Okay, it sounds simplistic. But too many people fail to set objectives before they create web content. And that leads to problems, not the least of which is never knowing whether they’ve achieved success.
No, it’s not sexy. But it’s essential. Having a goal will focus your efforts on what needs to get done, which will make you more effective. It will also save you time, and give you targets against which to measure content performance.
So your first step to success creating web content is describing what that success actually looks like. But don’t be vague about it. Make sure that your goal is SMART—Specific, Measurable, Attainable, Realistic and Timely. For example, “Achieve world peace” is not a SMART goal. “Donate 30 percent more to the Red Cross this year” is.
Here’s how to define an intelligent objective:
- Start with a general goal. For example, “reduce costs,” “create leads,” “sell products or services” or “extend brand.”
- Make it SMARTer. By making it more:
- Specific: For example, what kind of leads? Qualified leads? Or anyone?
- Measurable: For example, how much do you want to reduce costs? Five percent? Or 50 percent?
- Attainable: For example, is your objective possible with your current resources?
- Realistic: For example, is 50 percent a realistic cost reduction to aim for?
- Timely: By when do you want to achieve the objective?
- Verify your assessments. Present your SMART goal to friends or colleagues. (Note that this has the added benefit of a public commitment, which further increases your odds of success, as you’ll be more consistent with your commitment.)
So, what are you waiting for? Don’t just think about setting objectives. Lock them down!
Then take the next step and find a niche.