@juntajoeJoe Pulizzi (@juntajoe)Founder, Content Marketing Institute andContent Marketing WorldCo-Author, Get Content Get ...
@juntajoe        TODAY’S AGENDA• Move Fast – 80+ Slides in 45 Minutes!• Brief History of Content Marketing• Some Content M...
@juntajoe
@juntajoe• Content Acceptance• Talent• Technology
@juntajoe
@juntajoe
@juntajoe
@juntajoe                        Search EngineSocial Media             Optimization          STORYTELLING             Lead...
@juntajoe
@juntajoehttp://bit.ly/2012cmtrends
@juntajoehttp://bit.ly/2012cmtrends
@juntajoehttp://bit.ly/2012cmtrends
@juntajoehttp://bit.ly/2012cmtrends
@juntajoehttp://bit.ly/2012cmtrends
@juntajoeWHY IS THIS IMPORTANT FOR EVENTS?  Our Marketing is Fueled by Our Attendees,         Speakers and Subscribers
@juntajoe
@juntajoe
@juntajoeInside the Numbers:             2011       2012       2013 (proj)Attendees:   600        1000+      2000+Revenue:...
@juntajoeInside the Numbers:                   2011       2012       2013 (proj)Attendees:         600        1000+      2...
@juntajoe
@juntajoeThe content marketing funnel              Brand Awareness              Your blog, your thought leadership, webina...
@juntajoeDeliver content at all the right stages of the buying process              to attract and retain customers.  Atte...
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoeA Rising Tide Lifts All Ships
@juntajoe
@juntajoe
@juntajoeDefine Your Hit List of Influencers
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe• Last five years  – over 300  different guest  posts,  interviews or  webinars
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe• Well over 15,000  mentions of  #cmworld  throughout the  year.• Actively respond!
@juntajoehttp://www.youtube.com/watch?v=Q5Tt5JSRsOc
@juntajoe
@juntajoe• Multiple  Videos of  all key  speakers• Leverage  all year  long!
@juntajoe
@juntajoe
@juntajoe
@juntajoe50,000 followers/fans
@juntajoe50,000 followers/fans
@juntajoe50,000 followers/fans
@juntajoe50,000 followers/fans
@juntajoe50,000 followers/fans
@juntajoe50,000 followers/fans
@juntajoe50,000 followers/fans
@juntajoe
@juntajoeAnyone can be a media partner…
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe  NOTE: Easier to sell content inother forms by repackaging instead       of direct content sales.
@juntajoe
@juntajoe• Leverage the networks of  our media partners and  speakers• Generally 40-50%  commission
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe Get Uncomfortable:  If you don’t feel likeyou are going to run off the road, you are not  driving fast enough.  ...
@juntajoe               Joe Pulizzijoe@contentinstitute.com • @juntajoe on Twitter
Driving Event Revenue with Content Marketing
Driving Event Revenue with Content Marketing
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Driving Event Revenue with Content Marketing

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Joe Pulizzi's keynote presentation delivered at SISO's executive forum event. Driving Event and Attendee Revenue with Content Marketing focuses on how to generate content for social sharing that will ultimately deliver more attendees to your event.

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Driving Event Revenue with Content Marketing

