The Power of Zero-Click Content and the Art of Highlighting


Hatched by Glasp

Jul 02, 2023

3 min read


The Power of Zero-Click Content and the Art of Highlighting

In today's platform-native world, where content saturation is at an all-time high, creators and marketers are constantly seeking innovative ways to captivate their audience's attention. One counterintuitive strategy that has gained traction is the concept of zero-click content. This approach involves offering valuable insights or engaging material upfront, without the need for users to click on a link.

Zero-click content, as many LinkedIn creators can attest, often outperforms traditional content formats. Instead of including links within the post itself, creators encourage users to find them in the comments section. This strategy optimizes impressions without the primary goal of earning a click. It requires a leap of faith, trusting that providing the juiciest information upfront will earn engagement and algorithm rewards, ultimately building goodwill and prompting users to seek out the creator's profile or click on their call-to-action.

But how can creators derive value from zero-click content if they can't track visits? The answer lies in the elusive concept of brand lift. By focusing on optimizing impressions and delivering valuable insights, creators can leave a lasting impact on their audience. When a creator generously shares the punchline or the three most salient takeaways, it signals that their long-form content is worth exploring. This approach demonstrates a commitment to providing value and winning over audience attention in an era of content saturation.

Ross Simmonds and his team at Foundation Inc. have embraced the distribution strategy of offering standalone insights. They summarize their long-form content on social media and in their email newsletters, engaging their audience and showcasing the value they provide. Other effective examples can be found on Twitter, where writers like Wes Kao and Nathan Baugh regularly share threads and newsletters diving deeper into specific topics. On LinkedIn, creators like John Bonini leverage the power of a rant to highlight pain points and present solutions, capturing their audience's attention without the need for a click.

Another interesting aspect of content engagement is the highlighting feature on platforms like Medium. This innovative tool allows readers to showcase the parts of a post they found most engaging and worthwhile. By highlighting specific text snippets, users provide social cues to both the author and other readers, indicating what resonated with them. This feature helps authors identify what worked in their article, stimulates debate, and creates social cohesion around emotional responses.

Highlighting has become one of Medium's unique selling propositions, setting it apart from other interactive blogging platforms. It allows users to engage with content in a more interactive and personalized way, fostering a deeper connection between creators and their audience.

In conclusion, the power of zero-click content lies in delivering valuable insights upfront, optimizing impressions, and building goodwill with the audience. By providing standalone insights, creators can capture attention, earn engagement, and ultimately drive users to explore their long-form content. Additionally, features like highlighting on platforms like Medium enhance the interactive experience, creating social cues and stimulating debate.

Actionable Advice:

  • 1. Embrace the concept of zero-click content by providing valuable insights upfront and optimizing impressions. Trust that the algorithm will reward engagement and build goodwill with your audience.
  • 2. Summarize your long-form content on social media or in newsletters to give your audience a taste of the value you provide. This will entice them to seek out your full content.
  • 3. Utilize interactive features like highlighting to engage with readers on a deeper level. Encourage them to showcase what resonated with them, stimulating debate and creating social cohesion.

Remember, in a world of content saturation, capturing and retaining audience attention is key. Provide value, engage authentically, and foster connections to stand out in the platform-native landscape.

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