Using SlideShare to repurpose content
Here are two things we know to be true:
- People love attractive visual content,
- B2B marketers, however, often lag behind their B2C counterparts in producing this kind of content.
After all, communicating complex ideas in fun, creative ways can be more challenging than creating content around lighter subjects. That’s why B2B organisations are often slower to embrace ‘cool’ marketing techniques, particularly on social media.
Fortunately, there’s SlideShare – a tool from LinkedIn that allows you to create appealing slide presentations that are easy to share and embed.
What’s more, it’s simple to make SlideShare decks from the blog posts and presentations you already have. Here’s how.
— LinkedIn SlideShare (@SlideShare) March 30, 2016
Why you should make SlideShare presentations
The reasons for using SlideShare are many.
LinkedIn SlideShares reach 70 million visitors each month. Even more impressive is that 80 per cent of this traffic comes from search. That’s because Google indexes each deck, giving you a major boost in organic search if you couple your SlideShare marketing strategy with strong SEO tactics.
In addition to helping you gain access to a massive audience, SlideShare is also an indispensable lead generation tool. Unlike a blog post or other content where you have just one opportunity to embed a call-to-action, you can embed these on every slide in your deck. Send viewers to a blog post here, an eBook there – eventually nurturing them towards conversion.
For busy content marketers, one major perk of SlideShare is that you don’t need to create original content. In fact, SlideShares are often based on blog posts that have been dissected into short snippets of copy and then coupled with visuals.
Repurposing your blog not only allows you to get more mileage from your work, but also gives you a quick and easy boost on social media. Ready to get started? Here’s our guide.
STEP 1: FIND THAT PERFECT BLOG POST
Have a look at your blog. What articles do you think lend themselves most to visual slide presentations?
A blog post that will perform well as a SlideShare:
- Is evergreen – You don’t want to create a SlideShare on a news-related subject or something you’ll need to update regularly.
- Answers a question or solves a problem – Think about an issue your target audience has and address it with a step-by-step presentation.
- Includes multiple points – Because you’ll need several slides, it’s best to choose a piece that includes several major points, but just one common theme or topic.
- Has performed well in the past – It follows naturally that SlideShares should be based around your most popular content.
- Is well suited to social media – Because SlideShares are fun and novel, make sure you choose a blog post that will generate social engagement.
- Is packed with information and statistics – The most compelling SlideShares will impress your audience with meaty facts,
- Already includes compelling visuals – Being able to repurpose visual content will make your job that much easier.
STEP 2: SHRINK YOUR COPY INTO AN OUTLINE
With that perfect blog post in hand, it’s time to whip out your red pen and slash out anything but the very best bits.
The outline of your SlideShare is a map of the copy you’ll use on each slide. When you’re trying to select headings and pick out main points, remember that each slide should be able to stand alone as an engaging piece of information. That’s why interesting statistics and quotes from well known individuals are great.
Keep things short and sweet. When you repurpose content effectively, you aren’t simply moving your blog copy on to a deck of slides. You need to cut down unnecessary text and only keep the best, most relevant information. SlideShare recommends using no more than 30 words on each slide.
STEP 3: PLAN YOUR VISUALS
Now the fun part – choosing the perfect images to accompany your text.
As a general rule, avoid Shutterstock images unless completely necessary. This is social media, after all, and you don’t want your presentation to appear inauthentic.
Instead, use images that are eye-catching and appealing, but related to your copy. While you do want users to focus on the images, you also don’t want them to be distracting. That’s why it’s good practice to keep your colour palette limited.
Mix up your images too – include people and objects, as well as embeds of social media posts. What’s important is that your imagery is complementary. It should match the writing on the slide and help visitors retain that information through meaningful associations.
STEP 4: CREATE THE SLIDES
Words – check! Pictures – check! Now you get to put it all together.
You can use PowerPoint or Keynote to create your deck so choose whichever program is more familiar.
This is the stage at which you need to make sure your outline and images are, in fact, exactly what you want. Don’t be afraid to play around with fonts, colours, sizes and layouts. If something doesn’t look good, move and change it. Copy that looked good written down might not be as visually appealing once you see it on the slide. Be patient and take the time to create something good.
It goes without saying that you also need to take the time to ensure your content is clear, accurate and well presented.
STEP 5: ADD THE FINISHING TOUCHES
Before publishing your presentation, go back in and see where you can enhance your content.
This is where you need to ask yourself questions like:
- Have I included enough links and CTAs?
- Is my copy engaging?
- Will it look good on mobile devices?
- Are my images all suitable and relevant?
- Could I improve content with bulleted lists?
- What about social embeds, diagrams and videos?
Essentially, this is your chance to ‘10x’ your SlideShare before going live, so take advantage of it!
STEP 6: UPLOAD AND SHARE
Once you’ve finished, export the slides as a PDF, go to SlideShare and upload your work directly. Complete with a title and description and you’re good to go.To help your presentation get found, choose a search-friendly headline and be sure to add relevant keywords when prompted.
After all that hard repurposing, make sure you stretch your deck as much as possible by:
- Sharing across your business social media profiles,
- Embedding the SlideShare across web content, including the original blog post,
- Using the deck in sales demos,
- Including the presentation in your newsletter and email campaigns.
Keep in mind that the first slide in your presentation will appear as a thumbnail everywhere you share. Make sure it’s a good one and that the copy is large and clear.