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3 clever ways to get more mileage out of your content with SlideShare

by Guest Author on September 27, 2012

Editor’s note: we’re pleased to welcome Gregory Ciotti as a guest author for the SlideShare blog. Gregory manages content and inbound marketing for Help Scout, and regularly blogs about content marketing and psychology at Sparring Mind.

When it comes to successful content marketing in 2012 (and beyond), visuals have and will continue to play a pivotal role in creating a successful and memorable content strategy. While creating slideshow based content for your company’s blog is certainly a smart tactic, there are a few other really clever ways to get more mileage out of your content by using the SlideShare platform.

Today I’m going to break down 3 simple tactics that you can utilize to step up your content strategy with minimal extra legwork. Let’s get started!

1. Repurpose larger content into slideshow formats

This is one of the tactics that I love the most, because the reward vs. time tradeoff is very much in your favor. Recently, the Help Scout team and I published a very long e-book entitled 25 Ways to Thank Your Customers. It did well with our blog’s readers, but we knew it could reach a larger audience if it found the right platform.

Fortunately, SlideShare served as the perfect place to “unleash” our e-book to the world, because it has a very professional audience full of decision-makers who aren’t afraid of in-depth and data-driven content. After an upload and an initial guest post, we were selected for the homepage and ended up generating close to 20,000 views. That’s a very substantial benefit for the simple action of re-purposing existing content!

We even broke down our latest infographic into a slideshow format and uploaded it to SlideShare:

It is also research-heavy, but we know that SlideShare is a popular resource for B2B content marketing in part because so many of its users are working professionals and small-business owners.

Last but not least, I’ve even seen old blog posts get re-structured with some visual flair and uploaded to SlideShare, some even generating over 100,000 views.

2. Make data-driven content easy to consume

If there is one thing that you need to know about SlideShare’s audience, it’s that it isn’t afraid to dig into healthy data sets, especially when they pertain to business and marketing related topics.

One other thing you should know about data-driven content in general is that nearly anyone can enjoy it if it’s presented in a manner that is easy to digest.

Data-centric posts often reach the homepage of places like HackerNews and people love well researched information, but staring at mounds of numeric data can leave a lot of people feeling overwhelmed and not as anxious to “dive in” to the content at hand. This can be easily remedied and made to appeal to both audiences by the use of data-backed presentations that are highly visual and easy to browse.

Our friends at HubSpot did an amazing job with this tactic in their presentation 50 Mobile Marketing Facts:

While a mountain of mobile-centric marketing facts would be too much for the average reader, a collection of well made and generously simple slides allowed this presentation to become incredibly popular, currently sitting at over 92,000 views!

The KISSmetrics channel on SlideShare also does a great job of sharing very data-intensive presentations on analytics, but in a beautifully designed format that is easy to keep clicking through.

All in all, if you have a big set of data that would be perfect for a content piece but you’re afraid that you might overwhelm your readers, definitely look into structuring this content as a presentation on SlideShare.

3. Give a second life to your past webinars

Webinars are some of the most engaging forms of content that you can create. Where else can you present live to a huge amount of current and prospective customers, all while giving them insane value?

One of the few problems with live webinars is that you don’t get all that much mileage out of your slide deck. Once the webinar is over, it seems like it’s time for that presentation to start collecting dust. If you are creating long-lasting (“evergreen”) webinar content, this is a huge waste. Webinar content can find a “second wind” with a deviously simple tactic: upload the webinar decks to SlideShare instead of letting them rot on your hard drive!

One of the biggest marketing webinars this year was the State of SEO Internet Marketing event with Dharmesh Shah and Rand Fishkin. With tons of valuable information that was going to remain relevant for months to come, I knew the HubSpot team wasn’t going to let such a great presentation go to waste.

