Rob Punselie: Content Jobs to Be Done – Episode 207

Content Strategy Insights

Rob Punselie A truly customer-focused content strategy is the cornerstone of good customer experiences. Over the past 25 years, Rob Punselie has developed and honed content discovery research methods based on time-tested usability knowledge and the Jobs to Be Done product-development framework. This approach has helped him consistently deliver to his clients effective and durable content and customer experience strategies. We talked about: Content Kings, his customer experience consultancy, and their focus on the Jobs to Be Done methodology the surprisingly small number of jobs that exist in many large projects the JTBD methodology he has developed the need to cultivate deep knowledge of, and experience with, their methodology to use it the key factor to developing competency in using the methodology: curiosity the "magic quotes" that are key to identifying critical research insights his take on customer journey mapping how to be genuinely customer centered as you discern how to address the jobs that need to be done how staying customer-focused builds your credibility as a business how his approach encourages cross-functional collaboration the specific benefits to content practitioners of the JTBD approach Rob's bio Rob Punselie is a seasoned transformation leader and founder of ContentKings. With over 25 years of experience, Rob has guided organisations in government, healthcare, and business through complex digital transformations, always with a sharp focus on user needs and measurable results. Earlier in his career, Rob worked at ASML as a Publications Manager, leading international teams to streamline technical documentation in a high-pressure, global environment. As a lecturer at Leiden University, he spent eight years shaping the next generation of media and journalism professionals. Rob is also the author of eight non-fiction books, showcasing his expertise in communication, strategy, and innovation. Driven by the belief that IT should be as effortless as turning on a tap, Rob continues to help organisations make digital work — for everyone. Connect with Rob online Linkedin The ContentKings website CourtYard newsletter (in Dutch) email: Rob at contentkings dot nl Video Here’s the video version of our conversation: https://youtu.be/vNrhBzq66bw Podcast intro transcript This is the Content Strategy Insights podcast, episode number 207. At the end of the day, customers care very little about the content you have carefully designed and crafted. They just want to get something done. Teasing out the actual tasks and jobs they need to do is the foundation of a truly customer-focused content strategy. Over the past 25 years, Rob Punselie has developed and honed content discovery research methods based on time-tested usability knowledge and the Jobs to Be Done product-development framework. Interview transcript Larry: Hi, everyone. Welcome to episode number 207 of the Content Strategy Insights podcast. I am really delighted today to welcome to the show Rob Punselie. Rob is a Punselie, I'm sorry I screwed that up. We were practicing my pronunciation before the show, but Rob is the principal at ContentKings, which is actually they do more than content. They're a customer experience consultancy based here in the Netherlands. Welcome Rob, tell the folks a little bit more about what you're up to these days. Rob: Hi, Larry. I'm quite privileged to be here and such a good company and a long list of experts that I admire. What we're doing right now is a couple of projects. We've been working on a larger project, which is called the FK Farmacotherapeutisch Kompas. We've been working on content projects for the Brain Foundation and right now we're working together with a business accelerator program trying to facilitate their software programming and development right now. So that's the kind of thing that we do and we do a lot of research.