If you’re trying to promote your business with social media, chances are you have a LinkedIn page. LinkedIn is an excellent platform for sharing interesting articles, connecting with like-minded people and making a name for your business.
But how much are you using LinkedIn’s other social media services? If you blog quite frequently for work, you may be familiar with LinkedIn Pulse. One of the services that I’d argue goes a little under the radar however, is SlideShare.
LinkedIn SlideShare is a self-described hosting service for professional content, and it has everything from slideshows and documents to infographics and videos. It’s a great place to stay up to date on the latest industry news.
Today I’ll show you how it could be the best tool to add into your marketing strategy.
This article will be looking at everything from the analytics and data provided on SlideShare, to the different types of content and how to make an impact on your digital audience.
Slideshare has an good user experiencce making it easy to use
Slideshare is feature packed giving you flexibility
Slideshare has excellent analytical tools
Slideshare recognizes keywords and uses tags so your audience can find you
You can link back to your website
You can embed affiliate links
Slideshare is mobile friendly which is is extremely important now and in the future
Users can clip and save your branded slides to review in the future
You can allow downloads of your branded material
A slideshare slideshow can be a teaser that encourages yoour readers to head over to your website or your Amazon Author page.
You can get shares to other social platforms
Slideshare is in the top 200 most visited sites
Slideshare allows uploads of videos documents, PDFs and Webinars
Embed your YouTube videos into Slideshare
Collect leads through a strong call to action
Grow as an industry expert and thought leader
Just in case you haven’t used SlideShare before, I’ll run through the basics of the platform quickly. As I’ve said, it’s a service provided by LinkedIn for their users to share all sorts of content on.
To use SlideShare, you’ll need a LinkedIn account- it’s quick and easy to sign up for one of these, and you can log into SlideShare straight from it.
When you log in you’ll see the homepage, displaying the top SlideShares for the day and the featured pieces of content. You can also find featured LinkedIn Learning courses (another key LinkedIn service), headlines, featured social media content and a whole lot more. Put simply, there is a lot of content on SlideShare.
Uploading your own content is simple on this platform, which is great. It’s a drag and drop feature, and the process is easy to follow.
Something that I really like about uploading to SlideShare is that it has a ‘discoverability score’ feature. If your profile is set to public (it is by default) then search engines will index your content; this means that you should be considering how to optimize your work at all stages.
We’ll be taking a look at optimization in more depth later on in this article, as it’s super important with SlideShare.
In terms of engagement on the platform, it’s well integrated with other social media channels. There are buttons at the bottom of each piece of content that allow you to share it on LinkedIn, Facebook and Twitter.
This is a great way to encourage interaction from your audience, and makes it easier to do cross-promotion too. There’s also a standard ‘share’ and ‘like’ button, just like other social platforms have.
The function that I find particularly interesting on SlideShare is the ‘clipping’ function. When you’re viewing a slideshow, you have the option to clip a slide. This saves that slide to your clipboard, so that you can view it at a later date.
This is brilliant for content curation and could also be great for using as a way to brainstorm ideas. You can create multiple clipboards, which can be public or private.
The function reminded me immediately of Pinterest, and I think it’s something that sets SlideShare apart from other social media platforms.
Something that I’d recommend doing if it’s your first time on SlideShare is taking a look to see who else is using it.
Are there any key influencers for your industry? Have you seen any of your competitors using the site?
Take a look to see what you’re up against, and use the trending content to inform your own decision making process. Like I said, SlideShare is packed full of content, so it’s important to take every step to make sure that your page stands out.
One thing that I feel is very important when it comes to SlideShare is the analytics page. Seeing as it’s such a content-filled, diverse platform.
It’s crucial to use all of the data and tools at your disposal to make sure that your content is having the most positive effect that it can.
On your analytics page, you can see the engagement levels that your different pieces of content received. There’s a summary section, and then there are individual tabs for views, actions, viewers and exporting data.
The data export features are very useful, as it means that you can download reports about your analytics directly from the site.
Just like any other social media marketing, data should be one of your key focuses. I’m not overly fond of working with numbers I’ll admit, but using your analytics is one of the only guaranteed ways to improve your marketing efforts overall.
You can use your analytics page to understand your audience more. For example, where are your target customers located, and how can you use this data for more targeted marketing campaigns? The analytics tab on SlideShare is also great for understanding what type of content your audience enjoys and what they’re not so keen on.
Something that I’d recommend doing with your SlideShare content is split testing. Have you got a new topic that you want to talk about? Trying out a new content format?
