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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Go to https://www.creatoralchemy.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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SOCIAL LINKS:

Website: https://coreywilkspsyd.com/

YouTube: https://www.youtube.com/@coreywilkspsyd

Substack: https://substack.com/@coreywilkspsyd

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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.

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