{"id":15324,"date":"2026-02-20T19:46:01","date_gmt":"2026-02-20T19:46:01","guid":{"rendered":"https:\/\/craighordlow.com\/index.php\/2026\/02\/20\/how-to-build-audience-personas-for-modern-search-template\/"},"modified":"2026-02-20T19:46:01","modified_gmt":"2026-02-20T19:46:01","slug":"how-to-build-audience-personas-for-modern-search-template","status":"publish","type":"post","link":"https:\/\/craighordlow.com\/index.php\/2026\/02\/20\/how-to-build-audience-personas-for-modern-search-template\/","title":{"rendered":"How to Build Audience Personas for Modern Search + Template"},"content":{"rendered":"<p>Search has changed, and so should your audience personas.<\/p>\n<p>Your audience searches across Google, ChatGPT, Reddit, YouTube, and many other channels.<\/p>\n<p>Knowing who they are isn\u2019t enough anymore. You need to know how they search.<\/p>\n<p>Search-focused audience personas fill gaps that traditional personas miss.<\/p>\n<p>Think insights like:<\/p>\n<ul>\n<li>Where this person actually goes for answers<\/li>\n<li>What triggers them to look for solutions right now<\/li>\n<li>Which proof points win their trust<\/li>\n<\/ul>\n<p>And you don\u2019t need months of research or expensive tools to build them.<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/icon-remember-v2.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p>An <strong>audience persona<\/strong> is a profile of who you\u2019re creating for \u2014 what they need, how they search, and what makes them trust (or tune out). Done well, it aligns your team around a shared understanding of who you\u2019re serving.<\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/icon-remember-v2.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>In this guide, I\u2019ll walk you through nine strategic questions that dig deep into your persona\u2019s search behavior. I\u2019ve also included AI prompts to speed up your analysis.<\/p>\n<p>They\u2019ll help you spot patterns and synthesize findings without the manual work.<\/p>\n<p>By the end, you\u2019ll have a complete audience persona to guide your content strategy.<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-further-reading.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p><strong>Free template:<\/strong> Download our <a title=\"Audience Personas Template by Backlinko\" href=\"https:\/\/docs.google.com\/document\/d\/1sgB3w29qppFfyLAdVWrUt6QWPQTa3gMD4LnwTh0igMw\/copy\" target=\"_blank\" rel=\"noopener\">audience persona template<\/a> to document your insights. It includes a persona example for a fictional SaaS brand to guide you through the process.<\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-further-reading.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/craighordlow.com\/index.php\/2026\/02\/20\/how-to-build-audience-personas-for-modern-search-template\/#1_Where_Is_Your_Audience_Asking_Questions\" >1. Where Is Your Audience Asking Questions?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/craighordlow.com\/index.php\/2026\/02\/20\/how-to-build-audience-personas-for-modern-search-template\/#How_to_Answer_This_Question\" >How to Answer This Question<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/craighordlow.com\/index.php\/2026\/02\/20\/how-to-build-audience-personas-for-modern-search-template\/#2_What_Exact_Questions_Are_They_Asking\" >2. What Exact Questions Are They Asking?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/craighordlow.com\/index.php\/2026\/02\/20\/how-to-build-audience-personas-for-modern-search-template\/#How_to_Answer_This_Question-2\" >How to Answer This Question<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/craighordlow.com\/index.php\/2026\/02\/20\/how-to-build-audience-personas-for-modern-search-template\/#3_What_Challenges_Influence_Their_Search_Behavior\" >3. What Challenges Influence Their Search Behavior?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/craighordlow.com\/index.php\/2026\/02\/20\/how-to-build-audience-personas-for-modern-search-template\/#How_to_Answer_This_Question-3\" >How to Answer This Question<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/craighordlow.com\/index.php\/2026\/02\/20\/how-to-build-audience-personas-for-modern-search-template\/#4_What_Triggers_Them_to_Search_Right_Now\" >4. What Triggers Them to Search Right Now?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/craighordlow.com\/index.php\/2026\/02\/20\/how-to-build-audience-personas-for-modern-search-template\/#How_to_Answer_This_Question-4\" >How to Answer This Question<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/craighordlow.com\/index.php\/2026\/02\/20\/how-to-build-audience-personas-for-modern-search-template\/#5_What_Language_Resonates_and_What_Turns_Them_Off\" >5. What Language Resonates (and What Turns Them Off)?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/craighordlow.com\/index.php\/2026\/02\/20\/how-to-build-audience-personas-for-modern-search-template\/#How_to_Answer_This_Question-5\" >How to Answer This Question<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/craighordlow.com\/index.php\/2026\/02\/20\/how-to-build-audience-personas-for-modern-search-template\/#6_What_Content_Types_Do_They_Engage_With_Most\" >6. What Content Types Do They Engage With Most?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/craighordlow.com\/index.php\/2026\/02\/20\/how-to-build-audience-personas-for-modern-search-template\/#How_to_Answer_This_Question-6\" >How to Answer This Question<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/craighordlow.com\/index.php\/2026\/02\/20\/how-to-build-audience-personas-for-modern-search-template\/#7_What_Proof_Points_and_Signals_Matter\" >7. What Proof Points and Signals Matter?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/craighordlow.com\/index.php\/2026\/02\/20\/how-to-build-audience-personas-for-modern-search-template\/#How_to_Answer_This_Question-7\" >How to Answer This Question<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/craighordlow.com\/index.php\/2026\/02\/20\/how-to-build-audience-personas-for-modern-search-template\/#8_Where_and_How_Should_You_Distribute_Content_to_Reach_This_Persona\" >8. Where (and How) Should You Distribute Content to Reach This Persona?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/craighordlow.com\/index.php\/2026\/02\/20\/how-to-build-audience-personas-for-modern-search-template\/#How_to_Answer_This_Question-8\" >How to Answer This Question<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/craighordlow.com\/index.php\/2026\/02\/20\/how-to-build-audience-personas-for-modern-search-template\/#9_What_Keeps_This_Persona_Coming_Back\" >9. What Keeps This Persona Coming Back?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/craighordlow.com\/index.php\/2026\/02\/20\/how-to-build-audience-personas-for-modern-search-template\/#How_to_Answer_This_Question-9\" >How to Answer This Question<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/craighordlow.com\/index.php\/2026\/02\/20\/how-to-build-audience-personas-for-modern-search-template\/#Build_Audience_Personas_That_Win_AI_Visibility\" >Build Audience Personas That Win AI Visibility<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"1_Where_Is_Your_Audience_Asking_Questions\"><\/span>1. Where Is Your Audience Asking Questions?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/icon-remember-v2.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p>Answer this question to find out:<\/p>\n<ul>\n<li>Where you need to build authority and presence<\/li>\n<li>Which platforms to target for every persona<\/li>\n<li>Which formats work well for each persona<\/li>\n<\/ul>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/icon-remember-v2.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>Knowing where your persona hangs out tells you which channels influence their decisions.