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.

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.

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.

Describe realistic, achievable and easily identifiable signs that can signal that the client is on a trajectory leading towards the desired outcomes.

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.

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”.