Content Marketing and Events: Setting Up the Model and Driving Revenue

•Download as PPTX, PDF•

24 likes•21,039 views

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.

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

@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

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

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

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

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

@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

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

@JoePulizzi
Resources Needed
• Blog Manager
• Proofreader
• SEO Title Manager

@JoePulizzi
Email Newsletter
Webinars
Research
Feeder Events

@JoePulizzi
#CMWorld 2013
• 26,441 tweets
• 4,784 contributors (2.5x
the number of
attendees!)
• 16.4 million reach

@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

@JoePulizzi
Sales
Influencer
Sharing
Content
Marketing

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

@JoePulizzi
the key metric –
email subscribers

@JoePulizzi
What’s the difference
between those who
subscribe to my content
and those that don’t?

@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:

@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!

@JoePulizzi
Joe Pulizzi - joe@contentinstitute.com
Get a Free
Chapter of
Epic Content
Marketing at
http://bitly.com/
epic-chapter

MediaWeek: "Ogilvy also had the most prominent unofficial hashtag at the event, #ogilvycannes, which accounted for 82 per cent of mentions of unofficial hashtags with 27,132 mentions." "Ogilvy demonstrated the value of a well-oiled social machine, with its own strategy playing a significant role in driving the agency to the top of the brand charts." Salesforce quote: “Ogilvy was the dominant brand at Cannes Lions 2014, clocking 22,652 mentions online [during the week]. It jumped in early with a well-executed social strategy that even propelled Abraham Lincoln into one of the leading celebrity spots over the opening weekend – quoting his famous stance that ‘the best way to predict your future is to create it.’” Links: MediaWeek: http://www.mediaweek.co.uk/article/1300680/ogilvy-crushes-google-twitter Salesforce: http://www.slideshare.net/ExactTarget/saturday-36254344?ref=http://www.mediaweek.co.uk/article/1300680/ogilvy-crushes-google-twitter BuzzRadar: http://www.buzzradar.com/the-power-of-storytelling-cannes-lions-2014/

Amplifying Storytelling with Influencer Marketing

Carole Lamarque

Who do I make Influencers spread the story I would like? With the hundreds of thousands of products launching every year and the amount of (digital) noise increasing exponentially, brands need a solution that would allow them to distinguish themselves from that noise. Content Marketers believe that brands need to create influencers and advocates networks and communities to stay above the noise trough Storytelling. What you will learn: – You will learn how to sell and significantly increase word of mouth advertising through social and owned media – We will determine who has influence, provide them with content and start a relationship that they’re going to respect – That will bring our content into their community All levels of marketing from junior to expert marketer can benefit from these methodology: Marketing teamleaders, Segment managers, Community managers, Digital marketers, Communication managers, Business Development managers, Sales & Marketing directors, Social Media Manager, Business Unit Manager, PR managers.

Branded Content Research Network: Seminar 1 Investigating Branded Content

Justin Kirby

I was asked to speak at the first seminar in a series organised by the AHRC-Funded Branded Content Research Network. Academics and marketing communications professionals reviewed the state of existing research on branded content across media and marketing disciplines, and discussed research needs and questions for industry and stakeholders, as well as consider the scope and definitions of branded content practices. The seminar include contributions from members of the network and from invited academic researchers and practitioners that also included: - Andrew Canter, CEO of the Branded Content Marketing Association - Prof Jonathan Hardy, University of East London - Prof Chris Hackley, Royal Holloway - Dr Andrew McStay, Bangor University - Vince Medeiros, TCOLondon

Pitch Deck for Startup We Had to Kill

GoKart Labs

With the ever-changing climate of social media, it’s hard to know what’s “in” and what will help grow your business. Social media, digital marketing and new technology holds tremendous opportunities for companies looking to drive new business, retain customers, create engagement and increase revenue. So many changes have come through social media in the past few years, and no doubt that more are on their way in 2015. Interested in where it is all going? What should be in store for you for the next year? Join Erica Campbell Byrum, Director of Social Media for For Rent Media Solutions as she shares insight into social media trends to help you develop a social program that is proactive versus reactive. Erica Campbell Byrum, Director of Social Media for For Rent Media Solutions presented this at the Greater Charlotte Apartment Association (GCAA) event on 7/22/15.