<\/p>\n<p>So, you can show up in places they already trust.<\/p>\n<p>It also reveals how they think and what will resonate with them.<\/p>\n<p>For example, someone <a title=\"Reddit Marketing in 3 Hours\/Week: From 0 Karma to Real Cred\" href=\"https:\/\/backlinko.com\/reddit-marketing\" target=\"_blank\" rel=\"noopener\">posting on Reddit<\/a> wants honest advice based on lived experiences. But someone searching on TikTok wants visual content like tutorials or unboxing videos.<\/p>\n<figure class=\"backlinko-image__visual-chart backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Where Your Audience Searches Reveals How They Think\" alt=\"Where Your Audience Searches Reveals How They Think\" data-aspect-ratio=\"0.82571428571429\" src=\"https:\/\/backlinko.com\/app\/uploads\/2026\/02\/where-your-audience-searches-reveals-how-they-think.png\" loading=\"lazy\" \/><\/p><\/figure>\n<h3><span class=\"ez-toc-section\" id=\"How_to_Answer_This_Question\"><\/span>How to Answer This Question<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Start with an audience intelligence tool that lets you identify your persona\u2019s preferred platforms and communities.<\/p>\n<p>I\u2019ll be using SparkToro.<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-note.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p><strong>Note:<\/strong> Throughout this guide, I\u2019ll walk you through this persona-building process using the example of Podlinko, a fictional podcasting software. You\u2019ll see every step of the research in action, so you can replicate it for your own business.<\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-note.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>For this example, we\u2019re building out one of Podlinko\u2019s core personas: Marcus, a marketing professional on a one-person or small team team, so he\u2019s scrappy and in-the-weeds.<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-tip.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p><strong>Pro tip:<\/strong> Start with one primary persona and build it completely before adding others. Focus on your most valuable customer segment (the one driving the highest revenue for your business).<\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-tip.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>In <a title=\"Sparktoro\" href=\"https:\/\/sparktoro.com\/\" target=\"_blank\" rel=\"noopener\">SparkToro<\/a>, enter a relevant keyword that describes your persona\u2019s professional identity or core interests.<\/p>\n<p>This could be their job title, industry, or a topic they care deeply about.<\/p>\n<p>I went with \u201chow to start a podcast.\u201d Marcus would likely search for this early in his journey.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"SparkToro \u2013 How to start a podcast\" alt=\"SparkToro \u2013 How to start a podcast\" data-aspect-ratio=\"0.45857142857143\" src=\"https:\/\/backlinko.com\/app\/uploads\/2026\/02\/sparktoro-how-to-start-a-podcast.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>The report gives a pretty solid overview of Marcus\u2019s online behavior.<\/p>\n<p>For example, Google, <a title=\"ChatGPT for SEO: Ultimate Guide, Tips &amp; Prompts\" href=\"https:\/\/backlinko.com\/chatgpt-for-seo\" target=\"_blank\" rel=\"noopener\">ChatGPT<\/a>, YouTube, and Facebook are his primary research channels.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"SparkToro \u2013 Audience Research\" alt=\"SparkToro \u2013 Audience Research\" data-aspect-ratio=\"2.1985714285714\" src=\"https:\/\/backlinko.com\/app\/uploads\/2026\/02\/sparktoro-audience-research.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>But it could be worth testing a few other platforms too.<\/p>\n<p>Compared to the average user, he\u2019s 24.66% more likely to use X and 12.92% more likely to use TikTok.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"SparkToro \u2013 Social networks report\" alt=\"SparkToro \u2013 Social networks report\" data-aspect-ratio=\"0.94428571428571\" src=\"https:\/\/backlinko.com\/app\/uploads\/2026\/02\/sparktoro-social-networks-report.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>The report also tells me the specific <a title=\"How to Grow YouTube Channel: Expert Tips for More Growth\" href=\"https:\/\/backlinko.com\/grow-youtube-channel\" target=\"_blank\" rel=\"noopener\">YouTube channels<\/a> where he spends time.<\/p>\n<p>He\u2019s watching <a title=\"SEO Automation: 17 Tasks Streamlined for Enhanced Efficiency\" href=\"https:\/\/backlinko.com\/seo-automation\" target=\"_blank\" rel=\"noopener\">automation<\/a>, editing, and business tutorials.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"SparkToro \u2013 YouTube Channels &amp; Podcasts\" alt=\"SparkToro \u2013 YouTube Channels &amp; Podcasts\" data-aspect-ratio=\"1.4257142857143\" src=\"https:\/\/backlinko.com\/app\/uploads\/2026\/02\/sparktoro-youtube-channels-and-podcasts.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>He\u2019s also active in multiple industry-related Reddit communities.<\/p>\n<p>Maybe he\u2019s posting, commenting, or even just lurking to read advice.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"SparkToro \u2013 SubReddits\" alt=\"SparkToro \u2013 SubReddits\" data-aspect-ratio=\"0.75428571428571\" src=\"https:\/\/backlinko.com\/app\/uploads\/2026\/02\/sparktoro-subreddits.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Since Marcus uses ChatGPT, I also did a quick search on this platform to see which sources the platform frequently cites.<\/p>\n<p>I searched for some prompts he might ask, like \u201cWhich podcast hosting platforms should I use for marketing?\u201d<\/p>\n<p>If you see <a title=\"23 Best Large Language Models (LLMs)\" href=\"https:\/\/backlinko.com\/list-of-llms\" target=\"_blank\" rel=\"noopener\">large language models<\/a> (LLMs) repeatedly mention the same sources, they likely carry authority for the topic.<\/p>\n<p>And by extension, they influence your persona\u2019s research as well.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"ChatGPT \u2013  Sources \u2013 Podcast hosting platforms\" alt=\"ChatGPT \u2013 Sources \u2013 Podcast hosting platforms\" data-aspect-ratio=\"0.82571428571429\" src=\"https:\/\/backlinko.com\/app\/uploads\/2026\/02\/chatgpt-sources-podcast-hosting-platforms.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Compare these sources to the ones you identified earlier. If they match, you have validation.<\/p>\n<p>If they\u2019re different, assess which ones to add to your persona document.<\/p>\n<p>Here\u2019s how I filled out the persona template with Marcus\u2019s search behavior:<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Persona template \u2013 Search behavior\" alt=\"Persona template \u2013 Search behavior\" data-aspect-ratio=\"0.616\" src=\"https:\/\/backlinko.com\/app\/uploads\/2026\/02\/persona-template-search-behavior.png\" loading=\"lazy\" \/><\/p><\/figure>\n<h2><span class=\"ez-toc-section\" id=\"2_What_Exact_Questions_Are_They_Asking\"><\/span>2. What Exact Questions Are They Asking?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/icon-remember-v2.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p>Answer this question to find out:<\/p>\n<ul>\n<li>What language to mirror in your content<\/li>\n<li>How to structure content for AI visibility<\/li>\n<li>What content gaps exist in your market<\/li>\n<\/ul>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/icon-remember-v2.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>Your buyer persona\u2019s language rarely matches marketing jargon.<\/p>\n<p>Companies might talk about \u201cpodcast production tools\u201d and \u201cintegrated workflows.