Convert More with JTBD Content: Fill Your Funnel with High-Value Leads
According to insights by Kavi Kardos, Director of Organic Growth at KlientBoost — as delivered at SEO Mastery Summit.
When it comes to content marketing, there’s a question more significant than “What’s trending?” It’s:
“What job is my audience trying to get done?”
That’s where JTBD (Jobs To Be Done) content enters the picture — a revolutionary solution for today’s content strategies that focus on value, not volume; intent, not impressions; and conversions, not clicks.
What Is Jobs To Be Done Content?
JTBD content turns the conventional content ideation model on its head. Rather than chasing keywords or playing the volume game, it emphasizes:
- Tasks your users want to get done
- Problems they’re attempting to solve
- Concepts they wish to grasp
- Concerns that keep them awake at night
- Ideas they already enjoy
- Pain points surrounding current tools and solutions
In other words, it speaks to what your audience is actually thinking — even when they’re not looking for your brand.
JTBD Fills the Marketing Funnel
Why JTBD Content Wins in 2025 (and Beyond)
“Modern SEO serves users, not search engines.” — Kavi Kardos
Search behavior has evolved. Google’s algorithms now care more about engagement, relevance, and user-first experiences than just keywords. JTBD content helps you:
- Drive high-intent, long-tail traffic
- Improve conversion quality
- Fill the entire marketing funnel (not just top-of-funnel traffic)
- Reduce dependency on third-party tools for ideation
Traffic goes up and down but Conversions are steady
How to Build JTBD Content in 4 Simple Steps
Kavi describes a working, reproducible model for applying JTBD:
- Know your audience(s)
– Who are you actually talking to?
- Work with the people who know your audience best
– Customer support, sales, community teams — even demo calls.
- Ask the right questions
– What do they want to do? What puzzles them? What are they trying to solve?
- Build, prioritize, and deliver content around their “jobs”
– Don’t settle for features — chase feelings, goals, and fears.
JTBD Execution
How Opositive Leverages JTBD to Power Ad-Free Growth
We at Opositive construct our content and SEO strategy based on actual user intent and not merely keywords. Here’s how we’ve been able to assist brands in industries by chasing their audience’s “jobs to be done”:
Example 1: Food Delivery (India’s Largest Grocery Delivery App)
JTBD: “I want groceries delivered quickly without any compromise on quality.”
Our Content Strategy:
Hyperlocal landing pages such as “midnight snacks near me”
Recipe-based product pages: “What to make with paneer in 10 mins”
Results:
35X organic SERP growth
High non-branded visibility and increased time-on-page
Example 2 – D2C Skincare Brand
JTBD: “I want to know what’s best for my skin type.”
Our Content Strategy:
“Salicylic Acid vs. Niacinamide — Which Is Best for You?”
“How to Select a Face Wash Based on Your Skin Type”
Results:
50+ high-intent keywords in Top 5
More conversions from informational pages
Example 3: Service Brands (Hyperlocal Decor & B2B SaaS)
JTBD: “I want to make the right investment decision with no regrets.”
Our Content Strategy:
“Questions to Ask Before Hiring an Interior Decor Brand”
“Checklist: Choosing the Right Route Optimization Platform”
Results:
Stronger lead qualification
Lower bounce rate and improved conversion funnel performance
Mistakes to Avoid (Bonus Tips)
- Don’t write like a “recipe blogger” (bury the lead)
- Don’t chase traffic blindly — go after traffic that converts
- Don’t overlook your internal assets — sit in on sales or support calls
- Don’t use keyword tools alone — some of the best ideas come from direct human intuition
Be Investopedia Not a Recipe Blogger
Final Takeaway
JTBD content is how you put an end to shouting into the void and begin to attract high-value, high-intent leads.
It’s not ranking for the largest keyword. It’s about fixing a real job — and being the go-to solution when it counts.
At Opositive, we think organic growth isn’t just scalable — it’s sustainable.
Because when your content fixes jobs, your funnel fills itself.
DM us at [email protected] or comment below —
Let’s create a funnel that fills itself, the Opositive way.
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