If you’re a B2B marketer sitting on a mountain of slide decks, why aren’t you on SlideShare yet? For the uninitiated into the content marketing world, SlideShare is a presentation-sharing social network owned by LinkedIn. It hosts not only PowerPoint but also PDF, Keynote, or OpenDocument file formats. Easily consumable visual content is one of SlideShare’s biggest advantages.
[Tweet “Easily consumable visual content is one of #SlideShare’s biggest advantages #ContentMarketing”]
But not everyone seems to be in on that fact. And not everyone seems to be taking advantage of all the good bits that SlideShare has to offer.
Dubbed as the quiet giant of content marketing, SlideShare is the best content tool for B2B marketing but is the most undervalued. Business owners use SlideShare five times more than Facebook, Twitter, YouTube, and LinkedIn. With five times more traffic but only 17 percent of B2B marketers using the platform for new product launches, that’s an opportunity to get ahead of the game.
“Presentations are one of the main ways in which professionals capture and share their experiences and knowledge, which in turn helps shape their professional identity,” LinkedIn CEO Jeff Weiner said. “These presentations also enable professionals to discover new connections and gain the insights they need to become more productive and successful in their careers.” That’s one reason LinkedIn acquired SlideShare.
[Tweet “Business owners use #SlideShare 5x more than Facebook, Twitter, YouTube, LinkedIn #ContentMarketing”]
We give you five compelling reasons to give SlideShare a shot:
1. Display thought leadership in your industry
You can seamlessly integrate SlideShare into your LinkedIn company profile, which makes SlideShare a great platform for flexing your thought leadership muscles. Because who better to showcase your professional expertise to than your professional connections?
[Tweet “Use #SlideShare to showcase your expertise to professional connections #ContentMarketing”]
Reality check: Being a thought leader doesn’t equate to being opinionated. True thought leadership means successfully providing the best answers to your target audience’s biggest and most important questions. Becoming the go-to entity elevates your reputation and drives the success of your business.
Michael Stelzner, founder and CEO of Social Media Examiner, observes: “If you want to remain top-of-mind in your industry, you must regularly provide relevant content to a niche audience. When you consistently deliver value to the right people, they will share your content, evangelize your products and services and in many cases become your best customers.”
2. Make the most out of your recycled content
Repurposing content is not a mortal sin. In fact, it’s an efficient way of breathing new life into old content that deserves fresh attention. Information nowadays tend to get old very quickly. No content marketing deity will strike you down if you update an old post with new data (if necessary) then republish it in a brand-new format in another platform.
[Tweet “Breathe new life into old content that deserves fresh attention by repurposing #ContentMarketing”]
In the age of information overload, how can your brand rise above the noise? One foolproof way to reach a wider audience and engage them is to cater to their varying preferences in consuming content. More channels equals more reach.
You can use SlideShare to target highly visual people, for instance. So if you have a blog post, a white paper, or an e-book, go ahead and turn it into a great presentation complete with visuals and written content (because with SlideShare, you can show and tell).
Packaging your content in a visually appealing manner sparks fresh interest and even reengages audience that have previously been exposed to the same content.
3. Take advantage of the inbound lead generation tool
SlideShare statistics say there are over 70 million users actively looking for content on the platform every month. Imagine what you can do with that much volume of organic interest. Plus, the Lead Gen tool is self-service, which places the content distribution platform’s power squarely in your hands. Here’s a how-to guide.
[Tweet “By the numbers, the amount of organic interest on #SlideShare amounts to 70M #ContentMarketing”]
Being on SlideShare gives you the capacity to attract and build an audience. And once you’ve developed your SlideShare viewership, you have a receptive audience that you can readily convert into high-quality prospects.
For example (if you have a Silver Pro account), you can get users to fill out a form before they download your presentation. To be sure, your content should be premium enough, or you risk making your audience feel shortchanged.
4. Harness the increasingly mobile-first generation
According to We Are Social’s comprehensive new report called Digital, Social & Mobile 2015, of the more than 7 billion total population around the globe, almost 3.5 billion are unique mobile users. That’s 51 percent penetration.
The statistics are even more impressive when you zone in on Asia-Pacific—3,722 million of the total population of 4,021 million is connected mobile-wise. That’s 93 percent penetration. And when you zoom in further, putting this in the Philippine context, you’ll find that total mobile connections amount to more than 114 million versus the national population of over 100 million. That’s 114 percent penetration.
[Tweet “114M total mobile connections v. Philippine national population of over 100M #ContentMarketing”]
Now why is this important? Because there has been a nine-fold increase in engagement in the SlideShare mobile app versus its desktop counterpart. You will reach this audience who are most likely surfing their mobile phones during their commute or lunch break. Also, most likely, these are professionals who are willingly spending their precious idle time to consume content on SlideShare.
Given the length of time they can afford to spend during these short breaks, you can bet that they won’t have the appetite for long-form content. Good for you, then, because easily consumable visual content is one of SlideShare’s biggest advantages (like I said earlier).
5. Optimize for SEO
As with everything online, users take to the Internet to search for answers to their questions. With SlideShare, you have actionable ways to make sure that they can find you. SlideShare has emerged as an important channel for ranking high in search engine results.
[Tweet “#SlideShare is an important channel for ranking in top results in search engines #ContentMarketing”]
There’s even a SlideShare’s tutorial deck for SEO optimization that details following 7 ways:
- Optimize document title
- Optimize document content
- Tag the document
- Leverage social sharing
- Embed document on blogs
- Use long-tail keywords
- Upload a transcript of the document
The key takeaway here is that wherever you can insert relevant keywords, you should do so, be it in the file name of your presentation, the description of your presentation, and of course the text you use in your slides.
It cannot be denied that social media plays a big role in your business’ content marketing strategy. And while it’s still up for debate whether or not it’s advisable to be on every available social channel, taking advantage of SlideShare’s massive professional audience that’s still largely unreached by other marketers is an opportunity you can’t afford to miss.
Are there any social media channels aside from SlideShare you think is also under-appreciated? Share your thoughts below.