How to generate SEO content ideas with the Value Proposition Canvas

The Worth Proposition Canvas is a software designed to assist companies create worth for his or her prospects.

Sometimes, this pertains to services or products. Nevertheless, I’ve discovered the framework extremely helpful for content material ideation, with buyer match and worth on the coronary heart of the method (appropriately). 

That can assist you put this into follow, take a duplicate of this templated worksheet and use it every time it is advisable to generate some extra concepts. 

Clarifying your search engine optimisation strategy

This text continues my latest sequence on SEO strategies, SEO planning, using generative AI to help with SEO and how to create helpful, people-first content. Studying these first (or later) would assist, however it’s by no means important. 

The concept I’m pushing right here is that many of the speak and content material round search engine optimisation technique just isn’t really about technique however is targeted on techniques and planning.

Technique and planning usually are not the identical factor.

• Methods are the long-term concepts and targets.
• Techniques are the short-term strikes you make to achieve a bonus. 

The mixed objective of those articles is to present you a transparent path from technique to techniques and allow you to doc that path in a easy plan. 

Why write content material for Google in 2024?

Regardless of the recognition of social media, the thrill round AI and a few game-changing algorithm updates, Google continues to be the first supply of web site site visitors.

Google sends up to 70% of all referral site visitors whereas everybody else picks up (or offers out) the scraps.

For context, Fb, the best site visitors supply social community, sends about 3% of site visitors, so it’s small beans in comparison with Google. 

The lengthy and brief is that Google continues to be the most important driver of web site site visitors and by measure. 

Introduction the Worth Proposition Canvas (VPC)

The Value Proposition Canvas (VPC) was developed by Dr. Alexander Osterwalder to assist companies create a robust match between merchandise and {the marketplace}. 

The framework is designed to assist companies create profitable services and products by specializing in the shopper’s wants. It’s lined extensively in Strategyzer’s e book “The Worth Proposition Design.” 

The overall thought is that:

• Companies design new services and products every single day 
• Nearly all of these fail miserably 
• Specializing in what issues to the shopper helps you succeed

The Worth Proposition Canvas helps repair this for services and products by making certain they’re created to deal with buyer targets, pains and jobs. The canvas then helps you get “match” between your services and products and what your buyer actually wants. 

The canvas has two fundamental areas, every divided into three sections.

• Worth proposition
  • Services and products 
  • Acquire creators
  • Ache reliever
• Buyer phase
  • Good points 
  • Buyer jobs 
  • Pains 

It is a easy visible software that can assist you work by way of the shopper, detailing jobs, pains and desired good points on the right-hand aspect (buyer phase). 

Then, you fill out your worth map by mapping services and products to the shopper jobs and detailing how these relieve pains and create good points for the shopper. 

Utilizing the Worth Proposition Canvas for content material ideation and search engine optimisation

As SEOs and content marketers, we will leverage this strategy within the age of useful, people-first content material as we search to map value-based options to potential prospects’ searches. 

As with a lot advertising and marketing, the magic is within the course of. There’s little right here that you simply in all probability don’t already know on some degree, however the course of helps to carry all this hidden data to the floor and articulate it in a approach that helps content material ideation. 

Merely put, the Worth Proposition Canvas strategy forces us to think about our buyer segments’ mindsets and rationally suppose issues by way of. 

Comply with these steps to generate high-value content material concepts in your prospects’ wants and desires. 

Step 1: Develop into the shopper

Obtain the template and stroll by way of these steps:

Buyer phase

Determine a buyer phase that you simply need to profile. This may’t be simply anybody or everybody; you need to slender it down to speak to a selected phase, so please don’t skip this. 

Checklist buyer jobs

Buyer jobs are the useful, social and emotional duties prospects are attempting to carry out, issues they’re making an attempt to unravel and wishes they want to fulfill.

Examples:

• Practical jobs: Mow the garden, eat wholesome, write a report.
• Social jobs: Gown properly, make social media posts, publish weblog posts.
• Private jobs: Having fun with life, private development, feeling safe, security.

Checklist buyer pains 

Pains are features of buyer jobs that make the shopper’s life tough. These can embrace time spent, technical points, or not getting the precise outcomes. 

Examples:

• Undesired outcomes: One thing annoying, boring, or doesn’t work.
• Obstacles: Something that will get in the best way of success (time, cash, and so forth.).
• Dangers: Issues which will go mistaken like fines, non-compliance, points, and so forth.

Word: The template consists of questions to assist determine buyer pains. 

Checklist buyer good points

Good points ought to describe the outcomes and advantages you’re on the lookout for along with your content material.

Good points could be centered on enterprise, popularity, utility, social or no matter is most related in your buyer. 

Examples:

• Required good points: Leads, gross sales, revenue, prospects, and so forth.
• Anticipated good points: Site visitors, publicity, Google rankings, buyer consideration.
• Desired good points.
• Surprising good points: Viral potential. 