\u201d<\/p>\n<p>But personas use more personal and specific language:<\/p>\n<ul>\n<li>What\u2019s the cheapest way to record remote podcasts?<\/li>\n<li>How long does it take to edit a 30-minute podcast?<\/li>\n<\/ul>\n<p>Knowing your audience\u2019s actual questions reveals the gap between how you <strong>describe<\/strong> your solution and how they <strong>experience<\/strong> the problem.<\/p>\n<p>And shows you exactly how to bridge it.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"How_to_Answer_This_Question-2\"><\/span>How to Answer This Question<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Start by going to the platforms and communities you identified in Question 1.<\/p>\n<p>Search 3-5 topics related to your persona.<\/p>\n<p>Review the context around headlines, posts, and comments:<\/p>\n<ul>\n<li>How they phrase questions (exact words matter)<\/li>\n<li>What emotions do they express<\/li>\n<li>What outcomes they\u2019re trying to achieve<\/li>\n<\/ul>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-tip.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p><strong>Pro tip:<\/strong> As you research, save persona comments, discussions, and reviews in full \u2014 not just snippets. You\u2019ll analyze the same sources in Questions 3-5. But through different lenses (challenges, triggers, language patterns). Having everything saved means you won\u2019t need to revisit platforms multiple times.<\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-tip.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>For example, I searched \u201chow to start a podcast for a business\u201d on Google.<\/p>\n<p>Then, I checked <a title=\"SERP Features: What They Are &amp; Why They Matter\" href=\"https:\/\/backlinko.com\/hub\/seo\/serp-features\" target=\"_blank\" rel=\"noopener\">People Also Ask<\/a> for related questions Marcus might have:<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"PAA \u2013 How to start a podcast for a business\" alt=\"PAA \u2013 How to start a podcast for a business\" data-aspect-ratio=\"0.43142857142857\" src=\"https:\/\/backlinko.com\/app\/uploads\/2026\/02\/paa-how-to-start-a-podcast-for-a-business.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>On YouTube, I searched \u201chow to edit a podcast\u201d and reviewed video comments.<\/p>\n<p>Users asked follow-up questions about mic issues and screen sharing.<\/p>\n<p>This gave me insight into language and questions beyond the video\u2019s main topic.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"YouTube \u2013 How to edit a podcast \u2013 Comments\" alt=\"YouTube \u2013 How to edit a podcast \u2013 Comments\" data-aspect-ratio=\"1.2442857142857\" src=\"https:\/\/backlinko.com\/app\/uploads\/2026\/02\/youtube-how-to-edit-a-podcast-comments.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>In Facebook Groups, I found users asking questions related to their goals, constraints, and challenges.<\/p>\n<p>It also provided the unfiltered language Marcus uses when he\u2019s stuck.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Facebook \u2013 Podcasters on Facebook\" alt=\"Facebook \u2013 Podcasters on Facebook\" data-aspect-ratio=\"0.72615384615385\" src=\"https:\/\/backlinko.com\/app\/uploads\/2026\/02\/facebook-podcasters-on-facebook.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Now, use a <a title=\"Free Keyword Research Tool by Backlinko\" href=\"https:\/\/backlinko.com\/tools\/keyword\" target=\"_blank\" rel=\"noopener\">keyword research tool<\/a> to visualize how your persona\u2019s questions connect throughout their journey.<\/p>\n<p>I used AlsoAsked for this task. But AnswerThePublic and Semrush\u2019s Topic Research tool would also work.<\/p>\n<p>For Marcus, I searched \u201cBest AI podcasting editing software,\u201d which revealed this path:<\/p>\n<p><em>Which AI tool is best for audio editing? \u2192 Can I use AI to edit audio? \u2192 Which software do professionals use for audio editing? \u2192 How much does AI audio editor cost?<\/em><\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"AlsoAsked \u2013 Best Podcast Software\" alt=\"AlsoAsked \u2013 Best Podcast Software\" data-aspect-ratio=\"0.43714285714286\" src=\"https:\/\/backlinko.com\/app\/uploads\/2026\/02\/alsoasked-best-podcast-software.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>It\u2019s helpful to visualize how Marcus\u2019s questions change as he progresses through his search.<\/p>\n<p>Next, learn the questions your persona asks in <a title=\"How to Rank in AI Search (New Strategy &amp; Framework)\" href=\"https:\/\/backlinko.com\/ai-search-strategy\" target=\"_blank\" rel=\"noopener\">AI search<\/a>.<\/p>\n<p>You\u2019ll need a specialized tool like <a title=\"Semrush AI Visibility | Win Every Search. From Traditional SEO to AI Discovery\" href=\"https:\/\/www.semrush.com\/ai-seo\/overview\/\" target=\"_blank\" rel=\"noopener\">Semrush\u2019s AI Visibility Toolkit<\/a> for this task.<\/p>\n<p>It tells you the exact prompts people use when searching topics related to your brand.<\/p>\n<p>(And if your brand appears in the answers.)<\/p>\n<p>If you don\u2019t have a subscription, sign up for a <a title=\"free trial of Semrush One\" href=\"https:\/\/www.semrush.com\/subscribe\/?offer=r8t31weu\" target=\"_blank\" rel=\"noopener\">free trial of Semrush One<\/a>, which includes the AI Visibility Toolkit and Semrush Pro.<\/p>\n<p>Since Podlinko is fictional, I used a real podcasting platform (Zencastr.com) for this example.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Semrush \u2013 Visibility Overview \u2013 Zencastr\" alt=\"Semrush \u2013 Visibility Overview \u2013 Zencastr\" data-aspect-ratio=\"0.86428571428571\" src=\"https:\/\/backlinko.com\/app\/uploads\/2026\/02\/semrush-visibility-overview-zencastr.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>This brand appears often in <a title=\"Answer Engine Optimization (AEO): How to Win in AI Search\" href=\"https:\/\/backlinko.com\/answer-engine-optimization-aeo\" target=\"_blank\" rel=\"noopener\">AI answers<\/a> for user questions like:<\/p>\n<ul>\n<li>What equipment do I need to create a professional podcast setup?<\/li>\n<li>Can you recommend popular tools for managing and promoting online radio or podcasts?<\/li>\n<\/ul>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Semrush \u2013 Visibility Overview \u2013 Zencastr \u2013 Performing Topics\" alt=\"Semrush \u2013 Visibility Overview \u2013 Zencastr \u2013 Performing Topics\" data-aspect-ratio=\"1.1414285714286\" src=\"https:\/\/backlinko.com\/app\/uploads\/2026\/02\/semrush-visibility-overview-zencastr-performing-topics.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>You\u2019ll also see citation gaps \u2014 questions where your brand isn\u2019t mentioned. These reveal <a title=\"Content Gap Analysis: The Complete Guide\" href=\"https:\/\/backlinko.com\/hub\/seo\/content-gap\" target=\"_blank\" rel=\"noopener\">content opportunities<\/a>.<\/p>\n<p>For this brand, one gap includes:<\/p>\n<p>\u201cWhich AI tools are best for recording, editing, and distributing an AI-focused podcast?\u201d<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Semrush \u2013 Topic Opportunities \u2013 Questions\" alt=\"Semrush \u2013 Topic Opportunities \u2013 Questions\" data-aspect-ratio=\"1.0085714285714\" src=\"https:\/\/backlinko.com\/app\/uploads\/2026\/02\/semrush-topic-oportunities-questions.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>After reviewing all the questions I gathered, I narrowed them down to the top 5 for the template:<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Top 5 template questions\" alt=\"Top 5 template questions\" data-aspect-ratio=\"0.60181818181818\" src=\"https:\/\/backlinko.com\/app\/uploads\/2026\/02\/top-5-template-questions.png\" loading=\"lazy\" \/><\/p><\/figure>\n<h2><span class=\"ez-toc-section\" id=\"3_What_Challenges_Influence_Their_Search_Behavior\"><\/span>3. What Challenges Influence Their Search Behavior?