{"id":621303,"date":"2024-05-20T15:00:00","date_gmt":"2024-05-20T12:00:00","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/how-to-generate-seo-content-ideas-with-the-value-proposition-canvas\/"},"modified":"2024-05-20T15:00:00","modified_gmt":"2024-05-20T12:00:00","slug":"how-to-generate-seo-content-ideas-with-the-value-proposition-canvas","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/how-to-generate-seo-content-ideas-with-the-value-proposition-canvas\/","title":{"rendered":"#How to generate SEO content ideas with the Value Proposition Canvas"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_84 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a266304699d4\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a266304699d4\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-generate-seo-content-ideas-with-the-value-proposition-canvas\/#Generate_SEO_content_ideas_that_directly_address_your_customers_jobs_pains_and_gains_for_more_effective_content_marketing\" >Generate SEO content ideas that directly address your customers&#8217; jobs, pains and gains for more effective content marketing.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-generate-seo-content-ideas-with-the-value-proposition-canvas\/#Clarifying_your_SEO_approach\" >Clarifying your SEO approach<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-generate-seo-content-ideas-with-the-value-proposition-canvas\/#Why_write_content_for_Google_in_2024\" >Why write content for Google in 2024?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-generate-seo-content-ideas-with-the-value-proposition-canvas\/#Introduction_the_Value_Proposition_Canvas_VPC\" >Introduction the Value Proposition Canvas (VPC)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-generate-seo-content-ideas-with-the-value-proposition-canvas\/#Using_the_Value_Proposition_Canvas_for_content_ideation_and_SEO\" >Using the Value Proposition Canvas for content ideation and SEO<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-generate-seo-content-ideas-with-the-value-proposition-canvas\/#Step_1_Become_the_customer\" >Step 1: Become the customer<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-generate-seo-content-ideas-with-the-value-proposition-canvas\/#Customer_segment\" >Customer segment<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-generate-seo-content-ideas-with-the-value-proposition-canvas\/#List_customer_jobs\" >List customer jobs<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-generate-seo-content-ideas-with-the-value-proposition-canvas\/#List_customer_pains\" >List customer pains\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-generate-seo-content-ideas-with-the-value-proposition-canvas\/#List_customer_gains\" >List customer gains<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-generate-seo-content-ideas-with-the-value-proposition-canvas\/#Example_New_kitchen_customer\" >Example: New kitchen customer<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-generate-seo-content-ideas-with-the-value-proposition-canvas\/#Step_2_Ranking_jobs_pains_and_gains\" >Step 2: Ranking jobs, pains and gains\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-generate-seo-content-ideas-with-the-value-proposition-canvas\/#Step_3_Value-driven_content_plan\" >Step 3: Value-driven content plan\u00a0<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-generate-seo-content-ideas-with-the-value-proposition-canvas\/#Content_ideas\" >Content ideas<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-generate-seo-content-ideas-with-the-value-proposition-canvas\/#Formats\" >Formats<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-generate-seo-content-ideas-with-the-value-proposition-canvas\/#Content_and_conversion_fit\" >Content and conversion fit<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-generate-seo-content-ideas-with-the-value-proposition-canvas\/#Common_mistakes_and_problems\" >Common mistakes and problems<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/buradabiliyorum.com\/en\/how-to-generate-seo-content-ideas-with-the-value-proposition-canvas\/#Generate_SEO_content_ideas_that_resonate_with_your_audience\" >Generate SEO content ideas that resonate with your audience<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Generate_SEO_content_ideas_that_directly_address_your_customers_jobs_pains_and_gains_for_more_effective_content_marketing\"><\/span>Generate SEO content ideas that directly address your customers&#8217; jobs, pains and gains for more effective content marketing.