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The Jobs to be Done (JTBD) framework, also known as Jobs Theory, is a method of analysis used to support innovation in product development and marketing.
JTBD has existed in various forms since at least the 1980s with Don Norman’s famous book, The Design of Everyday Things.
It was popularized in the 2000s by Clayton Christensen and his colleagues in Harvard Business Review (and again in the 2010s) and MIT Sloan Management Review.
JTBD is unique because it centers around the job – not the customer or user.
While used mostly for product innovation, it can apply equally well to SEO and content marketing.
We’ll examine how to use the JTBD framework for SEO content development.
Many examples are from the world of B2B SEO, but the theory should apply equally well to other spheres of web content marketing.
Getting Started With JTBD
Many forms of traditional research for marketing and advertising focus on demographic data, searching for the “average” customer of a product or service to find ways to be more appealing to and reach these people.
Rather than focusing on data points like age or gender, the Jobs to be Done framework focuses the marketer on the problems the target audience is trying to solve.
Regardless of a person’s age or gender, they have jobs to be...
Read Full Story: https://www.searchenginejournal.com/jobs-to-be-done-jtbd-seo/449599/
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