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  • slideshare marketingChances are you are here because you are creating content. And chances are you are creating that content to promote your business. If that’s the case, then one of your main priorities is likely to attract an audience, right? You’re not creating content for it to sit an a vacuum…you want people to see it.

    Well I’m going to show a dead simple way to expose yourself to new people (get your mind out of the gutter) with very little extra work.

    A while back I shared an infographic about SlideShare being the quiet giant of content marketing. While everyone else is obsessing over Facebook, Twitter and even Pinterest, there are really very few platforms that provide you with the content marketing power that SlideShare does. And clearly LinkedIn saw the potential when they purchased the platform for nearly $119 million.

    What is SlideShare?

    SlideShare is a sharing platform. As you can tell by it’s name, it was originally intended for the sharing of presentations (i.e. PowerPoint – hence “Slide” in the name).

    However, sharing on the platform isn’t limited to only slides. You can also share documents (in PDF format for example).

    There is an option for a PRO account, but the free one will do just fine for the purposes of gaining more exposure for your content and your brand.

    Using SlideShare to Gain Exposure

    So how do I use SlideShare to get more exposure? It’s simple. Your reaction will most likely be to roll your eyes and think you’re wasting your time. But hear me out…

    Gaining exposure is as simple as…sharing your content. But there’s a twist. You don’t have to create new content to share. In fact, your existing blog posts will do just fine.

    In fact, SlideShare content may quite often outrank your existing content due to the shear power of the platform itself.

    My Blog Post Experiment 

    I decided to take my own advice and test out SlideShare. After all, I supported the idea that it was “quiet giant” of content marketing.

    I created a free Blogger blog and wrote up a few blog posts. I even did a little backlinking (mostly in the way of social bookmarking because those take the least effort).

    I chose Blogger for two reasons:

    1. It’s free
    2. I saw a lot of funky things happening during the Panda update. One of which was huge jumps in rankings for blogs based on the Blogger platform. Apparently Google didn’t want to upset the “big sites” even if they were guilty of shady practices (there are countless stories of this). One of the side effects was that content sitting in the subdomain of a high PR domain got a big boost. a lot of people took advantage of this by creating content on completely unrelated websites because they could rank almost instantly (I saw some pretty funny content on Ice Cube’s fan page).

    Then, I let it simmer.

    A few days later, I went to work on SlideShare. “Work” is a bit of an overstatement. It was just a four step process…

    1. Copy the blog post.
    2. Paste the blog post into Word.
    3. Save the the Word document as a PDF.
    4. Upload it to SlideShare.

    Yep, that’s it. Repurposing content at its finest and simplest.

    The Result

    After a few days of existence, the Blogger blog was nowhere to be seen on Google. to be fair, it’s a pretty competitive keyword so I would expect ranking to take some work.

    And the SlideShare “report”?

    On page 3 after a single day with 42 views. No new content, and no SEO, necessary.

    How? But what About Duplicate Content? 

    The internet went up in arms about the latest Google Panda update. The claim was that the update wouldn’t punish any websites, but rather promote the quality ones and that only 3% of websites would be affected.

    And more weight was  supposed to be give to the original content.

    I call shenanigans! 

    Based on a personal experience with one of my niche sites, I know for a fact that websites got punished. And often for no good reason. And based on this experiment, being the first to publish something isn’t good enough.

    As I mentioned before, the “big sites” always get the benefit of the doubt from Google. In other words, you can be the first to publish something, but if Mashable decides to just steal it and run with it, you’re screwed. Moreover, you’ll probably be looked at as the thief.

    When you upload something to SlideShare, you are publishing content directly to a PR8 site. On top of that, SlideShare scans your document and creates a transcription that is readable by Google. Think that’ll get indexed fast? My experiment proves it will. 

    But Wait, There’s More! 

    SlideShare is a huge platform with a huge user base. There are hundreds of thousands of documents uploaded each month. 

    A huge user base means a good potential for exposure even without ranking in Google. People browse around SlideShare – and SlideShare provides them with “related” documents and presentations (much like YouTube displays related videos).

    Going Beyond SlideShare

    Well now you have your document ready. It would be a shame not to make the most of your “efforts.”

    I was quite astounded by the result (and the lack of importance placed on originality of the content). So here are three more document sharing sites I plan on uploading my “report” to in order to prolong this experiment:

    Ready to get to “work”?

    Your Two Cents: 

    Do you use document sharing sites for your marketing?
    If so, what kind of results have you seen?
    Should it bother us that un-original content can so easily outrank original content?
    Should we ever trust anything that Google says :) ?

    Did you enjoy this article? Sign up for FREE updates and get instant access to The Marketing Toolbox: 

    16 Responses to SlideShare Marketing: How to Gain a Bigger Audience In Minutes

    1. Dino Dogan (@dino_dogan) says:

      see? This is exactly the kind of shit more people need to see.

      Now if you install triberr plugin, and set up triberr comments, I could reblog your post on my blog and my audience could see it.

      Because, the unfortunate reality is, no matter how many links I put on my blog that point to this post, close to 100% of my RSS/Email subscribers will never click through to it.

