How to Use SlideShare for Content Marketing

Friday 05th, August 2016

slideshare photoIn this age of social media dominance, marketers are obsessed with the likes of Facebook, Twitter and Snapchat to promote their content.

However, when it comes to SlideShare, they are quite dismissive of its potential.

What they don’t realize is that SlideShare is the ‘quiet giant’ of content marketing.

It has close to 70 million professionals looking to learn a variety of topics from subject matter experts. With 18 million presentations in 40 categories – SlideShare is the world’s largest community for sharing presentations.

I don’t know about you – but I’d say that is pretty impressive for a site that is mostly dominated by job seeking professionals.

And that’s not it – SlideShare is pretty much unrivalled in targeting professionals who seek expert content on different subjects.

Okay, what’s in it for you ?

Given your audience is searching for what you offer, you don’t have to compete for visibility. Therefore, when you target this audience, your conversion rate will be much higher than any other social medium.

That said, let’s look at a few techniques that that will help you make the most of your PPTs.

Create Highly Attractive Slides

I’ll get straight to it. If your slides aren’t good enough – you won’t get anything from SlideShare.

So direct your focus towards creating attractive slides that persuade the viewer to click further.

Your presentation needs to be a magnet – keeping your viewer hooked from the start till the end.

SlideShare is probably the only medium where your content has the upper hand in driving the viewer engagement – and not the brand itself.

Therefore, if make an attractive presentation – trust me, you’ll definitely get a few hundred more views than what your Twitter or Facebook account would fetch.

Focus On Your Target Audience

While deciding on the content, focus more on what your audience likes to see, than what you want to say.

Cathy Atkins, co-founder of Metis Communications in Boston says, ‘As with e-books, infographics, white papers and other premium content, SlideShare presentations should give the reader something he needs, something that helps him do his job better and something that doesn’t overtly sell’.

Put yourself in the shoes of your audience and decide if your content provides all the necessary information that it claims to give.

If you achieve that – you are right on track.

Add Compelling Visuals

A presentation is like a cake. If it isn’t visually appealing – no matter how delicious it might be – people won’t eat.

Similarly if you want to capture and sustain your viewer’s attention, having attractive images is a must.

If you come across product launches of Apple, one thing that is consistent throughout – would be the minimal usage of text.

They fill the canvas with gorgeous images of their products that captures the viewer attention.

That’s exactly what you need to do.

According to SlideShare statistics, the number of images per presentation has jumped 53% – and the number of words dropped by 29%.

This trend indicates the importance of attractive images for sustained viewer engagement.

Use List Titles

Everyone likes lists.

Visit any popular website, you’ll see more than a few headlines that include a list.

Why? That’s because they work.

The same is true with SlideShare.

In addition to lists, people like to keep up with the influencers in their niche.

With just one list presentation, you can lure readers in and get on the radar of the people who matter in your space. If you’re lucky, they might share the presentation with their followers.

For every 10 emails industry influencers get telling them they’ve been listed in a blog post, there’s hardly one which tells them they’ve been listed in a SlideShare presentation.

Pique their interest by offering something different. That’s how you’ll capture their attention.

So how is your content marketing coming along?

Have you added SlideShare to your content marketing arsenal? Share your thoughts in the comments section below.

Image by sylvain kalache 


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