  1. 1. @juntajoeJoe Pulizzi (@juntajoe)Founder, Content Marketing Institute andContent Marketing WorldCo-Author, Get Content Get Customersand Managing Content Marketing
  2. 2. @juntajoe TODAY’S AGENDA• Move Fast – 80+ Slides in 45 Minutes!• Brief History of Content Marketing• Some Content Marketing Research• Our Event Model and Content• Content Activities that Work for Us and Can Work for You• Q&A
  3. 3. @juntajoe
  4. 4. @juntajoe• Content Acceptance• Talent• Technology
  5. 5. @juntajoe
  6. 6. @juntajoe
  7. 7. @juntajoe
  8. 8. @juntajoe Search EngineSocial Media Optimization STORYTELLING Lead Generation
  9. 9. @juntajoe
  10. 10. @juntajoehttp://bit.ly/2012cmtrends
  11. 11. @juntajoehttp://bit.ly/2012cmtrends
  12. 12. @juntajoehttp://bit.ly/2012cmtrends
  13. 13. @juntajoehttp://bit.ly/2012cmtrends
  14. 14. @juntajoehttp://bit.ly/2012cmtrends
  15. 15. @juntajoeWHY IS THIS IMPORTANT FOR EVENTS? Our Marketing is Fueled by Our Attendees, Speakers and Subscribers
  16. 16. @juntajoe
  17. 17. @juntajoe
  18. 18. @juntajoeInside the Numbers: 2011 2012 2013 (proj)Attendees: 600 1000+ 2000+Revenue: $700,000 $1.3 mil $2+ mil
  19. 19. @juntajoeInside the Numbers: 2011 2012 2013 (proj)Attendees: 600 1000+ 2000+Revenue: $700,000 $1.3 mil $2+ milMarketing Costs: <$1,000 <$1,000
  20. 20. @juntajoe
  21. 21. @juntajoeThe content marketing funnel Brand Awareness Your blog, your thought leadership, webinars Lead Conversion & Nurturing Resource center, your e-newsletter, your business case, your “ROI calculators” Customer Conversion Proof points, testimonials, case studies Customer Service Reinforce the purchase Customer Upsell The community, your login page, support content Passionate Subscribers Social media, your compelling, SHAREABLE story. Managing Content Marketing: The Book
  22. 22. @juntajoeDeliver content at all the right stages of the buying process to attract and retain customers. Attendees continually show positive behaviorsthroughout the year - purchase, sharing, attending web events, subscribing, etc.
  23. 23. @juntajoe
  24. 24. @juntajoe
  25. 25. @juntajoe
  26. 26. @juntajoe
  27. 27. @juntajoe
  28. 28. @juntajoe
  29. 29. @juntajoe
  30. 30. @juntajoe
  31. 31. @juntajoeA Rising Tide Lifts All Ships
  32. 32. @juntajoe
  33. 33. @juntajoe
  34. 34. @juntajoeDefine Your Hit List of Influencers
  35. 35. @juntajoe
  36. 36. @juntajoe
  37. 37. @juntajoe
  38. 38. @juntajoe
  39. 39. @juntajoe
  40. 40. @juntajoe
  41. 41. @juntajoe
  42. 42. @juntajoe
  43. 43. @juntajoe
  44. 44. @juntajoe
  45. 45. @juntajoe
  46. 46. @juntajoe
  47. 47. @juntajoe• Last five years – over 300 different guest posts, interviews or webinars
  48. 48. @juntajoe
  49. 49. @juntajoe
  50. 50. @juntajoe
  51. 51. @juntajoe
  52. 52. @juntajoe
  53. 53. @juntajoe• Well over 15,000 mentions of #cmworld throughout the year.• Actively respond!
  54. 54. @juntajoehttp://www.youtube.com/watch?v=Q5Tt5JSRsOc
  55. 55. @juntajoe
  56. 56. @juntajoe• Multiple Videos of all key speakers• Leverage all year long!
  57. 57. @juntajoe
  58. 58. @juntajoe
  59. 59. @juntajoe
  60. 60. @juntajoe50,000 followers/fans
  61. 61. @juntajoe50,000 followers/fans
  62. 62. @juntajoe50,000 followers/fans
  63. 63. @juntajoe50,000 followers/fans
  64. 64. @juntajoe50,000 followers/fans
  65. 65. @juntajoe50,000 followers/fans
  66. 66. @juntajoe50,000 followers/fans
  67. 67. @juntajoe
  68. 68. @juntajoeAnyone can be a media partner…
  69. 69. @juntajoe
  70. 70. @juntajoe
  71. 71. @juntajoe
  72. 72. @juntajoe
  73. 73. @juntajoe NOTE: Easier to sell content inother forms by repackaging instead of direct content sales.
  74. 74. @juntajoe
  75. 75. @juntajoe• Leverage the networks of our media partners and speakers• Generally 40-50% commission
  76. 76. @juntajoe
  77. 77. @juntajoe
  78. 78. @juntajoe
  79. 79. @juntajoe
  80. 80. @juntajoe
  81. 81. @juntajoe
  82. 82. @juntajoe
  83. 83. @juntajoe
  84. 84. @juntajoe
  85. 85. @juntajoe Get Uncomfortable: If you don’t feel likeyou are going to run off the road, you are not driving fast enough. http://taylordowns.com
  86. 86. @juntajoe Joe Pulizzijoe@contentinstitute.com • @juntajoe on Twitter
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