When you think about content marketing, it’s not specifically about the brand, but about the brand’s target audience. The basis of this is something known as the jobs to be done framework, or JTBD. This is about what the customer is trying to achieve, by using a particular product or service. In order to incorporate this into a marketing plan, there are three things that must be considered – the customer’s when, what, and why. When you put these together, you get to how – how can you help them with the when, what, and why.
- For the jobs-to-be-done (JTBD) framework to succeed, you need to figure out the when, what and why of your customers.
- Blogs, podcasts, checklists and videos are the formats of choice for marketing content.
- Think of your product as a person and ask audience members what jobs they want performed by them.
“JTBD theory specifies a consumer’s “job” – what that individual tries to achieve in a certain situation.”