Launched two years ago, Amazon’s influencer program still isn’t quite going anywhere, say brands, agencies and influencers. Most people don’t know about the program. It invites celebrities, micro-influencers and, in some cases, regular people with moderate followings to sign up for their own…
In 2016, SlideShare had over 70 million unique visitors per day, and it was listed by Alexa as one of the top 100 most visited websites in the world. At its peak, it was such a powerhouse that Obama used the network to post his birth certificate. It also stood for years as a premier B2B social channel: In 2015, author and marketing expert Jay Baer referred to it as “content marketing’s secret weapon.”
Top content creator and SlideShare investor Dave McLure hasn’t posted to the channel in over 11 months.
HubSpot, the content marketing powerhouse that posted over 60 presentations in 2017 and reached over 500,000 users, has posted only once in 2018, reaching a total of just over 1,000 users.
So what has caused this exodus of power users and decline in social-media prominence? A perfect storm of shifting parent-company priorities, insufficient revenues, and a user base largely outside of the US.
Kit Seeborg, author of Present Yourself: Using SlideShare to Grow Your Business, was responsible for most of the content curation the users loved, she stressed how important human curation was to SlideShare.
The curated content was a huge hit. It was also one of the drivers of SlideShare’s email list, which, at the time of LinkedIn’s acquisition of SlideShare in 2012, was growing by 250,000 new subscribers each week. After the sale to LinkedIn, the curation process remained a critical part of community-building, until 2016, when the program was ended. Since then, the homepage has changed very little, which was a major clue to marketing insiders that LinkedIn was giving up on SlideShare.
During 2016, the team of editors who had been curators for SlideShare were moved off the product to support other LinkedIn projects, such as Pulse. The SlideShare company page on LinkedIn is now blank, with only a few remaining engineers listed as employees.
Host your own content. There are new plugins for websites which allow you to host your slides on your own website and allow easy sharing and embedding.
Microsoft may create a social PowerPoint for 365. That is speculation, but now that LinkedIn is owned by Microsoft, and with the recent move to put Office in the Cloud, we could potentially see a new social aspect of PowerPoint in the future.
Use Prezi. It’s an alternative to SlideShare, but it does require you create content in Prezi’s own software rather than in PowerPoint; that requirement can be a pain for some.
Use Google or Dropbox or ISSUU document sharing with their built-in presentation handling.
- First, traffic to Slideshare has fallen off considerably. This is despite the fact that three-quarters of all content marketers are creating more content than ever, according to the Content Marketing Institute and MarketingProfs. To be sure not all of that content is in the form of presentations and ebooks that are found on Slideshare.
- Second, Slideshare has jettisoned their editorial team, for the most part. At its apex, part of Slideshare’s appeal was its curation, including regular promotion of new and interesting presentations to the site’s home page in the “Today’s Top Slideshares,” “Featured Slideshares,” or “Trending in Social Media” sections.
- Third, Slideshare now appears to be making puzzlingly awful customer experience decisions. I have no idea if this is correlation or causation.
How (Brand) Is Doing (Something) to Achieve (Result) to Draw a Bigger Audience
Brand name recognition
Nielsen wanted to determine why people purchased specific products. What did it find? Brand!
These articles are, by definition, exploring how awesome these companies are. They’re literally saying, “If (brand) does it, it must be worth trying.” The brand gets external links, a huge trust boost, and an increased brand awareness it probably doesn’t need (but never hurts).
5 steps to use this article model
1. Identify an innovative company or thought leader
Identify a business that doesn’t feel too out of reach. Avoid megabrands such as Apple, Coca-Cola, or Salesforce, as it’ll be tough for your reader to relate to the strategies they’re implementing.
Identify a business implementing innovative or interesting strategies. It should be doing something worth writing about. Your article will be harder to write (and less interesting) if you pick a big brand name that isn’t doing something exciting.
Target a business doing something interesting related to your business. There’s no point in getting people excited about a strategy that doesn’t relate to your business.
2. Start your research
3. Reach out to a representative
4. Go a step above with design
5. Promote to specific influencers
Research the influencers before you reach out to them to better
Learn if they are interested in content similar to what you’re doing.
Follow them on social media.
Then reach out to the influencer and Personalize the outreach.
- Relevance – Does the influencer have a voice with your audience?
- Content – Can the influencer create authentic and engaging content to promote your brand? Can you provide content?
- Engagement – Can the influencer effectively engage their audience?
Inﬂuencer Marketing in 2017 results from a survey of top marketers across industries how 86% of marketers use the channel, with content being the top driver, illustrating that influencer marketing and content marketing are often done together.
Top reasons marketers use inﬂuencer marketing:
- 89% to create brand content
- 77% to drive engagement
- 56% to drive traﬃc to websites or landing pages.
The best influencer content tends to be organic.
While you want to give influencers some brand guidelines and talk about business goals, you’ll get the best results when you select the right influencers and trust them to engage in whatever way they feel resonates with your audience.
You chose them for influence; give them the freedom to use it.
Invite your influencers to use their voices to amplify what they’re seeing and trust that what they say will elevate your brand’s thought leadership.
Influencers don’t want to merely repeat brand messages, they want to share their insights and voice, often on partner networks.
Influencer marketing’s real value with the greatest impact comes from influencers building relationships with potential customers and repeat interactions with the audience.