Category Archives: Brochures

Create Better Content for SlideShare

SlideShare has become a key distribution channel and a powerful content marketing tool – and businesses worldwide have taken note! With its 60 million monthly unique visitors and 215 million page views, SlideShare has launched into the top 120 most-visited websites in the world. It’s also now the world’s largest community for sharing presentations and other professional content.Content for Slide Share

What this means for content marketers or any business who wishes to enhance their marketing efforts, is that SlideShare could be a relevant tool to incorporate as part of your strategy. However, just like any other content you share on the web, it must provide value and insight to your viewers in order to really have an impact. Let’s take a look at 7 different ways you can create a quality SlideShare presentation and effectively market it to their vast audience and to your own target audience.

  1. Understand the difference between SlideShare and PowerPoint

Foremost, it’s important to understand the differences that exist between SlideShare and PowerPoint. With a PowerPoint presentation, you are often in the room with your audience, giving a speech along with your PowerPoint slides. This is why your slides don’t have to (and shouldn’t) convey every small point to your audience. You are doing this verbally.

For a SlideShare presentation that’s standing alone out on the web, you don’t have the benefit of being in the same room as your audience explaining or clarifying those details. These essential differences mean that your SlideShare presentation needs to communicate a complete message that can stand alone and doesn’t need anyone else there to explain to the viewer what they are looking at.

  1. Choose large and appealing graphics

Unless you want to bore your audience to death with page after page of white slides filled with content, you will want to put a special effort into making your presentation visually appealing with graphics and colors. Choose large and vibrant images that complement your text. Or consider inserting some infographics and video clips to convey your main points through different types of media.

  1. Appeal to a broad audience

Once you upload your SlideShare file to their vast community of users, it’s floating freely in the world where anyone can click and view your materials. For this reason, you want to make sure your content is written in such a way that is appeals to a broad audience and can be easily understood by people of various backgrounds and education levels. Anything that is too technical or lacking important details won’t resonate with the larger audience.

  1. Use font size and style to highlight important points

Since SlideShare is designed to be a standalone marketing tool, you won’t have your voice or hand gestures to emphasize the most important ideas to your audience. You can still achieve this by using different sizes and styles of font to highlight what you want people to remember. A bold, larger font from all the rest will be seen as a heading or a main point and will alert viewers that this is something they should note. Using different sizes and styles of font will also to create an aesthetically appealing presentation with visual interest.

  1. Make the information easy to digest

At some point in our life we can all remember have to read a terribly boring text book or article that is filled with endless paragraphs of black font on white paper. Without even headings or chapters to break up the ideas, it felt like one big blob of words. Chances are you tuned out before you really absorbed the main points. Avoid falling into this pitfall with your SlideShare content but separating your ideas into small, easily digestible bites and spreading them out over different slides. It’s better to have more slides with less content per slide than the opposite.

  1. Turn it into a PDF

Once you’ve put the final touches on your SlideShare, you’ll want to publish it in a format that gives viewers a high quality version and is compatible across many platforms. A PDF is the most recommended way to achieve this. The PDF will lock in your style and formatting so that your SlideShare looks the same to all viewers regardless of how they are accessing the content.

  1. Harness the power of SEO

Finally and most importantly, keep search engine optimization (SEO) top of mind when you are selecting the topics and content to include within your SlideShare. Because this content is hosted on the web and accessible to a vast audience, SEO plays an important role in how your SlideShare will get found. Research all the keyword options for your topic and focus on the ones that are most popular or most frequently searched.

What other tips and tricks do you have for creating better content for SlideShare? Share your ideas by commenting below!

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Filed under Brochures, Content, Infographics & Memes, Self-Publishing

Marketing Content for Brochures

by My Web Writers

Oftentimes, companies take great pride in christening their emergence in the business world with printed brochures. Unfortunately, unless the premise and objective of the brochure is clearly identified, the brochure turns into an informational treaty instead of a persuasive marketing tool. For that reason, great care should be placed in well-thought out, and well-designed content that addresses each of the following aspects of the brochure.

