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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.

Published in: Marketing, Business
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Content Marketing and Events: Setting Up the Model and Driving Revenue

  1. @JoePulizzi JOE PULIZZI’S PRESENTATION: The Secrets to Building a Dominant Event with Content Marketing
  2. @JoePulizzi disclaimer
  3. @JoePulizzi 1. What is Content Marketing? 2. Why is Content Marketing important for event marketing? 3. Leveraging speakers, sponsors and partners as marketers for your event 4. Influencer marketing strategy 5. The critical importance of the subscriber 6. Subscribers become attendees
  4. @JoePulizzi content marketing
  5. @JoePulizzi Content Marketing Instead of communicating through someone else’s channel, we create and distribute our own amazing information and build audiences.
  6. @JoePulizzi Content Marketing Institute CMI teaches marketers how to effectively own their media channels to attract and retain customers.
  7. @JoePulizzi
  8. @JoePulizzi
  9. @JoePulizzi
  10. @JoePulizzi WHY IS THIS IMPORTANT FOR EVENTS? Our Marketing is Fueled by Our Attendees, Speakers and Subscribers
  11. @JoePulizzi Inside the Numbers: 2011 2012 2013 2014 Attendees: 600 1000 1700 2600 Revenue: $700k $1.3m $2.3m $4.0m
  12. @JoePulizzi Inside the Numbers: 2011 2012 2013 2014 Attendees: 600 1000 1700 2600 Revenue: $700k $1.3m $2.3m $4.0m Marketing Costs: ---- ---- $40k $89k
  13. @JoePulizzi collaborative publishing
  14. @JoePulizzi
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  18. @JoePulizzi http://contentmarketinginstitute.com/blog/blog-guidelines/
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  21. @JoePulizzi 5% Acceptance
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  23. @JoePulizzi Resources Needed • Blog Manager • Proofreader • SEO Title Manager
  24. @JoePulizzi
  25. @JoePulizzi content sources
  26. @JoePulizzi briancromer.com
  27. @JoePulizzi Email Newsletter Webinars Research Feeder Events
  28. @JoePulizzi social media
  29. @JoePulizzi
  30. @JoePulizzi #CMWorld 2013 • 26,441 tweets • 4,784 contributors (2.5x the number of attendees!) • 16.4 million reach
  31. @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
  32. @JoePulizzi #CMWorld Twitter Chats
  33. @JoePulizzi
  34. @JoePulizzi influencer marketing
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  36. @JoePulizzi Sales Influencer Sharing Content Marketing
  37. @JoePulizzi
  38. @JoePulizzi 38
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  40. @JoePulizzi the sharing economy
  41. @JoePulizzi Guest Appearances are Critical • Last six years – over 400 different guest posts, interviews or webinars
  42. @JoePulizzi media partners
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  44. @JoePulizzi content performance
  45. @JoePulizzi
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  47. @JoePulizzi the key metric – email subscribers
  48. @JoePulizzi
  49. @JoePulizzi Who Converts the Best?
  50. @JoePulizzi What’s the difference between those who subscribe to my content and those that don’t?
  51. @JoePulizzi graceland
  52. @JoePulizzi
  53. @JoePulizzi 80% Engage in at Least Three 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% CCO Magazine Weekly email newsletter Blog or daily emails PNR: This Old Marketing Podcast Online Training Webinars #CMWorld Twitter chat Consulting/Advisory services Content Marketing Master Class None of the above Attendees Also Engage with CMI:
  54. @JoePulizzi final thought: selling
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  59. @JoePulizzi 1. 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!
  60. @JoePulizzi Joe Pulizzi - joe@contentinstitute.com Get a Free Chapter of Epic Content Marketing at http://bitly.com/ epic-chapter

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