      Awesome post, btw. Now go get to work :-)

      • Eugene says:

        I kept meaning to install it and kept putting it on the backburner (been a while, eh?). Triberr plugin installed, API input, and activated. Not sure why the comment system didn’t switch over. Am I missing something?

    2. Mark says:

      I’m in Eugene! I’ll let you know how it goes… Good stuff sir!

      • Eugene says:

        Thanks Mark, and great to see you hear. The results were a bit unfortunate I have to say – but at least now we know (at least those who read this post :) ). And you always have the potential to outrank yourself :) .

    3. Kris Olin says:

      What a great post, Eugene!

      I experienced the power of SlideShare last year when I did a campaign for my book. It was the first time I’ve ever posted anything on SlideShare, but I achieved quite amazing results with one specific twist: I shared my presentation to a bunch of LinkedIn groups. I ended up on the SlideShare homepage and received close to 2k views in just a few hours. Magic! Yep, no wonder LinkedIn bought the damn thing!

      Here’s the full story if you’re interested: http://socialmediarevolver.com/how-to-get-crazy-traffic-using-slideshare-and-linkedin/

      Eugene, your idea to upload blog posts as PDF’s is jut brilliant, mate! I will definitely give it a go right after I have clicked Submit. I’m assuming the name of the PDF needs to be the name of the post? Did you do any other SEO on them?


      • Kris Olin says:

        Oh, one more thing Eugene: Did you program a clickable URL to your blog into the PDF’s?

        • Eugene says:

          The name of the PDF was the name of the post for this experiment – but the post was optimized for the keyword I was testing. You can have different title from the document name – but you might as well optimize the document name before uploading it too.

          There were some clickable URLs in the PDF, yes, but not back to the blog. That’s not a bad idea. And actually I had a discussion with Donnie Bryant (http://donnie-bryant.com/) about the experiment after the fact. He had a great idea of cutting the report short and putting a link at the end leading back to your site – so the visitor would have to click it to get the rest of the document. And of course you can always have the link back to a squeeze page.

    4. Jeevan Jacob John says:

      Never knew something like that could happen :)

      I have played around with Slide share, but chose Prezi presentations for few of my posts over it (but I was careful enough to make everything different – even if Prezi decides to index the presentations).

      Same old principle is repeated – If you have power or money, you could get away with almost anything in this world.

      If someone better than us steals our content, they get the credit for creating the work and we get the blame for copying it. Serious mistake, right?

      Anyways, thank you for the post, Eugene!

      Besides all of this, Slideshare is a great platform to get more traffic from ;)

      Jeevan Jacob John

      • Eugene says:

        I didn’t think something like that would happen either – in fact it shouldn’t happen. At least not from what Google has been coming out and saying. Originality isn’t important. Size definitely matters to them, and its unfortunate. But like I mentioned in a previous comment reply, at least those in the know can take action and outrank themselves :) .

    5. Arwin Adriano says:

      Great share, I have notice that one too especially with the penguin update, most of the document sharing site like slideshare hit the front page of google. Actually, I never had tried this one but I think I’ll try to use this experiment.

      • Eugene says:

        Let me know how it goes. Might have some interesting results. After the Penguin update I saw a lot of crazy things happening. A lot of it seemed to get ironed out – but looks like this part remained.

    6. Nicole Fende says:

      Thanks for the heads up Eugene. You always bring such great analysis to the table. I’ve officially added Slideshare to the pot for SoMe marketing.

      • Eugene says:

        I’ve added to the mix as well :) . I have used it just a few times before, but after this I’ll definitely be using it more often. Plus, chances are that whatever you upload won’t be completely original – maybe an eBook or report you already have sitting around. No reason not to take the few minutes to get it up there.

    7. Claire kOch says:

      I ran into eugene in the warroom. He gave us a pdf of this post. This is great advice its the kind of thing I look for but do not find muchof over the years. its a huge find and I say thank you

    8. Eric Martinson says:

      Hey Eugene, another great post!

      Interesting test for sure. As for getting out ranked by mammoth sites… As I understood it, that was specifically the reason for the rise of article marketing.

      Get a bunch of articles (which were nothing more than “spun” versions of a blog post) posted to get your ARTICLE ranking for your keyword. Then trust that a portion of the people who read the article would look in the “about the author” action and click through to your blog.

      The benefits of AM, included increased exposure, identify you as an expert, additional blog traffic and “link juice” from an authority site to increase your blog’s own authority. (I may have gotten this wrong…)

      I only recently learned of Slideshare from another blogger who’s primary focus is traffic. Another little gem she shared is Pinterest. She said they rank really well (low competition).

      Thanks again for the post!

      • Eugene Farber says:

        Yeah, after the last couple of Google updates Pinterest and SlideShare have been ranking really well. But you’re right about the article marketing thing. If history repeats itself then these sights MIGHT get penalized somewhat because of people trying to leverage the rankings.

        I would say that the only difference is that SlideShare and Pinterest actually have HUGE user bases that are active. I feel like the article sites got to a point where the only people really using them were marketers trying to rank and leverage the authority of the site. Pinterest is much more of a social network where people spend A LOT of time. And SlideShare also has a user base that logs in and uses the platform often enough to keep it more viable than an article site.

        So those sites can provide benefits even if they stop ranking well simply because of the user base they have.

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