SlideShare, a great tool for turning internal expertise into content, has made its internal analytics free to use - and a powerful tool for B2B marketing.

A good content marketing campaign is all about getting articles, information and media in front of the right audience. B2B marketers have known how useful SlideShare is for some time, as the platform allows them to share visual presentations. In a bold move to open the service to increased use, SlideShare announced its analytics and other Professional features are now going to be free for all users.

This is a great opportunity for brands that have struggled to effectively communicate their B2B value propositions on a regular basis in written formats. SlideShare provides a unique platform for making valuable and influential information available for public consumption. And with the added analytics functions, marketers don’t have to just publish content and hope it succeeds – they can collect data and compare it past performance in order to give their readers the best possible information to spark a business relationship.

Paint B2B clients an in-depth picture

This type of specialized content publishing platform wouldn’t be such a big deal if B2B marketers didn’t consider themselves to be struggling with content production. Only 32 percent of enterprise companies believe their current strategies are successful. So what makes visual content marketing like SlideShare presentatiosn so effective in certain industries?

  • There’s a sizeable audience on SlideShare. In Q3 2013, SlideShare presentations were viewed by over 60 million unique viewers.

  • Top decision makers actively look for presentations and slides. SlideShare drives over 500 percent more traffic from business owners than Facebook, Twitter, YouTube or LinkedIn.

  • Social posts that contain three types of media (for example, pictures, slides and content) receive six times as many inbound links as regular Tweets, status updates or G+ stories.

SlideShare presentations won’t magically help any business attract an audience, but certain companies, such as those targeting enterprise clients, clearly cater to an audience that prefers to see some content in slide form. Brands that have had success with infographics and other kinds of detailed and visual content marketing in the past may want to consider making SlideShare a part of their overall web strategy.

Alex Butzbach is a Marketing Writer at Brafton. He studied Communications at Boston College, and after a brief stint teaching English in Japan, he entered the world of content marketing. When he isn't writing and researching, he can be found on a bike somewhere in Metro Boston.