Find Gaps in the AI Buyer's Journey

This lesson teaches a strategic, top-down workflow for finding content opportunities. You'll learn how to analyze high-level performance by user Intent and Persona to find your weakest audience segments, ensuring your content strategy is fully aligned with the buyer's journey.

Topics include

  • Using the Audience charts to find strategic weaknesses
  • Identifying underperforming Intent categories and Personas
  • Combining filters to create a surgical strike list of content opportunities
  • Using Content Profiles that align with Personas to create resonant content

Transcript

Let's be honest. It's easy to get lost in the weeds chasing after individual prompt opportunities. But winning a few games doesn't necessarily mean you're winning the championship. The real question is, are you visible to audiences that matter most to your business? It's time to zoom out and get strategic.

Our AEO strategist, Alicia, is back. Her mission is to ensure their content is aligned with the entire buyer's journey. She starts on the Overview tab to get her strategic bearings. She looks at both audience charts to identify her targets. First, the intent chart. She sees their weak in education intent. Next, the persona chart here, they're underperforming for the apartment dweller persona. She now has her targets. She needs to improve visibility for apartment dwellers who are looking to learn about mattresses.

She starts by clicking on the weak Education bar in the intent chart. This gives her all the education related prompts. She filters the list for those prompts where they're not mentioned and narrows down further by adding a filter for her apartment dweller persona.

And there it is not just a hit list, but a surgical strike list. These are the exact questions a key audience is asking at a critical stage of the buyer's journey where her brand is completely invisible. Now she can focus her team's efforts where the business impact is highest.

And here's the pro move. After launching into Writing Assistant, she applies a content profile that she'd specifically built for her apartment dweller persona. Now, when she generates a draft, the AI will write in a tone and style that speaks directly to that audience. Ensuring the content is not just relevant, but also resonant.

And that's how you connect your content plan directly to your business goals.

So go beyond the tactical check your intent and persona performance charts right now. Where's your biggest strategic gap?

 
 

Step-by-step

Here are the steps we cover in the video, with relevant links to more information. Be sure to watch to get more context and decision support for potential choices you might have to make as you go:

  1. Go to the Overview tab in AI Search Performance (Performance > AI Search).
  2. Review the Intent Performance and Persona Performance charts to identify a weak intent category and a weak persona.
  3. Click on the underperforming Intent line in the chart to navigate to a pre-filtered list of prompts.
  4. On the prompts list, add a second filter for the underperforming Persona.
  5. Add a final filter to show only prompts with zero mentions. This creates a highly targeted list of content gaps.
  6. Launch Writing Assistant from a target prompt and apply a Content Profile that matches the persona you identified.
  • AI Search Performance Support Article
  • AI Search Performance: Topic Details
  • How to Create Effective Personas for AI Search Tracking
  • Writing Assistant Best Practices
  • How to Create Powerful Content Profiles for Writing Assistant
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