#32 - Amanda Natividad: The Future of Marketing in an Algorithm-Driven World

What is marketing, actually? And how can you improve your marketing to grow your audience, revenue, and resonance in an authentic way? In today's episode, I sit down with my friend Amanda Natividad, head of marketing at SparkToro, to explore the psychology behind effective marketing. We discuss zero-click content, parasocial relationships, and why the best marketing doesn't feel like marketing at all, and Amanda shares actionable strategies for creators who want to build authentic connections that convert.

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ABOUT AMANDA NATIVIDAD:

Amanda Natividad is VP of Marketing for audience research startup, SparkToro. In her spare time, she co-hosts the Meme Team podcast and writes a marketing newsletter called the Menu (with over 16k subscribers). She’s also the creator/teacher for Content Marketing 201, a contributor for Adweek, a Le Cordon Bleu-trained chef, and a former journalist. Amanda previously led marketing for Growth Machine, led marketing for Liftopia, built Fitbit’s B2B content program, and led content and communications for NatureBox.

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CONNECT WITH AMANDA NATIVIDAD:

Website: https://amandanat.com/

Newsletter: https://amandanat.com/subscribe/

LinkedIn: https://www.linkedin.com/in/amandanat/

Instagram: https://www.instagram.com/amandanat/

Twitter: https://x.com/amandanat

Meme Team Podcast: https://www.memeteampodcast.com/

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TOPICS DISCUSSED:

• The best marketing doesn't feel like marketing because people naturally resist being sold to but want solutions to their problems.
• Content marketing should serve specific business functions rather than just creating content for content's sake.
• Zero-click content strategy focuses on providing value directly on social platforms instead of driving traffic away from them.
• Parasocial relationships allow creators to scale intimacy and build genuine connections with large audiences.
• Content pillars act as guardrails that protect your mental health while maintaining focus and audience expectations.
• Blog posts and long-form content serve as proof and defense for your expertise, not just standalone pieces.
• People follow creators for who they are, not just their content, which is why personal connection matters more than perfect information.
• Building algorithmic capital through consistent valuable content allows you to occasionally promote without being penalized.
• Making it easy for people to understand what you sell and where to buy it is fundamental but often overlooked.

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TIMESTAMPS:

00:00 - Why the Best Marketing Doesn’t Feel Like Marketing

01:24 - B2B vs B2C Marketing: Key Differences

04:25 - The Truth About Content Marketing

13:10 - Personal Brand vs Reputation: Building Authentic Authority

22:46 - Parasocial Relationships: Scaling Intimacy in Marketing

35:20 - Managing Influence and Setting Professional Boundaries

41:09 - Marketing Psychology in an Algorithm-Driven World

44:15 - Why Zero-Click Content and Algorithmic Capital Are the Future of Marketing

50:08 - People Hate Being Sold to But Love This…

51:56 - Why Everything is Marketing

53:02 - The Power of Building a Content Portfolio

57:30 - The Lamborghini Marketing Principle

1:05:27 - One Final Piece of Marketing Wisdom

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Disclaimers: The content provided is for educational, informational, and entertainment purposes only. Nothing here constitutes personal or professional consultation, treatment, diagnosis, or creates a professional-client relationship.