Word: The template consists of questions to assist determine buyer pains. 

Instance: New kitchen buyer

On this instance, we’ve crammed out the shopper’s jobs (yellow), pains (crimson) and good points (inexperienced).

• Buyer phase: Householders trying to refurb their kitchens. They’ve a restricted funds and are uncertain how to do that with out breaking the financial institution. 

Step 2: Rating jobs, pains and good points 

Upon getting your listing of jobs, pains and good points, one other important step is to prepare issues by precedence and alternative. 

• Job significance: Rank jobs by a very powerful to the shopper.
• Ache severity: Rank pains by how excessive and problematic they’re.
• Acquire relevance: Rank good points by how important they’re within the buyer’s eyes.

This helps you prioritize content material growth efforts and ensures that any content material created speaks the shopper’s language. 

Step 3: Worth-driven content material plan 

By following this course of, you get into your prospects’ mindset and now clearly perceive your goal prospects’ goals, issues and desired outcomes (good points, pains and jobs). 

Now you can begin filling out the template’s worth aspect with content material concepts. 

Content material concepts

Right here, we change services and products from the usual Worth Proposition Canvas and change it with content material concepts. 

The content material concepts can be mapped to the roles, pains and good points. 

• Content material to assist with buyer jobs 
  • Create tutorials, step-by-step guides, or complete critiques. These assist your viewers tick jobs off their listing. 
  • As an example, “ change your kitchen cabinet doorways” might assist a buyer trying to refresh their kitchen however doesn’t have an enormous funds! 
  • Typically, this can be product – and service-oriented and the content material closest to buy. 
• Content material to alleviate pains 
  • Your content material ought to tackle the challenges that the viewers faces. 
  • For instance, if the viewers desires to alter their kitchen doorways however is uncertain the right way to match them, create guides displaying the right way to measure, detach and set up the brand new doorways. 
• Content material to amplify good points
  • We search to create content material concepts that map to your prospects’ targets. 
  • This may very well be case research of earlier kitchen renovations, type guides, or the most recent home equipment. 

Populate your concepts within the SEO Content Value Proposition template. 

Codecs

When occupied with your content material, do not forget that trendy SERPs are diversified and can typically function articles, movies, web page options and way more. 

Content material and conversion match

Our objective right here is to create worth for the shopper with our content material.

We try this by understanding the shopper and creating content material that helps them obtain their targets. 

Easy instance 

It’s helpful to simplify this as a lot as attainable so you possibly can clearly perceive and articulate it to folks in your staff. 

For a enterprise promoting kitchens to budget-conscious prospects:

• Buyer jobs: Organising a useful kitchen inside a good funds.
• Pains: Excessive prices of kitchen models, complexity of set up and excessive vitality consumption.
• Good points: Inexpensive pricing, simple set up and long-term price financial savings.

You then map content material concepts to this improved understanding of your buyer. 

Some value-based content material concepts embrace:

• Product and repair content material: 
  • Advantages of modular kitchen models.
  • Get monetary savings with DIY kitchen set up kits.
  • The perfect energy-efficient home equipment. 
• Ache relievers: 
  • What’s the easiest way to finance a kitchen?
  • Study from the professionals with a free kitchen session.
• Acquire creators: 
  • Understanding kitchen ensures.
  • The most well-liked layouts for contemporary kitchens.
  • House-saving options for small kitchens.

There’s nothing sophisticated right here. Moderately, that is only a framework for occupied with content material concepts from the angle of your preferrred buyer segments so you possibly can give attention to their wants and ship most worth. 

Widespread errors and issues

Bear in mind, that is an ideation course of. By its very nature, it’s a inventive endeavor, so it really works finest in a staff setting. That mentioned, if you’re a lone gun, you possibly can simply integrate AI tools into your SEO content planning to behave as your assistant. 

Widespread issues we see embrace:

• Too broad a buyer profile. Get particular! 
• Bear in mind to incorporate social and emotional jobs. We purchase with feelings, not logic.
• Not going into sufficient element about your jobs, pains and good points.
• Not connecting the dots between jobs, pains and good points.
• Specifying content material concepts simply as the other of imprecise jobs, pains or good points.

Generate search engine optimisation content material concepts that resonate along with your viewers

With SEO difficulties and costs spiraling, specializing in buyer worth to maximise returns from content material advertising and marketing efforts is essential.

To get outcomes from search engine optimisation in 2024, all of the planets have to be aligned. Your web site search engine optimisation must be excellent, your content material must be aimed squarely at your buyer’s wants, and you need to measure your SEO results fastidiously. 

The Worth Proposition Canvas brings construction to the usually chaotic and unpredictable activity of producing content material concepts. Finished properly, this may allow you to get in entrance of your potential prospects as they analysis their issues. 

Hopefully, this course of helps you begin with a strong basis of content material concepts that actually assist, help and resonate along with your audience.