The content marketing world is ruled by a few key pillars that support any successful campaign. Stellar blog writing, an interactive presence on social media, and… winning presentations on SlideShare? While this last entry on the list might seem like it’s out of place, the truth of the matter is that SlideShare is most definitely a content marketing juggernaut that’s worth your brand’s attention. To ensure you don’t leave anything on the table when it comes to leveraging the power of this emerging platform, let’s spend a minute going over some of the key aspects of getting the most out of this supplementary tool.
Investigating SlideShare’s Rise to Prominence
So just want makes SlideShare so intriguing to the content marketing world? According to research conducted by Entrepreneur magazine’s Leyl Black, this appeal all boils down to a strong blend of accessibility and quality.
“SlideShare provides an easy way for startups to share their expertise with large target audiences across social platforms, and in a format that can be as easy to consume as an old-fashioned flipbook.” – Cathy Atkins, co-founder of Metis Communications.
This quote from Cathy Atkins of Metis Communications serves as the basis of Black’s insight and does a good job showing why brands should start molding their blog writing practices to also incorporate SlideShare integration. It also doesn’t hurt that this site averages around 60 million unique visitors a month. Breaking this down a little farther shows that business owners are more likely to visit SlideShare over Facebook, Twitter, LinkedIn, or YouTube.
The Best Content Stands on Its Own
Now that you know why SlideShare matters to your content marketing and blog writing initiatives, what’s the best way to start developing a strategy for this platform? As Neil Patel of the Content Marketing Institute explains, it’s all about making this content stand on its own.
An alarmingly large number of participants on this site simply post offerings that are supposed to accompany a spoken presentation, thus rendering this content completely useless. Instead, skip the rehashed PowerPoint approach and focus on a clear progression within your message and easy-to-follow slides. This way viewers on the other side of the screen won’t be left scratching their heads and trying to fill in the gaps of unfinished or incomplete content.
Build a Strong Core Strategy
Once you’re committed to having this content exist as a separate – but related – entity to your blog writing and other content marketing offerings, you’ll want to start thinking about the best ways to frame the problem that your presentation addresses. To better streamline this process, Brent Gleeson of Forbes magazine breaks down a winning approach into a few simple steps:
- State the problem as soon as possible.
- Think “big picture” with your problem.
- From here, talk about the solution.
- Focus on a strategy, a method, an approach as the solution, not a sales pitch.
Essentially, the SlideShare audience doesn’t want to deal with fluff or self-promotion – a theme that goes a long way toward embodying the content marketing world as it currently stands and your blog writing endeavors. If any portion of your SlideShare presentation feels like it might not be on point with this sentiment, don’t be afraid to “trim the fat.” The faster you get to elaborating upon your big point, the better off you’ll be with the viewers on this platform.
Make a Bold Claim
Obviously, having a core strategy is vital to the success of your content on SlideShare; no one’s going to refute this point. However, if you truly want to go above and beyond the basics, you need to be bold and make a claim or statement that really catches the eye of your reader.
In his look at some of the best examples of content on SlideShare, Econsultancy’s Graham Charlton points to presentations that covered everything from a comparison of the majority of other content to the refuse of a your favorite four-legged friend, to how boring industries can spice things up. The big key here isn’t to be dramatic for the sake of garnering a cheap jolt in attention, but rather to find a compelling way to truly differentiate your brand from the ever-growing sea of digital competitors.
Go Back to Your Best Content
If you’re worried that generating content of such a high caliber will put too much of a strain on your current schedule, then Chris Brown of MarketingProfs points out that you already have a repository of worthy offerings sitting right on your branded site. By repurposing your on-site content, you can breathe new life into this high quality blog writing that currently attracts viewers from around the web.
Naturally, it’s important to avoid the temptation to simply repurpose every blog post and spam the SlideShare platform with a deluge of presentations. Only the best options should make the cut; with an emphasis on posts that contain strong facts, figures, and other shareable “nuggets” of eye-catching information.
Wrap Things up with a Strong Social Push
The final piece of the puzzle, according to Social Media Examiner’s David Waring, is to help your SlideShare content go viral with a healthy push on social media. However, the best option for this endeavor might not be what you expect.
LinkedIn is fast becoming the go-to spot for business professionals to educate themselves on industry-related topics. That makes it a great place to promote your well-designed, professional SlideShare content. – David Waring, Social Media Examiner
As you can see, LinkedIn and SlideShare work well together as a way to hone in on the type of audience most likely to interact with your brand via this tool. It also doesn’t hurt that LinkedIn purchased SlideShare back in 2012 and helps boost the awareness of relevant presentations that are created on the social network’s favorite visual platform.
Even if you decide to share on Facebook or Twitter, the important thing is that you try and get the word out about this content. If you can do this, while putting to good use the rest of what you’ve learned here, then there’s no reason why your SlideShare offerings can’t take the web – and your audience – by storm.