The content marketing world is ruled by a few key pillars that support any successful campaign. Stellar blog writing from a blog writing company, 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 what makes SlideShare so intriguing to every blog writing company? 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 every blog writing company will tell you that 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.
As a blog writing company will say, 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 and from your blog writing company, then there’s no reason why your SlideShare offerings can’t take the web – and your audience – by storm.
The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business.
Seems easy, right?
Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay!
Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action.
As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals.
Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content.
Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:
- Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet.
- Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform.
- Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
- Find where your current and potential audience is active online. Catch their attention by being active and sharing your content marketing materials on these platforms.
- Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve.
- Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience.
Case Study: How Strategic Content Marketing Can Broaden Your Audience
In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.
For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread.
Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes.
By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope.
Ready to Invest In Your Article-Writing.co Thought Leadership Package?
At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package.
Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.