The Publisher’s Guide to eCommerce: Case Studies

Damian Radcliffe

The COVID-19 pandemic has dramatically affected most industries, including the publishing and media sectors. Arguably, the advertising downturn associated with the pandemic makes it clearer than ever that companies need to diversify their revenue streams. Facing an "extinction event," as the current crisis has been called, may encourage publishers to look again at eCommerce and its potential. In doing this, it makes strategic sense for publishers to identify propositions which build on their existing relationship with audiences; and which play to their strengths. Audience data and insights, coupled with trust and name recognition, are valuable commodities which can be harnessed to support eCommerce activities. Historically, as BuzzFeed CEO Jonah Peretti noted at the start of 2020, media companies have not done a good job of this. “….A longstanding problem in the media industry where content creators provide the inspiration to buy a new product, go on a vacation, or watch a new show–but don’t capture much of the economic value created," he argued. "This is sometimes referred to as the “attribution problem,” where Google and other middlemen end up capturing value they didn’t create. We see a real opportunity for us to reclaim some of that profit.” Peretti, as this new report shows, is not alone in this optimism. If publishers can further understand, and anticipate, the user journey - including the role of content as a driver for purchase decisions - then this remains a firm foundation on which eCommerce products and properties can be built.

Jules Lund - Social Influencer Marketing presentation 2014

Jules Lund

BOBCM: Best of Branded Content Marketing 2015 case studies

Justin Kirby

Amplifying Storytelling in your Marketing Plan

Carole Lamarque

The luxury goods industry is shifting focus from which markets drive growth to which channels drive growth. The luxury industry is one of the most competitive in the world, and social media is the newest battleground to develop loyalty and brand heritage, as well as to reach new segments of potential customers. In today’s complex digital world, there is an increasing number of different ways to reach customers. It makes it difficult for marketers to stay on top of this evolution and to ensure the right mediums are leveraged in function of the business and marketing objectives. Multiple clients have already given Duval Union Consulting their trust for managing their marketing projects, from strategy to implementation.

Marketing + PR for Startups: for General Assembly London October 2014

Courtney Myers

CONVERSION DAY :: Amplifying Storytelling with Influencer Marketing

Carole Lamarque

BBDO Connect - The Importance of Storytelling When Building Your Brand

BBDO Belgium

Most brands offer products or services comparable to what most competitors offer. Now every brand has landed a Facebook page, merely having one is no longer enough to differentiate. Having a great page still is. Great pages are mostly the work of great brands. Typical for great brands? Great content, great stories! With a focus on content and storytelling, every brand - big or small, love brand or a brand - can learn how to really differentiate. Come and discover how.

The 2015 State of Content Marketing

Shane Snow

The Future of Advertising, APA, 17/02/09

John V Willshire

Quotes from Cannes Lions 2011

Fabiano Coura

Seedcamp Presentation: Crossing the Pond / Building an Audience

Courtney Myers

Marketing & PR for Startups: London Edition

Courtney Myers

Your Awesome Product Won't Sell Itself

Tara Hunt

Future of advertising - Some thoughts from the present to predict the future ...

Agustín Soriano

Mobile Culture - EventbriteJames Cameron

Ace the Event! How to Leverage Eventbrite for University Events

Eventbrite

What's hot

BOBCM: Clever Content Builds Great Brands

Justin Kirby

Time Out Miami Conference - Keynote

Courtney Myers

Extreme Audience Building at Startup Extreme

Courtney Myers

Future of Social Media + Trends 2016

Brie Stewart

The Future of Marketing - eMarketing Techniques May 2009

Matt Dickman

2015 Social Media Trends - GCAA

Erica Campbell Byrum

The Publisher’s Guide to eCommerce: Case Studies

Damian Radcliffe

Jules Lund - Social Influencer Marketing presentation 2014

Jules Lund

BOBCM: Best of Branded Content Marketing 2015 case studies

Justin Kirby

Amplifying Storytelling in your Marketing Plan

Carole Lamarque

Marketing + PR for Startups: for General Assembly London October 2014

Courtney Myers

CONVERSION DAY :: Amplifying Storytelling with Influencer Marketing

Carole Lamarque

BBDO Connect - The Importance of Storytelling When Building Your Brand

BBDO Belgium

The 2015 State of Content Marketing

Shane Snow

The Future of Advertising, APA, 17/02/09

John V Willshire

Quotes from Cannes Lions 2011

Fabiano Coura

Seedcamp Presentation: Crossing the Pond / Building an Audience

Courtney Myers

Marketing & PR for Startups: London Edition

Courtney Myers

Your Awesome Product Won't Sell Itself

Tara Hunt

Future of advertising - Some thoughts from the present to predict the future ...

