Why do people listen to podcasts? And why do they listen to YOUR podcast (or one like yours)? It turns out, the answers to these questions can be found in a nerdy, obscure marketing concept called Jobs to Be Done Theory.
Jobs to Be Done Theory origins date back to the 1930s, but was more fully developed by Harvard Business School researched Clayton Christiansen—primarily through an iconic case study about milkshakes… and how people don’t buy milkshakes for the obvious reasons you might think.
But JTBD applies to much more than milkshakes. In fact, it applies to every product, service, piece of content—including podcasts—that any of us spend time, money, or attention to consume.
In this episode, we’ll break down how to apply JTBD theory to boost the effectiveness of your marketing by aligning your content, messaging, and packaging with the job your listeners are seeking out a show to do.
Topics Covered
00:00 Case Study: How Justin “Hires” Different Shows
02:31 An Introduction to Jobs to Be Done Theory
08:24 The Importance of Emotional Resonance in Podcasts
13:06 Assessing Podcast Growth by “Job”
21:19 Understanding Listener Psychology
26:12 Understanding Trigger Events
30:39 Examples of Trigger Events
35:50 Challenges and Opportunities for Problem Solver Shows
41:36 Challenges and Opportunities for Pleasure Giver Shows
45:04 Leveraging Listener Behavior for Show Growth
51:50 Practical Examples of Podcast Jobs to Be Done
Additional Resources
Clayton Christensen
Resources
Complete the Podcast Marketing Trends 2024 Survey
Subscribe to Podcast Marketing Trends Explained
