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Driving Event Revenue with Content Marketing

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Joe Pulizzi
Joe Pulizzi

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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@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
@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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Driving Event Revenue with Content Marketing