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

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.