Understanding the importance of content in marketing can significantly impact your business’ success.
High-quality content serves as the connecting element for various marketing aspects, such as SEO, email, social media, and advertising.
Unfortunately, many companies create content for the sake of generating content, which fails to provide substantial value and contribute to increasing sales leads and revenue.
To create content that genuinely drives business growth, it is crucial to focus on solving customers’ problems rather than merely targeting keywords.
That’s where the Jobs To Be Done Framework comes in and is a powerful framework ensuring that you’re attracting right-fit website visitors.
In this article, we’ll cover how you can leverage The Jobs to Be Done Framework for keyword research and building a winning content strategy that converts more visitors to customers.
The Jobs to Be Done (JTBD) framework is an approach to developing products and content strategies based on understanding your customers’ specific goals, or “jobs”, and the thought processes that lead them to “hire” a product or service to complete that job.
By focusing on the why behind your customers’ actions, you can create better offerings that solve their problems or fulfill their desires.
The main idea behind JTBD is that customers don’t necessarily buy products, they “hire” them to do a particular job.
This could be anything from solving a problem to fulfilling a need or desire.
Think of a job as any action that a user wants to take.
By identifying the jobs your customers want to be done, you can tailor your content strategy to address those needs and provide solutions.
When crafting a messaging strategy, it’s crucial to avoid overcomplicating your content.
Understandably, you may feel overwhelmed by time constraints or self-doubt; however, the market necessitates creating content to maintain a robust marketing and sales pipeline.
It’s not essential to generate a massive volume of content. Instead, focus on producing 1-2 pieces per month, concentrating on quality and relevance.
By keeping your content straightforward, you can effectively convey your message and avoid the obstacle of analysis paralysis.
Utilize tools such as tables, bullet points, and bold text to communicate your information efficiently and engagingly.
When addressing your customers’ needs, concentrate on the results they want, rather than just listing the features of your product. Understand the issues that cause stress and drive them to seek solutions.
By emphasizing the outcomes, you give prospects a reason to take action and become your customers.
Remember that customers are often driven by various factors such as functional, emotional, and social jobs.
The value you provide should focus on outcome-driven innovation, addressing the stable factors over time to meet their expectations.
To effectively communicate the outcomes, consider:
Keep the focus on your customers and the outcomes they desire, and they will be more likely to convert when it comes to requesting a demo or signing up.
Remember, your content’s main goal is to address and resolve the issues faced by potential customers.
Focusing on what troubles your clients will lead you down the path of providing valuable solutions:
It’s not about the features here, it’s about the core problem they have and how you can help to solve that problem – and providing the light at the end of the tunnel when it comes to their desired final state after using your product.
To create content around The Jobs to Be Done Framework, we need to have the following five core content types in place:
Let’s take a deeper dive into creating each:
At the core of the JBTD framework is the solving your prospect’s core problem and job to be done.
How do you solve your client’s problem with your product/service?
A real-life example of a SaaS company using the Jobs To Be Done (JTBD) framework is Kroll Ontrack.
Kroll Ontrack, specializing in data recovery, e-discovery, and information management, applied the JTBD framework to enhance their understanding of customer needs and align their services accordingly:
To successfully help your potential clients overcome their difficulties and roadblocks, it’s crucial to create content that addresses these ancillary issues.
By doing so, you’re not only showcasing your expertise but also demonstrating that you truly understand their needs.
If you don’t know what your prospects’ other challenges are, conducting customer and user interviews can provide valuable insights into these motivations. With this information, you can create engaging content that addresses each stage of overcoming those issues.
Here are a few real-life examples in the SaaS space:
In each case, these SaaS companies applied the JTBD framework to understand and address not just the primary needs of their prospects but also their ancillary challenges and roadblocks.
By addressing these issues, you can effectively help your customers navigate their way to the ultimate goal.
B2B organizations can benefit significantly from tools and templates designed to generate sales leads.
However, these resources must effectively address issues your prospects face.
A few noteworthy examples of leveraging tools and templates include:
Zendesk provides customer service templates and tools that help companies streamline their support processes. By offering customizable templates for FAQs, help articles and support tickets, Zendesk enables businesses to improve their customer service efficiency.
Canva provides an array of design templates for various needs like presentations, social media posts, and marketing materials. These templates enable users, especially those with limited graphic design skills, to create professional-quality designs, while becoming more acquainted with Canva and their overall offering.
Remember, your content should directly appeal to the people who fund your business – your customers.
With the right tools and templates in place, you can automate processes and demonstrate your ability to solve their pressing challenges.
Case studies hold immense value for B2B brands, as they showcase the solutions offered and client satisfaction.
Here are some examples of the impact achieved through strategic partnerships, presented in a results-driven, customer-centric manner:
By showcasing the insights behind successful client collaborations, some readers may choose to apply these strategies independently, which is fine.
But those genuinely interested in your product and who don’t have the means or know-how to do it themselves will reach out for your solution to solve their pain and problem.
Dive into high-level roundups to attract traffic at the top of your marketing funnel.
Focus on addressing your customers’ issues and showcase how your solutions can help them.
Consider creating articles with titles like:
List-style articles (listicles) are an excellent format for presenting information in an easily digestible manner while answering SERP intent.
At the same time, you can showcase expertise with direct examples to inspire, as well as success stories by blending in real-life customer success stories into the mix.
Incorporating the Jobs-to-be-Done (JTBD) framework into your content strategy can significantly benefit your approach to creating valuable and user-focused content.
By understanding the specific jobs that your audience is trying to achieve, you are better equipped to offer tailored solutions through your content.
Remember, the JTBD framework emphasizes the why behind consumers’ actions, rather than merely focusing on demographics or product features.
Founder of Rock The Rankings, an SEO partner that helps B2B SaaS brands crush their organic growth goals. An avid fan of tennis, and growing micro-SaaS businesses on the weekend. 2x SaaS Co-Founder – Currently working to build and scale Simple Testimonial.
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