Objective and Role
A brochure is not a stand-alone piece in a company’s marketing strategy. Take the time to know

  • how the brochure fits into the sales process (are you introducing your company or selling a product?),
  • the desired outcome of the brochure (will it establish credibility or make people aware of your website?),
  • and what action you want the reader to take (do you want the reader to request more information or take advantage of a promotion?).

Answering these questions establishes the framework necessary for effective marketing content.

A major concern which paralyzes anyone marketing a service or project in a brochure is whether or not to add prices. The creator of marketing content can easily put that debate to rest by simply defining the brochure’s objective. If you are generating interest in your company then don’t include prices. If the brochure comes into play near the close of a sale, include prices. Having established the objective and role of the brochure, all questions concerning marketing content should be easily resolved.

Know and Hook the Audience
Equally important to identifying the brochure’s objective is the need to define and understand your audience. What concerns your target audience? What is your relationship with the audience? A successful brochure contains effective hooks.  Just like a fisherman studies the appetite of the fish he hopes to reel in in order to choose the right hook, those creating marketing content for brochures must understand the appetites of the target audience, identify the hooks that appeal to those appetites and incorporate them into the brochure. Don’t put all of your hooks at the beginning of the brochure, spread your hooks throughout the brochure’s content so as to not lose the interest of your reader. What creates a hook?

  • a free report,
  • a discount,
  • a pre-order option,
  • an articulation of the target audiences concerns, etc.

Nature of the Content
Content isn’t just about vocabulary. It’s about voice, credibility, and atmosphere. Address the reader in an authoritative yet engaging voice. The tone of the brochure needs to inspire confidence in your reader’s mind as to your expertise and approachability. Address your target audience directly so that they feel as if you are engaging in a one-on-one conversation with them. Add atmosphere and warmth to your brochure content by painting a scenario in which the reader can imagine himself or herself reaping the benefits of using the products or services affiliated with that brochure. Avoid any potential monotony and substantiate your credibility by adding customer testimonials or third-party verification to the brochure’s content.

Simple Yet Intriguing Content
Resist the urge to sacrifice the persuasive nature of your brochure with too much information. With so many great features associated with your innovative product or top-notch service, it is easy to fill the brochure with paragraphs that talk all about you and forget the audience. This is not to say that a thorough discussion of your product or service’s features or technology can’t be included. Highlight these aspects in easy-to-read graphs, charts, diagrams, bulleted lists, or photographs. Write captions for these more visual components of your brochure because they carry a lot of value. In fact, captions rank as some of the most read and remembered text because of the simultaneous transmission of meaning through both language and image.

Make the Brochure a Keeper
The most effective brochures are those that the reader finds value in holding on to. How does one encourage the reader to keep the brochure even after having gone through it in its entirety?

  • Add how-to’s, tips, recipes, or useful information.
  • Include a calendar highlighting important dates.
  • Put sweepstakes or promotional event information on it.
  • Provide all of your contact information with maps and directions if appropriate.
  • Print discount coupons in the brochure.

Call to Action
A brochure loses the potential of fantastic marketing content if it doesn’t end with a call to action. After having gone to such herculean efforts to engage your target audience at every level, don’t forget to invite them to act. Leaving a call to act out of the marketing content would be akin to spending countless hours making and displaying the perfect cake only to never let anyone taste it. Without the invitation to act, you risk having done nothing more than present your target audience with a creative, well-designed, and well-written brochure that ultimately misses the mark of generating a lead or a sale.

Effective marketing content for brochures doesn’t come together by happenstance. It entails a very deliberate and researched process. Remember the adage that if it isn’t worth doing right it isn’t worth doing at all. Businesses who want to succeed want and must create a winning brochure. If the effort required into creating effective content for winning brochures stretches your resources too thin, then outsource your content writing to content providers like My Web Writers.

~Marni

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Filed under Brochures, Content, Content Marketing