Zero-Click Content and Eroding Trust in Experts Are Reshaping Content Strategy

June 25, 2025 · Editor · 2 min read

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Original source: Goldcast
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This video from Goldcast covered a lot of ground. 2 segments stood out as worth your time. Everything below links directly to the timestamp in the original video.

If your content strategy still depends on driving traffic back to your own site, the platforms and the algorithms have already moved on without you.

Zero-Click Content and Eroding Trust in Experts Are Reshaping Content Strategy

Three converging forces are upending how brands reach buyers. The Edelman Trust Barometer, tracked from 2021 through 2025, consistently finds that people trust peers and neighbours over CEOs, journalists, and technical experts — meaning brands must surface real human voices rather than institutional authority. Simultaneously, platforms actively punish outbound links: LinkedIn suppresses reach on posts containing them, Instagram disallows them in posts entirely, and Ahrefs data shows AI-generated search overviews have cut click-through rates by 34.5%. The practical response, Faus argues, is shifting from content volume to what she calls content velocity — speed aimed in the right direction rather than sheer output.

"More does not equal better. We want to shift our mindset to focus on content velocity, not just content volume."

▶ Watch this segment — 8:36

Fear of Cannibalising Your Own Audience Is Mostly Unfounded, Faus Says

Marketers who hesitate to republish or repurpose content across channels for fear of repeating themselves to the same people are, Faus argues, dramatically overestimating their audience's exposure. She describes the reality as a series of shrinking concentric circles: the content created, the fraction distributed, the fraction seen, the fraction remembered, and finally the tiny sliver anyone would actually resent seeing twice. After six years of speaking, writing, and posting about her own framework, she still regularly meets people who have never encountered it. The only genuine cannibalisation risk, she notes, arises when a limited paid-ads budget — say $100,000 — is split across competing pieces of content.

"I still have people coming back even if they've heard portions of this before, and then I have a bunch of net new people. The cannibalization is pretty limited."

▶ Watch this segment — 29:00