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/icon-remember-v2.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p>Answer this question to find out:<\/p>\n<ul>\n<li>What constraints influence their decision-making process<\/li>\n<li>How to anticipate objections before they arise<\/li>\n<li>What kind of solutions does your persona need<\/li>\n<\/ul>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/icon-remember-v2.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>Challenges are the ongoing issues driving your persona\u2019s <a title=\"How People Use Google Search (New User Behavior Study)\" href=\"https:\/\/backlinko.com\/google-user-behavior\" target=\"_blank\" rel=\"noopener\">search behavior<\/a>. These overarching problems shape their decisions to find a solution.<\/p>\n<p>Understanding these challenges can help you:<\/p>\n<ul>\n<li>Position your solution in the context of these pain points<\/li>\n<li>Anticipate and address objections before they come up<\/li>\n<li>Structure your campaigns to speak directly to their limitations<\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"How_to_Answer_This_Question-3\"><\/span>How to Answer This Question<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Review the questions you collected in Question 2 to identify underlying pain points.<\/p>\n<p>For example, this Facebook Group post contains some telling language for Marcus\u2019s persona:<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Facebook \u2013 Telling language for Marcus\u2019s persona\" alt=\"Facebook \u2013 Telling language for Marcus's persona\" data-aspect-ratio=\"0.88\" src=\"https:\/\/backlinko.com\/app\/uploads\/2026\/02\/facebook-telling-language-for-marcuss-persona.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Specific phrases highlight ongoing challenges:<\/p>\n<ul>\n<li>\u201cTech support is no help\u201d<\/li>\n<li>Can\u2019t find an editing software that consistently works\u201d<\/li>\n<\/ul>\n<p>Now, visit industry-specific review platforms.<\/p>\n<p>Check G2, Capterra, Trustpilot, Amazon, Yelp, or another site, depending on your niche.<\/p>\n<p>Look for reviews where people describe <strong>recurring frustrations<\/strong>.<\/p>\n<p>Positive reviews may mention what drove a user to seek a new solution. For example, this one references poor audio and video quality:<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"G2 \u2013 Riverside \u2013 Review\" alt=\"G2 \u2013 Riverside \u2013 Review\" data-aspect-ratio=\"0.44428571428571\" src=\"https:\/\/backlinko.com\/app\/uploads\/2026\/02\/g2-riverside-review.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Negative reviews reveal what users constantly struggle with.<\/p>\n<p>Unresolved pain points often push people to find workarounds or alternatives.<\/p>\n<p>This user noted issues with a podcasting tool, including loss of backups, unreliable tech, and more.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"G2 \u2013 Riverside \u2013 Negative review\" alt=\"G2 \u2013 Riverside \u2013 Negative review\" data-aspect-ratio=\"1.06\" src=\"https:\/\/backlinko.com\/app\/uploads\/2026\/02\/g2-riverside-negative-review.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Pay close attention to the language people use. Word choice can signal underlying feelings and constraints.<\/p>\n<p>When someone asks for the \u201ceasiest\u201d and \u201cmost cost-effective\u201d solution, they\u2019re signaling:<\/p>\n<ul>\n<li>Limited resources<\/li>\n<li>Low confidence<\/li>\n<li>Risk aversion<\/li>\n<\/ul>\n<p>After reviewing conversations and communities, you\u2019ll likely have dozens of data points.<\/p>\n<p>Copy the reviews, questions, and phrases into an AI tool to identify your persona\u2019s top challenges.<\/p>\n<p>Use this prompt:<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/04\/icon-ai-prompt.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p>Based on these reviews and discussions, identify the five biggest challenges for this persona.<\/p>\n<p>For each challenge, show:<\/p>\n<p>(1) exact phrases they use to describe it<\/p>\n<p>(2) what constraints make it harder (budget, time, skills)<\/p>\n<p>(3) how it influences where and when they search.<\/p>\n<p>Format as a table.<\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/04\/icon-ai-prompt.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>This analysis helped me identify Marcus\u2019s recurring challenges:<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Persona template \u2013 Challenges\" alt=\"Persona template \u2013 Challenges\" data-aspect-ratio=\"0.41285714285714\" src=\"https:\/\/backlinko.com\/app\/uploads\/2026\/02\/persona-template-challenges.png\" loading=\"lazy\" \/><\/p><\/figure>\n<h2><span class=\"ez-toc-section\" id=\"4_What_Triggers_Them_to_Search_Right_Now\"><\/span>4. What Triggers Them to Search Right Now?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/icon-remember-v2.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p>Answer this question to find out:<\/p>\n<ul>\n<li>What emotional and situational context should you address in your content<\/li>\n<li>How to structure content for different urgency levels<\/li>\n<li>Which pain points to lead with<\/li>\n<\/ul>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/icon-remember-v2.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>Search triggers explain why your audience is ready to take action.<\/p>\n<p>But they\u2019re not the same as challenges.<\/p>\n<p><strong>Challenges<\/strong> are ongoing constraints your persona faces. This could be a limited budget, small team, or skill gap.<\/p>\n<p><strong>Triggers<\/strong> are the specific events or goals that push them to act right now. Like a looming deadline or a competitor launching a podcast.<\/p>\n<p>Understanding triggers helps you reach your persona when they\u2019re most receptive.<\/p>\n<figure class=\"backlinko-image__visual-chart backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Decoding Persona Search Triggers\" alt=\"Decoding Persona Search Triggers\" data-aspect-ratio=\"0.70571428571429\" src=\"https:\/\/backlinko.com\/app\/uploads\/2026\/02\/decoding-persona-search-triggers.png\" loading=\"lazy\" \/><\/p><\/figure>\n<h3><span class=\"ez-toc-section\" id=\"How_to_Answer_This_Question-4\"><\/span>How to Answer This Question<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>If you have access to internal data, start there.<\/p>\n<p>Your sales and customer support teams can spot patterns that push prospects from browsing to buying.<\/p>\n<p>For example, your sales conversations might reveal that one of Marcus\u2019s triggers is urgency. His manager might ask him to improve the sound quality by the next episode, prompting his search.<\/p>\n<p>If you don\u2019t have internal intel, use tools like AnswerThePublic, AlsoAsked, or <a title=\"Free Keyword Tool: Find the Right Keywords with Semrush\" href=\"https:\/\/www.semrush.com\/analytics\/keywordmagic\" target=\"_blank\" rel=\"noopener\">Semrush\u2019s Keyword Magic Tool<\/a>.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Keyword Magic Tool \u2013 Podcast editing\" alt=\"Keyword Magic Tool \u2013 Podcast editing\" data-aspect-ratio=\"1.1714285714286\" src=\"https:\/\/backlinko.com\/app\/uploads\/2026\/02\/keyword-magic-tool-podcast-editing.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>This will help you identify the language people use when they\u2019re ready to act.<\/p>\n<p>For Marcus, my AlsoAsked research led to questions like:<\/p>\n<ul>\n<li>\u201cCan I record a podcast with just my phone?\u201d This may suggest a desire to start immediately, without professional equipment.