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\nThe Value Proposition Canvas is a tool designed to help businesses create value for their customers. <\/p>\n<p>Typically, this relates to products or services. However, I have found the framework incredibly useful for content ideation, with customer fit and value at the heart of the process (as it should be).\u00a0<\/p>\n<p>To help you put this into practice, take a copy of this templated worksheet and use it each time you need to generate some more ideas.\u00a0<\/p>\n<p><!-- \/1038259\/SEL_Post-text --><\/p>\n<div id=\"div-gpt-ad-1693000027709-0\"><\/div>\n<div id=\"post-break\"><\/div>\n<ul>\n<li><a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/docs.google.com\/document\/d\/1dq-vdpUpGsqpjj2rl0STMkxBOd8QVZmP-BIvNjdBBl0\/edit?usp=sharing\">SEO content value proposition template<\/a><\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-clarifying-your-seo-approach\"><span class=\"ez-toc-section\" id=\"Clarifying_your_SEO_approach\"><\/span>Clarifying your SEO approach<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>This article continues my recent <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/watch-movies-tv-seriess\/\" data-internallinksmanager029f6b8e52c=\"8\" title=\"Watch Movies &amp; TV Series\" target=\"_blank\" rel=\"noopener\">series<\/a> on SEO strategies, SEO planning, using generative AI to help with SEO and how to create helpful, people-first content. Reading those first (or later) would help, but it is in no way essential.\u00a0<\/p>\n<p>The idea I am pushing here is that most of the talk and content around SEO strategy is not actually about strategy but is focused on tactics and planning. <\/p>\n<p><strong>Strategy and planning are not the same thing. <\/strong><\/p>\n<ul>\n<li>Strategies are the long-term ideas and goals.<\/li>\n<li>Tactics are the short-term moves you make to gain an advantage.\u00a0<\/li>\n<\/ul>\n<p>The combined goal of these articles is to give you a clear path from strategy to tactics and help you document that path in a simple plan.\u00a0<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-why-write-content-for-google-in-2024\"><span class=\"ez-toc-section\" id=\"Why_write_content_for_Google_in_2024\"><\/span>Why write content for Google in 2024?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Despite the popularity of <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">social media<\/a>, the buzz around AI and some <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/game\/\" data-internallinksmanager029f6b8e52c=\"7\" title=\"Game\" target=\"_blank\" rel=\"noopener\">game<\/a>-changing algorithm updates, Google is still the primary source of website traffic. <\/p>\n<p>Google sends <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/sparktoro.com\/blog\/who-sends-traffic-on-the-web-and-how-much-new-research-from-datos-sparktoro\/\">up to 70%<\/a> of all referral traffic while everyone else picks up (or gives out) the scraps.<\/p>\n<p>For context, Facebook, the highest traffic source social network, sends about 3% of traffic, so it is small beans compared to Google.\u00a0<\/p>\n<p>The long and short is that Google is still the biggest driver of website traffic and by a good measure.\u00a0<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-introduction-the-value-proposition-canvas-vpc\"><span class=\"ez-toc-section\" id=\"Introduction_the_Value_Proposition_Canvas_VPC\"><\/span>Introduction the Value Proposition Canvas (VPC)<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.strategyzer.com\/library\/the-value-proposition-canvas\">Value Proposition Canvas<\/a> (VPC) was developed by Dr. Alexander Osterwalder to help businesses create a strong fit between products and the marketplace.\u00a0<\/p>\n<p>The framework is designed to help businesses create successful products and services by focusing on the customer\u2019s needs. It\u2019s covered extensively in Strategyzer\u2019s book \u201cThe Value Proposition Design.\u201d\u00a0<\/p>\n<p>The <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/general\/\" data-internallinksmanager029f6b8e52c=\"3\" title=\"General\" target=\"_blank\" rel=\"noopener\">general<\/a> idea is that:<\/p>\n<ul>\n<li>Businesses design new products and services every day\u00a0<\/li>\n<li>The majority of these fail miserably\u00a0<\/li>\n<li>Focusing on what matters to the customer helps you succeed<\/li>\n<\/ul>\n<p>The Value Proposition Canvas helps fix this for products and services by ensuring they are created to address customer goals, pains and jobs. The canvas then helps you get \u201cfit\u201d between your products and services and what your customer really needs.\u00a0<\/p>\n<p>The canvas has two main areas, each divided into three sections.