Zero-Click Content and Infinite Funnels: The New Maths of Creators

(you don\’t really need maths)

Your content is not meant to attract your audience to your product.

“What?”

Yep. I said it.

This thing of funneling your audience to a landing page to make them buy your stuff (or at least sign-up for your email list) is over.

I mean, it still works but maybe not for long.

Because of what we could call “funnel fatigue”.

People get tired to leave their favourite platform by clicking a link, reading some copy on a landing page, or giving their email to get the free stuff (which is not free because it’s an exchange of value, the definition of a commercial transaction).

They get a ton of emails that they often don’t read. Not because it’s not interesting.

Because they are not ready.

In marketing terms, you don’t send them content that matches their awareness stage. This is where they are on their journey from having a problem and not even knowing it down to buying a solution (your stuff).

And it’s inevitable.

How can you target with the same emails people who can be at very different stages?

There are techniques, such as email segmentation. Sure. But that’s not working so well and it becomes a nightmare for you to deal with 10 segments.

That’s painful, expensive (you need fancy email marketing software), and maybe not that efficient.

The concept is to play the game of each platform you create content on. You don’t ask people to click on anything to get the juice, you feed them directly on the spot.

Now you’ll be thinking: “Yeah but they won’t be thirsty anymore and I won’t get anything out of it”

that’s what I thought as well.

But what happens when you discover a new drink that’s refreshing, tasty, and healthy?

You want more.

And with time you want to know more about who’s behind, the mission, do they do anything else that good.

And they proactively search for your offers. They want to drink anything you create. Even if it’s more expensive.

Think about it.

If you had this first drink for free every day. And you learn that there is another one, fancier that you can buy.

I would bet that you’ll think: “If the free stuff is so good, this one must be amazing. I want some!”

And you buy it.

If it delivers on the promise (that’s your job to make it happen), they will come again and talk about it all the time.

Word-of-mouth marketing is the most powerful way to sell something. And you don’t have to sell.

Your customers do everything for you.

Give relentlessly.

And wait until they ask for more.

Then amaze them.

You want to create stuff that makes your audience say “Wow! I want more!”.

That’s what matters to stand out and make fans.

You can only win by doing this.

How does it work in practice?

It’s quite an art and you are free to do it your way, but I still want to propose the following process.

Step 1: Understand your audience. You need to know what kind of content your audience is interested in and engages with, their common questions, roadblocks and problems. Do your research! We all tend to be lazy with that, but it’s a mistake that can cost you (and me!) a lot. How? analyze your content analytics, other accounts on different platforms (YouTube comments are gold), Reddit, and Quora.

Step 2: Choose the right platform. Meaning the one where your audience hangs out and you are able to create content consistently. Of course, different social platforms have different strengths and weaknesses, and specific formats. For example, Instagram is great for visual content, while Twitter is better for short, concise information. Study and take courses if you need (often simple free courses are enough).

Step 3: Create concise, informative content. Zero-click content should provide the user with all the information they need without having to click through to another page. This could be a concise answer to a common question, an informative infographic, or a short video. There are many little things that can help your audience to make the next step in their journey.

Step 4: Use visuals. They are often more engaging than text alone, and they can convey a lot of information quickly and effectively. Consider using images, infographics, or videos. Use them to break the typical content feed of the platform.

Step 5: Use the right keywords. Just like with Google SEO (it’s also some sort of SEO), using the right keywords in your zero-click content can help it reach the right audience. Use tools like Google Trends or keyword research tools to find relevant keywords for your content. Tags work also as keywords, so check out what others use in your niche.

Step 6: Monitor and adjust. Once you\’ve started posting zero-click content, monitor the engagement and reach of your posts. Use this information to adjust your strategy and improve your content (back to Step 1!).

Iteration with amelioration is the secret.

Bonus tip: on your website use a sidebar to promote softly your products like Dan Koe for example or use a signature in your emails with something like \”When you are ready, I can help you further with XXXX (your offer: course, template, coaching, services).

Takeaway

Take a more relaxed way of creating content. Focus on helping your audience right now, not after they sign up or buy from you.

You can’t give too much.

And the more you give, the more you receive. Because when you give, you set your life to be selfless and this brings durable happiness.

Be generous, be great,

Frank