<\/li>\n<li>\u201cHow to make a podcast with someone far away\u201d could suggest the trigger of a sudden need to work with a remote guest\/host<\/li>\n<\/ul>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"AlsoAsked \u2013 Questions\" alt=\"AlsoAsked \u2013 Questions\" data-aspect-ratio=\"0.61\" src=\"https:\/\/backlinko.com\/app\/uploads\/2026\/02\/alsoasked-questions.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>You can also refer back to your research on community spaces.<\/p>\n<p>(Or conduct additional <a title=\"Audience Research: Stop Guessing What Your Buyers Care About\" href=\"https:\/\/backlinko.com\/audience-research\" target=\"_blank\" rel=\"noopener\">audience research<\/a>, if needed.)<\/p>\n<p>These spaces are where people describe the exact moments they decide to take action. Aka plateaus, milestones, and failed attempts.<\/p>\n<p>When I searched \u201cpodcast marketing\u201d on Reddit, I found a post from someone experiencing clear triggers:<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Reddit \u2013 Podcast marketing\" alt=\"Reddit \u2013 Podcast marketing\" data-aspect-ratio=\"1.3314285714286\" src=\"https:\/\/backlinko.com\/app\/uploads\/2026\/02\/reddit-podcast-marketing.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>This user has been unable to get a consistent flow of organic listeners despite high-quality content.<\/p>\n<p><strong>Trigger:<\/strong> A growth plateau that pushed him to ask for help.<\/p>\n<p>He\u2019s also trying to hit his first 1,000 listeners.<\/p>\n<p><strong>Trigger:<\/strong> A goal that pushed him to look for solutions.<\/p>\n<p>If you collected a lot of content, upload it to an AI tool to quickly identify triggers.<\/p>\n<p>Use this prompt:<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/04\/icon-ai-prompt.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p>Analyze these community posts and discussions. Identify the specific trigger moments that pushed people to actively search for solutions.<\/p>\n<p>For each trigger, show:<\/p>\n<ol>\n<li>The exact moment or event described (quote the language they use)<\/li>\n<li>The type of trigger (situational, temporal, emotional, or goal-driven)<\/li>\n<li>What action did they take as a result<\/li>\n<\/ol>\n<p>Format as a table.<\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/04\/icon-ai-prompt.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>After analyzing the content I gathered, I identified the key triggers pushing Marcus to search:<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Persona template \u2013 Triggers\" alt=\"Persona template \u2013 Triggers\" data-aspect-ratio=\"0.36571428571429\" src=\"https:\/\/backlinko.com\/app\/uploads\/2026\/02\/persona-template-triggers.png\" loading=\"lazy\" \/><\/p><\/figure>\n<h2><span class=\"ez-toc-section\" id=\"5_What_Language_Resonates_and_What_Turns_Them_Off\"><\/span>5. What Language Resonates (and What Turns Them Off)?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/icon-remember-v2.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p>Answer this question to find out:<\/p>\n<ul>\n<li>Which messaging angles resonate<\/li>\n<li>What tones build trust with your audience<\/li>\n<li>Which phrases trigger objections or skepticism<\/li>\n<\/ul>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/icon-remember-v2.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>The words you use can affect whether your persona trusts you or tunes out.<\/p>\n<p>The right language makes people feel understood. The wrong language creates friction and drives them away.<\/p>\n<p>When you know what resonates, you can create messaging that builds trust and motivates your personas to act.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"How_to_Answer_This_Question-5\"><\/span>How to Answer This Question<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Refer back to your research from Questions 3 and 4.<\/p>\n<p>This time, focus specifically on language patterns in reviews and community discussions.<\/p>\n<p>Look at:<\/p>\n<ul>\n<li>Exact phrases people use to describe success, relief, or satisfaction<\/li>\n<li>Words highlighting frustration, disappointment, and concerns<\/li>\n<\/ul>\n<p>For example, on Capterra, users praised podcasting platforms that \u201cdo a lot\u201d and let them \u201cdistribute with ease.\u201d<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Capterra \u2013 Review on podcasting platform\" alt=\"Capterra \u2013 Review on podcasting platform\" data-aspect-ratio=\"0.78923076923077\" src=\"https:\/\/backlinko.com\/app\/uploads\/2026\/02\/capterra-review-on-podcasting-platform.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>This language signals Marcus\u2019s preference for all-in-one platforms.<\/p>\n<p>He would likely connect with messaging that emphasizes functionality without complexity.<\/p>\n<p>Next, review the content you previously gathered from community spaces.<\/p>\n<p>In r\/podcasting, users like Marcus write with direct, benefit-focused language:<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Reddit \u2013 r\/podcasting \u2013 Benefit focused language\" alt=\"Reddit \u2013 r\/podcasting \u2013 Benefit focused language\" data-aspect-ratio=\"0.79428571428571\" src=\"https:\/\/backlinko.com\/app\/uploads\/2026\/02\/reddit-r-podcasting-benefit-focused-language.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Notice what he values: simplicity and concrete outcomes (\u201cautomatic transcripts\u201d).<\/p>\n<p>He\u2019s not mentioning jargon like \u201cAI-powered transcription engine\u201d or \u201centerprise-grade recording infrastructure.\u201d<\/p>\n<p>Plain language that emphasizes quick results over technical capabilities works best with this persona.<\/p>\n<p>Once you have enough data, use this LLM prompt to identify language patterns:<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/04\/icon-ai-prompt.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p>Analyze these customer reviews and community discussions I\u2019ve shared. Identify:<\/p>\n<ol>\n<li>Most common words and phrases people use to describe positive experiences<\/li>\n<li>Most common words and phrases that signal frustration or concerns<\/li>\n<li>Emotional undertones in how they describe problems and solutions<\/li>\n<\/ol>\n<p>Create a table organizing these insights.<\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/04\/icon-ai-prompt.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>This analysis revealed the specific language that Marcus reacts to positively (and negatively).<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Persona template \u2013 Language\" alt=\"Persona template \u2013 Language\" data-aspect-ratio=\"0.42285714285714\" src=\"https:\/\/backlinko.com\/app\/uploads\/2026\/02\/persona-template-language.png\" loading=\"lazy\" \/><\/p><\/figure>\n<h2><span class=\"ez-toc-section\" id=\"6_What_Content_Types_Do_They_Engage_With_Most\"><\/span>6. What Content Types Do They Engage With Most?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/icon-remember-v2.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p>Answer this question to find out:<\/p>\n<ul>\n<li>Content types to prioritize in your content strategy<\/li>\n<li>How to structure content for maximum engagement<\/li>\n<li>What length and style work best for each format<\/li>\n<\/ul>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/icon-remember-v2.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>Knowing the content types your audience prefers has multiple benefits.<\/p>\n<p>It lets you create content that captures your persona\u2019s attention and keeps them engaged.<\/p>\n<p><strong>Think about it:<\/strong> You could write the most comprehensive guide on podcast equipment.<\/p>\n<p>But if your ideal customer prefers video reviews, they\u2019ll scroll right past it.