Everything you put online should have some kind of brand-specific purpose. Even if it didn’t when you created it, it damn well better have it by the time you publish.
At first glance, that might sound like cynical advice. It may also appear to fly in the face on conventional wisdom, that all content should be created with value to the viewer in mind. But upon closer inspection, neither is true.
It doesn’t mean we should be making shallow content in order to advertise our brand. We should be optimizing our content at all times to reflect and benefit our brand, without sacrificing quality… because that quality once more informs back to the authority and reputation of that brand.
Content needs a call to action. A shocking number of content creators either don’t make the most of their CTA’s, or don’t have them at all.
One medium I have personally noticed a severe lack of CTA’s is Slideshare. Maybe it is because Slideshare is so often used as a dumping ground for old presentations, but users just don’t optimize their slideshows for sharing which means they are missing out ona golden opportunity.
The Art Of Asking
Amanda Palmer, a singer best known for her years as lead singer of The Dresden Dolls, knows the value of learning to ask for things. She wrote a book and gave a TedTalk on the topic.
Though she was speaking of creativity and her fans, it comes down to the same core concept: community support. A call to action is asking the community for various types of support, and when you ask, you shall receive.
How can this art of asking be applied to Slideshare?
Point Out The Value Of The Content
Have you ever seen YouTube videos that have a sting at the end? The presenter will say something like, “If you liked this video do x, y and z.”
This is a clever way to provide a CTA, because it points out to them that they liked it enough to keep watching until the end. It puts the value of the content straight to the front of their minds. Your Slideshare can do the same thing, asking if they liked it to engage.
Have A Dedicated CTA Card
Where should this CTA be? On its own card right at the end. Embed links in the card that direct people to your various profiles, offer them a way to contact you (email, phone number, ect), and provide any other actions you may wish to ask for.
Do this in addition to any CTA’s that are located in your description, as people are more likely to see it and respond. Many viewers will skip your Slideshare description entirely, making it somewhat pointless for anything more than keyword marketing.
Having a subscriber is far more valuable than having a hundred one time views. It provides continued viewership and traffic, and gives you a better chance of being seen in a long term capacity.
You may even be able to make a connection, and use that connection for lead generation / conversion. Plus, it gives them direct access to your new content the moment you post it. Never forget that Slideshare is as much a social network as it is a content platform, so utilize that feature.
Let Viewers Share the Presentation from Any Slide
Slideshare includes sharing option after the last slide in your presentation. But sometimes a separate slide is so convincing and catchy that the viewer will want to share it right away. That makes especially much sense with quotes. You can give them such an opportunity by including “Tweet this” option on each such slide.
[The only think Id’ change here is the location of “Tweet this” button as it messes up with the “next-slide” action]
You can easily create “Tweet this” links using these tools.
Link To Other Slideshare Presentations
Never underestimate the power of a content suggestion. You can provide links to your other presentations in both your slides and in a description. Some people will choose to forgo the CTA card that goes to contact and social networking info, and instead have a slide dedicated to other presentations they may enjoy.
If you are a frequent poster, that could be far more valuable for your personal brand than any other CTA could be. Of course, you could always have both; provide a link or two, as well as a single email or social media profile. Just make sure you don’t overcrowd the slide and go overboard. One or two recommendations is enough.
Turn Presentations Into An Email List
One of the best tools to ever be launched as compatible with Slideshare is LeadShare. This awesome feature allows you to create an email form within your presentation, and asks people to give their email in order to download your content.
Anyone who knows the importance of having a strong email subscription list will recognize this tool as worth its weight in gold.
A few things to remember about Slideshare calls-to-action:
- Links are only clickable starting from Slide #4: Don’t include calls-to-action earlier than that as viewers will be confused and won’t try clicking it again
- Clicking the left or the right area of the slide brings up the next slide, so center your calls to action for the link not to be overlaid by the next-slide action
I have always taken that conversation with my friend to heart. Because I have truthfully been less than prudent in the past with my own CTA’s, especially when it comes to visual content. It can be so easy to forget that such tactics are just as important with a presentation, video or infographic as it is for a traditional blog post.
Take it from me, adding in a call to action will change the way your content works for you. Don’t neglect it, or you will never get the real benefits of Slideshare, or the unique perks a slideshow can deliver.
Besides, it only takes a minute to create a CTA slide. You have no excuse!