SlideShare Teaches Marketers a Valuable Lesson on Staying Relevant

Ever since the stone ages when cavemen began drawing on walls, humans have used pictures to represent their ideas and thoughts. The same concept applies today to infographics. Their visual appeal and ability to briefly state the important facts and statistics captures readers' attention, drawing them in for a quick and easy read.
Dartboard showing step 1, 2 and 3

A quick search of the web and you’ll be sure to find hoards of infographics with topics ranging from how to survive a zombie apocalypse to the healing power of cat purrs and everything in between. But the real usefulness of infographics lies in their ability to be a highly effective marketing tool. Publishers who use infographics increase their traffic an average of 12 percent more than those who do not use infographics.

Recently, SlideShare added an infographics player and an upgrade for its paid SlideShare PRO product that allows those who post infographics and presentations to see how well they perform. This is certainly a move in the right direction for the website that boasts the world’s largest community for sharing presentations.The folks at SlideShare noticed two huge trends among professionals: the growth of infographics as marketing tools and the rising importance of analytics. By incorporating both trends into their site, SlideShare proved that it can adapt to its customers’ needs.

Here are a few lessons marketers can glean from this smart move by SlideShare.

Figure Out the Trending Topics Affecting Your Industry

While this may sound simple, it is often easier said than done. Spend a few minutes each day checking out what some of the most popular blogs in your industry are writing about and glance over the trending topics on Google and Twitter. To decide which trends would be important to your target audience, conduct some research on how they spend their time and what topics have been of interest to them in the past.  

Evaluate Whether Those Trending Topics Are Temporary or Lasting

Before you jump on board with every trend in your field, it's important to consider how long the idea, tool, social media site, etc. is expected to be popular. While it's not possible to know the longevity of trends, you can use your insights and experience to make an educated decision. If you notice a trend popping up frequently, try posting a question on your social media sites or writing a blog post about the topic to gauge how your customers respond.

Don't Be Afraid to Try Something New

Marketers are often so afraid of having shiny object syndrome that they shy away from trying out new things all together. If you've discovered a trend and believe that it will either be helpful or of significant interest to your target audience, then go ahead and experiment with it! If it doesn't generate much response, move on before you waste too much time and energy, but don't let it discourage you from taking risks. 

SlideShare was able to set a great example of how to stay relevant in an ever-changing technological world. Other companies can successfully build loyal fan bases that want to purchase their product by continuously evolving and tailoring products to better fit the needs of customers.