Try providing your audience with both/all the options, and using your analytics to record how they respond to each. This style of testing will help you narrow down what your audience enjoys even further, and help improve your success on this platform overall.
How to optimize your SlideShare experience
So, you’ve created a LinkedIn profile, signed up for SlideShare and uploaded a few infographics. Time to wait for the likes and shares to roll in, right? Not quite.
To really get the most out of SlideShare, you need to spend a good amount of time optimizing both your content and your profile page.
Let’s start off by looking at your profile. It may seem like it should go without saying, but make sure you fill out all of your account details! You can change your account details (description, profile picture etc.) by going to the account settings tab.
To make sure that your profile is recognizable and easy to find for your existing customers, try to keep everything on brand.
Your profile picture should be simple yet recognizable; it should also match up with your existing branding. This will help people spot your page easier if they’re searching for it, and will also improve your brand recognizably.
Make sure to fill out your account type, organization and other details in the account tab too. One of the most important ones here is your website address.
This can be a fantastic source of referral traffic for your business; it can also be great if you’re trying to push people towards downloading an app or subscribing to a YouTube channel.
Your industry type is also important, as this can help you connect with similar businesses and customers.
Optimizing your content is also a very important thing to do on Slide Share.
One of the main things to bear in mind while optimizing is keywords; try and use them in the filename, presentation name and description frequently, but make sure to keep it natural. Just like any other search orientated platform, keyword stuffing may lower your rankings.
Writing an effective description is also very important, as is having a good title slide. Both of these factors will help people discover your content easier, so it is most definitely worth your
The description here will function exactly as a meta description for SEO, so try to feed your keywords into it where possible.
SlideShare also uses tags to help users categorize and find content. Make sure that you’re using the best tags possible for your industry- and remember that these will change.
Rankings are always changing, so it’s important to keep researching. Take a look at your key influencers and competitors to see how they’re making the use of tags, and see how you could do the same thing (but better).
Having high-quality fonts and images is also very important, due to how visual SlideShare is. If you don’t have your own photography to use in your content, try looking at sites like Unsplash, Pixabay or Pexels. I personally use all three of these sites to source images for my own social media work, and can guarantee that you’ll find something amazing to work with.
In terms of fonts and typography, remember that the main aims are for it to be readable yet recognizable. If you’ve got a specific branded font, then I’d definitely recommend using that one. If not, I’d suggest going for something that’s bold but clean; something without too many swirls or flowery edges.
Many people are a fan of ornate, calligraphy style fonts- but I don’t think they work too well for creating marketing content, as they can be hard to read or recognize.
One thing that I notice a lot of people leaving out of their SlideShare marketing content is allowing downloads. Even if you’re used to putting your content behind paywalls or email subscriptions, this is a really important part of working with Slide Share.
Allowing people to download your content is a fantastic way to get more shares on social media, and also to encourage people to engage with your content more.
Make sure to brand your content though, as there’s nothing more heartbreaking than seeing something you worked for hours on doing well on somebody else’s page!
Unfortunately, content theft is still happening in 2019 so it’s best to protect your hard work to the best of your ability.
Another great way to optimize your Slide Share content is to make the most of links, embedding and social media shares. You can actually use links throughout your content, which is incredibly useful. We’ll be taking a look at referral traffic in more depth later on in the blog.
Embedding your content in other pages is a great way to boost its’ rankings and get more people to pay attention to it. If your business has a blog, you could try embedding your Slide Share content in a post on there, or even putting it on your main website.
Social media shares can also help with optimization and boosting rankings. Putting a clear call to action in your content is a surprisingly effective way to encourage this- if you don’t ask your customers to share, how will they remember?
You could try asking people to simply just share your content, or to share it with an answer to a question or opinion on the piece. Starting a genuinely interesting conversation with your customers is one of the best ways to get frequent engagement with them, and from my experience, LinkedIn is the perfect place to do this- so SlideShare should logically follow suit.
Now that we’ve covered how SlideShare can be used for businesses with their marketing, I wanted to take a look at how useful it can be.
After all, it’s always easier to stick with the more common marketing choices, so let’s take a look at some of the key reasons that you should consider adding SlideShare into your content marketing strategy.
If there’s only one benefit of using the SlideShare platform to promote your business that you take away today, I hope it’s this one.
Using SlideShare can help you keep your content marketing varied and engaging for your audience. The two things that I would argue to be the most important factors for any form of marketing are consistent posting and varied content.
