But seriously, how does audience research inform your marketing strategy? I often say audience research is the heart of it all. And in a sense, I don’t think most marketers would disagree. We use different words for it — customer insight, positioning, voice of customer, ICP development — but a lot of it comes down
Office Hours: Can You Actually Track AI Visibility?
By “Can you even track AI visibility?” That was the question behind this SparkToro Office Hours session — on March 11, 2026. Because if you’ve used ChatGPT, Claude, Gemini, or Google AI Mode for more than five minutes, you already know the problem: ask the same question twice, and you probably won’t get the same answer
Audience Research Newsletter: How to Promote Stuff; Permissionless Co-Marketing; Instantly Get Better Content Ideas
By We’re publishing prior issues of the Audience Research Newsletter here! But we’re not just copying and pasting from the archives — we’re only surfacing what we believe is still salient today. For the newest, freshest advice on audience research and doing better marketing, subscribe here so you don’t miss new editions! We send this newsletter
The Death of the Ultimate Guide?
By For years, marketers were taught to win by publishing the most comprehensive answer. Build the “ultimate guide.” Cover every adjacent subtopic. Anticipate every follow-up question. Be the page that has everything. That advice made a lot of sense in an era when the job was largely to rank, earn the click, and keep the visitor
Office Hours: B2B Storytelling: How to Make Your Brand Their Favorite
By “What’s the best Disney movie of all time?” Before you answer — you’re already proving the point. In this episode of SparkToro Office Hours from a few years back, Jay Acunzo breaks down one of the most important (and most ignored) truths in B2B storytelling: people don’t choose what’s objectively best. They choose what feels
Audience Research Newsletter: Mini Buyer Persona; Podcast Pitch Advice; Influence Maps
By We’re publishing prior issues of the Audience Research Newsletter here! But we’re not just copying and pasting from the archives — we’re only surfacing what we believe is still salient today. For the newest, freshest advice on audience research and doing better marketing, subscribe here so you don’t miss new editions! We send this newsletter
5 Strategic Features that Predict Survival in the Zero-Click Era
By No amount of tactical excellence can save you. That’s the lesson in the zero-click era — you can be the best meme-maker on social, the greatest editor in short-form video, the best keyword researcher the SEO world has ever known… it won’t matter. If your website and business model are things Google and AI can
NEW Upgraded Keyword Data in SparkToro’s Audience Research Reports
By One of the challenges we face at SparkToro is deciding between comprehensiveness vs. relevance in the audience data we deliver. In a nutshell, it’s the difference between knowing all the behaviors an audience might have (including the weird, random affinities, strange correlations, and surprising overlaps) vs. the ones that are most useful and compelling to
Office Hours: Instantly Upgrade Your Events and Webinars
By This one came back on our radar after a special request from a few friends who wanted to rewatch this video. (Hi, Ronnie and Melisse!) Some of the examples and SparkToro screenshots are now dated. But the strategic advice still holds up. In this episode, Rand and Amanda break down what makes events worth attending,
If Search Captures Demand, Public Evidence Creates It
By Note: If you prefer audio, you can listen to a slightly-less polished version of this blog post on my show, the Zero Click Marketing podcast. A couple stats kind of make me laugh in our Google Analytics: our direct traffic, which states that around 45% of our traffic is direct; and our search traffic, which