like, July 16, well, what did you do then? You know? Oh, Daisy says, yes. You can annotate. Great. You know, like, make notes of those things. You can look at things like lead quality. Right? Like, that's a that's a very quantifiable thing. Look at lead quality. Look at number of leads. Look at, like, when you are doing like, look at your the people that you co market with, like, this Goldcast Events webinar. Like, no doubt, Cindy and I are gonna look back and figure out, like, okay. Were these leads in service to our businesses? Because, you know, that's our job, to make sense of all this stuff. And there's another thing I wanted to say. Oh, you can also look at so things that we also look at at SparkToro is in our Google search console. What are people searching for that leads them to our website? Like, sometimes you know, how many times we'll see that people are searching for the content that we created, and then we can, you know, like, oh, cool. Like, yeah. That blog post had a good amount of page views, but, also, we know that people remember that concept and they're searching for it again. Like, that is a key marker for us. And then you know, you can also look at things like I mean, I would say, really, look at what our friends in out of home advertising do. You know, people who do billboards and stuff. How do they measure list? You know, they look at localized revenue. They look at branded search. Right? Those are things that they have to track because how do you track ROI as a billboard? Just do it through a hyper local, perspective. Yeah. For for me and this from my own experience, I think a lot of this is one internal, like, education around the fact that this is a shift in how you track and then to come some to some sort of, like, agreement. I think I got asked an interview before, like, what's the best attribution model, and my answer was the one that everyone agrees on. Right? And so I think it's it's landing on, like, a rubric of some sort that everyone is okay with, and it's not gonna be perfect, and it's gonna have to change. But that's that's a bit of my take because, like like, how are you gonna track, you know, your you showing up in GBTs right now? There's it just does. Like and, like, that's not something anyone would've asked, like, what, six months, a year ago. Right? And so you just have to kinda go with good enough. I see the chat blowing up a little bit. Amanda, I don't know if you saw, but the tactic about about offering a download and commenting Yeah. I I don't know what your experience has been on that, but I it's it's funny. It's one of those things where, I feel like it's a game I play now. If I go into LinkedIn, there's a couple I reply to just to, like, keep tabs and see if I end up getting it. But I'm sure that that's I don't know if that's still a popular trend that's still working or if LinkedIn started to crack down on that yet. No. I mean, my my my honest take is I don't hate the player. I hate the game. Like, I I get it that doesn't look great, but I'm like, you know, if you are selling something that you believe is really helpful to people, you gotta do what you gotta do. That doesn't bother me that much. Yeah. That's I love that perspective. So, yeah, let's go back to the questions. Again, just a reminder, like, if anyone would like to come on stage, I'd love to welcome you all to ask your question live. No. Let's actually show the poll results for a second. Biggest priority for folks right now. Oh, I'm kinda so no surprise. Demand's always, like, the first. Everyone's always after more pipeline and leads. But brand awareness, I'm kinda happy to see that that's a bigger initiative for a lot of folks. Yeah. Yeah. That's cool to see. I really I mean, because it's directly in line with generating demand and creating content, I will have to say, you know, for at SparkToro, you can see if you run a report on your audience, like, if you search for your audience, you can see the keywords that they're googling. Like, literally, like, let's say you, you know, you have a paid account. You can do a search of, like, people who have that term in their bio, like marketing manager, and you can see, like, generally what our marketing manager is searching for on Google. And then you can we also have, like, trending keywords, topic ideas, like, derived from this stuff that then you can think, okay. Well, I'm gonna create content that's reflective of the stuff that they've recently been googling. That's cool. I feel like if there's anyone out there in the category creation space, it seems like a no brainer to use SparkToro to kinda, you know, track that over time because that's always it's like, how do you know people are searching the term you you're creating. Right? Yeah. Yeah. Well, like, you can see their keyword research, like, okay. People are searching for the term marketing strategy, but who's doing that searching and why? Like, the audience research side, what Spectoro does can tell you that. Awesome. We got one person who raised their hand. So, Lisa, I hope you're ready for us. We're gonna bring you on stage. Hi. So much. And, I walked in on an important business meeting with my sister company when I got to work today, so I missed the beginning of your seminar. We're a very small boutique marketing agency. We also offer software and mobile app development and market research. And, I was wondering what what is the best strategy when you're just starting out? Can you lay out a a a a phased kind of approach? Yeah. I would I would suggest when you're just starting out, putting the like, creating content for or doing the things that are in service to what will help best convert people or get people to buy. So if you need to provide a lot of education about your product or about your service, then it's create a bunch of content that