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Using the Value Proposition Canvas to develop ideas for SEO content

Generate search engine optimization content ideas that without delay cope with your customers’ jobs, pains and gains for greater effective content marketing.
The Value Proposition Canvas is a device designed to help organizations create price for his or her customers.

Typically, this relates to services or products. However, I actually have located the framework especially useful for content material ideation, with patron fit and value at the coronary heart of the technique (as it should be).


To help you put this into practice, take a copy of this templated worksheet and use it each time you want to generate some greater thoughts.

SEO content material fee proposition template
Clarifying your search engine optimization method
This article continues my recent series on search engine optimization strategies, search engine marketing making plans, using generative AI to help with search engine marketing and the way to create helpful, humans-first content material. Reading those first (or later) might assist, but it’s miles in no way crucial.

The concept I am pushing here is that most of the communicate and content around SEO method isn’t always without a doubt approximately method but is centered on approaches and making plans.


Strategy and making plans are not the same component.

Strategies are the long-time period ideas and goals.
Tactics are the short-time period movements you’re making to benefit an advantage.
The mixed intention of those articles is to present you a clear path from approach to techniques and assist you report that direction in a easy plan.


Why write content for Google in 2024?
Despite the popularity of social media, the buzz round AI and a few game-changing set of rules updates, Google is still the number one supply of website traffic.

Google sends as much as 70% of all referral traffic at the same time as every person else picks up (or offers out) the scraps.

For context, Facebook, the very best site visitors supply social network, sends about 3% of visitors, so it is small beans compared to Google.

The lengthy and quick is that Google is still the most important driver of internet site traffic and by a great degree.


Introduction the Value Proposition Canvas (VPC)
The Value Proposition Canvas (VPC) became evolved by means of Dr. Alexander Osterwalder to assist businesses create a robust fit between products and the marketplace.

The framework is designed to help businesses create successful products and services with the aid of focusing on the consumer’s wishes. It’s blanketed significantly in Strategyzer’s book “The Value Proposition Design.”

The wellknown idea is that:


Businesses design new services and products each day
The majority of those fail miserably
Focusing on what subjects to the consumer allows you be triumphant
The Value Proposition Canvas helps restoration this for services and products via making sure they’re created to cope with consumer goals, pains and jobs. The canvas then facilitates you get “fit” between your products and services and what your customer surely wishes.


The canvas has primary regions, every divided into 3 sections.

Value proposition
Products and offerings
Gain creators
Pain reliever
Customer segment
Customer jobs
This is a simple visible tool to help you work through the purchaser, detailing jobs, pains and desired gains on the proper-hand facet (purchaser section).


Then, you fill out your price map by using mapping products and services to the purchaser jobs and detailing how these relieve pains and create gains for the purchaser.

Using the Value Proposition Canvas for content material ideation and search engine optimization
As SEOs and content material marketers, we can leverage this approach in the age of beneficial, humans-first content material as we are searching for to map price-based totally answers to potential clients’ searches.

As with a lot marketing, the magic is within the method. There is little right here that you possibly don’t already recognise on some stage, however the method allows to carry all this hidden information to the floor and articulate it in a manner that supports content material ideation.


Simply placed, the Value Proposition Canvas technique forces us to imagine our patron segments’ mindsets and rationally assume matters thru.

Follow these steps to generate high-price content material ideas in your customers’ wants and needs.

Step 1: Become the consumer
Download the template and stroll via those steps:

Customer phase
Identify a customer segment which you need to profile. This can’t be just every person or anybody; you have to narrow it down to talk to a selected phase, so please don’t skip this.

List consumer jobs
Customer jobs are the purposeful, social and emotional responsibilities customers are looking to perform, problems they may be seeking to clear up and desires they desire to satisfy.



Functional jobs: Mow the garden, eat wholesome, write a report.
Social jobs: Dress properly, make social media posts, submit weblog posts.
Personal jobs: Enjoying lifestyles, private boom, feeling relaxed, protection.
List consumer pains
Pains are factors of patron jobs that make the customer’s lifestyles difficult. These can include time spent, technical problems, or no longer getting the right results.



Undesired outcomes: Something worrying, dull, or does not work.
Obstacles: Anything that receives in the way of fulfillment (time, money, and so forth.).
Risks: Things that may match wrong like fines, non-compliance, problems, and many others.
Note: The template consists of inquiries to help become aware of consumer pains.

List consumer gains
Gains have to describe the outcomes and advantages you’re looking for along with your content.

Gains can be centered on commercial enterprise, recognition, application, social or some thing is maximum relevant for your consumer.