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"How_to_Answer_This_Question-6\"><\/span>How to Answer This Question<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>You identified your persona\u2019s most-used platforms in Question 1. Now analyze which <a title=\"17 Types of Content Marketing (and How to Use Them Right)\" href=\"https:\/\/backlinko.com\/hub\/content\/types\" target=\"_blank\" rel=\"noopener\">content formats<\/a> perform best on each.<\/p>\n<p>Conduct a few Google Searches to identify popular content types.<\/p>\n<p>You\u2019ll learn what users (and search engines) prefer for specific queries. Look at videos, written guides, infographics, carousels, podcasts, and more.<\/p>\n<p>For example, when I search \u201chow to set up podcast equipment,\u201d the top results are a mix: long-form articles, video tutorials, and community discussions.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Google SERP \u2013 How to set up podcast equipment\" alt=\"Google SERP \u2013 How to set up podcast equipment\" data-aspect-ratio=\"1.5328571428571\" src=\"https:\/\/backlinko.com\/app\/uploads\/2026\/02\/google-serp-how-to-set-up-podcast-equipment.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>But <a title=\"Organic Traffic: What It Is &amp; How to Increase It (6 Ways)\" href=\"https:\/\/backlinko.com\/organic-traffic\" target=\"_blank\" rel=\"noopener\">organic search rankings<\/a> don\u2019t tell the full story.<\/p>\n<p>Analyze content directly on your persona\u2019s preferred platforms, too.<\/p>\n<p>I searched \u201cHow to distribute a podcast\u201d on YouTube and assessed the top 20 videos and Shorts for:<\/p>\n<ul>\n<li>Video length<\/li>\n<li>Views<\/li>\n<li>Comments<\/li>\n<li>Engagement patterns<\/li>\n<\/ul>\n<p>Look at the creators your persona follows on each platform. (From the SparkToro report in Question 1).<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"SparkToro \u2013 Report\" alt=\"SparkToro \u2013 Report\" data-aspect-ratio=\"2.6714285714286\" src=\"https:\/\/backlinko.com\/app\/uploads\/2026\/02\/sparktoro-report.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Pay attention to:<\/p>\n<ul>\n<li>Content types drive the most engagement (videos vs. carousels vs. threads)<\/li>\n<li>How these creators structure content (length, style, tone)<\/li>\n<li>Which topics resonate most with their audience<\/li>\n<\/ul>\n<p>Once you\u2019ve collected this data, look for patterns.<\/p>\n<p>Or drop your data into an LLM and ask it to find the patterns for you:<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/04\/icon-ai-prompt.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p>Analyze this engagement data I\u2019ve collected for my audience persona.<\/p>\n<p>Identify:<\/p>\n<ol>\n<li>Which video lengths perform best (views, comments, engagement rate) and why<\/li>\n<li>Which content styles generate the most engagement (tutorials, vlogs, behind-the-scenes, etc.)<\/li>\n<li>Any patterns in thumbnails, titles, or formats that consistently perform well<\/li>\n<\/ol>\n<p>Summarize my persona\u2019s content preferences by video type and rank them as low, medium, or high<\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/04\/icon-ai-prompt.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>For Marcus, I learned that 5- to 15-minute video tutorials generated the highest engagement.<\/p>\n<p>Shorts consistently underperformed for how-to queries, showing his preference for in-depth tutorials.<\/p>\n<p>I documented my findings and ranked each content type by engagement level: high, medium, or low.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Persona ctemplate \u2013 Content Preferences\" alt=\"Persona template \u2013 Content Preferences\" data-aspect-ratio=\"0.35857142857143\" src=\"https:\/\/backlinko.com\/app\/uploads\/2026\/02\/persona-template-content-preferences.png\" loading=\"lazy\" \/><\/p><\/figure>\n<h2><span class=\"ez-toc-section\" id=\"7_What_Proof_Points_and_Signals_Matter\"><\/span>7. What Proof Points and Signals Matter?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/icon-remember-v2.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p>Answer this question to find out:<\/p>\n<ul>\n<li>What proof points influence buyers<\/li>\n<li>How to structure case studies and testimonials<\/li>\n<li>Where to place proof points to win people\u2019s trust<\/li>\n<\/ul>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/icon-remember-v2.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>Proof points can influence whether someone acts on your content or bounces.<\/p>\n<p>They\u2019re also a <a title=\"Google\u2019s 200 Ranking Factors: The Complete List\" href=\"https:\/\/backlinko.com\/google-ranking-factors\" target=\"_blank\" rel=\"noopener\">ranking factor<\/a>.<\/p>\n<p>Search engines and LLMs reward content that demonstrates Experience, Expertise, Authoritativeness, and Trustworthiness (<a title=\"Google E-E-A-T: How to Create People-First Content (+ Free Audit)\" href=\"https:\/\/backlinko.com\/google-e-e-a-t\" target=\"_blank\" rel=\"noopener\">E-E-A-T<\/a>).<\/p>\n<figure class=\"backlinko-image__visual-chart backlinko-image\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"What is E-E-A-T\" alt=\"What is E-E-A-T\" data-aspect-ratio=\"0.69285714285714\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/07\/what-is-e-e-a-t.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>But different personas might value different proof points.<\/p>\n<p>Understanding what matters to each persona is crucial to building trust and visibility.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"How_to_Answer_This_Question-7\"><\/span>How to Answer This Question<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Identify the most common trust markers on your persona\u2019s preferred sites.<\/p>\n<p>Look for:<\/p>\n<ul>\n<li><strong>Author credentials:<\/strong> Bylines with relevant expertise<\/li>\n<li><strong>Methods:<\/strong> Transparency about the method for creating this content<\/li>\n<li><strong>Citations:<\/strong> Links to studies, expert quotes, industry reports, original research<\/li>\n<li><strong>Recency signals:<\/strong> Publication and last updated dates<\/li>\n<li><strong>Visual proof:<\/strong> Screenshots, before\/after comparisons, annotated walkthroughs<\/li>\n<li><strong>Social validation:<\/strong> Comment sections, user discussions, engagement metrics<\/li>\n<\/ul>\n<p>Use <a title=\"Free Keyword Checker: Check Keyword Difficulty &amp; Competition\" href=\"https:\/\/www.semrush.com\/analytics\/keywordoverview\/\" target=\"_blank\" rel=\"noopener\">Semrush\u2019s Keyword Overview tool<\/a> to find this information.<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-note.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p><strong>Note:<\/strong> A free Semrush account gives you 10 searches in this tool per day. Or you can use this link to access a <a title=\"free Semrush One trial\" href=\"https:\/\/www.semrush.com\/billing\/offers\/buy\/uikygjct?utm_campaign=free-semrush-account&amp;utm_source=backlinko.com&amp;utm_medium=referral&amp;_gl=1*gxxnba*_gcl_au*MTU4Mjg4Mzk4NS4xNzY0MDA2NTk1\" target=\"_blank\" rel=\"noopener\">free Semrush One trial<\/a>.<\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2024\/06\/icon-note.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>Enter your keyword (I used \u201chow to start a podcast\u201d).<\/p>\n<p>Scroll to the SERP Analysis report to view the ranking domains.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Keyword Analytics \u2013 How to start a podcast \u2013 SERP Analysis \u2013 URL\" alt=\"Keyword Analytics \u2013 How to start a podcast \u2013 SERP Analysis \u2013 URL\" data-aspect-ratio=\"1.0914285714286\" src=\"https:\/\/backlinko.com\/app\/uploads\/2026\/02\/keyword-analytics-how-to-start-a-podcast-serp-analysis-url.