The Job To Be Done (JTBD) framework, also known as job theory, is an analytical method used to support product development and marketing innovation.
JTBD has existed in various forms in Don Norman’s famous books since at least the 1980s, Design of everyday items.
It was developed by Clayton Christensen and colleagues in the 2000s Harvard Business Review (and reappeared in the 2010s) and MIT Sloan Management Review.
JTBD is unique because it is work-centric – not clients or users.
While primarily used for product innovation, it applies equally to SEO and content marketing.
We’ll examine how to use the JTBD framework for SEO content development.
Many examples come from the field of B2B SEO, but the theory should apply equally to other areas of web content marketing.
Getting Started with JTBD
Many forms of traditional marketing and advertising research focus on demographics, Looking for “normal” customers products or services to find more ways to engage and reach these people.
Instead of focusing on data points like age or gender, the Jobs to be Done framework lets marketers focus on the problem their target audience is trying to solve.
Regardless of a person’s age or gender, they have work to do – and they Google to help with it.
For product development and direct marketing products, the work to be done can have a lot to do with the product itself.
However, the use of the framework need not be limited to the work that the product can solve.
For SEO, it’s probably best for small tasks that a potential client might accomplish in a day.
When a potential customer turns to Google for information or to complete a task during a normal business day (not necessarily when researching a product to buy), brands with useful content build trust in their audience and have an immediate opportunity to generate conversions, according to Christensen College,
“By understanding the ‘job’ that customers find themselves ‘hiring’ a product or service, companies can more accurately develop and market products that fit what customers are already trying to do.”
Applying this type of thinking to create compelling website content can yield huge results.
find your audience
start Define your target audience.
It’s not just people who buy the products or services your company offers.
Your target audience includes journalists, bloggers, podcasters—people who create content in your target market.
Consider the type of work your target audience might do with Google on a given day:
- Find a meeting Attend later this year.
- Find statistics, trends, graphs and images Use in upcoming presentations.
- Find answers to technical questions within their immediate domain.
- Search plan example Or a roadmap while creating your own.
- Find books, authors and influencers In writing, or podcast for inspiration, best practices, and industry news.
- Explore tools Improve their daily processes.
When your target audience uses Google to solve their everyday problems, you can help them with the best answers on the web at the top of search results.
Once they arrive on your website, you can offer a broad range of relevant content to engage them and in many cases lead to conversions.
User Stories for JTBD
Without worrying about demographics, the user story format can help figure out three essential elements:
- when.
- I want.
- So I can.
Consider the target audience’s situation, motivations, and desired outcomes, and develop user stories that can inform content creation.
Below are some practical user story method examples.
Example 1: when I was on an interview panel helping recruit for a role outside of my usual wheelhouse, I want Be prepared by understanding the responsibilities that the role typically entails, so i can Provide informed feedback that will help hiring managers make the right decisions.
In this case, I might turn to Google to search for “interview questions” or “roles and responsibilities” related to a specific position.
I will do basic research to help me with my daily tasks.
Sites that provide useful information at the top of Google results will benefit from my visit, have the opportunity to provide me with relevant content or conversions, and will begin to build credibility with me that can influence future purchasing decisions.
Example 2: when I am developing a business case to support a new initiative, I want Looking for research to guide my thinking, so i can Make a convincing argument to support my initiative.
In this case, I might turn to Google to search for data points, trends, and statistics to help guide my thinking and convince others.
Example 3: when I’m getting ready to fly, I want Find a podcast to listen to, so i can Get educated and entertained about a subject area.
Example 4: When I Consider buying a bestseller in my area of interest, I want Read the reviews first, so i can Make an informed buying decision.
JTBD for existing customers
SEO is not just about marketing to potential customers.
You can use the Jobs to Be Done framework to identify what existing customers are trying to accomplish and create content that helps them do it.
By looking at support chat logs, help desk tickets, community questions, and other places where existing customers point out what they’re trying to accomplish, you can find plenty of ideas on how to create new content to help them.
key takeaways
- Consider the JTBD framework when you’re planning content for your website and are ready to go beyond basic keyword research techniques.
- Start with the individuals you create content for – who is your audience?
- Brainstorm common tasks, large and small, that these people might handle in their day-to-day work life.
- Create useful content when they inevitably turn to Google for these tasks.
wrap up
Using the JTBD framework, marketers can identify many good themes and Keywords with low search volume There is less competition than head terms, but results in higher quality visits.
The target audience is trying to accomplish countless jobs from small to large. By producing great content, brands can build trusted relationships with potential customers before they enter buying mode.
This translates into increased sales when the prospect is ready to make a deal.
More resources:
Featured image: Jacob Lund/Shutterstock
