Thank you for joining our SYSTM Live session with Amanda Natividad and Matt Lerner on Zero Click Marketing, AI optimization, and what marketers need to do as clicks become harder to earn, track, and attribute.
This page brings together the session recording, presentation slides, and key takeaways so you can revisit the discussion, share it with your team, and apply the ideas to your own marketing.
https://youtu.be/CRva95ckk9U?si=8MsA_0R_TiJ94Coc
We didn’t use them, but they still contain a lot of useful content!
Amanda Natividad_Zero Click Marketing_2026_SYSTM.pdf
Speaker: Amanda Natividad, Chief Evangelist at SparkToro and co-author of Zero Click Marketing Hosted by: Matt Lerner, SYSTM
The old content playbook was built around a simple logic: publish content, rank in search, earn the click, convert the visitor.
That world has changed.
Google increasingly answers questions directly in search results. Social platforms reward content that keeps people on-platform. AI tools such as ChatGPT, Claude, and Gemini are becoming discovery layers in their own right. Buyers still research, compare, trust, doubt, remember, and choose; but much of that now happens in places marketers do not own and cannot neatly track.
That does not mean marketing is broken. It means the job has shifted.
In this session, Amanda and Matt explored what content marketing looks like when the click is no longer the main proof of value. The practical challenge is not to chase every new AI optimization hack, but to make your brand easier to find, easier to understand, easier to trust, and easier to remember by people first, and by AI systems second.
They discussed how marketers can build trust, recall, and preference across the places where buyers already spend time, even when those interactions never show up neatly in attribution.
In other words: AI optimization is not only about robots.txt, headings, or content hacks. It is about making your expertise findable, understandable, trustworthy, and visible in the places where people and machines look for answers.
As Amanda’s slides framed it: “This is your homepage now.”
The practical implication: marketers need to think beyond owned channels and build a presence across the wider discovery environment.