170: Zero-Click Content Isn’t the Enemy of ROI – It's the Future (w/ Amanda Natividad)

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In this episode of Move the Needle, we sit down with Amanda Natividad, VP of Marketing at SparkToro and the mind behind the now-mainstream concept of “zero-click content.”

Amanda dives into why marketers must stop obsessing over clicks and start optimizing for impressions, reach, and value on investment (VOI). From redefining marketing metrics to helping stakeholders buy into new ways of measuring success, Amanda shares a practical, experience-backed approach to content that builds sustainable impact over time.

What you’ll learn:

• Why zero-click content actually drives long-term business growth
• How to shift from ROI to VOI and what that looks like in practice
• Creative ways to repurpose content to fuel multiple teams and channels
• How to build stakeholder alignment by supporting your colleagues’ objectives