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 …

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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  • 1. @juntajoeJoe Pulizzi (@juntajoe)Founder, Content Marketing Institute andContent Marketing WorldCo-Author, Get Content Get Customersand Managing Content Marketing
  • 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
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  • 4. @juntajoe• Content Acceptance• Talent• Technology
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  • 8. @juntajoe Search EngineSocial Media Optimization STORYTELLING Lead Generation
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  • 10. @juntajoehttp://bit.ly/2012cmtrends
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  • 12. @juntajoehttp://bit.ly/2012cmtrends
  • 13. @juntajoehttp://bit.ly/2012cmtrends
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  • 15. @juntajoeWHY IS THIS IMPORTANT FOR EVENTS? Our Marketing is Fueled by Our Attendees, Speakers and Subscribers
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  • 18. @juntajoeInside the Numbers: 2011 2012 2013 (proj)Attendees: 600 1000+ 2000+Revenue: $700,000 $1.3 mil $2+ mil
  • 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
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  • 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. @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.
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  • 31. @juntajoeA Rising Tide Lifts All Ships
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  • 34. @juntajoeDefine Your Hit List of Influencers
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  • 47. @juntajoe• Last five years – over 300 different guest posts, interviews or webinars
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  • 53. @juntajoe• Well over 15,000 mentions of #cmworld throughout the year.• Actively respond!
  • 54. @juntajoehttp://www.youtube.com/watch?v=Q5Tt5JSRsOc
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  • 56. @juntajoe• Multiple Videos of all key speakers• Leverage all year long!
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  • 60. @juntajoe50,000 followers/fans
  • 61. @juntajoe50,000 followers/fans
  • 62. @juntajoe50,000 followers/fans
  • 63. @juntajoe50,000 followers/fans
  • 64. @juntajoe50,000 followers/fans
  • 65. @juntajoe50,000 followers/fans
  • 66. @juntajoe50,000 followers/fans
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  • 68. @juntajoeAnyone can be a media partner…
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  • 73. @juntajoe NOTE: Easier to sell content inother forms by repackaging instead of direct content sales.
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  • 75. @juntajoe• Leverage the networks of our media partners and speakers• Generally 40-50% commission
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  • 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. @juntajoe Joe Pulizzijoe@contentinstitute.com • @juntajoe on Twitter