JTBD is different in focusing on the task – not the user or customer. Use this approach in content marketing to increase sales.
The Jobs to be Done (JTBD) framework, also referred to as Jobs Theory, is a technique of analysis employed to encourage innovations in product development and marketing.
JTBD has been around in different forms since the 1980s, with Don Norman’s famous book The Design of Everyday Things.
It was made famous in the early 2000s 2000s by Clayton Christensen and his colleagues in Harvard Business Review (and again in 2010) and MIT Sloan Management Review.
JTBD is distinctive because it is centered around the task – not the client or the user.
Although it is mainly used for the development of products, it could be equally effective for SEO and content marketing.
We’ll explore how to utilize JTBD’s framework for the SEO development of content.
Several examples can be found in the B2B SEO world. However, the concept could apply to other areas of online content marketing.
Beginning to Learn About JTBD
Most research in marketing and advertising concentrate on demographic data, looking to find the “average” person who will purchase an item or service to figure out ways to be more appealing and accessible to the people who are in these groups.
Instead of focusing on specific data points of gender or age instead, rather than focusing on data points like gender or age, the Jobs to be Done framework is focused on the challenges the marketer is trying to solve.
Whatever either gender or years of age, there are tasks to complete, and search Google for assistance in completing the tasks.
In the case of product development and marketing products, the task to be accomplished could be closely dependent on the product’s design.
However, the framework’s usage does not have to be restricted to tasks that the product can solve.
For SEO, It is most effective when applied to small tasks that a potential customer may be performing in their daily routine.
If a prospective customer turns to Google to seek details or to complete some task within their typical working day (not always when they’re researching items to buy), Brands that have helpful content can build trust with their target audience and also have the chance to convert According to the Christensen Institute,
Applying this method to produce compelling web content can yield excellent outcomes.
Finding Your Audience
Begin by defining your intended audience.
It’s not just people who will purchase the product or service you provide.
Your target audience comprises bloggers, journalists, and podcasters who create content that is targeted to the market.
Take a look at the different types of tasks your audience could use Google to complete on the following day:
- Find a conference you can attend at the end of this year.
- Are you looking for trends, graphs, images, and statistics to incorporate into an upcoming presentation?
- Answering technical questions in their immediate area.
- Are you looking for examples of a strategy or a roadmap to create your own?
- Are you searching for authors, books, and influential people in written form or podcasts to get ideas, best practices, and news from the industry?
- Investigating tools to improve their everyday processes.
If your market is using Google to resolve their everyday problems, you’ll be on top of results by providing the most effective solution available on the internet to assist them.
When they visit your site, you can offer a variety of content that will interest visitors and, in many instances, result in a conversion.
User Stories for JTBD
If you don’t want to worry about your demographic information, the format of a user story can assist in determining three essentials:
- I would like to.
- So, I can.
Think about the context, motivation, and the desired outcomes of the audience you are targeting, and then create user stories that could inform content creation.
Below are a few illustrations of examples using the story method in the course.
Example 1: If I participate in an interview panel helping to recruit for a position that is not in my normal sphere of responsibility, I’m trying to prepare by understanding what this type of job typically requires, so I can give clear and accurate information that will assist the manager who is hiring make the right choice.
In this situation, I may turn to Google to look up “interview concerns” and “roles and obligations” about a specific job title.
I’d conduct fundamental research to assist me with my everyday chores.
The site that provides helpful information near the upper reaches of Google results will gain from my visit and have the chance to provide me with related content or even conversion. It will begin building trust for me and affect my future purchasing decisions.
Example 2: If I’m developing an argument for a business to justify the new initiative, I’d like to do some sources of information to guide my thinking to help me create an idea that is compelling to explain my plan.
In this case, I may turn to Google to find information points, trends, and data in my decision-making and convince others.
Example 3: If I’m getting ready for a trip, I’d like to locate an audio podcast that I can listen to to be informed and entertained by a particular topic.
Example 4: If I’m considering purchasing a popular book within my area of interest, I would like to first read a review to make an informed purchase decision.
JTBD for Customers Already Using JTBD
SEO isn’t only for marketing to potential customers.
It is possible to use your Jobs to be Done framework to figure out what your current customers want to achieve and then create content that assists them in doing precisely that.
When you look through chat logs as well as help desk tickets, community queries as well as other sites where customers comments about their goals and tasks they’re trying to achieve, you’ll get a lot of suggestions on how to develop new content to assist the customers.
Important Takeaways
If you’re in the process of planning your site’s content and are ready to move beyond the basics of keyword research, think about using the JTBD framework.
Begin with the people who you’re creating content for. Who is your target audience?
Think of everyday small or big tasks they might have to tackle in their daily working lives.
Make helpful content available in case they need to decide to Google for help with those tasks.
Closing Up
By using this JTBD structure, advertisers can find a variety of good subjects and keywords with a lesser search volume and less competition than headwords. However, they will result in more quality visits.
The target market is trying to complete the most numerous tasks that range from small to big. With excellent content, brands will establish a relationship of trust with potential customers before they’re even in purchasing mode.