Required profits: Leads, income, profit, clients, and so on.
Expected gains: Traffic, exposure, Google ratings, patron attention.
Desired profits.
Unexpected profits: Viral capability.
Note: The template consists of questions to assist pick out purchaser pains.

Example: New kitchen patron
In this example, we have filled out the customer’s jobs (yellow), pains (red) and gains (green).

Customer section: Homeowners looking to refurb their kitchens. They have a confined finances and are unsure a way to do that with out breaking the bank.

Step 2: Ranking jobs, pains and gains
Once you have got your listing of jobs, pains and profits, some other important step is to arrange matters through priority and possibility.


Job importance: Rank jobs through the most critical to the purchaser.
Pain severity: Rank pains via how excessive and problematic they’re.
Gain relevance: Rank profits via how essential they may be within the purchaser’s eyes.
This allows you prioritize content improvement efforts and ensures that any content created speaks the consumer’s language.


Step three: Value-driven content material plan
By following this method, you get into your clients’ mind-set and now without a doubt understand your target customers’ objectives, problems and preferred results (gains, pains and jobs).

You can now start filling out the template’s cost side with content material thoughts.

Content ideas
Here, we replace products and services from the same old Value Proposition Canvas and update it with content ideas.


The content material ideas may be mapped to the jobs, pains and gains.

Content to help with patron jobs
Create tutorials, step-by-step courses, or complete evaluations. These assist your target market tick jobs off their listing.
For instance, “How to alternate your kitchen cabinet doors” ought to help a consumer seeking to refresh their kitchen however does now not have a large budget!
Generally, this will be product – and carrier-oriented and the content material closest to buy.
Content to relieve pains
Your content material must deal with the challenges that the target market faces.
For example, if the target audience desires to exchange their kitchen doors but is unsure how to suit them, create publications displaying a way to degree, detach and installation the brand new doorways.
Content to amplify profits
We are seeking to create content material ideas that map for your clients’ desires.
This may be case research of previous kitchen renovations, style publications, or the contemporary home equipment.
Populate your ideas in the SEO Content Value Proposition template.


When thinking about your content, take into account that cutting-edge SERPs are varied and could regularly feature articles, films, web page functions and lots extra.

Content and conversion suit
Our aim right here is to create value for the patron with our content.

We try this by means of understanding the patron and growing content that helps them reap their goals.

Simple example

It is beneficial to simplify this as tons as possible so you can sincerely recognize and articulate it to people in your crew.


For a enterprise selling kitchens to budget-aware clients:

Customer jobs: Setting up a functional kitchen inside a decent price range.
Pains: High charges of kitchen devices, complexity of installation and high electricity intake.
Gains: Affordable pricing, clean set up and lengthy-term cost savings.
You then map content thoughts to this progressed know-how of your customer.


Some fee-based content thoughts consist of:

Product and service content material:
Benefits of modular kitchen units.
Save money with DIY kitchen installation kits.
The fine strength-efficient home equipment.
Pain relievers:
What is the great way to finance a kitchen?
Learn from the professionals with a free kitchen session.
Gain creators:
Understanding kitchen ensures.
The maximum popular layouts for contemporary kitchens.
Space-saving answers for small kitchens.
There is nothing complicated right here. Rather, this is just a framework for considering content ideas from the attitude of your ideal customer segments so you can recognition on their desires and supply most cost.


Common mistakes and issues
Remember, this is an ideation process. By its very nature, it is a creative endeavor, so it works fine in a crew setting. That said, in case you are a lone gun, you could without problems integrate AI equipment into your SEO content material planning to act as your assistant.

Common problems we see consist of:

Too extensive a consumer profile. Get unique!
Remember to consist of social and emotional jobs. We purchase with feelings, now not good judgment.
Not going into sufficient detail approximately your jobs, pains and profits.
Not connecting the dots among jobs, pains and gains.
Specifying content ideas simply as the other of indistinct jobs, pains or gains.
Generate SEO content ideas that resonate along with your audience
With SEO problems and expenses spiraling, that specialize in customer cost to maximise returns from content advertising and marketing efforts is essential.


To get results from SEO in 2024, all the planets should be aligned. Your internet site search engine optimization has to be best, your content material must be aimed squarely at your consumer’s wishes, and also you must measure your search engine optimization outcomes cautiously.


The Value Proposition Canvas brings structure to the often chaotic and unpredictable assignment of generating content thoughts. Done well, this can assist you get in front of your potential customers as they research their troubles.

Hopefully, this method allows you start with a solid foundation of content ideas that genuinely assist, aid and resonate together with your target market.


Opinions expressed in this article are the ones of the guest author and now not necessarily Search Engine Land. Staff authors are indexed here.

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