Can Content Marketing Exist In the Zero-Click Era?

Article Series 'The Shift In B2B Marketing': Part 2

According to research by SparkToro CEO Rand Fishkin, nearly 60% of Google searches in the U.S. (58.5%) and the European Union (59.7%) end without a single click on a search result.

Today, most users find the answers they need directly on the search results page, never visiting the linked websites. This trend has even earned its own name: zero-click.

If you do click the link in the first sentence, you'll see the article is six years old! So, zero-click isn't exactly a new phenomenon, despite the common belief that this trend emerged alongside the rise of AI tools offering slick, bite-sized summaries. The almighty Google has been embracing this direction for some time now, offering featured snippets, overviews, and direct answers. It has evolved from a search engine into an “answer engine.”

All in all, there’s been a real tectonic shift in how we find and consume information online, and the consequences are deep. Clicks still impact search rankings, which is vital for any business or individual trying to sell something.

But as fewer users click on links and visit websites, many are now asking: how do we bring people to our site at all? Will this new search behavior kill blogs—or even websites altogether?

One thing is certain: we’ll still be able to promote and attract users, but the rules of the game are changing dramatically.

SEO Is (Not) Dead

If this all sounds a bit overblown, take a look at what happened to HubSpot—the once-undisputed king of inbound marketing. Their organic traffic reportedly dropped from 13.5 million in November to 8.6 million in December. Their blog, the cornerstone of their marketing strategy, took the hardest hit with traffic dropping by a staggering 80%.

Marketing experts analyzing the situation mostly point to a combination of the zero-click trend and the fact that HubSpot has been publishing low-quality content outside its core expertise for years. It lacked depth and authority, which Google has long punished with lower rankings.

In any case, companies that still rely on traditional SEO tactics—basic keyword research and pumping out generic blog content—should be concerned. Very concerned. Because that playbook no longer works.

So, is SEO dead?

Not yet. But SEO and content marketing are going through a major evolutionary shift. And that’s where things get interesting.

The 3 New Marketing Realities

 

Google’s top priority is giving users fast, accurate answers right inside the search interface. Delivering relevant information without extra clicks benefits both Google and users. But it can benefit you too—if you know how to adapt.

Here are three new realities to keep in mind now and in the years ahead:

1. High-Volume Keywords vs. Search Intent

Traditional keyword research that focuses purely on search volume is becoming less effective. What matters now is understanding search intent. In other words, it makes a huge difference whether users are:

·      Looking for basic information 

·      Comparing vendors from a shortlist 

·      Searching for specific products or services already familiar with your brand 

The differences in search intent are massive. Keyword research is still important, but it's now just one gear in a much larger marketing engine—not the foundation.

This obsession with traffic as the primary SEO metric has led many marketers down the wrong path. Marketer Benji Hyam explains this well using the example of cybersecurity software.

If you target the keyword “cybersecurity” with its 119,000 monthly searches, ask yourself—who’s really searching? More often than not, it's students, job seekers, or curious browsers—not IT decision-makers ready to buy.

Real buyers don’t search for general terms. They look for specific solutions to specific problems. To attract real customers—not just traffic—focus on high-intent keywords that signal active problem-solving and purchasing behavior.

2. Volume vs. Value in Marketing

The no-click revolution is steadily pushing out volume-based marketing, while value-driven marketing is on the rise.

SEO and content marketing expert Brendan Hufford openly talks about this paradigm shift. He says marketers are tired of producing massive amounts of content that doesn’t perform—because neither users nor Google trust generic content anymore. Everyone’s burned out on unread blog posts, cookie-cutter social media posts, and fluff that doesn’t move the needle.

This burnout has sparked a strategic shift toward quality over quantity.

“The volume game is DEAD. The game of content OWNERSHIP is booming,” says Brendan.

He adds that today’s marketing leaders want to lead conversations by:

·      Identifying and naming unresolved problems 

·      Developing methods to simplify complex topics 

·      Telling compelling narratives 

·      Creating content that builds brands and drives results 

3. Recycling vs. Original Content

Hiring a cheap writer on Upwork or using AI to repurpose internet content into yet another “What is…” blog post will likely hurt you more than help you in the long run.

Content that resonates in the modern marketing era must come from you—not from the depths of the internet swamp. You can still hire pros to craft it with you, but the heart of the message must be:

·      Your insights and point of view 

·      Your experience and specific examples 

·      Your unique methods that differentiate you 

Instead of generic headlines like “5 Ways to Manage a Remote Team,” focus on high-value content that can’t be found anywhere else.

Here’s how to create authoritative content across the buyer journey:

·      Awareness Stage: Thought Leadership

–> Your take on trends, implications, and predictions (articles, podcasts, LinkedIn posts, video commentaries) 

·      Consideration Stage: Expert

–> Practical methods blending best practices with your experience (blog posts, webinars, video tutorials) 

·      Decision Stage: Problem-Solver

–> Real-world stories that show how you solve customer challenges (case studies, demo videos, product comparison blogs) 

A World Without Clicks

Marketing based on high-traffic, low-impact content is slowly dying out. Honestly, I’m glad this is happening. The new era belongs to value and authority approaches that bring in targeted, qualified leads instead of vanity, empty metrics.

Savvy marketers are already realizing this new reality: being recognized doesn’t necessarily mean driving massive clicks or hitting huge numbers.

In the next post, we’ll build on the “value vs. volume” theme and explore how thought leaders differ from influencers who rely on follower counts, likes, and clicks.

Until then, share your thoughts: How are you seeing content marketing evolving and how are you adapting to the new reality?