Zero-Click, AI Search and the Last-Click Attribution Trap: What B2B Marketers Need to Know with Amanda Natividad

Zero-click content was a new concept when Amanda Natividad first joined our podcast back in 2022. Now, it may just be how marketing works.

In this episode, Amy sits down with Amanda, Chief Evangelist at SparkToro, for her third appearance on the show, this time getting into AI search, a citation problem that's easy to overlook, and why last-click attribution might be overlooking your best customers.

From why AI traffic is hiding in plain sight, to a story about an AI recommendation that went against everything a company's own homepage suggested, this one covers a lot of ground.

Find out:

• Why zero-click search has gone from 50% to 68% of Google searches since 2022, and why it's now the reality of search
• What a ghost citation is and why it's becoming one of the trickier problems in AI search
• The four GEO mechanics, and the two most B2B marketing teams still neglect
• A genuinely surprising story about how an LLM recommended a product based on what Amanda needed, not how the company had positioned itself
• Why last-click attribution may be costing companies their best customers
• The one metric Amanda would replace last-click attribution with, and why it matters

Important links & mentions:

• Amanda Natividad on LinkedIn
• SparkToro
• Amanda's website and book: Zero-Click Marketing: How to Build Brands and Earn Customers on a Traffic-Starved Web
• B2B Content Operations Benchmark (free)
• Amy on LinkedIn
• Content 10x website
• Amy’s book: Content 10x: More Content, Less Time, Maximum Results

Amy Woods is the CEO and founder of Content 10x, a creative agency that provides specialist content strategy, creation and repurposing support to B2B organizations.

She's also a best-selling author, hosts two content marketing podcasts (The Content 10x Podcast and B2B Content Strategist), and speaks on stages all over the world about the power of content marketing.

Join thousands of business owners, content creators and marketers and get the latest content marketing tips and advice delivered straight to your inbox every week https://www.content10x.com/newsletter.