No surprise when they uploaded it to their highly popular SlideShare channel, and even less of a surprise later when they were able to generate an additional 60,000 views:

This move was a no-brainer. Since the webinar had a registration attached to it, this later release on SlideShare allowed tens of thousands of people to view the content and share it freely, generating leads from viewers even if they didn’t watch the webinar the first time around.

If you ever decide to put on a webinar for your readers, be sure to gain extra exposure with a late release of the slide deck via SlideShare. With thousands of professionals available on the platform, there’s no reason to miss out on getting extra mileage out of each and every webinar deck.

Your Turn

What did you think of these simple strategies for getting more utility out of SlideShare? Let us know in the comments below.

About the Author: Gregory Ciotti is the content strategist for Help Scout, the invisible help desk that makes email support a breeze. You can follow Help Scout on Twitter @HelpScout.

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We’re fixing slow conversions

by Kit Seeborg on September 18, 2012

SlideShare dev team to the rescueOur system had a slow Monday so we’re experiencing some longer than usual times in converting your presentations. If you notice that your presentation doesn’t appear right away like it usually does, be assured that it will. If you’ve deleted a presentation, it may take a little longer but it will disappear soon.

This is a temporary situation and our entire development team is busy working 24 x 7 to get all presentations converted, and all deleted presentations out of sight. Our goal is to be caught up by tomorrow.

We value your time, and appreciate your patience as we resolve this unusual, very temporary issue.

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InSites Consulting: Expanding Their Brand Globally – a SlideShare Case Study

by Kit Seeborg on September 14, 2012

Marketing guru Steven Van Belleghem is managing partner at InSites Consulting and author of “The Conversation Manager.” He is focused on growing awareness and extending the reach of his perspectives on marketing and his company’s vision – SlideShare is at the center of his efforts. With more than 1.5 million views, it’s safe to say he’s definitely doing something right, so we sat down with Steven to find out more.

InSites is a market research firm acting as change agents to connect brands to consumers; they work to help companies better understand the ever-increasing role social media plays in their relationships and apply “forward thinking” to effectively harness its power. Steven, who is InSites managing partner, is responsible for boosting the company’s own awareness and creating new relationships that help connect people to the InSites’ vision and brand.

Not surprisingly, this author of “The Conversation Manager,” which helps marketers integrate word-of-mouth into their daily activities, turned to social media to get the word out on what he and InSites were doing. “Our use of SlideShare evolved over time,” said Steven. “In the beginning, I saw it as a site I could post a few PowerPoint presentations on, but that changed quite rapidly. The moment I saw we had 60,000 views, was the moment I thought ‘we need to do something with this.’”

They saw the SlideShare Network as a way to share their content to boost their marketing thought leadership and brand with a global audience. Using SlideShare Pro, they created a corporate InSites Consulting Network, as well as personal channels for Steven and a couple of his colleagues (Joeri Van den Bergh and Tom De Ruyck).

“I personally see SlideShare as one of my most important places on the Internet,” said Steven. “It’s a digital autograph where people can see all the content I [and InSites] create. When people look at your SlideShare account, it shows them how good your content is ? it shows that it’s appreciated by other people. I call it my content conversion point because it’s where I want everyone to ultimately end up.”

To date, Steven has enjoyed more than 1.5 million views of his content. He attributes much of his success to the attention he pays to everything he posts.


“You don’t just put something online and expect you will have people come ? you need to create a content marketing plan and link to your presentations to extend your reach.”

Steven advocates actively managing content, which includes thinking carefully about the online profile you want to create and then embedding links in all other online locations – Twitter feeds, Facebook posts, national and international blogs, and everything else – to boost the reach and impact of that content.

“Eventually everyone who gets in touch with me through the digital world gets pointed to my content on SlideShare. Since I have been doing that, the number of downloads and views I receive have increased enormously. My last five to six presentations have about 50,000-60,000 views.”

Since InSites gets unlimited leads from all the downloads of their content, they are able to follow up with the people who are most appropriate ? their leads have put them in contact with the press and academic world, as well as business people who want to talk to them about a business proposition.

