January 20, 2015
/ by Erin Feldman
SlideShare is an untapped resource for many communicators. It holds great promise; its SEO and search rankings prove the case. SlideShares appear more frequently in search results.
In addition, PR pros who invest in keywords and descriptions attract more views, leads and shares. How can PR practitioners take advantage of the opportunity and leverage SlideShare for success? We have a few ideas.
SlideShare is a visual platform, not a blogging one. That means it requires a different mindset. Instead of telling your story with words, you tell it with visuals.
This image came from our SlideShare e-book by Brian Solis “What if PR Stood for People and Relationships?“
Don’t only use more visuals; also use larger ones. Larger visuals attract the eye. Dashburt’s Zeitgeist Report also finds that larger images increase views and shares.
On average, a slide features 24 words, or approximately two sentences. When you do use words, use a larger font; Dashburt recommends using size 30 font for any text contained on the slide. Titles and subtitles should be larger than that.
The cover is what attracts the eyes; the headline is what attracts the mind. Both matter. SlideShare says the headline is a determining factor in them featuring a presentation.
SlideShares average between 14 and 30 slides. Keep your presentation in that sweet spot, and you’ll likely see more views and shares.
SlideShares are standalone content, which means you can’t just upload the presentation from your CEO’s latest speaking gig. It’ll contain words and images that only make sense when accompanied by audio. Revise the presentation so that it can be understood as a visual story.
If you want to increase your chances of success with a new PR campaign, consider repurposing existing campaign content. Take blog posts and rework them into short SlideShares.
Use a case study and turn it into an infographic that you publish on SlideShare. You’ll not only increase online conversations but also see more interest in your brand from both consumers and the media.
Titles, keywords and descriptions are key to your SlideShare presentation getting found and being ranked in search results. Be detailed as possible; you have 3,000 characters with which to play when it comes to your description. Use them to their fullest.
Also consider doing keyword research for your SlideShare. Your presentation already contains some keywords, but consider the questions your consumer asks. Use their search queries as keywords.
Success with SlideShare is similar to success with other content initiatives: you have to share and promote your presentation. Embed it in a blog post. Share it on your social networks. Integrate it into your LinkedIn profile. Pin it to Pinterest. The more you get your work out there, the likelier it is that it will be seen, shared and acted upon.
SlideShare is not a one-hit wonder. You have to produce and upload content regularly to see returns on your investment.
Always encourage people to do something with your SlideShare. It might be as simple as a lead generation form or an embedded link that takes a viewer to additional information. Don’t be afraid to make the ask; SlideShare is a good medium for sales and lead generation.
How do you plan to use SlideShare as part of your PR strategy this year? Let us know!
Image: Jurgen Appelo (Creative Commons)
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