How do I measure the results?

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2. Keep some things general
In order to easily push your content on multiple channels, it is important that there are a few things that can be generalized in your content. This way you can easily give your content a slightly different angle, so that it fits a different channel or a different target group.

In principle, it can be said that a video works well for social media (especially LinkedIn and Facebook) and e-mail (newsletters). Use this as a goal to increase interaction and bring your company to the attention of new (potential) customers.

An infographic, which I will explain in more detail in the next point, fits well with social media, because it is easy to share. Reach many people quickly. Whether this results in a qualitative audience is the question, but experiment.

A blog series or content in a slightly different form, as in the example below, fits well on your website. And of course you send out a series via email. Find new email addresses by offering the series as a download.

To illustrate the last point, I would like to give you the following example. The article ' 8 rules for the Startup Marketer ' is written in such a way that it now fits perfectly with startup marketers, but with a slightly different introduction the title can be adjusted to '8 things that you as a marketer should not forget in the chaos of all the new trends 2018'. In addition, you can use the article again in series form if you add a few extra points. Or make a video of a number of separate points in which you refer to the blog. Multi-deployable, without having to spend a lot of time on it.

3. Mention numbers
Besides the fact that numbers work convincingly, numbers also ensure easy conversion of your article. With a number of numbers in your blog, you can easily make an infographic of it, for better shareability on social media. Or make a cool video.

The example below is very suitable for creating and sharing an infographic. Add a text like 'More figures? Read them in this article…' And you're done. There are several tools that you can use to easily create an infographic yourself. You don't need extensive design skills for this. For example, try Infogram .

Or make an animation video, in which the numbers appear, and refer to your blog. Just a little different, always fitting telegram data a different medium, while you really only write one blog. Converting does not have to take much time, because your content is written with an all-round thought.



Track whether your multi-purpose content gets a different result than your 'normal' content. Do you get more reactions? Does your post get more shares with an infographic than when you add a link? Make a comparison between the different forms and see what works for your brand. For this you can use the tools that you normally use to measure your number of readers, time on page, retweets and shares.

multi-purpose content

I also always think it is good to look at the feeling that certain content evokes in readers, in addition to the numbers. This is difficult to measure, but also look at the reactions, for example. Are they different in tone? Do people react who normally do not react? Do you suddenly have followers from a different segment?

In short, when writing your content next year, pay extra attention to readability, the possibility of generalization and figures. These three things help to easily use your content all-round. This way you can reach a larger target group with more striking forms of your blog.