The Most Valuable Asset Missing from Your Content Marketing Strategy

3 minute read

Upland Admin


You’ve spent months writing and designing an eBook and it’s finally launch day. After scheduling your tweets and paid promotions, the work’s over, right? Wrong.

Too often, marketers leave out a critical element in their content marketing strategy: breaking out large pillar assets like eBooks into multiple supporting assets that help increase traffic, convert leads, and drive revenue for months to come.

One of the most valuable of these supporting assets? A SlideShare presentation.

SlideShares don’t take long to create (about five hours) and don’t cost any money to produce (other than the cost of those hours), but the benefits they deliver can be staggering.

On average, 60 million people visit every month. That’s about the population of Italy. And the quality, not just the quantity, of that audience is equally impressive. The site receives 500% more traffic from business owners than Facebook, Twitter, YouTube, and LinkedIn.

So how, exactly, do you go from a comprehensive, detailed eBook to a high-level, engaging SlideShare? Here are three basics principles that should be at the core of your strategy—every time you create a SlideShare presentation.

Pick a Topic

The Most Valuable Asset Missing from Your Content Marketing Strategy by @lizkoneill

If you try to cover all the information included in your major pillar asset in just a few slides, your SlideShare is going to flop. Instead, identify the main topics or pain points your pillar piece helps solve. Then, pick one to focus on in your SlideShare. How can you repurpose this theme in a fun, and engaging way? Find a hook that will draw readers in—and lead with it. The goal here is to whittle a complex idea into a straightforward explanation so you can provide valuable information to readers in just a few sentences.

Solve a Problem

A great way to encourage engagement on your SlideShare is to lay out a problem (or problems) and then provide the solution. If readers see a struggle that relates to their experience and a promise of addressing that struggle, they’ll be curious what kind of solution you’re suggesting. For example, our SlideShare “The Top 7 Content Marketing Struggles and How to Tackle Them” was our second most-viewed presentation. Keep your explanation relatively high-level without sacrificing the quality of what your saying.

Make a List

Love them or hate them, the fact is lists work. They drive traffic because, in seconds, they outline exactly what the reader will get from consuming that content. There’s no confusing topic, no guess work. In addition, search engines love posts that garner more engagement and list posts do just that, so you’re likely to get good SEO juice out of them. Finally, they force the SlideShare writer to speak plainly and follow a linear, easy-to-follow structure. Sometimes it’s easy to spit out jargon without realizing it, or create a meandering content experience. Lists help marketers avoid these pitfalls.

SlideShares are a cost-effective way to drive readers at the top of the funnel to your eBook and website. And they’re not hard to make. When it comes to launching your future content campaigns, it’s important to think of how you can squeeze the most out of every pillar asset you create. If you don’t, your competition most certainly will.

Want more insider tips from 13 SlideShare masters? Check out the presentation below, and learn how to take full advantage of the platform.

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