RECYCLING YOUR DECK FOR MAXIMUM IMPACT
Here's what normally happens: A person gets tasked with creating a presentation. He or she creates it, shows up, presents it, and then files it away. People clap quietly, and then everyone leaves for lunch. That is a tremendous missed opportunity. Let's say your deck has 50 beautiful slides, some with amazing photography and typography and others with brilliant quotes, stats, and facts. All of that can be recycled for future endeavors. Specifically, they can be utilized as part of your content marketing efforts. Let's start with the basics.
A CASE STUDY
A few years ago Ethos3 had the privilege of working with the team at Buffer to revitalize one of their decks.[6] The Buffer team provided a deck called “Social Media Frequency,” which had a ton of compelling statistics and details about how often publishers should post. It was rich with amazing content but lackluster in design. We spruced it up, gave it a visual facelift, and worked with their team to put it online. The first place it went was SlideShare. You can view the before slides in Figures 22.2a, 22.3a, and 22.4a and the after slides in Figures 22.2b, 22.3b, and 22.4b.
Figure 22.2a: Social Media Frequency Slide: Before
Source: https://blog.slideshare.net/2014/06/30/slide-makeovers-buffers-social-media-guide.
Figure 22.2b: Social Media Frequency Slide: After
Source: https://blog.slideshare.net/2014/06/30/slide-makeovers-buffers-social-media-guide.
Figure 22.3a: Facebook: Post 5 to 10 Times per Week: Before
Source: https://blog.slideshare.net/2014/06/30/slide-makeovers-buffers-social-media-guide.
Figure 22.3b: Facebook: Post 5 to 10 Times per Week: After
Source: https://blog.slideshare.net/2014/06/30/slide-makeovers-buffers-social-media-guide.
Figure 22.4a: Relative Response Score by Facebook Post Frequency: Before
Source: https://blog.slideshare.net/2014/06/30/slide-makeovers-buffers-social-media-guide.
Figure 22.4b: Relative Response Score by Facebook Post Frequency: After
Source: https://blog.slideshare.net/2014/06/30/slide-makeovers-buffers-social-media-guide.
If you are not familiar with SlideShare, it is the YouTube of PowerPoint. If you have a deck, upload it to SlideShare, and voilà! You are now sharing your presentation with the rest of the world. At the time I was working with Buffer, I was writing regularly for SlideShare, so the slide deck was quickly turned into a blog post about the makeover process. I took a few select slides, as did Buffer, and shared them on Twitter, Facebook, and LinkedIn. Just like that we had maximum exposure across multiple channels.
Content Marketing with Presentations (Infographic): http://ethos3.com/treats/contentmarketing
According to recent studies, when content contains images, there is a probability that it will receive 94 percent more views than content without visuals.[7] In addition, visual content is 40 times more likely[8] to be shared on social media. Given that presentations, when done right, are entirely visual, success is inevitable. Plus, everything is measurable.
MEASURE YOUR SUCCESS
Once you have done the hard work, take joy in knowing that all your efforts can be measured. Total views. Check. Traffic sources. Check. Social actions. Check. Your content marketing strategy is a beautiful thing.
Presentations should always be part of any marketing strategy not only because they create the ability for the success of the strategy to be measured but also because they can increase your ranking across all browsers.
GET RANKED
A strong organic search presence is what every great marketer desires. Sites such as SlideShare, which has over 60 million users,[9] make organic search easy because they are incredibly search friendly. SlideShare will automatically transcribe the copy from your presentation, making it one of the Internet's most accessible websites, and search sites such as Google love it. The lesson: build presentation content around the search terms that your b