Benchmark Blogging
“If you can’t measure it, you can’t manage it,” legendary management consultant Peter Drucker was fond of saying. “How do we know if we’ve identified a result rather than an activity?” he asks. To achieve any goal, whether personal or business, explains local consultant Michael Hill, use the acronym SMART:
- Specific
- Measurable
- Attainable
- Results-oriented
- Time-phased
When blog content writers use SMART, that can greatly enhance the value of the information and advice they’re offering.
Specific:
Start by asking yourself what you want the person to do as a result of reading this post.
Each business blog post should impart one new idea or call for a single action. Focused on one thing, your post has greater impact, since people are bombarded with many messages each day. Respecting readers’ time produces better results for your business.
Measurable:
Readers need to know how they will know that choosing a particular product or service has been a good idea. Offer tips on small, incremental positive changes they should begin to notice.
Attainable:
Describe realistic, achievable and easily identifiable signs that can signal that the client is on a trajectory leading towards the desired outcomes.
Results-oriented:
While time may have elapsed from the initial transaction, the content of the blog can serve as a reminder of the initial reason for beginning the regimen, purchasing the item, or continuing to take training.
Time-phased:
Setting expectations based on time is a good idea for blog content writers. Imagine readers asking themselves “How will I use the product? How much will I use? How often? Where? What will it look like? How will I feel?”
Remember, if clients and customers can’t measure it, they will not even try to “manage it”.
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