In a perfect world, you could call up a top customer to pick their brain about a piece of content. But in reality, it can be extremely difficult and time-consuming to conduct audience interviews every time you need to create a new topic or refresh an old piece.
A few years ago, content marketing was simpler – keyword intent and quality content was enough to rank at the top of Google’s SERP to get clicks. But in the new era of AI, expectations are different.
Audience research has become critical. However, some companies may not have the resources to perform it.
One way to better understand your target audience is to create a custom GPT in ChatGPT, configured with your persona research. These aren’t replacements for audience research or interviews, but they can help you quickly identify what might be missing or wrong in your content.
Below, I’ll explain how GPTs work so you can use them for audience research.
Perform audience research
Now that the SEO landscape is evolving, audience research is one of your strongest tools to understand the “why” behind search intent.
Here are several easy-to-use methods and tools to get you started on research.
- SparkToro: Search by website, interest, or specific URL to segment different audience types. Research can be in-depth or give an overview of your audience.
- Review mining: Create automations through various tools and scrape reviews of your company or competitors to see what users are saying, and then analyze them. What does your target customer like? Why did they like it? What didn’t they like? Why?
- Listen to calls/review leads: Listen to sales team interactions with customers to hear questions in real time and what led up to a call with a particular client.
Dig deeper: How to do audience research for SEO
Create a customer persona
After completing your research, create a persona – a representation of your target audience. Figma and FigJam are strong tools for building them.
Your persona should include:
- Name, bio, and trait slider.
- Interests, influences, goals, pain points.
- User stories.
- The emotional journey during and after.
- Content focus, trigger words, and calls to action (CTAs).
- Full customer journey steps.
- Reviews that support data.
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Create a custom GPT of your persona
Now that you have all your research and your persona, it’s time to make a GPT.
First, log in to ChatGPT, then go to Explore GPTs in the sidebar.
In the upper right corner, click on Create.
Once there, prompt ChatGPT with your audience research data and persona information. You can paste in screenshots of your data to make it easier.
Once all…
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