<\/p>\n<ul>\n<li>Value proposition\n<ul>\n<li>Products and services\u00a0<\/li>\n<li>Gain creators<\/li>\n<li>Pain reliever<\/li>\n<\/ul>\n<\/li>\n<li>Customer segment\n<ul>\n<li>Gains\u00a0<\/li>\n<li>Customer jobs\u00a0<\/li>\n<li>Pains\u00a0<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1600\" height=\"543\" alt=\"The Value Proposition Canvas\" class=\"wp-image-440590\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/The-Value-Proposition-Canvas.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/The-Value-Proposition-Canvas-600x204.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/The-Value-Proposition-Canvas-800x272.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/The-Value-Proposition-Canvas-200x68.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/The-Value-Proposition-Canvas-768x261.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/The-Value-Proposition-Canvas-1536x521.png 1536w\" data-lazy-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/The-Value-Proposition-Canvas.png.webp\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1600\" height=\"543\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/The-Value-Proposition-Canvas.png.webp\" alt=\"The Value Proposition Canvas\" class=\"wp-image-440590\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/The-Value-Proposition-Canvas.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/The-Value-Proposition-Canvas-600x204.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/The-Value-Proposition-Canvas-800x272.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/The-Value-Proposition-Canvas-200x68.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/The-Value-Proposition-Canvas-768x261.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/The-Value-Proposition-Canvas-1536x521.png 1536w\" sizes=\"(max-width: 1600px) 100vw, 1600px\"><\/figure>\n<\/div>\n<p>This is a simple visual tool to help you work through the customer, detailing jobs, pains and desired gains on the right-hand side (customer segment).\u00a0<\/p>\n<p>Then, you fill out your value map by m<a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>ing products and services to the customer jobs and detailing how these relieve pains and create gains for the customer.\u00a0<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-using-the-value-proposition-canvas-for-content-ideation-and-seo\"><span class=\"ez-toc-section\" id=\"Using_the_Value_Proposition_Canvas_for_content_ideation_and_SEO\"><\/span>Using the Value Proposition Canvas for content ideation and SEO<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>As SEOs and content marketers, we can leverage this approach in the age of helpful, people-first content as we seek to map value-based solutions to prospective customers\u2019 searches.\u00a0<\/p>\n<p>As with much marketing, the magic is in the process. There is little here that you probably don\u2019t already know on some level, but the process helps to bring all this hidden knowledge to the surface and articulate it in a way that supports content ideation.\u00a0<\/p>\n<p>Simply put, the Value Proposition Canvas approach forces us to imagine our customer segments\u2019 mindsets and rationally think things through.\u00a0<\/p>\n<p><!-- START INLINE FORM --><\/p>\n<p><!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\">Follow these steps to generate high-value content ideas for your customers\u2019 needs and wants.\u00a0<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-step-1-become-the-customer\"><span class=\"ez-toc-section\" id=\"Step_1_Become_the_customer\"><\/span>Step 1: Become the customer<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Download the <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/docs.google.com\/document\/d\/1dq-vdpUpGsqpjj2rl0STMkxBOd8QVZmP-BIvNjdBBl0\/edit\">template<\/a> and walk through these steps:<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-customer-segment\"><span class=\"ez-toc-section\" id=\"Customer_segment\"><\/span>Customer segment<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Identify a customer segment that you want to profile. This can\u2019t be just anyone or everyone; you must narrow it down to talk to a specific segment, so please don\u2019t skip this.\u00a0<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-list-customer-jobs\"><span class=\"ez-toc-section\" id=\"List_customer_jobs\"><\/span>List customer jobs<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Customer jobs are the functional, social and emotional tasks customers are trying to perform, problems they are trying to solve and needs they wish to satisfy.<\/p>\n<p>Examples:<\/p>\n<ul>\n<li><strong>Functional jobs<\/strong>: Mow the lawn, eat healthy, write a report.