MAICON Archives

Better Than Prompts: How to Build Custom GPTs for Marketers [MAICON 25]

Andy Crestodina
Duration: 46 minutes
Date Released: October 2025
Course Level: Beginner to Intermediate
As marketers explore the potential of generative AI, many quickly discover the limitations of using simple prompts in tools like ChatGPT. While helpful, prompts alone fall short when tackling complex or repeatable marketing tasks that demand nuance, consistency, and context.

Enter Custom GPTs—tailored AI tools within ChatGPT that combine memory, instructions, and uploaded data to deliver more structured, repeatable results. These advanced AI automations enable marketers to streamline workflows, enhance quality, and drive scalable outcomes without relying on one-off prompts.

In this session, Andy Crestodina, Co-Founder and CMO of Orbit Media, will guide you through how to build two practical types of Custom GPTs:

- The “Maker” GPT – Produces brand-consistent, high-quality marketing content.
- The “Analyzer” GPT – Handles audits, reviews, and research with consistency and speed.

These are custom little tools that sit one step above prompts and one step below agents. If you have amazing reusable prompts, but you're still copying and pasting them manually, you're ready for this session.
Meet Your Instructor

Andy Crestodina

Andy Crestodina is the co-founder and Chief Marketing Officer of Orbit Media, an award-winning 50-person digital agency in Chicago. Over the past 20 years, Crestodina has provided digital marketing advice to 1000+ businesses. He speaks at national marketing conferences and writes for big marketing blogs. He's also the author of "Content Chemistry: The Illustrated Handbook for Content Marketing". Crestodina has written 500+ articles on content strategy, search engine optimization, influencer marketing, visitor psychology and Analytics. These articles are read by more than a million people each year. His videos have half a million views. His book, "Content Chemistry," isn't quite as popular. It's sold around 4,000 copies. But it's good.

Co-founder & CMO, Orbit Media Studios