How to Use SlideShare in B2B Content Marketing
SlideShare is an online hosting service that allows you to upload presentations in the form of PDFs, videos, and PowerPoint slideshows. It is proving to be an effective marketing tool for B2C as well as B2B marketers over the past few years. You may have noticed how Google has increasingly been including SlideShare presentations in search engine results pages (SERPs). This is because Google and other search engines consider SlideShare an interesting format and are likely give it higher ranking over other types of content. Slideshare presentations may also be SEO-optimized for improved relevance and a greater chance of getting a higher ranking in SERPs.
SlideShare is a social networking site that allows users to share, comment on, and rate your posts or “follow” your profile. The service also makes your files embeddable in any other online platform, including blogs. Online users love SlideShare presentations because they are straight-to-the-point, easy to find, and at times, entertainingly creative. SlideShare gives advantage to your company’s B2B marketing strategy, especially if you sign up for PRO accounts that feature unique opportunities for lead generation.
Below is an example of a SlideShare presentation, which tells us WHY SlideShare matters through the presentation of facts and figures in an interesting and streamlined manner:
See more excellent samples here.
Benefits to B2B Marketing
SlideShare drives qualified traffic to your website or landing page. If you engage in content marketing, SlideShare is a great way to leverage your campaign because it is a reliable hosting service, search engine-optimized, features sharing tools, and easily connects with your blog and LinkedIn profile. This can be done by including hyperlinks and calls to action within the very content of your SlideShare presentations as well as in the profile and comment sections.
A few years back, SlideShare rolled out its PRO packages that offer better control over branding, analytics, removal of ads, and the ability to customize lead generation campaign. The lead generation feature enables you to create forms that can appear every few slides for capturing qualified sales leads. Users have the option to accomplish or skip the form. You may track the leads and follow them up with a strategic plan for importing leads into your CRM platform or marketing automation.
SlideShare is fairly easy to use; anyone can upload presentations and PDF files online. You don’t even have to create new material because you can just as easily share presentations you’ve previously given in company or client meetings or that talk you gave during the last trade show you participated in; though of course, you can surely come up with informative and compelling material to share from time to time.
The first thing you need to complete upon signing up on SlideShare is of course your B2B company profile. Make sure to add a picture or company logo and links directing to your website and social media profiles. You can do this with a free account before you decide to apply for a PRO account to get additional analytics and formatting options.
Content you publish can automatically be posted on your LinkedIn profile. You simply have to adjust your LinkedIn settings to add the SlideShare app. Facebook also offers the same option. For blogs, simply embed SlideShare presentations using an embed link generated every time you upload a presentation online.
PRO accounts make it easy to track visitors, favorites, and Twitter shares. Paying close attention to your insights helps you measure which types of content are a hit with your audience so you could customize your content marketing plan accordingly.
Don’t limit your concern with SlideShare view counts alone. Bear in mind that SlideShare is but a part of a larger network of Twitter followers, Facebook fans, web visitors, and blog readers, all of whom you could point towards SlideShare whenever you post a presentation.
Content Ideas for SlideShare
There are no dos and don’ts on what you may or may not share on Slideshare; as long as it is interesting and meets your content marketing goals. You need to be smart in identifying what sort of content your market is looking for as well as in incorporating Slideshare in your B2B marketing campaign.
Perhaps you can start with your company brochure. You may also highlight an important product. Remember to address what customers want or need to know about your company. Don’t forget to optimize your content with relevant keywords.
Try searching for popular Slideshare content online and you are likely to get an idea in developing your own Slideshare strategy. Follow their examples.
Another great idea for SlideShare content is to address a common problem in the industry or problems your customers usually face. Create a series of slides that offer a solution for free. When you help people solve problems, you establish yourself as an authority and you gain the trust of your market.
SlideShare is a unique social networking platform in terms of format and business model. Instead of using advertising as a business model, it offers direct lead generation functionality, called LeadShare, which is highly useful to B2B marketers. With a feature such as this, you can expect some elbow-to-elbow competition to get the attention of the public; and the only way to emerge on top is by offering valuable content that is useful and compelling; and that which users would be happy to share with their own networks and even keep coming back to because of the value it offers.