Keeping to a consistent schedule will encourage customers to regularly visit your page, and boost your organic traffic over time. Keeping your content varied will make sure there’s something for your customers to come back to, however.
After all, why would you keep coming back to a company’s page if there was nothing new for you to see?
SlideShare offers a unique style of content; it’s not just another bland blog post or cheesy sales Tweet. The content that you can provide your customers with on SlideShare is unique and visual orientated, which are both very important to modern marketers.
A slideshow is the perfect fusion of short-form content and engaging graphics, and the infographics on the site are also perfectly aligned with the current state of the content marketing industry.
Another reason that I’m so fond of SlideShare for content marketing is that it’s a great place to test out new ideas and get feedback from your audience.
If you’ve used LinkedIn or any of its’ other services before, you’ll know that the community is heavily engaged and always ready to debate or discuss a topic.
This means that if you’ve got an upcoming blog topic or video release that you’re unsure of. SlideShare could be the perfect place to get some crowd feedback.
Let’s suppose that you want to produce a white paper on AI in marketing, for example. However, you’re unsure of whether your audience will be interested in the topic enough to read an entire whitepaper.
You could produce a slideshow for SlideShare that discusses the ‘top 10 issues with AI’ or ‘top AI companies to watch’ for example, to gauge how much interest your audience shows in the general topic. I’d add in some clear call to actions too, encouraging people to leave their opinions in the comments or on social media.
All conversation and debate is useful in this context, and can definitely be helpful for your other content marketing efforts.
SlideShare Helps with Brand Recognition and Engagement
Another great thing about using SlideShare in your marketing strategy is that it can be really helpful for boosting your brand recognition.
LinkedIn and its’ associated services are all brilliant for starting a conversation with an audience and becoming a recognized thought leader- and SlideShare is no different here.
One of the best ways to boost your own brand recognition through content marketing on SlideShare is to think about what you want people to seek from your brand.
Do you want people to turn to you each time there’s a new piece of technology released in your industry?
Are you aiming for your brand to be known as the company with the controversial opinions on the influencers in your sector?
Whatever your aim is here, it’s important that you define it before you get going with your marketing. Obviously your goals can (and should) change as your work evolves, but there should always be a point behind your marketing.
Once you’ve decided on your goals, try to plan out a consistent schedule for your SlideShare content. You’ll never reach ‘thought leader’ status if people can’t rely on your page to consistently have new and engaging content.
Of course, this doesn’t mean spamming your audience or sacrificing quality. Aim to put together a content schedule that you can realistically stick to without ruining your other priorities. For example, you could try posting just one slideshow every Monday and an infographic every weekend- this wouldn’t be too impractical to stick to each week, and would help keep your profile active for your audience.
SlideShare is also fantastic for boosting your referral traffic as a business. Earlier on, I mentioned that you can put hyperlinks into your slideshows on the platform.
This is incredibly important if you want to get more people to come to your website, and I feel that some people actually miss this part out of their strategy a fair bit.
A good way to use this in your marketing strategy would be to create SlideShare content that relates to something on your website.
For example, you could create a series of five slideshows, and only post two out of five on SlideShare. You could then link at the end of both of these posted on SlideShare saying ‘if you enjoyed this content, there’s more available on my website here’.
If people clicked through, you’d be able to tell who was genuinely interested in your product and what percentage of your audience on SlideShare was engaging with the whole of your slideshow (not just the first couple of slides).
You could also use your referral links to boost traffic to a mailing list signup or blog, for example. As long as it followed your piece of content naturally and didn’t seem like too much of a sales pitch, I believe that this would be the perfect way to encourage your audience to keep themselves in the loop.
Linking on SlideShare could also be very useful if you’re trying to promote an app or YouTube channel, as we previously mentioned.
As with any social media marketing, cross-promotion is vital for engaging with both current customers and newcomers, so I’d recommend doing this often, where possible.
Looking at this from a different perspective, another way that SlideShare could be beneficial for your marketing strategy is that it could help you identify key people in your industry to form bonds with.
One of the fantastic things about LinkedIn in general is that the community is very active, and people love to discuss the latest industry developments or news.
ou can use this to your advantage by posting quick and relevant content about these news pieces, and encouraging other brands to strike up a conversation with you.
Opinion pieces are a great way to get started with this, if you’re unsure of where to begin.
If something noteworthy happened in your sector lately, try putting up an opinionated piece to get other people to interact with you and offer their opinions.