<\/li>\n<li><strong>Social jobs<\/strong>: Dress well, make social media posts, publish blog posts.<\/li>\n<li><strong>Personal jobs<\/strong>: Enjoying life, personal growth, feeling secure, safety.<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-list-customer-pains-nbsp\"><span class=\"ez-toc-section\" id=\"List_customer_pains\"><\/span>List customer pains\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Pains are aspects of customer jobs that make the customer\u2019s life difficult. These can include time spent, technical issues, or not getting the right results.\u00a0<\/p>\n<p>Examples:<\/p>\n<ul>\n<li><strong>Undesired outcomes<\/strong>: Something annoying, dull, or does not work.<\/li>\n<li><strong>Obstacles<\/strong>: Anything that gets in the way of success (time, money, etc.).<\/li>\n<li><strong>Risks<\/strong>: Things that may go wrong like fines, non-compliance, issues, etc.<\/li>\n<\/ul>\n<p><strong><em>Note<\/em><\/strong><em>: The template includes questions to help identify customer pains.\u00a0<\/em><\/p>\n<h3 class=\"wp-block-heading\" id=\"h-list-customer-gains\"><span class=\"ez-toc-section\" id=\"List_customer_gains\"><\/span>List customer gains<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Gains should describe the outcomes and benefits you are looking for with your content. <\/p>\n<p>Gains can be focused on business, reputation, utility, social or whatever is most relevant for your customer.\u00a0<\/p>\n<p>Examples:<\/p>\n<ul>\n<li><strong>Required gains<\/strong>: Leads, sales, profit, customers, etc.<\/li>\n<li><strong>Expected gains<\/strong>: Traffic, exposure, Google rankings, customer attention.<\/li>\n<li><strong>Desired gains<\/strong>.<\/li>\n<li><strong>Unexpected gains<\/strong>: Viral potential.\u00a0<\/li>\n<\/ul>\n<p><strong><em>Note<\/em><\/strong><em>: The template includes questions to help identify customer pains.\u00a0<\/em><\/p>\n<h3 class=\"wp-block-heading\" id=\"h-example-new-kitchen-customer\"><span class=\"ez-toc-section\" id=\"Example_New_kitchen_customer\"><\/span>Example: New kitchen customer<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>In this example, we have filled out the customer\u2019s jobs (yellow), pains (red) and gains (green).<\/p>\n<ul>\n<li><strong>Customer segment<\/strong>: Homeowners looking to refurb their kitchens. They have a limited budget and are unsure how to do this without breaking the bank.\u00a0<\/li>\n<\/ul>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1330\" alt=\"The Value Proposition Canvas - Become the customer\" class=\"wp-image-440591\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/The-Value-Proposition-Canvas-Become-the-customer.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/The-Value-Proposition-Canvas-Become-the-customer-407x338.png.webp 407w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/The-Value-Proposition-Canvas-Become-the-customer-722x600.png.webp 722w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/The-Value-Proposition-Canvas-Become-the-customer-136x113.png.webp 136w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/The-Value-Proposition-Canvas-Become-the-customer-768x638.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/The-Value-Proposition-Canvas-Become-the-customer-1536x1277.png 1536w\" data-lazy-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/The-Value-Proposition-Canvas-Become-the-customer.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1330\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/The-Value-Proposition-Canvas-Become-the-customer.png.webp\" alt=\"The Value Proposition Canvas - Become the customer\" class=\"wp-image-440591\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/The-Value-Proposition-Canvas-Become-the-customer.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/The-Value-Proposition-Canvas-Become-the-customer-407x338.png.webp 407w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/The-Value-Proposition-Canvas-Become-the-customer-722x600.png.webp 722w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/The-Value-Proposition-Canvas-Become-the-customer-136x113.png.webp 136w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/The-Value-Proposition-Canvas-Become-the-customer-768x638.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/The-Value-Proposition-Canvas-Become-the-customer-1536x1277.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n<\/div>\n<h2 class=\"wp-block-heading\" id=\"h-step-2-ranking-jobs-pains-and-gains-nbsp\"><span class=\"ez-toc-section\" id=\"Step_2_Ranking_jobs_pains_and_gains\"><\/span>Step 2: Ranking jobs, pains and gains\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Once you have your list of jobs, pains and gains, another essential step is to organize things by priority and opportunity.