speaks to that. Like, what it's like, maybe if you provide a service, then you could create a bunch of content around, like, what it's like to work with you, what services you provide. Right? Like, maybe even create some educational content for that are kind of around tutorials, like, how to do the service that you provide in a lightweight way. So that over time, as people consume that, they'll understand, like, oh, I can trust Lisa. Like, I can buy her product or her service because I know that she knows what she's doing. So I would I would say that. I would say it's good to, you know, do the foundational stuff, like, have your website, make sure all the correct info is there, and then even just pick one social channel. So and I I I like the best social channel is the ultimately, I think it's it's the one that you want to be on. You know, like, if you hate Instagram, you hate creating visual content, then, like, you probably shouldn't be there. But, ideally, it's the social platform where you like being there and your audience is also there. And so being there oh, no worries. And just being on that platform and really trying to create valuable, easy to digest content there. Thank you very much. Yeah. Thank you so much, Krista. Alright. I'm gonna take two more from our q and a. One, I think, Amanda, I saw early on was, like, you mentioned what was the number? It's, like, the number of steps in b the number of steps to track. And the question was, like, is that metric specific to b b to b? Why can't I find it? Was it this rule of seven thing? Yes. That one. Yeah. I think I think it was, yeah, I think it was b two b. Where is that? I feel like it's it's one of those, like, common things that I see often that I could I, like, Googled, and I was like, oh, everyone knows this. Yeah. Okay. So yes. Yes. It is B 2 b. And then where is it? Oh my gosh. I feel like there was, like, an influx of questions right now that I lost the ones I paid for us to ask. Okay. I'll do this. I'll answer let's I'll pick one then. There's a LinkedIn one that has seven upvotes, from Sarah Hunt. LinkedIn post coming from my company's channel performed so much worse than our colleagues' ones. How can we fix this? Great question. This is very common because who wants to follow a company page? The way I see it is, like, maybe try to make the the main goal for your company page to be, how can I make it as easy as possible for anybody who purposefully goes to our page to make it easy for them to understand what we do and why we're valuable? Like, just so it's straightforward. Right? Like, get rid of the jargon that's, like, the only world class turnkey automated solution blah blah blah. Like, just like, what is it? Right? Like, what problems do you solve? And just speak to that. And then by that, I also mean, like, include your company news. Right? Like, if you have key hires, like, you should announce that. That stuff should be on LinkedIn. So that, again, anybody who is going to your page on purpose can read it and and think, like, oh, great. I know what they do. This makes sense to me. Cool. If I ever decide to buy, I know I know I can go here. Like, what would make someone kinda think all those things? And then the other thing I'll say is what you could do is treat your company page like just the company feed, what's happening at the company, what new products do you have, what new features do you have. And then what your employees do or what you do as individuals, right, that's your point of view on the company. So your company, you know, software company launches a new feature. Cool. Company page says new feature. Let's you do this thing. You know? Like, I I get that, like, the broader audience might not care about that. But then you as the employee, you can repost that. You can comment on that and say, hey. I'm excited about this feature. Like, I worked really hard on this. You know? Or, like, I'm so excited for our customers. This is gonna make it so much easier for them to export their data. You know, like, that like, give like, have your employees participate, obviously, to the extent that they're comfortable, and, like, help to make that company page feel more human. Alright. The last question that we will take, is I think it's a good one. How would you quantify community as a channel in the context of the zero click discussion, especially since you said, SparkToro has seen a lot, come in through community? That's interesting. Like, I quantify it, and yet I don't quantify it. Like, I don't I don't see it as, like, based on all my intel, like, I know that we've generated a 112 discussions. Like, I don't I don't know that. You know? Like, I I I really don't. There's no way for me to really track that. But what I look at is things like my interactions with the SparkToro community. And and and that's very much, like, in this decentralized way. Because what I'm referring to is replies to customer support tickets, replies to the newsletter. When we have a webinar, like, on Goldcast Events, it's what is the sentiment in the chat? Like, what are people talking about? Are they excited to be there? Are they confused? Or even, partner webinars like these. Right? This, to me, is an extension of the SparkToro community. There are some people here who are very familiar with us and some people who are not. But this to me, this is one big community. So what I'm looking at is kind of more holistically, like, where are the kinds of questions people have here? Like, it doesn't have to be all about, like, SparkToro. Right? And I don't expect that. But to me, I'm looking at, do people care about zero click content or zero click marketing? Are they curious about, a better way to quantify what they're doing? Are they looking at better KPIs? Like, all those things matter to me as the VP of marketing at