Obviously, do make sure that the opinion doesn’t conflict with your company’s point of view and that it doesn’t disrespect anyone! If they’re written well, opinion pieces are perfect for striking up a conversation.
Another simple way to meet other businesses and influencers through SlideShare is simply to be active on the platform. I’ve already mentioned how active the community is, and you can work with this quite nicely. If you see someone creating interesting content, why not tell them how interesting it is?
If someone raises an interesting point in a debate, why not get involved (politely) and join the conversation? Doing this will help build important relationships in the community, and it will also help raise your own level as a relevant thought leader.
Collaborations are also something that you could consider doing. Is there an influencer that you’d like to work with? Send them a message, and see whether they’d be happy to give a few quotes for a slideshow, or even a video interview. Collaborative marketing always goes down well, as it combines two different audiences and can create new, exciting types of content.
To finish up this article, I wanted to take a look at some key tips for success on SlideShare, and share some of my advice on what to bear in mind when creating your content.
A great source of inspiration for this part was the HootSuite guide I read whilst researching- it’s worth checking out if you want a different perspective on SlideShare marketing.
Optimize content to be seen on the app
Something important to think about when you’re creating content for SlideShare is that not everyone will be viewing your work on a computer or laptop.
The SlideShare app actually gets nine times more engagement than the website does! This is a crazy number, and it’s important to make sure that you’re gearing your content to meet the mobile demand head on.
What this means in practice is making sure that your content is easy to read on a small screen, and that it’s not too wordy.
Try to use a clear, distinguishable font that contrasts well with your chosen background and images.
If it doesn’t contrast, chances are that it will get lost in the background on a smaller screen and be hard to read.
The same goes for ornate fonts and typography- as I said earlier, I adore fonts like this but even I try to avoid them when creating visual content for mobile as it’s just not practical.
Keep Your Slide Content Minimal and Clean
Following on from the previous point, it’s important to make sure that your content is simple yet powerful.
Regardless of whether you’re looking to make slideshows, infographics or something else entirely, this is crucial for making your content memorable and impactful.
It can be tempting to pack all of your knowledge and research into a piece, yet this can actually put off a large portion of your audience who may just be looking for a simple, bite size chunk of content.
I would personally recommend saving your more detailed content for things such as whitepapers.
This tip also should be considered when it comes to the visual aspect. As we discussed, it’s important to keep your content on-brand, so that people can recognize your work.
This should also mean that you’re not creating work with 20 different font colours or background details. I’m definitely guilty of trying to cram too many design details into my work personally, but I’ve learned over time that it’s just not effective.
If you can create a beautiful infographic with one font and three key colours, chances are that people will be inclined to remember it more than if you used every font and colour under the sun.
Content can be reused (both ways)
One of my favourite things about any sort of content sharing platform is that you can use it to brainstorm and generate ideas.
SlideShare content in particular is both inspiring and easy to reuse in other contexts. For example, if you had a ‘top 20’ slideshow that did particularly well, you could repurpose this into a long form blog post for your website.
Then, you could link people to this post at the end of your next slideshow. This is a great way to show your audience that you’re listening to what they want to see from your brand.
This also works the other way round. If you’re struggling for ideas for your SlideShare content, try doing a content audit of your existing work, to see what you have to work with already.
If you had a YouTube series that did quite well, why not reuse some of the concepts to make original work for your SlideShare page?
Obviously, it’s important to make sure it’s different to the original content, but using the same themes in a new format is a smart decision all-around.
You could also use your other social media platforms to cross-promote effectively. Take the first slide of a slideshow, for example. This could be a great Tweet or LinkedIn post; try posting this on your business page (remember to watermark it so no-one reposts without credit) and encouraging people to check out your SlideShare for the full version. This would also be another effective way to test out how interested your audience is in a particular topic.
One final thing to note about SlideShare is that it is still a business-focused platform, due to its ties to LinkedIn.
This means that you should generally stick to a more formal tone when creating content here- nothing over the top, but more professional than you might be in a Tweet, for example.
There is huge potential here to promote your brand as inspiring thought leaders, so I would definitely advise against using too much slang or emojis. Unless it’s on brand, obviously.
This doesn’t mean that you should be packing your content full of unnecessary business jargon, however! It should still be clear, concise and overall engaging for your audience.
To sum up, if you’re looking for a unique way to share your content and to meet like-minded businesses, I’d recommend looking into SlideShare. It’s definitely underappreciated in the content marketing world, and I would say that it has immense potential- if you know what you’re meant to be doing with it.