“Our second objective is leads. SlideShare has certainly helped us internationally. This week I had an email from someone in Eastern Europe who would like us to do for them what we have done in Western Europe ? those kinds of deals would never come to us without our SlideShare Network. We have academics who are doing research based upon our data, who would never have heard of us or contacted us without the slides we have online. For deals and exposure to markets that are not our home markets, SlideShare really helps a lot.”

InSites has fine-tuned some of their business practices based on the exposure and data they have gotten from their SlideShare Network. Noting that a lot of people found their content through Google, they broadened the tags they use based on their experiences with the search engine. They also found that two-thirds of the people who downloaded their content were from the US, so they started to have their English translations done by people native to America versus Britain to make sure it really spoke to them.

They plan to continue to use SlideShare as a key element of their branding and lead generation efforts. “We need to work on how to integrate our personal pages with the corporate page better in the future. It’s still a learning process, but we think it’s amazing that 1.5 million people have looked at our content ? that’s incredible reach, we are really thrilled.”

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Meet Thirst, Shift Happens, Footnotes & Panipuri

by amit on September 12, 2012

Some name it after mountains, planets or Greek Gods. Others run contests or scout community forums to harness the wisdom of the crowds.

What are we talking here – its conference room names. But at SlideShare we didn’t have to look far to solve this problem.

At Delhi, SlideShare recently moved into a larger office that has four conference rooms. Our hunt for their names started with wacky/weird options. And then in a Eureka moment it occurred to us – why not name them after some of our SlideShare decks that have achieved iconic status. What better way to recognize these immensely popular, evergreen decks (and their creators) than this. The result is below… (all four decks are previous winners of SlideShare World’s Best Presentation Contests)

Footnotes is our biggest conf room – it can seat 20 people, has large French windows, overlooks a small green lawn and is the lifeblood of our Delhi-San Francisco team meetings. Shift Happens and Panipuri are two smaller conf rooms located near the reception area- mostly for visitors, admin folks etc. And Thirst is a small conf room that the engineers crowd around all day long (its near the engineers bay).

If you are passing by Delhi, you’re invited to the SlideShare office. We’ll show you around the rooms.

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Scoop those slides! Curation publishing platform Scoop.it now integrates with SlideShare

by Kit Seeborg on September 11, 2012

Scoop.it, the publishing-by-curation platform, is now integrated with SlideShare!

Scoop.it uses our API to let you curate SlideShare presentations which are relevant to your interests. You can now publish them as embedded presentations on your Scoop.it topic page and share them with all your social media channels.

You want curators to find and scoop your presentations. By adding your presentations to their Scoop.it topic pages, content curators are endorsing your work, giving it context, spreading it to their social networks, and getting it in front of interested audiences.

Get more views by scooping your presentations on your own Scoopt.it topic pages, and suggesting your presentations to other Scoop.it curators.

If you curate content for an online magazine, with a couple of clicks you can include SlideShare presentations. Create a topic in Scoop.it, then curate and add items to that topic. Our integration now makes it easy to include SlideShare presentations, as well.

If you’re already a Scoop.it user, click on your toolbar widget to scoop a presentation, right from the SlideShare page. New to Scoop.it? Take the guided tour.

We are always looking for new and exciting ways to get more viewers to see SlideShare presentations. Let us know in the comments what you think about Scooping presentations.

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Power up your public speaking strategy – tips from Amber Case

by Kit Seeborg on September 5, 2012

Amber Case is an entrepreneur who studies the intersection of technology and human behavior. Amber focuses on the ways that technology can help people without getting in their way ? a discipline she calls “cyborg anthropology.” A prolific writer and speaker, Amber has presented at TED, was a keynote at SXSW 2012, and has spoken at conferences in Europe and Asia. Amber is 26 years old.

