The financial media company knew it needed to stand out with its content and incorporate more images, charts and visuals to its articles. So they launched a Motley Fool channel on SlideShare to produce and promote visual content.
“What we really liked about SlideShare is it’s an easy way for people to consume a lot of information,” said Katrina Chan, who heads social media for the Motley Fool. “It’s about presenting information in a unique and visual way for the reader.”
Since launching a year ago, the Fool has published 25 presentations that have garnered a total of 1.4 million views. Its most-popular SlideShare, “7 Top Stocks for 2013,” has fetched nearly 350,000 views and more than 1,700 email shares. What’s more: The Fool has expanded and broadened its audience through SlideShare.
“We love to see our content getting in front of people who don’t know as much about the Fool,” Chan says.
She says she also turned to SlideShare for its great user experience. “I know other websites use slideshows as a pageview driver — traffic matters, but not at the sacrifice of quality,” she says. “You don’t want to take someone through an awful experience and annoy them; you want someone to get to the end of the presentation and share it, like it and embed it. It’s about having a positive experience with your content.”
Chan offers five tips for media companies publishing on SlideShare:
1. Embed Your SlideShare in an Article: For every SlideShare the Fool publishes, they will write an article that further expands on the topic. They will then embed the SlideShare in the article on Fool.com, so the reader has two complementary pieces of content to view. For those viewing the presentation on SlideShare, they will link to the Fool.com article in the SlideShare description and deck itself. This allows their presentations to focus on the most impactful information and visuals; for those who want more, they can read the article.
2. Use Hyperlinks: The publication will often use presentations to package different stories together and link back those Fool.com articles. This works particularly well for presentations that consist of a list. “This keeps the SlideShares less text-heavy but also allows the reader to get more, if they want to learn more about company,” Chan says. “It keeps the reader engaged.”
3. Brand Your Content: Because other people might embed and share the SlideShares, the Fool makes sure each presentation – and its channel – reflects the brand. “We really take the time to make sure the SlideShares are branded well and visually look appealing,” Chan says. “And it’s cool when they get promoted — it’s getting out there.”
4. Active All Promotion Channels: Once a SlideShare is uploaded, they promote it on all social media channels, email and their site. “A bulk of views to our SlideShares are from referral traffic,” says Chan, adding that the staff particularly likes how they can see who’s embedded their decks.
5. Have Fun and Experiment: Chan says the Fool never uploads a SlideShare just for the sake of uploading – each presentation is carefully thought through and “Fool worthy.” That being said, they have fun and try different formats to see what might work. “It’s a different way to draw in readers and tap a new audience,” she says. “Any time you make something visual, people are going to read it. See what works!”