@JoePulizzi

JOE PULIZZI’S PRESENTATION:

The Secrets to Building a Dominant Event with Content Marketing

@JoePulizzi

disclaimer

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Agenda1. What is Content Marketing?2. Why is Content Marketing important for

event marketing?3. Leveraging speakers, sponsors and

partners as marketers for your event4. Influencer marketing strategy5. The critical importance of the subscriber6. Subscribers become attendees

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content marketing

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Content MarketingInstead of communicating through someone else’s channel, we create and distribute our own amazing information and build audiences.

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Content Marketing InstituteCMI teaches marketers how to effectively own their media channels to attract and retain customers.

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The Difference?MARKETERS PUBLISHERS

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The Difference?MARKETERS PUBLISHERS

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@JoePulizzi

Our Marketing is Fueled by Our Attendees, Speakers and Subscribers

WHY IS THIS IMPORTANT FOR EVENTS?

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Inside the Numbers:

2011 2012

2013 2014Attendees: 600 1000 1700

2600

Revenue: $700k $1.3m

$2.3m $4.0m

@JoePulizzi

Inside the Numbers:

2011 2012

2013 2014Attendees: 600 1000 1700

2600

Revenue: $700k $1.3m

$2.3m $4.0m

Marketing Costs: ---- ---- $40k

$89k

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collaborativepublishing

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@JoePulizzi

@JoePulizzi

Advancing the Practice of Content Marketing

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Advancing the Practice of Content Marketing

People that actually do the marketing in large

enterprises

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http://contentmarketinginstitute.com/blog/blog-guidelines/

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@JoePulizzi

@JoePulizzi

5% Acceptance

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@JoePulizzi

Resources Needed

• Blog Manager• Proofreader• SEO Title Manager

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@JoePulizzi

contentsources

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briancromer.com

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Email Newsletter

Webinars

Research

Feeder Events

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socialmedia

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@JoePulizzi

#CMWorld 2013

• 26,441 tweets

• 4,784 contributors (2.5x the number of attendees!) 

• 16.4 million reach

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#CMWorld(9/1/13-8/31/14

• 112,316 tweets

• (37,356 - 33.3% - of these have been from our twitter chats)

• 17,540 contributors 

• 55 million reach

• 1.02 BILLION timeline deliveries

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#CMWorld Twitter Chats

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@JoePulizzi

influencermarketing

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@JoePulizzi

4 : 1 : 1

Sales

Content Marketing

InfluencerSharing

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@JoePulizzi

38

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@JoePulizzi

the sharingeconomy

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Guest Appearances are Critical

• Last six years – over 400 different guest posts, interviews or webinars

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mediapartners

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@JoePulizzi

content performance

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@JoePulizzi

@JoePulizzi

the key metric – email subscribers

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@JoePulizzi

Who Converts the Best?

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What’s the difference between those who

subscribe to my content and those that don’t?

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graceland

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@JoePulizzi

80% Engage in at Least Three

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Attendees Also Engage with CMI:

@JoePulizzi

final thought:selling

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@JoePulizzi

@JoePulizzi

@JoePulizzi

@JoePulizzi

Takeaways1. The marketing that drives people to

your event actually has NOTHING to do with the event itself.

2. To leverage speakers and sponsors in your marketing, you have to give them amazing information to share.

3. Event marketing is 365 days a year!

@JoePulizzi

Joe Pulizzi - joe@contentinstitute.com

Get a Free Chapter of Epic Content Marketing at http://bitly.com/epic-chapter

Thanks/Q&A