Content Marketing and Events: Setting Up the Model and Driving Revenue
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Speech by Joe Pulizzi from the Content Marketing Institute for the 2014 TSNN Awards on how CMI set up a content creation process to build one of the fastest growing physical events in the country. Includes the revenue model, social media integration, influencer and media relations and more.
Transcript of Content Marketing and Events: Setting Up the Model and Driving Revenue
@JoePulizzi
JOE PULIZZI’S PRESENTATION:
The Secrets to Building a Dominant Event with Content Marketing
@JoePulizzi
disclaimer
@JoePulizzi
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
@JoePulizzi
content marketing
@JoePulizzi
Content MarketingInstead of communicating through someone else’s channel, we create and distribute our own amazing information and build audiences.
@JoePulizzi
Content Marketing InstituteCMI teaches marketers how to effectively own their media channels to attract and retain customers.
@JoePulizzi
The Difference?MARKETERS PUBLISHERS
@JoePulizzi
The Difference?MARKETERS PUBLISHERS
@JoePulizzi
@JoePulizzi
Our Marketing is Fueled by Our Attendees, Speakers and Subscribers
WHY IS THIS IMPORTANT FOR EVENTS?
@JoePulizzi
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
@JoePulizzi
collaborativepublishing
@JoePulizzi
@JoePulizzi
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Advancing the Practice of Content Marketing
@JoePulizzi
Advancing the Practice of Content Marketing
People that actually do the marketing in large
enterprises
@JoePulizzi
http://contentmarketinginstitute.com/blog/blog-guidelines/
@JoePulizzi
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5% Acceptance
@JoePulizzi
@JoePulizzi
Resources Needed
• Blog Manager• Proofreader• SEO Title Manager
@JoePulizzi
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contentsources
@JoePulizzi
briancromer.com
@JoePulizzi
Email Newsletter
Webinars
Research
Feeder Events
@JoePulizzi
socialmedia
@JoePulizzi
@JoePulizzi
#CMWorld 2013
• 26,441 tweets
• 4,784 contributors (2.5x the number of attendees!)
• 16.4 million reach
@JoePulizzi
#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
@JoePulizzi
#CMWorld Twitter Chats
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@JoePulizzi
influencermarketing
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@JoePulizzi
4 : 1 : 1
Sales
Content Marketing
InfluencerSharing
@JoePulizzi
@JoePulizzi
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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
@JoePulizzi
mediapartners
@JoePulizzi
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content performance
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@JoePulizzi
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the key metric – email subscribers
@JoePulizzi
@JoePulizzi
Who Converts the Best?
@JoePulizzi
What’s the difference between those who
subscribe to my content and those that don’t?
@JoePulizzi
graceland
@JoePulizzi
@JoePulizzi
80% Engage in at Least Three
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Attendees Also Engage with CMI:
@JoePulizzi
final thought:selling
@JoePulizzi
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@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 - [email protected]
Get a Free Chapter of Epic Content Marketing at http://bitly.com/epic-chapter
Thanks/Q&A