\u00a0<\/p>\n<ul>\n<li><strong>Job importance<\/strong>: Rank jobs by the most important to the customer.<\/li>\n<li><strong>Pain severity<\/strong>: Rank pains by how extreme and problematic they are.<\/li>\n<li><strong>Gain relevance<\/strong>: Rank gains by how essential they are in the customer\u2019s eyes.<\/li>\n<\/ul>\n<p>This helps you prioritize content development efforts and ensures that any content created speaks the customer\u2019s language.\u00a0<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"706\" alt=\"The Value Proposition Canvas - Ranking jobs, pains and gains\" class=\"wp-image-440592\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/The-Value-Proposition-Canvas-Ranking-jobs-pains-and-gains.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/The-Value-Proposition-Canvas-Ranking-jobs-pains-and-gains-600x265.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/The-Value-Proposition-Canvas-Ranking-jobs-pains-and-gains-800x353.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/The-Value-Proposition-Canvas-Ranking-jobs-pains-and-gains-200x88.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/The-Value-Proposition-Canvas-Ranking-jobs-pains-and-gains-768x339.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/The-Value-Proposition-Canvas-Ranking-jobs-pains-and-gains-1536x678.png 1536w\" data-lazy-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/The-Value-Proposition-Canvas-Ranking-jobs-pains-and-gains.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"706\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/The-Value-Proposition-Canvas-Ranking-jobs-pains-and-gains.png.webp\" alt=\"The Value Proposition Canvas - Ranking jobs, pains and gains\" class=\"wp-image-440592\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/The-Value-Proposition-Canvas-Ranking-jobs-pains-and-gains.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/The-Value-Proposition-Canvas-Ranking-jobs-pains-and-gains-600x265.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/The-Value-Proposition-Canvas-Ranking-jobs-pains-and-gains-800x353.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/The-Value-Proposition-Canvas-Ranking-jobs-pains-and-gains-200x88.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/The-Value-Proposition-Canvas-Ranking-jobs-pains-and-gains-768x339.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/The-Value-Proposition-Canvas-Ranking-jobs-pains-and-gains-1536x678.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n<\/div>\n<h2 class=\"wp-block-heading\" id=\"h-step-3-value-driven-content-plan-nbsp\"><span class=\"ez-toc-section\" id=\"Step_3_Value-driven_content_plan\"><\/span>Step 3: Value-driven content plan\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>By following this process, you get into your customers\u2019 mindset and now clearly understand your target customers\u2019 objectives, problems and desired outcomes (gains, pains and jobs).\u00a0<\/p>\n<p>You can now start filling out the template\u2019s value side with content ideas.\u00a0<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-content-ideas\"><span class=\"ez-toc-section\" id=\"Content_ideas\"><\/span>Content ideas<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Here, we replace products and services from the standard Value Proposition Canvas and replace it with content ideas.\u00a0<\/p>\n<p>The content ideas will be mapped to the jobs, pains and gains.\u00a0<\/p>\n<ul>\n<li><strong>Content to help with customer jobs\u00a0<\/strong>\n<ul>\n<li>Create tutorials, step-by-step guides, or comprehensive reviews. These help your audience tick jobs off their list.\u00a0<\/li>\n<li>For instance, \u201cHow to change your kitchen cupboard doors\u201d could help a customer looking to refresh their kitchen but does not have a huge budget!\u00a0<\/li>\n<li>Generally, this will be product \u2013 and service-oriented and the content closest to purchase.\u00a0<\/li>\n<\/ul>\n<\/li>\n<li><strong>Content to alleviate pains\u00a0<\/strong>\n<ul>\n<li>Your content should address the challenges that the audience faces.\u00a0<\/li>\n<li>For example, if the audience wants to change their kitchen doors but is unsure how to fit them, create guides showing how to measure, detach and install the new doors.\u00a0<\/li>\n<\/ul>\n<\/li>\n<li><strong>Content to amplify gains<\/strong>\n<ul>\n<li>We seek to create content ideas that map to your customers\u2019 goals.\u00a0<\/li>\n<li>This could be case studies of previous kitchen renovations, style guides, or the latest appliances.