SMART objectives: how to create relevant content – Inbound #14

We regularly talk about using a website as a prospect magnet. We have already discussed creating a typical customer profile to better understand your target audience's expectations and motivations. But another concept is important for producing content that hits the mark and converts your leads most effectively: defining a SMART objective…

Download our free file " Responding to objectives using the S.M.A.R.T model"

What is a SMART objective?

SMART is a mnemonic device that will help you easily define your objectives when creating web content.
For example, behind every blog post and every downloadable resource you write lies an objective. And that objective must be SMART. Here is what that means…

• S for Specific: Each piece of content must have a precise, understandable and clear objective.
• M for Measurable: Your objective must be quantifiable or qualifiable. You therefore need a performance indicator to measure your results.
• A for Achievable: Your objective must be ambitious enough to motivate you, whilst remaining achievable — in other words, realistic.
• R for Relevant (or Realistic, depending on the version): Your objective must be pertinent, useful and realistic.
• T for Time-bound: Your objective must be defined within a timeframe, have a deadline, and ideally be broken down over time on a reverse schedule, for example.

To make this clearer, here is an example of an objective for a blog post:

Increase blog traffic by 10%, going from 1,000 to 1,100 visitors per week, by 30 January 2018.

This objective is Specific (increase traffic by 10%), Measurable (go from 1,000 to 1,100 visitors per week), Achievable and Relevant (the targeted increase over 3 months is reasonable, and growing the number of visitors will raise the blog's profile and therefore the number of prospects), and Time-bound (by 30 January 2018).

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By using your typical customer profile, putting yourself in their shoes and basing your approach on a SMART objective, you will find it much easier to create content that is attractive to your target audience. And "content that is attractive to your target audience" means "more visitors" and therefore "more opportunities to generate leads".

The benefit of SMART objectives is that they clarify things and make creating your content simpler. So, are you ready to create content that will bring you many new clients?

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