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Aim to review 20 to 50 pages for the best results. (Create a spreadsheet to organize the information.)<\/p>\n<p>Identify which proof points they use and how prominently they\u2019re displayed.<\/p>\n<p>Here\u2019s how I did this for one of the articles I assessed:<\/p>\n<ul>\n<li><strong>Quantified track record:<\/strong> \u201cSince 2009, Buzzsprout has helped over 400,000 podcasters\u201d<\/li>\n<li><strong>First-person experience:<\/strong> \u201cI\u2019ve drawn on lessons from my own podcasts and thousands of conversations with creators\u201d<\/li>\n<li><strong>Third-party sources:<\/strong> Expert advice cited from Apple Podcasts on naming conventions<\/li>\n<li><strong>Visual demonstrations:<\/strong> Embedded tutorials showing recommendations in action<\/li>\n<\/ul>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Buzzsprout \u2013 How to start a podcast\" alt=\"Buzzsprout \u2013 How to start a podcast\" data-aspect-ratio=\"1.82\" src=\"https:\/\/backlinko.com\/app\/uploads\/2026\/02\/buzzsprout-how-to-start-a-podcast.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Then, use an LLM to quickly spot patterns:<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/04\/icon-ai-prompt.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p>I\u2019ve analyzed top-ranking pages for my persona and uploaded my findings.<\/p>\n<p>Identify:<\/p>\n<ol>\n<li>Which proof points appear most frequently (e.g., \u201c8 out of 10 pages include X\u201d)<\/li>\n<li>How these proof points are displayed (above the fold, in sidebar, throughout content)<\/li>\n<li>Which combinations of proof points appear together most often<\/li>\n<\/ol>\n<p>Format as a summary with the top 5 most common patterns.<\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/04\/icon-ai-prompt.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>Ultimately, you\u2019ll want to infuse your content with these same trust markers to attract and convert your persona.<\/p>\n<p>After identifying Marcus\u2019s top proof points, I ranked them from medium to high in the template:<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Persona template \u2013 Proof points\" alt=\"Persona template \u2013 Proof points\" data-aspect-ratio=\"0.64\" src=\"https:\/\/backlinko.com\/app\/uploads\/2026\/02\/persona-template-proof-points.png\" loading=\"lazy\" \/><\/p><\/figure>\n<h2><span class=\"ez-toc-section\" id=\"8_Where_and_How_Should_You_Distribute_Content_to_Reach_This_Persona\"><\/span>8. Where (and How) Should You Distribute Content to Reach This Persona?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/icon-remember-v2.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p>Answer this question to find out:<\/p>\n<ul>\n<li>Which platforms deserve your investment<\/li>\n<li>What content formats work best on each platform<\/li>\n<li>How to maximize organic reach through distribution<\/li>\n<\/ul>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/icon-remember-v2.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>Where you <a title=\"B2B Content Distribution: The Complete Playbook\" href=\"https:\/\/backlinko.com\/b2b-content-distribution\" target=\"_blank\" rel=\"noopener\">distribute content<\/a> determines whether it reaches your audience.<\/p>\n<p>If you only publish content on your website but buyers find solutions on LinkedIn, you\u2019re overlooking key touchpoints.<\/p>\n<p>Even worse, you\u2019re invisible on major platforms that LLMs scan for answers, recommendations, and citations.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"How_to_Answer_This_Question-8\"><\/span>How to Answer This Question<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>By now, you know your audience persona\u2019s top platforms.<\/p>\n<p>These are your initial <a title=\"How to Build a Content Distribution Strategy\" href=\"https:\/\/backlinko.com\/content-distribution\" target=\"_blank\" rel=\"noopener\">distribution targets<\/a>.<\/p>\n<p>But you\u2019ll ideally be able to validate them against real behavioral data.<\/p>\n<p>If possible, survey recent customers to find concrete patterns about their search behavior.<\/p>\n<p>Send a short survey to customers who converted in the last 90 days:<\/p>\n<ul>\n<li>Where did you first hear about us?<\/li>\n<li>Where do you go for advice about [primary pain points]?<\/li>\n<li>What platforms do you use when researching [your product category]?<\/li>\n<li>How do you prefer to learn about new solutions in your workflow?<\/li>\n<\/ul>\n<p>Once responses come in, look for patterns in how each segment discovers, researches, and evaluates solutions.<\/p>\n<p>Here\u2019s a prompt you can use in an AI tool for faster analysis:<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/04\/icon-ai-prompt.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p>I surveyed recent customers about their search and discovery behavior.<\/p>\n<p>Analyze this data and identify:<\/p>\n<ol>\n<li>The top 3-5 platforms where customers discovered us or researched solutions<\/li>\n<li>Common pain points or information needs they mentioned<\/li>\n<li>Preferred content formats for learning about solutions<\/li>\n<li>Any patterns in how different customer segments discover and evaluate us<\/li>\n<\/ol>\n<p>Highlight the platforms and channels that appear most frequently, and flag any gaps between where customers search and where we currently have a presence.<\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/04\/icon-ai-prompt.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>Next, cross-reference your research against existing data in Google Analytics.<\/p>\n<p>Open Google Analytics and navigate to <strong>Reports<\/strong> &gt; <strong>Lifecycle<\/strong> &gt; <strong>Acquisition<\/strong> &gt; <strong>Traffic acquisition<\/strong>.<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"GA \u2013 Traffic acquisition\" alt=\"GA \u2013 Traffic acquisition\" data-aspect-ratio=\"0.98142857142857\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/01\/ga-traffic-acquisition.png\" loading=\"lazy\" \/><\/p><\/figure>\n<p>Sort by engagement rate or average session duration to see which channels drive genuinely engaged visitors.<\/p>\n<p>Look for high time on site (2+ minutes) and multiple pages per session (3+).<\/p>\n<p>Then, map each platform to the content format that performs best there.<\/p>\n<p>Combine insights from Question 1 (preferred platforms) and Question 6 (preferred formats) to build your distribution strategy.<\/p>\n<p>Here\u2019s what this looks like for Marcus:<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Persona template \u2013 Distribution strategy\" alt=\"Persona template \u2013 Distribution strategy\" data-aspect-ratio=\"0.37285714285714\" src=\"https:\/\/backlinko.com\/app\/uploads\/2026\/02\/persona-template-distribution-strategy.png\" loading=\"lazy\" \/><\/p><\/figure>\n<h2><span class=\"ez-toc-section\" id=\"9_What_Keeps_This_Persona_Coming_Back\"><\/span>9. What Keeps This Persona Coming Back?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/icon-remember-v2.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p>Answer this question to find out:<\/p>\n<ul>\n<li>What product features or experiences to double down on<\/li>\n<li>How to position your solution beyond initial use cases<\/li>\n<li>What content to create for existing customers<\/li>\n<\/ul>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/03\/icon-remember-v2.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>Winning your audience\u2019s attention once is easy. Earning it repeatedly is the real challenge.<\/p>\n<p>Understanding what keeps your persona engaged is the key to getting them to return.