Imagine you’re hungry. You could say, “I want pizza.” But really, your goal is to fix your hunger fast, feel satisfied, and keep working. You don’t need a pizza; you need a solution for your hunger. That is a job to be done.
This is the magic behind the Jobs-to-Be-Done (JTBD) framework. It helps businesses understand the deeper reasons why people choose products and services. And when you understand the job, you can create content that fits perfectly.
What is Jobs-to-Be-Done?
The JTBD theory says people don’t just buy products. They hire them to get a job done. Like hiring a taxi to get home. Or using a tutorial to learn how to fix a leaky faucet. Each action is tied to a job…. even if it’s just getting five minutes of peace with a cup of coffee.
So, when we talk about mapping content to jobs-to-be-done, we’re really saying:
- Find out what job the user is trying to do.
- Create content that helps them do it.
Why Does This Matter?
Because content should have a purpose. Too often, we create content based on what we want to say, not what the user needs.
But when content solves a real problem, people notice. They stay longer. They trust you more. And they come back.
Real-Life Example
Let’s say you run a software company. You create time-tracking software. Great! But why do people really use it?
Surprise: It’s not because they love logging hours. They want to:
- Understand how their team spends time.
- Improve productivity.
- Justify invoices for clients.
Each one is a different job. So… you guessed it. You’ll need different content for each one.
Step-by-Step: How to Map Content to JTBD
- Find the jobs.
Talk to your customers. Send surveys. Check support tickets. Ask: “What were you trying to do when you found us?” - Create job profiles.
One job = one profile. Give it a name. Example: “Bill needs to track hours to build client trust.” - Break down the journey.
Each job has stages. Think:- Why am I looking for this?
- How do I evaluate my options?
- What’s stopping me from doing it?
- How will I know it worked?
- Match content to stages.
Use guides, checklists, videos, or tools that solve micro-problems along the way.
Examples of JTBD Content Mapping
1. Job: Learn how to use time-tracking software quickly
User concern: “I don’t want to waste a whole day on setup.”
Content you create:
- 5-minute setup video
- Quick-start checklist
- FAQ page on integrations
2. Job: Convince my boss this is worth the money
User concern: “I need proof this works.”
Content you create:
- ROI calculator
- Case studies
- Comparison chart vs. competitors
3. Job: Bill clients accurately
User concern: “If I mess this up, I lose trust.”
Content you create:
- Templates for invoices
- Client reporting guide
- Customer story: “How we saved 10 hours a month on billing”
Different Jobs, Different Emotions
Not every job is technical. Some are emotional. Like:
- “I want to feel confident about this purchase.”
- “I don’t want to look dumb in front of my team.”
- “I want to feel in control.”
That means you might need content that motivates, reassures, or inspires. Like:
- Success stories
- Behind-the-scenes videos
- You’ve Got This emails for new users
Tips for Crushing JTBD Content
- Talk less like a company. Talk more like a coach.
- Don’t guess. Ask real users.
- Solve real problems. Don’t just show off features.
Mapping It All Out Visually
Sometimes, it helps to put it on paper (or digital canvas).
Create a table like this:
| Job To Be Done | User Goal | Content Ideas |
|---|---|---|
| Setup fast | Save time | Quick-start guide, walkthrough video |
| Convince the boss | Get approval | ROI calculator, case study |
| Bill clients accurately | Build trust | Invoice templates, reporting tutorial |
Find the Hidden Jobs
Some jobs are obvious. Others are hidden between the lines.
Let’s say you make running shoes. The basic job is “run comfortably.”
But wait. Look deeper. These might also be jobs:
- Feel stylish on a morning jog
- Train for an upcoming race
- Ease foot pain after running
Every hidden job is a new opportunity for amazing content.
Create a Content Job Board
This is fun! Make a “job board” just for your content team.
- List out all JTBD you discover.
- Assign priority scores based on value + frequency.
- Start mapping content to each job.
It’s like a wishlist of customer problems — and you get to solve them first.
In Summary
Creating content isn’t about shouting louder. It’s about helping better. And when you map content to jobs-to-be-done, you do just that.
You meet people where they are. And then you guide them forward.
So ask yourself next time you create content:
- What job does this help with?
- What frustration will this remove?
- What step will this unlock?
When you start thinking this way, your content works harder — and your audience loves you for it.
Because at the end of the day, everyone’s just trying to get something done.