Content marketing is one of the most effective ways in which internet marketers attract, acquire and engage customers. It has become so important over the years that every content marketing agency has specialized content marketing personnel in their company today. Content marketing services include creating various kinds of content including blog posts, videos, guides, infographics and other kinds of content that may be helpful for potential customers.
Traditional Marketing versus Content Marketing
While traditional marketing approach involves telling the customer what you do, your unique selling proposition (USP) and why the customer should choose your product or service, content marketing chooses a more convincing and indirect approach. The whole process is based on creating thought leadership to showcase expertise in a specific area. For example, if a company sells flooring tiles, it would probably use content marketing to explain to the customer about the various kinds of tiles that exist, the ones that are best suited to different needs, the price range of various options and how each is produced. All this is created with the intention of increasing the knowledge base of the customer, thereby establishing yourself as a ‘know-it-all’when it comes to flooring tiles.
Content marketing becomes extremely important when you are in a highly competitive market. Conversions are not easy and brand awareness is just the first step towards acquiring a customer. In addition to that, blatant advertising has lost its appeal among the more skeptic customer of today. Which is why ‘showcasing’ your expertise, using the content marketing approach, is the way to go.
Why is SlideShare the Mother of all Content Marketing Tools
There are various ways that a content marketing agency can choose to establish credibility in this area. Blog posts are the most commonly used option by most content marketers. With higher bandwidth and easy access to good quality internet, YouTube is also becoming a preferred option among many. Social sites are also considered to be a subset of content marketing services. However, SlideShare continues to remain one of the most preferred options among seasoned content marketing companies across the world.Here’s why!
SlideShare is among the top 100 most visited websites across the world and has high reach among professionals. The site continues to see more than 18 million new uploads across numerous categories. More than a thousand slides are viewed on this platform per second. The fact that it focuses on ‘professional content’ makes it extremely attractive to corporate decision makers; people who are your target audience when you are targeting businesses. According to ComScore, SlideShare sees 5 times the level of traffic in comparison to other sites like LinkedIn, Facebook, Twitter or YouTube among business owners.
The content on SlideShare is uncluttered. It may seem that other platforms like YouTube have better awareness and usage across the general population. However, YouTube is a platform that is identified with video entertainment and therefore includes a lot of content that is not relevant for business decision makers. SlideShare, on the other hand, is niche and therefore has established itself as a more serious and ‘meaty’ content site. Here is where professionals find answers to some of the pertinent questions that they may have about the tasks they need to complete.
SlideShare allows marketers to use images, audio, video, and designs to enhance the overall viewer experience. It, therefore, can help you get an audience with your intended potential B2B customer even without an official appointment. You can make a sales pitch to various high profile customers without actually being present. Be concise, crisp and do not oversell and you should be able to drive your point home.
Getting feedback on SlideShare presentations is simple since the site provides easily accessible analytics on each presentation that you upload. Based on the views, downloads and shares, you can decide what your next SlideShare presentation will be about.
Lastly, and probably, most importantly, SlideShare is a well-respected and well-ranked site and can help you in getting a better page rank too. It allows you to add title tags and meta descriptions for presentations. You can also add in hyperlinks to your site in your profile and presentations. These links are picked up by Google leading to better page ranks.
Using this giant of a content marketing platform is key for B2B marketers due to its focused nature, high reach and reputation.