As B2B marketers, you’ve long been tasked with driving traffic to corporate websites to justify your content investments. However, with the rise of zero-click content, that traditional playbook is becoming obsolete. Today’s digital platforms are designed to keep users within their ecosystems, making it harder to funnel audiences back to your site.
You might already know, but just in case, a quick definition: Zero-click content is content that provides substantive information without requiring the user to click through. In some ways, this is a good thing—why hide the ball, right? But from the traditional funnel, measurement, and results perspective, it presents some challenges.
Here’s the problem: Executives still want to see hard data like website traffic, but that metric no longer paints the full picture.
It’s your responsibility—and ours—to help executives understand the broader game in play. To thrive in 2025, we need to adjust expectations and adopt a multichannel approach to content.
Here are eight reasons why:
The danger of overreliance on one channel
As CMD’s insights on content strategies emphasize, focusing on one platform is risky. In a zero-click world, marketers must diversify efforts across multiple channels.
Two brands doing it right
HubSpot
HubSpot is a shining example of B2B brands doing zero-click content well. Their blog and resource center—as CMD highlights in their post on trust building—provide consistent, high-quality content that establishes them as an authority across channels. HubSpot focuses less on driving immediate traffic and more on nurturing long-term relationships.
Salesforce
Salesforce’s Trailhead platform offers educational content across multiple platforms. Salesforce uses channels like social media and email to engage audiences without forcing them to click through to their website. They understand the need to build brand visibility and credibility without relying solely on web traffic.
A brand that’s struggling: Oracle
Oracle has been slow to adapt. While they produce a lot of content, their focus remains on traditional SEO and email campaigns, which are losing traction in today’s multichannel environment. Their inability to shift to a zero-click strategy puts them at a disadvantage compared to more agile competitors. By the way, Oracle—we’d love to help you set things right.
The solution: Multichannel marketing
As we move into 2025, the companies winning the zero-click game are adopting a multichannel approach that prioritizes engagement over clicks. This includes building a presence across social platforms, podcasts, and personal content networks like Substack. By doing so, they’re hedging against the decline in traditional traffic while increasing their overall reach and influence.
By incorporating the right strategies and educating your executives, we can navigate the challenges of the zero-click world and continue to deliver value across multiple platforms. The winning formula lies in broadening our focus beyond traffic metrics to include engagement, trust, and visibility metrics across all channels. Reach out and we’ll get the conversation started.
Partner marketing has the potential to be the linchpin of success—if you do it right.
Give the people what they want: measurable results and a whole lot of ROI, deeply rooted in data and strategy.