[AEO Workshop] Turn Context Into a Map of What to Create (Topics + Keyword + Prompt/Question Universe)

​The AEO Question Universe: Turning Context Into a Map of What to Create

​This is the follow-up to our AEO System of Growth workshop. That session walked the full playbook end to end. Several of you asked to go deeper on the part everything else depends on: getting your context right, then turning it into a map of every question your buyers ask.

​So that's what we're doing. We'll start with context (your company, product, market, and audience) and end with a ranked universe of the questions worth answering, expressed as the topics, keywords, and prompts your buyers actually use.

​You can run the whole thing with tools you already have.

​What we'll cover

• ​Build the context, in order. Company, then product, then market, then audience, and why doing it in waves beats doing it all at once.

• ​Surface the questions. The discovery mechanisms we use to pull buyer questions from jobs-to-be-done, personas, pain points, product surface areas, competitors, and signals like Reddit and keyword data.

• ​One question, three surfaces. Why a keyword (how people search Google) and a prompt (how people ask AI) are the same buyer question wearing different clothes, and how one question fans out into the sub-questions that become your page's headings.

• ​Build the topic universe. Cluster those questions into a ranked map of your territory, tagged to your personas, use cases, and funnel stage.

• ​Measure coverage. How much of that territory your current pages actually cover, and where the open gaps are.

​What you'll walk away with

• ​A repeatable way to build company, product, market, and audience context, using tools you already pay for.

• ​A method to map the questions your buyers ask across the funnel and across both search and AI.

• ​A clear model for keywords versus prompts, including how to spot when a question has moved from Google to AI.

• ​Your own topic universe: a ranked map of what to create and what to fix, with the coverage gaps visible.

• ​A tagging approach that lets you act on any slice, whether that's one persona, one use case, or one segment.

​Who this is for

• ​Marketers and growth leaders who own organic, content, SEO, or AEO.

• ​Founders doing the work themselves who want a system, not another tool.

• ​B2B teams first. DTC folks are welcome, and we'll flag where the approach differs.

• ​Anyone who caught the first workshop and wants to go deeper, plus anyone new who wants the context and mapping foundation before the rest of the playbook.

​*Virtual. Free. Everyone who registers gets the full replay.