\u00a0<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>Populate your ideas in the <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/docs.google.com\/document\/d\/1dq-vdpUpGsqpjj2rl0STMkxBOd8QVZmP-BIvNjdBBl0\/edit?usp=sharing\">SEO Content Value Proposition template<\/a>.\u00a0<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-formats\"><span class=\"ez-toc-section\" id=\"Formats\"><\/span>Formats<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>When thinking about your content, remember that modern SERPs are varied and will often feature articles, videos, page features and much more.\u00a0<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"675\" height=\"1256\" alt=\"Content formats in the SERPs\" class=\"wp-image-440593\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Content-formats-in-the-SERPs.png.webp 675w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Content-formats-in-the-SERPs-182x338.png.webp 182w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Content-formats-in-the-SERPs-322x600.png.webp 322w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Content-formats-in-the-SERPs-61x113.png.webp 61w\" data-lazy-sizes=\"(max-width: 675px) 100vw, 675px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Content-formats-in-the-SERPs.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"675\" height=\"1256\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Content-formats-in-the-SERPs.png.webp\" alt=\"Content formats in the SERPs\" class=\"wp-image-440593\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Content-formats-in-the-SERPs.png.webp 675w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Content-formats-in-the-SERPs-182x338.png.webp 182w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Content-formats-in-the-SERPs-322x600.png.webp 322w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/Content-formats-in-the-SERPs-61x113.png.webp 61w\" sizes=\"auto, (max-width: 675px) 100vw, 675px\"><\/figure>\n<\/div>\n<h3 class=\"wp-block-heading\" id=\"h-content-and-conversion-fit\"><span class=\"ez-toc-section\" id=\"Content_and_conversion_fit\"><\/span>Content and conversion fit<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Our goal here is to create value for the customer with our content. <\/p>\n<p>We do that by understanding the customer and creating content that helps them achieve their goals.\u00a0<\/p>\n<p><strong>Simple example\u00a0<\/strong><\/p>\n<p>It is useful to simplify this as much as possible so you can clearly understand and articulate it to people in your team.\u00a0<\/p>\n<p>For a business selling kitchens to budget-conscious customers:<\/p>\n<ul>\n<li><strong>Customer jobs: <\/strong>Setting up a functional kitchen within a tight budget.<\/li>\n<li><strong>Pains: <\/strong>High costs of kitchen units, complexity of installation and high energy consumption.<\/li>\n<li><strong>Gains: <\/strong>Affordable pricing, easy installation and long-term cost savings.<\/li>\n<\/ul>\n<p>You then map content ideas to this improved understanding of your customer.\u00a0<\/p>\n<p>Some value-based content ideas include:<\/p>\n<ul>\n<li><strong>Product and service content:\u00a0<\/strong>\n<ul>\n<li>Benefits of modular kitchen units.<\/li>\n<li>Save money with DIY kitchen installation kits.<\/li>\n<li>The best energy-efficient appliances.\u00a0<\/li>\n<\/ul>\n<\/li>\n<li><strong>Pain relievers:\u00a0<\/strong>\n<ul>\n<li>What is the best way to finance a kitchen?<\/li>\n<li>Learn from the pros with a free kitchen consultation.<\/li>\n<\/ul>\n<\/li>\n<li><strong>Gain creators:\u00a0<\/strong>\n<ul>\n<li>Understanding kitchen guarantees.<\/li>\n<li>The most popular layouts for modern kitchens.<\/li>\n<li>Space-saving solutions for small kitchens.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>There is nothing complicated here. Rather, this is just a framework for thinking about content ideas from the perspective of your ideal customer segments so you can focus on their needs and deliver maximum value.\u00a0<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-common-mistakes-and-problems\"><span class=\"ez-toc-section\" id=\"Common_mistakes_and_problems\"><\/span>Common mistakes and problems<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Remember, this is an ideation process. By its very nature, it is a creative endeavor, so it works best in a team setting. That said, if you are a lone gun, you can easily integrate AI tools into your SEO content planning to act as your assistant.\u00a0<\/p>\n<p>Common problems we see include:<\/p>\n<ul>\n<li>Too broad a customer profile. Get specific!\u00a0<\/li>\n<li>Remember to include social and emotional jobs. We buy with emotions, not logic.