Spectral where I'm trying to sell this software. Right? So, like, I look at these things more holistically like that. And so while I don't really, like, quantify it as, like, 112 discussions, 40%, you know, were high value. Like, I don't I don't know that. Right? It's it's sort of like this qualified, quantified way of kind of looking at our whole marketing efforts. And then from there, you know, I I do look at the other things like, has our email list grown? What are our open rates like? What is the general engagement on our social channels? Are we getting engagement? You know, like, those are the things that are more quantifiable in terms of, like, seeing those raw numbers. Yeah. I think I asked I metadata for a while was a really active community for me, and I asked them that question of, like, how are you tracking this? Because they are very aligned with, like, a demand persona demand market persona. And they actually said one of the lowest hanging fruit for them was on any type of form to sign up for the community, there was a checkbox to request a demo of their product. And, like, if people checked, it was, like, an easy way to track. But that said, it was very collectively the same thing where it's, like, directionally, are more people talking about you? Are more people talking about you when you're not present in the room? How often are you coming up, like, unprompted? And I think it's it's the word-of-mouth. How did you hear about us? Oftentimes, do you see it coming through, that community? But I thought that was a good one to end on just because if you are looking to be part of, SparkToro's community, I believe you have an event in the fall. Right, Amanda? If you wanna share some info about that. We do. Thank you, Cindy. We have our second in person Spark Together event. So this year, it's going to be a two day event. This is gonna be on October. It's two days because we are also going to have, the first day will include an optional SparkToro audience research training where you can come, meet me and Rand and Casey. We're gonna do a live demo, teach you how to do really tactical things with your marketing strategy through SparkToro. After that, we will walk over to happy hour together for the welcome reception. And then the following day is the full day conference. And this full day conference, it's really just raw, vulnerable stories of the things in marketing and business that worked and didn't work. So last year, we had lots of people laughing. We had lots of tears shed. What we also do is we also have this guided mastermind, so where we encourage people to come with a business problem and then we unpack it together. So last year, like, I I talked about it, like, it's kind of like a corporate retreat that everybody's invited to. We try to make it really inclusive, try to make it really fun and engaging and just really high value. So please come on out to Seattle, get your tickets. Hopefully, we'll hang out. And you guys didn't record last year. Right? Because I remember No. We were supposed to go to after, and I was like, what was the content? It was like, it wasn't recorded, which is Not recorded. Really special. Yeah. Yeah. So that's that's part of it too. It's because we we ask our speakers to tell a story that they've never told before and likely won't tell again. And we ask people to include, like, some confidential stuff that they don't want to be public. So, you know, they use their discretion too. Right? But they will really share, like, the raw numbers. So people will share revenue numbers, failures, things like that. So it is awards and all kind of presentation, like, yeah, there will be there are lessons learned. Right? There can be some best practices, but overall, it's like, not here is the gnarly truth. Like, this is what happened, this is what didn't work for us. And I think that's the best way to learn. I mean, I feel like all the, like, tips and how tos works really, really well for webinars, right, where you can take notes and you keep the recording. But when it comes to the stuff that happens live, not recorded allows for more candor, allows for vulnerability, transparency, and that's what you like, that's the whole point of meeting in person, right, for those candid interactions. For sure. It's, like, way easier to share the unedited footage when, you know, there isn't gonna be receipts of it. Like, there Yeah. So I I dropped the link to, the Smart Tour events, and I pinned it as well. I hope you all, are able to catch that event. I know I've already gotten a couple notes in my VMs asking if I will be there. So, I hope hope to be able to make it there. But thank you so much, Amanda. To to remind everyone, yes. This is recorded. The slides will be shared at the end, probably between today and tomorrow, either from myself or Amanda. But for those who are looking for the next Goldcast webinar, we will be back again next week with my, peer, Drew, head of brand and content, and he will be joined by Devin Reed. It will be on, f going from SEO to GEO. So I will drop the link to that in the chat as well. But, Amanda, my favorite favorite, professionally trained chef turned marketer, it was such a blast. Thank you so much for joining us today. I hope to see you first in real life soon, but if not, at another Goldcast Events not too far out in the future. Yeah. I had so much fun. Thank you, Cindy. You're you're a terrific host, gracious host. Thank you everyone for joining. I really appreciate everyone's really thoughtful questions. And feel feel free to email me, amanda@sparktoro.com. If you have questions, comments, hate mail, don't worry. I read all of them. Yeah. She reads and might post about it. So, you know, proceed at your own risk. Alright. Hope everyone have a good day, and we'll see you all soon. Thanks, everybody. Thank you.