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@juntajoe




Joe Pulizzi (@juntajoe)
Founder, Content Marketing Institute and
Content Marketing World

Co-Author, Get Content Get Customers
and Managing Content Marketing
@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
@juntajoe
Driving Event Revenue with Content Marketing
Driving Event Revenue with Content Marketing
@juntajoe




• Content Acceptance
• Talent
• Technology
@juntajoe
@juntajoe
@juntajoe
@juntajoe




                        Search Engine
Social Media             Optimization
          STORYTELLING


             Lead
           Generation
@juntajoe
@juntajoe




http://bit.ly/2012cmtrends
@juntajoe




http://bit.ly/2012cmtrends
@juntajoe




http://bit.ly/2012cmtrends
@juntajoe




http://bit.ly/2012cmtrends
@juntajoe




http://bit.ly/2012cmtrends
@juntajoe




WHY IS THIS IMPORTANT FOR EVENTS?

  Our Marketing is Fueled by Our Attendees,
         Speakers and Subscribers
@juntajoe
@juntajoe
@juntajoe




Inside the Numbers:
             2011       2012       2013 (proj)
Attendees:   600        1000+      2000+

Revenue:     $700,000   $1.3 mil   $2+ mil
@juntajoe




Inside the Numbers:
                   2011       2012       2013 (proj)
Attendees:         600        1000+      2000+

Revenue:           $700,000   $1.3 mil   $2+ mil

Marketing Costs:   <$1,000    <$1,000
@juntajoe
@juntajoe
The 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
@juntajoe




Deliver content at all the right stages of the buying process
              to attract and retain customers.




  Attendees continually show positive behaviors
throughout the year - purchase, sharing, attending
          web events, subscribing, etc.
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe




A Rising Tide Lifts All Ships
@juntajoe
@juntajoe
@juntajoe




Define 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!
@juntajoe




http://www.youtube.com/watch?v=Q5Tt5JSRsOc
@juntajoe
@juntajoe




• Multiple
  Videos of
  all key
  speakers
• Leverage
  all year
  long!
@juntajoe
@juntajoe
@juntajoe
@juntajoe




50,000 followers/fans
@juntajoe




50,000 followers/fans
@juntajoe




50,000 followers/fans
@juntajoe




50,000 followers/fans
@juntajoe




50,000 followers/fans
@juntajoe




50,000 followers/fans
@juntajoe




50,000 followers/fans
@juntajoe
@juntajoe




Anyone can be a media partner…
@juntajoe
@juntajoe
@juntajoe
@juntajoe
@juntajoe




  NOTE: Easier to sell content in
other 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 like
you are going to run off
 the road, you are not
  driving fast enough.

                           http://taylordowns.com
@juntajoe




               Joe Pulizzi
joe@contentinstitute.com • @juntajoe on Twitter

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