<\/li>\n<li>Not going into enough detail about your jobs, pains and gains.<\/li>\n<li>Not connecting the dots between jobs, pains and gains.<\/li>\n<li>Specifying content ideas just as the opposite of vague jobs, pains or gains.<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-generate-seo-content-ideas-that-resonate-with-your-audience\"><span class=\"ez-toc-section\" id=\"Generate_SEO_content_ideas_that_resonate_with_your_audience\"><\/span>Generate SEO content ideas that resonate with your audience<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>With SEO difficulties and costs spiraling, focusing on customer value to maximize returns from content marketing efforts is crucial. <\/p>\n<p>To get results from SEO in 2024, all the planets must be aligned. Your website SEO has to be perfect, your content has to be aimed squarely at your customer\u2019s needs, and you must measure your SEO results carefully.\u00a0<\/p>\n<p>The Value Proposition Canvas brings structure to the often chaotic and unpredictable task of generating content ideas. Done well, this will help you get in front of your prospective customers as they research their problems.\u00a0<\/p>\n<p>Hopefully, this process helps you start with a solid foundation of content ideas that truly help, support and resonate with your target audience.\u00a0<\/p>\n<\/div>\n<p><\/p>\n<div class=\"about-author\">\n    About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n                        <img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Marcus Miller\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/images\/authors\/MarcusMiller-lg.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/images\/authors\/MarcusMiller-lg.jpg\" alt=\"Marcus Miller\" width=\"140\" height=\"140\">\n                                            <\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n                            <strong>Marcus Miller<\/strong>\n                        <\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto twitter\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/intent\/follow?original_referer=https%3A%2F%2Fsearchengineland.com%2F&amp;region=follow_link&amp;screen_name=marcusbowlerhat&amp;tw_p=followbutton&amp;variant=2.0\" aria-label=\"opens in a new tab\"><i class=\"fab fa-x-twitter\"><\/i><\/a>\n                            <\/div>\n<div class=\"col-auto\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/bowlerhat\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n                                <\/div>\n<\/p><\/div>\n<p>                        Marcus Miller is an experienced SEO &amp; PPC consultant based in Birmingham, UK. Marcus focuses on search marketing strategy and helping businesses cut through the smoke and mirrors of SEO, PPC and search marketing. Marcus is managing director of the UK SEO and digital marketing company <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.bowlerhat.co.uk\/\">Bowler Hat<\/a> that focuses on helping businesses with their SEO &amp; PPC, but also on training internal staff to help empower businesses to manage their own search destiny.                    <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/technology\/\" target=\"_blank\" rel=\"noopener\">Technology<\/a><\/span> category.<\/strong>\n<\/p><\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/generate-seo-content-ideas-value-proposition-canvas-440587\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Generate SEO content ideas that directly address your customers&#8217; jobs, pains and gains for more effective content marketing. The Value Proposition Canvas is a tool designed to help businesses create value for their customers. Typically, this relates to products or services. However, I have found the framework incredibly useful for content ideation, with customer fit&#8230;<\/p>\n","protected":false},"author":1,"featured_media":621304,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/05\/How-to-generate-SEO-content-ideas-with-the-Value-Proposition-Canvas.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[78072,78070],"class_list":["post-621303","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-content","tag-seo"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/621303","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=621303"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/621303\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/621304"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=621303"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=621303"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=621303"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}