You’ve been doing content marketing all wrong. There, I said it.
Now, before you get your knickers in a twist, hear me out. I’m not talking about your blog posts, your Instagram stories, or even your TikTok dances (although we might need to have a separate conversation about those). I’m talking about the platform you’ve probably ignored all this time: SlideShare.
“SlideShare?” I hear you say. “Isn’t that just PowerPoint’s less attractive cousin?” Oh, my sweet summer child. You couldn’t be more wrong.
SlideShare is the dark horse of content marketing, the platform quietly dominating the B2B space while you’ve been chasing likes on LinkedIn. It’s time to wake up and smell the opportunity because if you’re not using SlideShare for your business marketing, you’re leaving money on the table.
But here’s where it gets really interesting: SlideShare isn’t just another platform to cross-post your content. It’s a whole different beast, with its own rules, its own audience, and its potential for massive returns. And today, we’ll dive deep into how you can harness that potential.
Let’s start with a reality check. SlideShare gets 80 million unique visitors per month. That’s more than Twitter, LinkedIn, or Instagram. Shocked? You should be. Because while you’ve been fighting for attention in the crowded streets of mainstream social media, there’s been a gold rush happening in the hills of SlideShare.
But it’s not just about the numbers. SlideShare has a unique position in the content marketing landscape. It’s where professionals go to learn, to find solutions, to get inspired. It’s a platform built on substance, not selfies. And that, my friend, is where the real opportunity lies.
Here’s why most marketers are missing out:
But here’s the kicker: these perceived barriers are your competitive advantage. While others are shying away, you will charge in and claim your slice of the SlideShare pie.
Now, let’s talk about content. Because, let’s face it, most SlideShare content sucks. It’s boring, it’s ugly, and it’s about as engaging as watching paint dry. But that’s good news for you because it means the bar is low, and you’re about to raise it.
The anatomy of a killer SlideShare presentation is simple:
Sounds easy, right? Well, it is, and it isn’t. The principles are simple, but the execution is where most people fall flat. They make rookie mistakes like cramming too much text onto each slide, using cheesy stock photos, or forgetting to tell a coherent story.
But you won’t make those mistakes. Instead, you’ll create content that stands out, gets shared, and generates leads. How? By avoiding the common pitfalls and focusing on what works.
Let’s look at a case study. Rand Fishkin’s “Why Content Marketing Fails” has over 7.5 million views on SlideShare. Why? Because it hits all the right notes:
You might be thinking, “But I’m not Rand Fishkin!” And you’re right, you’re not. But you don’t need to be. You just need to understand what makes content work on SlideShare and then apply those principles to your expertise.
Now, let’s talk about SEO. Because if you thought SlideShare was just about creating pretty presentations, you need to include half the picture. SlideShare can be a powerful tool for boosting your search engine rankings if you know how to use it.
SlideShare presentations often rank higher in Google search results than the websites they’re linked to. That’s right; your SlideShare content could outrank your website in key search terms.
Why? Because Google loves SlideShare. It sees it as a high-authority site and tends to rank SlideShare content well. But to take advantage of this, you need to optimise your content for SEO.
Here’s how:
But SEO for SlideShare isn’t just about on-page optimisation. It’s also about leveraging SlideShare for backlink building. Every time someone embeds your SlideShare presentation on their website, you get a backlink. And backlinks, as we know, are SEO gold.
How do you get people to embed your presentations? By creating content that is so good and valuable that people can’t help but share it. It’s not about gaming the system but creating genuine value that others want to pass on.
Now, I know what you’re thinking. “This all sounds great, but how does it generate leads for my business?” I’m glad you asked because this is where things get really interesting.
SlideShare isn’t just about getting views (although those are nice). It’s about turning those views into leads and those leads into customers. And to do that, you must master the art of SlideShare conversion.
Here’s the secret: your SlideShare presentation isn’t the end goal. It’s the beginning of a journey that leads your audience to your product or service. To make this journey smooth, you need to:
Let’s break these down.
Effective call-to-actions (CTAs) in SlideShare presentations are subtle but powerful. You can’t just slap a “Buy Now” button on the last slide and call it a day. Instead, you must weave your CTAs throughout the presentation, offering additional value at each step.
For example, you might offer a free ebook that expands on the ideas in your presentation. Or invite viewers to a webinar where you’ll dive deeper into the topic. The key is to make your CTA feel like a natural next step, not a pushy sales pitch.
