Applying the Jobs-to-be-Done Framework to Your Website’s Content: Empathize with Your Audience's Goals
Imagine you're buying a camera. Are you really just purchasing a device with a lens, a button, and a memory card? In the framework of 'Jobs-to-be-Done' (JTBD), the answer is no. You're buying more than just a camera; you're buying the ability to capture memories to relive again and again.
That's the essence of the JTBD framework: consumers purchase products or services to accomplish specific jobs, tasks, or achieve goals. In the case of the camera, the job to be done is capturing memories, not just clicking pictures. Applying this JTBD framework to your website’s content can help you empathize with your audiences' goals, leading to content that resonates and results in a higher level of engagement.
Understanding Jobs-to-be-Done Framework
The Jobs-to-be-Done theory, coined by Harvard Business School Professor Clayton M. Christensen, has become a popular method for market segmentation and product innovation. Unlike conventional marketing that emphasizes product features or customer characteristics, the JTBD framework concentrates on the fundamental goal or job that consumers want to achieve.
To apply this framework to the camera example, we start to understand that: people don't just want a camera; they want an instrument to 'capture and store memories.' It's incredible how this subtle shift in perception can revolutionize the way we approach our product or service offerings.
By identifying and understanding our audience's 'jobs,' we can develop and deliver superior value propositions that resonate much stronger with our customers.
Applying the JTBD Framework to Your Squarespace Website’s Content
The essence of JTBD lies in understanding the underlying needs and wants of your audience. In terms of your website's content, it refers to empathizing with your visitor's goals, identifying what they aspire to achieve, and then crafting content that addresses these needs.
Step 1: Identify Your Audience’s Jobs
The first step, and often the most challenging one, involves identifying the jobs your website's visitors are attempting to get done. This requires market research, engaging with your audience, and even studying your competitors. Surveys, interviews, or social listening can provide valuable insights into what your audience is trying to achieve.
In this example, we'll craft a Jobs-to-be-Done (JTBD) framework for Jane, a 35 year old, busy professional interested in an online course for creating healthy meals. Jane is not satisfied with simple hacks; she's seeking a course that provides science-backed meal planning geared toward enhancing overall health, reducing inflammation, balancing hormones, and boosting energy.
Job Situation
Jane, a busy professional, wants to make quick and healthy meals a part of her lifestyle, but lacks the knowledge or experience in preparing them. She's overwhelmed by countless online Pinterest recipes and instagram hacks and is looking for a reliable solution. Jane wants science backed information, and is interested in more than a quick fix. She is looking for meals that help balance her hormones, reduce inflammation, and contribute to a healthier lifestyle overall.
Job-to-be-Done
Jane is on a quest to "Effortlessly integrate a scientifically-supported, health-boosting meal planning regimen into her busy lifestyle that improves overall health by reducing inflammation, balancing hormones, and elevating energy levels."
By fulfilling the stated Job-to-be-Done, Jane would accomplish the following outcomes:
Increased understanding and application of scientifically-supported dietary principles to improve overall health.
A feeling of increased energy and vitality through targeted nutrition.
A daily routine that includes quick, easy-to-make meals aligned with her health objectives.
Enhanced understanding of how to balance hormones and reduce inflammation through diet.
Step 2: Create Content Around The Jobs
Once you've identified your audience's jobs, the next step is to create content that helps them accomplish these jobs. Each piece of content should be oriented towards solving a particular problem or meeting a specific aspiration.
Looking again at the example of Jane, we can get a better idea of the kind of content that should be created.
For Jane’s job to be fulfilled, the desired online course must comprise, and the website must make it clear the course covers the following:
Detailed, science-backed content about foods that enhance overall health, reduce inflammation, balance hormones, and boost energy.
Hands-on, time-efficient, and accessible cooking tutorials focused on the principles of health-boosting nutrition.
Actionable meal planning strategies that seamlessly fit into Jane's busy schedule.
Access to a community or support system of others on a similar journey.
Recommendations for further reading and learning to delve deeper into the science behind health-boosting nutrition.
The following potential barriers or pain points need to be considered:
Difficulty balancing work and personal life with the desire to learn, cook, and plan meals.
The overwhelming nature of restructuring her diet at a foundational level.
Potential cost implications of adopting a new, healthier diet.
Previous unsuccessful attempts to improve diet leading to a lack of confidence and skepticism.
By applying the Jobs-to-be-Done framework to Jane's situation, course creators, designers and marketers can develop content that addresses her specific needs and ensure this content is highlighted across their website and marketing materials.
This consumer-centric approach will lead to content that empathizes with Jane's goals and equips her with the knowledge and tools she seeks, ultimately leading to a better customer experience and a successful product offering.
Step 3: Make Your Content Discoverable and Accessible
However great your content might be, it is useless if your audience can't find it. Ensure that your content is easily discoverable via search engines by implementing SEO best practices and regularly updating your website.
Equally important is making your content accessible—using understandable language, breaking up text into manageable sections, and using images or videos for better comprehension.
Step 4: Measure and Learn
Lastly, consistently track key performance indicators (KPIs) to measure how well your content is accomplishing your audience's jobs. Monitor website traffic, engagement metrics, and conversion rates. Analyze this data to understand what's working and what needs improvement.
Conclusion
Understanding your audience's jobs gives you the ability to see things from their perspective. This empathetic approach ensures that your website's content is not only well-crafted but also deeply resonant with your audience.
Applying the Jobs to be Done framework might seem daunting. But remember, adopting this mindset where you see beyond your product or service to the real value it creates for your customers paves the way to crafting better content. And better content ultimately leads to higher audience engagement and improved outcomes for your business. So, instead of just selling a camera, sell the ability to capture lifelong memories.
Take a look at the worksheet below if you need help reminding yourself to look beyond product features and dig into why those features are important to your audience.
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