Amber CaseAmber credits her high school speech and debate experience with giving her the knowledge and confidence to speak in front of a crowd. The practice she got when competing in intermural debates gives her the ability to turn on a dime when the audience isn’t reacting. Amber likens this skill to that of the gypsies, who would come into a town, gauge the audience in just a few minutes and determine what to adjust in their acts. She is also confident taking questions from the audience. But all of this experience didn’t automatically bring her speaking invitations ? so she went after them.

Using the tactics described above, Amber positioned herself in the line of sight for events. She planned ahead and only gave her attention to events that addressed her area of focus: technology and the human experience. She started locally, giving a presentation at the Inverge event in Portland, Oregon, where she lives. She got the gig by approaching Steve Gehlen, the person in charge of the Creative Convergence Conference.

She offered him this value proposition: “You need a young person to speak at your conference.” She heard nothing for weeks, and then, at the last minute, a scheduled speaker had to cancel. Gehlen called Amber and invited to speak for five minutes, but she asked for ten minutes and got it.

Always strategic, Amber used Twitter to reach the extended, off-site audience during her talk. She made sure each slide she used had less than 140 characters of text, so it could be easily retweeted (see the Events chapter). Amber tweeted “be sure to follow me so you can get information live from the conference.” She asked a friend to sit in the back of the room and tweet each slide with the event hashtag. Her goal was to get the maximum exposure from social media in the ten minutes that she had on stage.

Not only did she achieve the goal of increasing her reach beyond the conference, but her presentation was covered by the Portland Business Journal. This led to an invitation to speak at MIT. Inverge’s keynote speaker was to be given by someone from MIT, and Amber knew that if she spoke at Inverge she would have a chance of catching his attention. Amber had already set a goal to speak at MIT before she reached the age of 27, so this connection was just what she needed to make that happen. Sure enough, the keynote speaker got wind of her talk and invited her to speak at the Futures of Entertainment conference at MIT.

Soon after that came South by Southwest 2010, where her presentation was scheduled for a room that was off the main flow of traffic at the conference. Given how far the room was from the main venue, only the people most interested in Amber’s topic attended. As she tells it, “There were only a hundred people in the room, but they were all nerdy so they understood my talk and gave it great reviews.” These great reviews, coupled with Amber continuing to grow her audience and staying on track with her speaking goals (which included speaking at TED) gained her the coveted SXSW Keynote address in 2012.

Here are Amber’s tips for creating a public speaking presence as part of your personal brand strategy:

  • Position yourself correctly and plan which events to target as your public speaking goals
  • View the slidedecks and videos of presenters you like, and develop your own personal style
  • Find the leaders in your discipline ? the people who know everyone or are the keepers of the knowledge ? and get to know them. In the process, they’ll get to know you and will help bring you into the community
  • Learn the language of the community and connect with the people, in person as well as online
  • Get to know the people who have spoken at the specific events where you’d like to speak. These people are the connectors who can facilitate introductions and help you get speaking invitations.

The value of speaking in public is the visibility and credibility it brings, which can help your career tremendously. “Being a speaker is the most efficient way to meet everyone in the room,” Amber says. They’ll get to know you and remember you. Putting your slides on SlideShare provides a way to keep in touch, leverages what you created, and extends it to the broader audience worldwide.

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Before and after: Facebook 2004 media kit redesign

August 30, 2012

Designers and creatives have been examining and building upon the work of their predecessors for hundreds of years. By deconstructing creative works, then applying new techniques and best practices, designers continue to evolve and enrich the way we experience information. Brazilian presentation design and marketing agency MonkeyBusiness took on the original 2004 Facebook Media Kit [...]

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5 Tips for Presenting to Executives

August 14, 2012

Presenting to your peers is (relatively) easy. The stakes aren’t high. If you screw up, they’ll usually let it slip. But executives are different. Executives get things done through delegating to other people. So, they are always looking for who they can trust ? and who they can’t. Make a good impression and the exec [...]

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