Social Media Optimization: Tailoring Content to Specialty Channels

By Ric Shreves, Michelle Krasniak

One of the best ways to get extra mileage out of your social media content is to repackage it and release it on different channels. If you have a blog post, in addition to promoting the post directly via social sharing, take that blog post and turn it into a downloadable PDF file. If the content is suitable, make a short slideshow that covers the key points.

Repackaging content can also help you get through dry spells or writer’s block. Go back to what you published in the past and see whether you can find a way to it and update it. Maybe that blog post you put up a year ago is still relevant, but the underlying facts have changed, or perhaps something you wrote in the past would make a great presentation at your next event. If so, work up a slide deck to use at the event; then post the slide deck to one of your social media outlets.

Even better, have someone record the presentation, and you’ll have multiple pieces of new collateral stemming from one blog post.

Posting presentations to SlideShare

SlideShare is the most popular of the presentation sharing sites. Although the vast majority of the content is in presentation file‐format, you can upload other types of media. SlideShare has an active community and is particularly suitable for business and skills‐related content.

SlideShare is owned by LinkedIn, so it’s easy to promote your SlideShare uploads on your LinkedIn profile and in LinkedIn groups.

Here are some tips to make your SlideShare efforts more effective with regard to SMO:

  • Brand it. Create a profile on SlideShare, and brand it appropriately. Link it back to your website.

  • Post regularly. SlideShare is a community, and you’ll find followers if you produce content regularly.

  • Keep presentations visual. Text‐heavy slides tend to be dull and less effective than strong visuals with limited text.

  • Keep it short. The best‐performing presentations tend to have fewer than 20 slides.

  • Link presentations. Add a slide at the end that steers people to other presentations in your channel.

  • Put some effort into the description. When you post the presentation, add a description. Make sure that you include all the appropriate keywords in your description.

SlideShare has a handy widget you can use to embed presentations in your website. Use the widget to embed the presentation in your company blog and help push traffic to your SlideShare channel.

Creating document downloads

Turning a blog post or other content into a PDF file is a simple way to leverage your content‐creation resources. Several great sites are designed for sharing downloadable documents. Among the leaders are

Of the three, our favorite is Scribd. Scribd is a mature site with a well‐developed audience. It’s perfect for content marketing, as it gives you an extra little bit of exposure by putting your content in front of people who are not visiting your site. Tips for effectiveness on this channel are similar to those for SlideShare.

  • Brand it. Create a Scribd profile and brand it appropriately. Link it back to your site.

  • Post regularly. You’ll find followers if you produce content regularly.

  • Link documents together. Add links at the end of the document steering people into other publications in your channel.

  • Put some effort into the description. When you post the document you can add a description. Make sure you hit all the appropriate keywords in your description.

  • Embed where possible. Like SlideShare, Scribd offers a widget that lets you embed documents on your web pages. Use the widget to promote your Scribd presence.

Scribd claims to receive more than 50,000 document uploads a day. The service seems to work best for professional and skills‐oriented materials.

Cross‐post your slide shares and document downloads to your other social media channels. Drive traffic to your profiles and raise awareness of your presence.