Lead capture on SlideShare is an art form in itself. SlideShare allows you to add lead forms to your presentations, but use these sparingly. Nobody wants to fill out a form on slide 3 of your presentation. Instead, wait until you’ve delivered value, then offer something irresistible in exchange for their contact information.
Finally, SlideShare should be just one part of your broader marketing funnel. Your SlideShare presentations should lead viewers to your website, email list, and social media channels. It’s all about creating a seamless journey from SlideShare viewer to a loyal customer.
Alright, you’ve made it this far. You’re not just dipping your toes in the SlideShare waters anymore; you’re ready to dive in headfirst. So, let’s talk about some advanced SlideShare hacks that can take your game to the next level.
First up: analytics. SlideShare provides detailed analytics on your presentations, and if you’re not using these, you’re flying blind. You can see not just how many views you’re getting but where those views are coming from, which slides people spend the most time on, and where they’re dropping off.
This information is gold. Use it to refine your strategy. If people drop off at slide 10, add a hook to keep them engaged. If most of your traffic comes from LinkedIn, double down on promoting your SlideShares there.
Next, let’s talk about repurposing. A good SlideShare presentation isn’t just a one-and-done deal. It’s a content goldmine that you can repurpose into multiple pieces:
The possibilities are endless. And the best part? You’re getting maximum value out of the work you’ve already done.
Finally, let’s talk about collaboration. SlideShare is a social platform, which means there are opportunities to expand your reach through collaboration. Find influencers in your industry and propose joint presentations. You both bring your expertise to the table, and you both benefit from each other’s audience.
So, here we are. We’ve journeyed through the world of SlideShare marketing, from the basics to the advanced techniques. You’ve learned why SlideShare matters, how to create content that doesn’t suck, how to optimise for SEO, how to generate leads, and how to take your SlideShare game to the next level.
But knowledge without action is about as useful as a chocolate teapot. So here’s my challenge to you:
Because here’s the thing: SlideShare isn’t just another marketing tactic. It’s a chance to showcase your expertise, provide real value to your audience, and stand out in a sea of mediocre content. It’s a chance to do marketing that feels like something other than marketing.
And who knows? You might find that it transforms your business in unexpected ways. You might find yourself with more leads, more customers, more opportunities than you know what to do with.
But you’ll never know unless you try.
So what are you waiting for? The world of SlideShare is waiting for you. It’s time to dive in and make a splash.
If you need help navigating these waters, we’re here to help. At CJCO, we’ve helped businesses like yours harness the power of SlideShare to drive real results, and we’d be happy to do the same for you.
The choice is yours. Are you ready to revolutionise your content marketing strategy? Are you ready to tap into the untapped potential of SlideShare?
The stage is set. The audience is waiting. It’s time for your ideas to shine.
Let’s make it happen.
Yes, when done right. Use lead forms strategically within your presentations, offer valuable downloads, and always include a clear call to action. Remember, the goal is to provide so much value that viewers want to learn more from you.
Not necessarily. While original content is valuable, you can also curate content from various sources to create insightful SlideShares. Just be sure to credit your sources and add your own unique insights.
There’s no one-size-fits-all answer, but generally, 30-60 slides work well. The key is to keep each slide focused on a single idea and to maintain a narrative flow throughout the presentation.
Up until working with Casey, we had only had poor to mediocre experiences outsourcing work to agencies. Casey & the team at CJ&CO are the exception to the rule.
Communication was beyond great, his understanding of our vision was phenomenal, and instead of needing babysitting like the other agencies we worked with, he was not only completely dependable but also gave us sound suggestions on how to get better results, at the risk of us not needing him for the initial job we requested (absolute gem).
This has truly been the first time we worked with someone outside of our business that quickly grasped our vision, and that I could completely forget about and would still deliver above expectations.
I honestly can’t wait to work in many more projects together!
Disclaimer
*The information this blog provides is for general informational purposes only and is not intended as financial or professional advice. The information may not reflect current developments and may be changed or updated without notice. Any opinions expressed on this blog are the author’s own and do not necessarily reflect the views of the author’s employer or any other organization. You should not act or rely on any information contained in this blog without first seeking the advice of a professional. No representation or warranty, express or implied, is made as to the accuracy or completeness of the information contained in this blog. The author and affiliated parties assume no liability for any errors or omissions.
