Helping your bottom-funnel content surface when prospects turn to ChatGPT, Perplexity, and other AI assistants with those tough questions.

by: Muiz Thomas

Phase 1: Understanding the New Game

Everything we thought we knew about content optimisation just got completely rewired, and honestly, it’s been a humbling experience for most of us who’ve been doing this for years.

LLMs (large language models) don’t operate like search engines from a few years ago. They’re more interested in understanding a conversation, piecing together context, and giving nuanced answers.

☑️ Mindset Shift Check

• [ ] Stop thinking like it’s 2019 SEO - Back then, slapping target phrases into H1 tags and URLs was the norm. Now, LLMs dig into context. They don’t need perfectly optimised URL slugs as much as they need clear, relevant content.
• [ ] Start thinking in the buyer’s headspace - Your prospects aren’t sitting there thinking “I need enterprise CRM solutions.” They’re more likely having that 2 AM thought of “I’m so exhausted from losing deals because our team literally can’t track anything properly, and I’m starting to look incompetent to my boss”
• [ ] Accept that context is king - LLMs piece together meaning across paras. So, focus on telling a cohesive story rather than relying on isolated keywords.

Phase 2: Research Your Buyers’ Real Language

I’ve been analysing sales call transcripts for years, and there’s always been this gap between how people actually talk about their problems and how we write content about those problems.

While marketing is busy creating content around “workflow optimisation solutions,” prospects are saying things like “I’m drowning in Slack notifications and my team is burning out because we can't keep track of who's supposed to do what.”

B2B teams trying to manage projects with Slack and vibes

That raw, unfiltered language is pure gold for LLM optimisation.

☑️ Find Your North Stars

Think of these as gravitational centers that your audience naturally orbits around, not just keyword targets

• [ ] Dive deep into your sales calls: demo recordings, support tickets, and any customer chat logs you can get your hands on.
• [ ] Listen for the exact phrases and emotional undertones prospects use: esp when they say things like: "So I was asking ChatGPT about tools that might help me with this specific nightmare I'm dealing with..." Pay attention to how they frame their problems when they think no one's judging them