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.

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JOE PULIZZI’S PRESENTATION:
The Secrets to Building a Dominant
Event with Content Marketing

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disclaimer

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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

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content marketing

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

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

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WHY IS THIS IMPORTANT FOR EVENTS?
Our Marketing is Fueled by Our Attendees,
Speakers and Subscribers

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Inside the Numbers:
2011 2012 2013 2014
Attendees: 600 1000 1700 2600
Revenue: $700k $1.3m $2.3m $4.0m

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Inside the Numbers:
2011 2012 2013 2014
Attendees: 600 1000 1700 2600
Revenue: $700k $1.3m $2.3m $4.0m
Marketing Costs: ---- ---- $40k $89k

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collaborative
publishing

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

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5% Acceptance

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Resources Needed
• Blog Manager
• Proofreader
• SEO Title Manager

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content
sources

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briancromer.com

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Email Newsletter
Webinars
Research
Feeder Events

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social
media

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#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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influencer
marketing

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Sales
Influencer
Sharing
Content
Marketing

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the sharing
economy

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Guest Appearances are Critical
• Last six years –
over 400
different guest
posts, interviews
or webinars

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media
partners

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content
performance

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the key metric –
email subscribers

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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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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:

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final thought:
selling

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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!

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Joe Pulizzi - joe@contentinstitute.com
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