Jobs to Be Done (JTBD)

Jobs to Be Done (JTBD) is an innovation and marketing theory which posits that customers do not buy products or services for the sake of ownership, but rather “hire” them to complete a specific task and make progress in their lives or businesses.

In the context of SEO and Content Marketing, the JTBD approach flips the traditional targeting model. Instead of focusing on who the user is (Persona: “Male, 35, Warsaw”), we focus on what they want to achieve (Job: “I want to fix a leaky faucet quickly without spending a fortune on a plumber”).

Classic Example (Theodore Levitt): “People don’t want to buy a quarter-inch drill. They want a quarter-inch hole.”

SEO Takeaway: If you only rank for the phrase “best drills” (Product), you lose to a competitor who wrote a guide on “how to make a hole in concrete without cracking it” (Job Solution).

Three Dimensions of Jobs to Be Done in SEO

For website content to be effective (and optimized for AISO), it must address the “job” on three levels:

Functional Dimension: Pure utility.
- Example: “Which accounting software issues invoices in foreign currencies?”
Emotional Dimension: How the user wants to feel while doing the task.
- Example: “Is this software safe so I don’t stress about tax audits?” (Need for peace of mind/security).
Social Dimension: How the user wants to be perceived by others.
- Example: “Which tool will impress the Board during the results presentation?” (Need for recognition/status).

Why is JTBD more effective than Personas?

Marketing personas often lead to Expert Blindness because they rely on demographic assumptions that do not determine a purchase.

Persona: Might buy your product, but doesn’t have to.
JTBD: If someone has a “job to be done” (e.g., a burst pipe), they must buy/do something.

In Delante’s strategy, JTBD analysis allows us to uncover high-intent keywords that competitors ignore because they don’t fit their “rigid persona.”

How to use JTBD in site structure?

Instead of creating pages based solely on product features, create topic clusters based on “Jobs”:

Instead of just: /offer/crm-for-companies/

Create also: /solutions/how-to-stop-losing-leads/ (Job: Organizing sales chaos).

How do I discover my customers' "Jobs to Be Done"?

Keywords are just the tip of the iceberg. The best method is interviewing customers who recently made a purchase. Ask: "What was happening in your life at the moment you realized you needed this product?" The answer to this question is your JTBD.

Does JTBD replace keywords?

No, JTBD gives keywords context. A keyword is what the user types into Google. JTBD is the reason why they type it. Understanding the "why" allows you to write better copy that has a lower Bounce Rate.

Does JTBD work in B2B?

JTBD works even stronger in B2B than in B2C. In business, emotions are often hidden under a guise of logic. "Hiring" a consulting firm often aims not only to "improve results" (Function) but also to "protect the manager's career from firing" (Emotion). Good B2B SEO addresses both these needs.