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"How_to_Answer_This_Question-9\"><\/span>How to Answer This Question<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Review all the audience persona insights you\u2019ve gathered so far to identify recurring needs.<\/p>\n<p>Look at triggers, pain points, content preferences, and community discussions.<\/p>\n<p>Pinpoints problems that can\u2019t be solved with a single article or resource.<\/p>\n<p>This could include:<\/p>\n<ul>\n<li>Tasks they do every week (editing, distribution, promotion)<\/li>\n<li>Decisions they face with each piece of content (format, platform, messaging)<\/li>\n<li>Skills they\u2019re continuously learning (new tools, changing algorithms)<\/li>\n<li>Friction points that slow them down every time<\/li>\n<\/ul>\n<p>Then, outline the content types that repeatedly solve these problems.<\/p>\n<p>Think tools, templates, checklists, and guides they\u2019ll use repeatedly.<\/p>\n<p>If you don\u2019t want to do this manually, drop this prompt into an AI tool to synthesize your findings:<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-sm-down\">\n            <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/04\/icon-ai-prompt.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">        <\/figure>\n<div class=\"media-body\">\n<blockquote class=\"sc-quote\">\n<p>Based on my audience persona research, here\u2019s what I\u2019ve learned:<\/p>\n<p>Questions they ask: [Paste top questions from Q2]<\/p>\n<p>Challenges they face: [Paste challenges from Q3]<\/p>\n<p>Triggers that push them to act: [Paste triggers from Q4]<\/p>\n<p>Their preferred content types: [Paste formats from Q6]<\/p>\n<p>Identify recurring problems they face repeatedly (not one-time issues).<\/p>\n<p>For each recurring problem:<\/p>\n<ol>\n<li>Describe the problem in their own words<\/li>\n<li>Explain why it\u2019s recurring (weekly task, ongoing decision, changing landscape, etc.)<\/li>\n<li>Suggest 2-3 content types that would provide repeatable value each time they face this problem<\/li>\n<\/ol>\n<p>Format as a table with columns: Problem | Why It\u2019s Recurring | Content Solutions<\/p>\n<\/blockquote>\n<div class=\"media\">\n<figure class=\"sc-picture media-left hidden-md-up\">\n                    <img decoding=\"async\" src=\"https:\/\/backlinko.com\/app\/uploads\/2025\/04\/icon-ai-prompt.png\" alt=\"| Craig Hordlow\" loading=\"lazy\" title=\"| Craig Hordlow\">                <\/figure>\n<p>                                <cite class=\"sc-name media-body media-middle\"><br \/>\n                                    <\/cite>\n            <\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>For Marcus, this could look something like this:<\/p>\n<div class=\"table-responsive\">\n<table class=\"table table-primary table-striped table-hover\">\n<thead>\n<tr>\n<th scope=\"col\">Problem areas<\/th>\n<th scope=\"col\">Content assets<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td scope=\"row\" data-before=\"Problem areas\">Marcus spends too long cleaning audio<\/td>\n<td data-before=\"Content assets\">\n<ul>\n<li><strong>Editing workflow template<\/strong> (step-by-step, repeatable each week)<\/li>\n<li><strong>Breakdown video:<\/strong> \u201cHow to Edit a 30-minute Episode in Under 12 Minutes\u201d<\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<tr>\n<td scope=\"row\" data-before=\"Problem areas\">Marcus wants consistent reach across platforms<\/td>\n<td data-before=\"Content assets\">\n<ul>\n<li><strong>Podcast distribution checklist<\/strong> (Apple, Spotify, YouTube, LinkedIn, newsletter)<\/li>\n<li><strong>Repurposing templates<\/strong> (social snippets, video clips, carousel outlines)<\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<p>Every time Marcus faces these challenges, he can turn to them for a reliable solution.<\/p>\n<p>These are the content types that have repeatable value for him:<\/p>\n<figure class=\"backlinko-image__screenshot backlinko-image backlinko-has-border\">\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p><img decoding=\"async\" title=\"Persona template \u2013 What brings Marcus back\" alt=\"Persona template \u2013 What brings Marcus back\" data-aspect-ratio=\"0.56909090909091\" src=\"https:\/\/backlinko.com\/app\/uploads\/2026\/02\/persona-template-what-brings-marcus-back.png\" loading=\"lazy\" \/><\/p><\/figure>\n<h2><span class=\"ez-toc-section\" id=\"Build_Audience_Personas_That_Win_AI_Visibility\"><\/span>Build Audience Personas That Win AI Visibility<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Forget surface-level demographics.<\/p>\n<p>These nine audience persona questions give you actionable, in-depth search intelligence.<\/p>\n<p>You now know a lot about your persona.<\/p>\n<p>You\u2019ve uncovered where they search, what language resonates, and which proof points earn trust.<\/p>\n<p>This is everything you need to show up in the right places with the right message.<\/p>\n<p>If you haven\u2019t already, <a title=\"Audience Personas Template by Backlinko\" href=\"https:\/\/docs.google.com\/document\/d\/1sgB3w29qppFfyLAdVWrUt6QWPQTa3gMD4LnwTh0igMw\/copy\" target=\"_blank\" rel=\"noopener\">download our audience persona template<\/a> to organize your research.<\/p>\n<p>Use it to guide your content creation, search strategy, and distribution efforts.<\/p>\n<p>Your next move: Expand your visibility further with our guide to <a title=\"How to Rank in AI Search (New Strategy &amp; Framework)\" href=\"https:\/\/backlinko.com\/ai-search-strategy\" target=\"_blank\" rel=\"noopener\">ranking in AI search<\/a>. Our Seen &amp; Trusted Framework will help you increase mentions, citations, and recommendations for your brand.<\/p>\n<p>The post <a href=\"https:\/\/backlinko.com\/audience-personas\" target=\"_blank\" rel=\"noopener\">How to Build Audience Personas for Modern Search + Template<\/a> appeared first on <a href=\"https:\/\/backlinko.com\/\" target=\"_blank\" rel=\"noopener\">Backlinko<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>Search has changed, and so should your audience personas. Your audience searches across Google, ChatGPT, Reddit, YouTube, and many other channels. Knowing who they are isn\u2019t enough anymore. You need to know how they search. Search-focused audience personas fill gaps that traditional personas miss. Think insights like: Where this person actually goes for answers What triggers them to look for solutions right now Which proof points win their trust And you don\u2019t need months of research or expensive tools to build them. An audience persona is [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":15325,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"h5ap_radio_sources":[],"cybocfi_hide_featured_image":"","footnotes":""},"categories":[8],"tags":[],"class_list":["post-15324","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-backlinko"],"featured_image_src":"https:\/\/craighordlow.com\/wp-content\/uploads\/2026\/02\/icon-remember-v2-tjmHaG-600x400.png","featured_image_src_square":"https:\/\/craighordlow.com\/wp-content\/uploads\/2026\/02\/icon-remember-v2-tjmHaG-600x600.png","author_info":{"display_name":false,"author_link":"https:\/\/craighordlow.com\/author\/craig\/"},"_links":{"self":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/15324","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/comments?post=15324"}],"version-history":[{"count":0,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/15324\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/media\/15325"}],"wp:attachment":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/media?parent=15324"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/categories?post=15324"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/tags?post=15324"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}