I thought a lot about what this first edition of my newsletter should cover...

And then it hit me—what’s a better way to start than understanding your audience?

Understanding Your Audience

So, today, we’re diving into “Understanding Your Audience” for writing lead-generating B2B blogs一the kind that gets your readers to move down the sales funnel, not just skim and leave your blog.

No, I am not talking about the buyer’s personas… welllll one thing,  you pretty much know about what they are… and, second, I have one serious problem with them which I’ll tell you later, of course…

(don’t worry, it’s worth the wait!)

But does that mean they’re not important and we’re just going to skip them? 

Ummm… not exactly… 

First, let’s have some fun with a guessing game!

Her name is Aleena. She’s a Freelance Social Media Manager working from home. 

When she turned on her laptop, her screen was flooded with notifications, tasks, and messages—so much to catch up on!

She felt overwhelmed and started reading a blog on Buffer.

Oops… my bad, I totally forgot to share her Buyer Persona with you.

• 28 years old

• Freelance Social Media Manager from New York

• Manages 10+ clients across multiple platforms: LinkedIn, Instagram, Twitter, TikTok, and more

• Handles everything from content strategy to design, creation, marketing, and publishing

• Feeling overwhelmed by her workload

• Loves chocolates, coffee, and music while working

• Occasionally works from her favorite coffee shop

• Big fan of Marvel movies

• Plays basketball for fun

Right now, she’s reading a blog titled, “5 Powerful Automations for Creators to Streamline Your Content Workflow.”

Let’s make it interesting. Here are some options:

Got your guess? —Share your answers here.

Okay, I hope you answered on the link. 

If I were you, I’d have gone for Option E.

Yes, I’m calling myself an idiot, but doesn’t it make sense?

Aleena isn’t just looking for trends or tricks; she’s feeling the pressure of managing multiple clients and needs to avoid missing deadlines to keep her business running smoothly. 

Her real motivation (JTBD) for reading this blog is to find tools that will help her streamline her workflow, meet her deadlines, and avoid losing clients.

People don’t read your blogs to learn about your services or product features. 

They read them to get their jobs done.

So, today, I’m diving into how we can use the Jobs to Be Done (JTBD) framework to write content that hits our content goals.

Does that mean we are going to ignore Buyer Personas? 

Helllll noooo!!!

I’m here to talk about how we can use both frameworks together:

JBTD + Buyer Persona 🔥

What is ‘Jobs-to-be-done’ (JTBD) framework?

JTBD is a framework that helps you focus on the needs and goals of your audience—what they’re trying to achieve by reading your blog at different stages of the funnel.

When people read your blogs, they aren’t just casually browsing—they’re engaging with your content with a purpose, a job they need to get done.

Top of the Funnel (TOFU) content - Your readers aren’t ready to buy yet. They’re just exploring solutions to their problems.

Middle of the Funnel (MOFU) - You need to identify what’s stopping them from progressing toward the “ready to buy” stage.

Bottom of the Funnel (BOFU) - You can’t afford to miss their needs here—they’re ready to make a decision, and you want to eliminate any doubts they have.

3 Things JTBD Does for Your Writing

Again, I’m not saying we should ignore buyer personas.

JTBD vs. Buyer Personas: What’s the Difference?

Jobs-to-be-done focuses on your reader’s needs and goals.

It’s all about creating content that helps readers solve problems, achieve their goals, and move toward conversion—whether that’s booking a call, signing up for a demo, or making a purchase.

Buyer Personas help us understand who our readers are—their demographics, behaviors, and interests. 

Without personas, we wouldn’t know which platforms they prefer, the content formats they enjoy, or even the tone we should use to engage them.

For instance, Aleena needs tools to help her avoid missing deadlines (that’s her JTBD).

But where does she look for content? What formats does she prefer? What platform is she on? That’s where her buyer persona comes in.

When you combine JTBD with Buyer Personas, you get content that not only resonates but converts.

Here’s the key: The magic happens when you use both together.

Real results—conversions—come when you combine JTBD and Buyer Personas.

Getting Into the JTBD Mindset for Writing

Now, how to get into the JBTD framework’s mindset while you are writing?

JTBD Framework in Action (Example)

Let’s break it down using Aleena’s example and the blog she’s reading: "5 Powerful Automations for Creators to Streamline Your Content Workflow", written by Tamilore Oladipo. 

(Love her writing style 💙).

Check out how Tamilore wrote the introduction—Aleena would feel seen instantly! 

It got straight to the point—telling her exactly what she needed to hear. 

It speaks to her overwhelmed state and offers exactly what she needs.

From there, Tamilore uses the JTBD framework to guide the rest of the blog:

Job/Need - What exactly is your reader struggling with?

Aleena is overwhelmed with all the work she handles alone. 

Look at this heading - Automate your social ideas list with Buffer— aren’t these the magical words to any social media manager juggling projects?

She covered her pain points and told her how to automate them with Zapier (Buffer’s official integration partner) including a perfect tutorial link. 

She addressed our next question perfectly in the next section. 

Trigger - What is the current solution they are using or why they are not using any solution at all?

There’s a good chance Aleena—and people like her—are already using some other solutions, but they're on the lookout for something better, something more efficient.

And that’s where Tamilore nailed it.

She tapped into all the triggers an overwhelmed Social Media Manager like Aleena might be dealing with:

Trigger 1 - Syncing content calendars

Trigger 2 - Content Promotion

Trigger 3 - Content Repurposing

Content repurposing—it’s time-consuming but totally worth it.

Every Social Media Manager does it, using one idea across different platforms to maximize their reach.

And guess what? Tamilore hit that exact trigger point, too.

Then she shared steps to create automated content repurposing using Zapier and Notion:

Trigger 4 - Content Scheduling and Posting

Social media algorithms—they work best at different times, right? 

Now, if you're managing multiple clients, posting for each of them manually can feel impossible. 

Tamilore knew that struggle well, and she hit that trigger point spot on.

Again, she included proper steps to follow:

Then, she wrapped up by including the outcome:

Outcome - How after reading your blog their life become better? Or how they would have a better understanding of things they are looking for after reading your blog?

After reading the blog, Aleena now has actionable steps to automate her workflows, helping her meet deadlines and keep her clients happy. 

Win-win!

WOOOWWWW!!!!! 

What a well-written blog… but that was not all. 🙌

It was a well-written conversion-oriented blog. 

Your content should always speak directly to your readers’ needs, like you’re in their head, offering the exact solution they’ve been searching for.

Focus on user intent—always!

When you combine Jobs to Be Done with Buyer Personas, you’ve got the recipe for content that converts.

That’s it for today!

I hope you had as much fun reading this as I did writing it.

If you want to transform your existing blogs using the JTBD framework, or if you want to write a new one that converts— let’s discuss here!

P.S. JTBD is one of the top growth hacks all growth hackers swear by. 

It’s one of my favorite content growth hacks too. I like to think of it as a Content Growth Hack to bring your readers straight into your conversion funnel.

And if you noticed, I wrote this entire newsletter using the JTBD framework.

Can you spot where? 😉 — Reply to this email if you can figure out how!

Confession:

I drank like 12 cups of coffee while writing this because I was so nervous about sending out the first edition—but I’m also super excited to share what I’ve come up with!

Your feedback means a lot to me and will help me improve—let me know what you think.

Waiting for your messages!

Gurleen Kaur (Digital Kaur)