Published on April 21, 2014
USING SLIDESHARE FOR BUILDING THOUGHT LEADERSHIP April 2014 By Prayukth K V
WHY SLIDESHARE? IF YOU HAVEN'T DECIDED YET! High credibility – Also, stuff posted on Slideshare often gets good visibility on search engines Build influence Attracts analyst attention; good place to start conversations with analysts interested in your technology/product No longer can a marketing professional rely solely on white papers and blog posts to get their message to prospective buyers and customers. Good place to drive media interest Advisable for senior management and spokespersons to be on Slideshare Great platform to engage future customers and employees Great place to beta test your marketing content Should ideally be an integral part of your web traffic building strategy
Slideshare is the largest professional content sharing network in the world
GETTING STARTED Prepare and publish content that is highly consumable, easy to find with adequate visual elements Focus on relevance of content to target audience Be as up-to-date as possible Prepare a list of topics that connect with your area of expertise Do enough background research to bring out facts that attract attention (see what others are saying) Evolve an engagement strategy Identify a set of people within your organisation who have a certain degree of credibility Connect your Slideshare account with your corporate website Generic event presentations can be a good place to start Presentations can be published on company intranet before being shared on Slideshare
FIGURE OUT YOUR CONTENT CYCLE Research Create Approve PublishPromote Measure Refine
WHAT TO DO ON SLIDESHARE Optimize your presentation for SEO with appropriate keywords appearing in the title, description and tags Encourage sharing and embedding Publish the Slideshare links on other social channels such as Twitter and Linkedin Allow audience to contribute ideas Reuse the content for marketing campaigns Showcase content at company meetings, user groups, social meetups, newsletters, industry conferences, and webinars Reuse existing whitepapers/blogs by transforming them into visually appealing presentations
ANALYZE Pro-users have access to a useful dashboard that gives information on referring traffic, inbound links and downloads If you do not have a pro account, you will still get an alert whenever someone downloads your content Profile visitors, likes and shares are also logged Connect with people who are engaging with your content by following them Check inbound traffic on your website to see how Slideshare is bringing visitors Grade your content based on user engagement Figure out why certain types of content work while others don't
DO NOT! Publish for sake of publishing Publish press releases or company updates Allow long gaps between posts Attack competition through content Forget to respond to comments Plagiarize Publish whitepapers or content that is not visually rich or easily consumable Publish dated content Publish confidential documents including product roadmaps, marketing strategy etc., in whole or part
HAPPY SHARING! Prayukth K V
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