Content Marketing With JTBD Theory
Content marketing is all about focusing on your audience, not just your brand. In this article I will discuss the application of jobs to be done theory for content marketing (the same theory that helped McDonald's achieve a sevenfold increase in milkshake sales).
JTBD theory defines a consumer's "job" as what they aim to achieve in a specific situation. Consumers complete this job by "hiring" products or services. While it's primarily used for product development and marketing innovation, it can also be applied to content marketing. Just think of your audience as the consumer.
Implementing JTBD Theory
To incorporate the JTBD framework into your content marketing strategy, you need to understand three things:
Your customer's situation (when)
Their pain point (what)
Their desired outcome (why)
The combination of when, what, and why forms the how – how can your audience member get their problem solved? Or in JTBD terms, how can your audience get their job done?
Use this formula to describe the job with each content piece: When I (audience member) ______________, I want to ______________________, so I can __________________.
Real-World Example: Milkshake Marketing
Harvard professor Clayton Christensen conducted a case study on milkshake sales for a McDonald's. The researcher observed that commuters bought 40% of the milkshakes in the morning and took them to-go. These customers faced a long, boring commute and wanted something to make it more enjoyable.
So why did they choose a milkshake? Because sipping a thick liquid through a straw kept them occupied longer than a banana or donut.
Here's how the JTBD formula fits this example: When I commute to work, I want something tidy that quenches my appetite and lasts through the long commute, so I can keep myself from getting bored.
Understanding this, the restaurant made milkshakes thicker and added fruit chunks to make them more engaging.
Applying JTBD to Content Formats
Let's see how the JTBD framework works with different content formats:
Blogs
NerdWallet, a finance company, fills its blog with personal finance tips and guides. For example, their article "4 Ways To Tame Financial Stress and Save for Retirement" follows this JTBD formula: When I haven’t been able to organize my finances, I want to look for simple ways to plan for my retirement, so I can feel better and move toward my future confidently.
Podcasts
Expedia’s travel podcast "Out Travel the System" connects with their audience when they aren’t traveling. An episode titled "Tips and Tricks for Smooth July 4th Travels" might follow this formula: When I am planning a Fourth of July getaway, I want to find the best times to visit the best places, so I can avoid traffic as much as possible.
Videos
L’Oréal uses how-to videos to help job candidates prepare for interviews. One video provides "10 tips to ace your job interview at L’Oréal," fitting this JTBD formula: When I have an upcoming interview at L’Oréal, I want to learn how to make a good impression, so I can get hired by L’Oréal.
Checklists
Vogue published "The Ultimate Month-to-Month Wedding Planning Checklist" to help people plan weddings. However, they missed completing the JTBD formula. Here’s how it should look: When I am planning my wedding, I want a checklist that can be easily downloaded and/or printed, so I can check off the items as they’re done to relieve my stress.
Aligning Content Marketing to the JTBD Framework
Using the JTBD framework keeps you focused on your audience and their needs. To understand what jobs your audience wants to accomplish, think of your product offering as a person. Ask the product what benefits it offers and then ask your audience what jobs they need it to do.
For example, Nordgreen, a Scandinavian watchmaker, might identify jobs like:
Keep time without a smartphone.
Match my sophisticated personality.
Coordinate with any outfit.
When your product’s benefits align with your audience’s needs, you’re on the right track. Create content that helps your audience "hire" your product to do their job.
Conclusion
The JTBD framework helps you create content that resonates with your audience by focusing on their needs. By consistently addressing these needs, your audience will eventually hire your products or services too.
