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.

Ever felt like sales and marketing are speaking two different languages, even when they're ultimately chasing the same goal– to help the business grow and succeed?

Getting the two departments to work together is one of the more persistent challenges in B2B, and it shows up everywhere from content strategy to the CRM.

In this episode, Amy Woods sits down with Freya Ward, Associate Managing Director at Headley Media, to unpack what causes friction between sales and marketing teams, and what a stronger working relationship looks like in practice.

From reframing what "lead leakage" really means to a surprisingly simple way to use AI before a high-stakes meeting, Freya brings the perspective of someone who sits at the intersection of both departments every day.

Find out:

• Whether there's any truth to the old saying that marketing's job is to break sales, and sales' job is to break ops
• The content that genuinely helps sales, and the content that tends to gather dust
• What lead leakage looks like in practice, and why "not right now" isn't the same as "no"
• The 95/5 rule, and why it changes how you should think about content
• What marketing can learn from AI-powered sales calls, and where you still need human judgment
• A really practical way to use ChatGPT or Claude before walking into a meeting with sales
• And Freya's advice for building a stronger relationship between sales and marketing

Important links & mentions:

• Freya Ward on LinkedIn: https://www.linkedin.com/in/freya-ward-8a715725/
• Headley Media: https://www.headleymedia.com/team/freya-ward/
• Freya’s podcast: B2B Marketers: Off the Record
• 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

You built the strategy. You built the content. But can you prove any of it is working?

A lot of B2B marketing teams can point to a full content calendar and a consistent publishing schedule, and still have no clear answer to that question. The numbers exist, dashboards get checked, reports get sent round. But there's a tougher question hiding underneath it all: does any of this connect back to something the business cares about?

In part seven of our seven-part B2B content strategy series, Amy Woods gets into how to answer that, from choosing the right metrics for each stage of the buyer journey to knowing when to persist with a strategy and when to change it.

Find out:

• Why consistency, not strategy, is often the real problem when content stops delivering results
• How to choose the right metrics based on your business goals, whether that's brand awareness, consideration, or conversion
• The difference between vanity metrics and value metrics, and the one question that separates them
• Why it’s okay if 50% of your marketing cannot be neatly attributed - this should not stop you as long as actions tie to business goals
• How to diagnose whether underperforming content has a reach problem or a resonance problem

Important links & mentions:

• B2B Content Operations Benchmark (free)
• B2B Content Strategist podcast - Season 3 Episode 18 with Jason Widup
• Part 1 - What Is a B2B Content Strategy (And Why Does It Matter)?
• Part 2 - How Do You Align a B2B Content Strategy to Business Goals?
• Part 3 - How Does Competitor Analysis Fit Into Your B2B Content Strategy?
• Part 4 - Can Your B2B Content Strategy Work Without Core Messaging and Positioning?
• Part 5 - How to Choose Your B2B Content Channels and Formats
• Part 6 - Content Repurposing and Distribution: Is Your B2B Content Working Hard Enough?
• B2B content strategy series on YouTube
• Amy on LinkedIn
• Content 10x
• 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 with the Content10x Newsletter.