Let’s look at a recent online marketing phenomenon that I’ll call the Next Slide approach, or perhaps, the Slidecast Concept.
Publishers of all sorts, mostly large, like BusinessWeek (and others) are leveraging a new idea that can be compared to a micro-site, or a landing page. The goal in all ad-based traffic is to get people to click through, so how do you do that today? How do you compete with blogs, podcasts, video, slideshows, flash?
You don’t, really.
But what you can do is chunk up your own content so that people click through to read the entire article or, as it stands now, the slide show. If your business model depends on page views, then you can encourage multiple views by only giving pieces or chunks or slides of a presentation to your readers. If the content is good, they’ll keep clicking and theoretically, get to a page where an advertiser has something to offer and they click out to that page.
I participated in a real-time Twitter event for Shiftboard, the online scheduling software company I’ve talked about before, and thought we might make it into an article. The result was they turned the discussion into a special report that included more in-depth discussion with some of the participants, into video interviews, and into a couple of traditional articles. If you deal with managing remote workers or virtual workforces, it may be worth a read for you.
The slidecast concept can be a great way to showcase different products or services that are content-heavy. In my opinion, it works, but I can also see where it might drive some readers crazy. They want to read it all in one burst, not in multiple clicks. I’ve seen some publishers offer a “View On One Page” link right at the start. Inc magazine might have been the one.
Of course, you could do all of this at a SlideShare.com or Jing project type of site.
TJ McCue is the strategic content guy at Q4 Sales and founder of Sales Rescue Team. He can be found at Twitter.