Zero Click Content

People-first GTM loves some zero click content.

Zero-click content is information that people can access directly from search engine results pages (SERPs) or social media platforms without needing to click through to a website or external link.

It's been around for many years now and now with the rise of generative search engines and LLMs, it's only becoming more important for brands to create. 

Creating a zero click content strategy isn't that hard. 

The three channels I would focus on are social networks, generative search engines, and email [especially for sales sequences]. 

Here are some ideas.

Text-Only "Mini-Articles"

Craft posts between 500-2,000 characters that share a strong opinion, a lesson learned, a contrarian viewpoint on industry news, or a tactical "how-to."

Start with a powerful hook to grab attention. Use short paragraphs and ample white space for readability on mobile. Utilize bullet points or numbered lists to break down complex ideas. End with a question to encourage comments and dialogue.

Document Carousels (PDFs)

Repurpose existing assets like blog posts, webinar slides, or white paper data into a visually engaging, swipeable PDF carousel.

Create 5-15 slides, with one core idea per slide. Use a visually appealing template with your brand colors and logo. Focus on charts, graphs, and concise text. Your final slide should be a summary and a soft Call-to-Action (e.g., "What did I miss? Let me know in the comments.").

The Single Data Point

Share one powerful statistic, a compelling chart from your latest research, or a key quote from a case study. 

Create a simple, clean graphic for the data point. In the post text, add one or two sentences of analysis explaining why this metric matters.

Deliver the Entire Article, Not the Link

Instead of a short teaser with a "Read More" button, paste the entire text of a valuable blog post or article directly into the body of your email. t respects your audience's time and delivers on the promise of your subject line immediately. It builds trust by giving, not just asking.

Use clear headings, subheadings, and bold text to make the email scannable. Include images or charts where appropriate. The only CTA might be a simple "Reply to this email with your thoughts" to start a conversation.

High-Value Threads

Break down a complex topic, the key findings of a report, or a step-by-step process into a series of connected posts. A thread tells a complete story and keeps users engaged on the platform, scrolling through your content instead of away from it.

Number your posts (e.g., 1/7). Ensure each post can stand alone but also entices the reader to continue to the next one. The final post should summarize the key takeaway.

What's some of your favorite type of zero click content?