I believe this is how you can stand out in the SERPs and develop winning SEO-focused experiences in an ever-competitive content world.įocusing on features alone only taps the rational brain’s ‘what do I need’ and forgets that decisions are not 100% rational for any buyer. This article explores how this mindset can help content & SEO marketers think out of the box about the content they create. Of course, the results were wildly successful. The company changed its offering to create space for dining room tables and focused on reducing the anxiety of moving houses by providing things like moving services. Moesta recalls something powerful: “I went in thinking we were in the business of new-home construction, but I realized we were in the business of moving lives.” What was stopping downsizers from making the decision to move wasn’t features or demographics, but the fear of giving up memories and meaning. But, as he sat at his own dining table with his family that night…it all clicked into place. “People kept saying, ‘As soon as I figured out what to do with my dining room table, then I was free to move,’” said Moesta. Whereas prospective buyers said they didn’t need a formal dining room, actual buyers talked about the dining table repeatedly. However, the conversation revealed something unusual. Nor was there a particular set of features buyers valued enough to tip their decisions. No demographic or psychographic similarities appeared. The first thing he discovered? There was no pattern in who was most likely to buy. He interviewed people who had bought units already, asking them to “draw a timeline of how they got here.” Like any great marketer, Moesta started his process with customer research. In the early 2000s, Bob Moesta, an innovation consultant, was charged with boosting sales of new apartments built by a construction company in Detroit. In this article, we look at the theory, practical steps, and examples from companies like Canva. Top SEOs use Jobs-to-be-Done to create the highest quality content for search engines.
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