The Search Session Your Audience, Your Edge: Unpacking Zero-Click Marketing | Amanda Natividad
In this episode of The Search Session, host Gianluca Fiorelli is joined by Amanda Natividad — VP of Marketing at SparkToro, a standout voice on social media, and the creator of the widely embraced concept of zero-click content.
Together, they explore how user behavior is evolving, why platform-native content is more powerful than ever, and how memorability plays a key role in making an impact. Amanda also shares why truly understanding your audience goes beyond building traditional buyer personas.
This is the 9th episode in the series: Watch on YouTube
Here's what you'll learn in this episode:
- 00:21 – Meet Our Guest: Amanda Natividad
- 02:41 – Zero-Click Content and Marketing in 2025
- 08:50 – Brand Marketing’s Comeback
- 11:40 – Novelty and Memorability in Content Creation
- 16:06 – Copycat Content and the Problem with Blogs
- 22:30 – Audience Research vs. Market Research: A Deep Dive
- 27:20 – Moving Past Buyer Personas: The Audience-Centric Approach
- 32:20 – Leveraging Coopetition and Influencers for Brand Growth
- 40:16 – Creativity vs Risk: Where’s the Line?
- 42:48 – Quick-Fire Round: Amanda’s Favorites
Where to find Amanda Natividad:
Where to find Gianluca Fiorelli:
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