SlideShare Best Practices: How to Turn Written Content Into a Winning Deck

Title slide of Dave Paradi SlideShare deck

At the recent Authority Intensive 2014 conference, there was a lot of talk from the stage and amongst the attendees about SlideShare.

And with good reason.

SlideShare was the “quiet giant of content marketing” way back in 2011, even before being acquired by LinkedIn. Now? It’s one of the most influential social media platforms for businesses and big thinkers.

But while SlideShare has proven to be a great new medium for sharing content, many people are still asking how to get started with it.

In this article, I want to provide best practices for the simplest way to get started with SlideShare: turning a written piece of content into a SlideShare deck.

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4 Instances When Demonstrating Your Authority Can Be a Disaster

image of the Hindenburg disaster

It might seem blasphemous to say so on Copyblogger. But authority isn’t always all it’s cracked up to be.

Yes, it’s an important term around here, and the dust has hardly settled from the first Authority Intensive event. And yet I’m suggesting that you be be less authoritative … at certain moments.

Why?

You’ve worked hard to build an authoritative online presence by serving the needs of your audience, and delivering stellar content to help them solve their most pressing problems.

So why in the world would you give that up?

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Is Metagaming Silently Killing Your Marketing?

image of a surfer on the shore with his surfboard

Man cannot discover new oceans unless he has the courage to lose sight of the shore. ~ André Gide

Setting sail away from the safe harbor of best practices is a fear that we, as marketers, must learn to embrace.

Scary situations arise when you set foot in uncharted territory. In March, our company decided do just that, by “storming the gates” and completely removing our gated opt-in pages.

Resources like our 10,000+ word guide on The Art of Customer Loyalty were completely redone into an open style, with absolutely zero commitment to access.

Reactions were amazing in terms of their thoughtfulness and quality, but somewhat split in terms of evaluating the experiment: No more ebooks for lead gen? That’s like content marketing blasphemy!

Funny enough, Copyblogger recently saw a similar divide crop up when the team decided to test out removing their comments.

A whirlwind of opinions began to flurry around, but I noticed one startling trend: comments were made mostly on the basis of “best practices,” and not on what might be best for Copyblogger.

Online marketing, a field which benefits greatly from rigorous testing and thoughtful looks into a multitude of data, sometimes has to face the double-edged sword of best practices. Though they encourage tested tactics, what works for one may not work for all.

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How Often Should You Change an Advertising Message? (Way Less Than You Think)

image of a row of Absolut vodka bottles

In 1996, Richard W. Lewis, New York City ad man and executive at TWBA, wrote in his best-selling book The Absolut Book:

The Absolut Vodka advertising campaign has been running nonstop for 15 years, since 1981. This is remarkable because in the advertising business, campaigns can change as often as every year, as marketers attempt to keep their brands’ personalities fresh.”

More than likely you’ve run into one of these ads.

Absolut Clarity used a magnifying glass over the words “Made in Sweden” to bring attention to the fact that, unlike other imported vodkas, Absolut was not made in Russia.

Absolut D.C. was a bottle wrapped in red tape, because, you know, bureaucracy sucks, and Absolut is a great way to cope with that suckiness.

And Absolut Perfection displayed a glowing halo hovering over an Absolut bottle.

The ads made an impact.

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Why You Should Curate Content (And How to Do It Right)

Why are we doing a four-part podcast series about content curation?

Because it’s a concept that is easy to understand, but not always easy to execute. It requires commitment, strategic thinking, and that most precious of resources: time.

But when you do it right, and do it right consistently, content curation can be a foundational building block of your authority.

And if you follow Copyblogger, you know how important developing and maintaining authority is.

In the first episode of this series, Demian and I discuss what content curation is, the benefits of doing it, and provide an overview of how to do it effectively.

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3 Signs Your Content is Too Sexy to Be Taken Seriously

image of a dog dressed in a green doggie bikini and sunglasses

When you’re deciding what content to create for your business, the lure of sexy is tempting.

A new “Top 10″ post goes viral. Or maybe a controversial blog post gets featured on a top site and catapults you (and your business) into the spotlight.

A sudden influx of views, shares, and attention is appealing …

But sometimes showing peacock feathers can have a fleeting appeal if you want your reader to take you seriously in the long term.

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How to Remember Everything

black and white image of an elephant

Stop me when this begins to sound familiar …

You had a killer conversation with a new friend you made at a conference a few weeks ago, but you may have had an extra martini and left their card on the bar.

You and your special someone shared a fantastic bottle of wine the last time you were in New York, but the name of the wine has eluded both of you since that night.

The pimply kid at the oil change place asks, “When was the last time you had your oil changed?” A blank stare is all you can offer him in response.

Sigh. You forgot.

It happens to the best of us, of course, but what if I told you that I (and 100 million of my closest friends) had discovered a way to remember everything in an external brain?

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The 3-Step Journey of a Remarkable Piece of Content

Image of a person hiking in Norway

You know it when you’ve read it.

It’s that blog post, article, video, or speech that changes you.

It touches you. You are so affected by its message you can’t help but share it.

We’ve all experienced content like this. But do we know how to create it? That’s the question. Because consistently creating remarkable content over time is what it’s all about.

You’re aiming to create content that makes people pay attention, think, and feel.

I believe that remarkable content takes a three-step journey.

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Master This Copywriting Formula to Dominate Any Social Media Platform

image of a man at a chalkboard with a long pointer

When you master copywriting fundamentals you acquire skills that you can take anywhere.

Take the Problem-Agitate-Solve formula for example.

The formula works like this:

  • Identify a problem
  • Agitate that problem
  • Trot out the solution

Its applications are endless.

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How Freaks and Misfits Can Succeed in Business: A Conversation with Chris Brogan

Do you refuse to settle?

Do you want to do things your way?

Do you have a different way of looking at the world?

And, most importantly, are you looking for a way to make your weirdness an asset?

If you answered “Yes” to any of the four questions above, then I’ve got a great book recommendation for you.

And the author of said book (you know him well) is this week’s guest on The Lede:

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