Content as the Catalyst: The Shift to Zero-Click Content

A key takeaway from our conversation with Amanda was the shift toward
zero-click content. This strategy is a game-changer in the B2B space because it values content consumption where it happens—whether it’s on LinkedIn, email, or even video platforms—without needing a click to measure success.

Over the years, I’ve seen that too many brands make the mistake of valuing clicks over engagement. Early in my career, I was all about the numbers—clicks, downloads, page views. But then, as Mark and I worked with brands like HubSpot, Drift, Clari, and Alyce, we realized that real engagement isn’t just about numbers; it’s about trust. Zero-click content drives that trust, giving value immediately and building relationships with your audience before they even land on your site.

For example, when I was working on HubSpot’s content strategy, we experimented with different types of content delivery. We found that content that didn’t require users to leave the platform they were on—like detailed LinkedIn posts or embedded content in emails—often performed better in terms of engagement. This experience taught me that the real goal is to meet your audience where they are, not where you want them to be.

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Building a Foundation: Content-Led Growth in Action

Content-led growth means not just producing more content but producing
the right content
at the right time for the right people. Through my experience at TACK, I’ve learned that it’s less about volume and more about quality, relevance, and consistency.

One of the biggest lessons from my time leading marketing teams is that your content needs to be part of a larger conversation. It’s not enough to throw a blog post into the void and hope it sticks. Whether working on campaigns for Clari’s forecasting tool or managing product content at Alyce, I knew that content needed to create demand, foster relationships, and move people closer to making decisions.

At TACK, we apply these principles every day. We start by deeply understanding our audience—what they care about, their challenges, and where they go for information. This allows us to create content that resonates on a personal level, content that doesn’t just inform but also engages and inspires action.

Take PathFactory’s approach to content marketing, for example. They’ve built their entire strategy around data and insights gathered from their platform. By consistently tying their messaging back to their product's core functionalities—content intelligence, personalization, and AI-driven insights—they create a cohesive narrative that promotes their product and educates their audience on best practices in content marketing. This approach is a textbook example of content-led growth in action.

When we first started applying content-led growth principles at TACK, one of our biggest challenges was ensuring that our content was both educational and engaging. We didn’t just want to talk at our audience—we wanted to have a conversation with them. So, we started by focusing on content that addressed their most pressing pain points and provided actionable solutions. The result? We saw a significant increase in engagement and, more importantly, trust. People started looking to us not just as a vendor but as a valuable resource.

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Webinars: Amplifying Your Content’s Reach

One of my biggest wins with content has been integrating it into webinars. Webinars have the power to take static content and make it interactive. Back when I was building out our event strategy at PlanGrid (this was yearssssss ago), we quickly realized that webinars could be repurposed into multiple pieces of content—each of them driving deeper engagement with our audience. They were in the construction tech space, so it wasn’t like B2B MarTech or Sales Tech.

At TACK, we see webinars as more than just events. They’re opportunities to engage with your community in real-time, answer burning questions, and showcase your expertise in a format that allows for personal connection. Think of webinars as content hubs that extend beyond a single event, creating clips, blog posts, and social content that can continue driving engagement long after the event is over.

The success of our webinars comes from their integration into our broader content strategy. For instance, after hosting a webinar, we often repurpose the content into blog posts, infographics, and short video clips that can be shared across social media platforms. This extends the reach of the original content and reinforces the key messages to different segments of our audience.

We run monthly webinars and build a content pillar page on our media network.
Check them out here to see what I mean.

Want to see how webinars can fit into your GTM strategy? Dive into
event-led growth here.

Speaking of webinars, Mark Kilens recently teamed up with Cassie Naji from Campfire Labs to discuss the evolving landscape of content marketing in their webinar
Content-Led Growth: Strategies for Success. They dive deep into how content can span the entire customer journey, leveraging insights and amplifying it through multiple channels. Here are some key takeaways:

• Redefining Content Marketing: Embrace content-led growth by creating, amplifying, and measuring content with the goal of generating new and retained revenue.

• Collaboration and Audience Involvement: Engage with your target audience from the ideation stage, co-creating content that resonates deeply with them.

• Amplification Strategies: Utilize everyone involved in content creation, from customers to internal teams, to amplify the content across multiple channels.

• Measuring Impact: Focus on engagement signals and their correlation with revenue rather than traditional metrics like MQLs.

• Integrated Campaigns: Create content assets that can be repurposed and activated at different stages of the buyer's journey, ensuring maximum impact.

Here are a few of my favorite slides from this one that give you a really strong overview of content-led growth for those who aren’t familiar.

Watch the webinar here
to get the full story and learn how to apply these strategies to your own content marketing efforts.

The Role of AI in Content Marketing

I’ve seen firsthand how AI is disrupting content marketing, and this trend is only gaining momentum. At TACK, we’re leveraging AI to optimize content creation, helping us personalize at scale and predict which types of content will resonate most with our audience.

But AI isn’t a replacement for the human touch. As someone who has been in the marketing trenches for over a decade, I believe AI is a tool to enhance creativity, not replace it. AI allows us to be more strategic, but creating authentic, human-centered content that builds real relationships is still up to us.

At TACK, we use AI in several ways. For example, we employ AI tools to analyze content performance across various channels, allowing us to optimize future content for better engagement. We also use AI to help with content ideation, providing data-driven insights that inspire new topics and angles that we might not have considered otherwise.

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Real-World Examples of Content-Led Growth

I’ve always believed that looking at real-world examples is the best way to learn. Companies like PathFactory and
Apollo.io
have set the standard for how to use content to drive growth. PathFactory’s focus on AI-driven personalization and Apollo’s community-driven growth strategy are masterclasses in content-led growth.

One of the biggest lessons from my career is the importance of balancing automation with authenticity. At TACK, we believe in blending data-driven strategies with personal experiences, ensuring that our content informs and inspires action.

For instance,
Apollo.io
has done an incredible job of building a community around its brand by focusing on content that resonates with its target audience. Their approach is all about creating value and building trust, which in turn drives engagement and growth.

If you want to take your content to the next level, get inspired by these examples
here.