Agustín Soriano

What's hot (20)

BOBCM: Clever Content Builds Great Brands

Time Out Miami Conference - Keynote

Extreme Audience Building at Startup Extreme

Future of Social Media + Trends 2016

The Future of Marketing - eMarketing Techniques May 2009

2015 Social Media Trends - GCAA

The Publisher’s Guide to eCommerce: Case Studies

Jules Lund - Social Influencer Marketing presentation 2014

BOBCM: Best of Branded Content Marketing 2015 case studies

Amplifying Storytelling in your Marketing Plan

Marketing + PR for Startups: for General Assembly London October 2014

CONVERSION DAY :: Amplifying Storytelling with Influencer Marketing

BBDO Connect - The Importance of Storytelling When Building Your Brand

The 2015 State of Content Marketing

The Future of Advertising, APA, 17/02/09

Quotes from Cannes Lions 2011

Seedcamp Presentation: Crossing the Pond / Building an Audience

Marketing & PR for Startups: London Edition

Your Awesome Product Won't Sell Itself

Future of advertising - Some thoughts from the present to predict the future ...

Viewers also liked

Mobile Culture - EventbriteJames Cameron

Ace the Event! How to Leverage Eventbrite for University Events

Eventbrite

Introduction to Eventbrite

Rob Greenland

EventbritePorsche Kristina

Social Media for Fine Artists

Danielle Ricks

Linkedin Events and Eventbrite

Matthew Ho

West Carleton Art Society - Promoting Events on Facebook and Selling on Pinte...

Shawna Tregunna

Thing.jsについて

Masakazu Muraoka

Boston as a preffered Investment Destination

Ashish Tandon

Yleisradion toimintaymparistokatsaus 1-2014

Yle.fi

Understanding the big society pete alcockThird Sector Research Centre

Scholarly Articles for Hypnotherapy and Smoking Study

Mindlife Hypnotherapy Singapore

Salesforce Essentials Calgary Keynote

nwyne

The constitution of kenyaLeonardus Ouma

2014 IS101 lec6Usukhuu Galaa

hreflang across the globe

Joost de Valk

สงครามไทยรบพม่า เปรียบเทียบเสียกรุง

kokoyadi

Planetary Health: A Special Edition of the Economist Magazine

The Rockefeller Foundation

Government of India Gazette Notification - The Information Technology (Preser...

Amit Ranjan

In exercise of the powers conferred by sub section (1) of section 87 and clause (wa) of subsection (2) of section 87 read with section 6A and section 67C of the Information Technology Act, 2000 (21 of 2000) the Central Government of India hereby makes the following rules for the preservation and retention of information by intermediaries providing Digital Locker Facilities, namely:–– the Information Technology (Preservation and Retention of Information by Intermediaries Providing Digital Locker Facilities) Rules, 2016.

Alai alternativa agroecologicaadriecologia

Viewers also liked (20)

Mobile Culture - Eventbrite

Ace the Event! How to Leverage Eventbrite for University Events

Introduction to Eventbrite

Eventbrite

Social Media for Fine Artists

Linkedin Events and Eventbrite

West Carleton Art Society - Promoting Events on Facebook and Selling on Pinte...

Thing.jsについて

Boston as a preffered Investment Destination

Yleisradion toimintaymparistokatsaus 1-2014

Understanding the big society pete alcock

Scholarly Articles for Hypnotherapy and Smoking Study

Salesforce Essentials Calgary Keynote

The constitution of kenya

2014 IS101 lec6

hreflang across the globe

สงครามไทยรบพม่า เปรียบเทียบเสียกรุง

Planetary Health: A Special Edition of the Economist Magazine

Government of India Gazette Notification - The Information Technology (Preser...

Alai alternativa agroecologica

Traditional Store Audits are Outdated: A New Approach to Protecting Your Bran...

Auxis Consulting & Outsourcing

Your Path to Profits - The Game-Changing Power of a Marketing OS for Your Bus...

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success. Key Takeaways: • Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot. • Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers. • Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions. • Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.

The New Era Of SEO - How AI Has Changed SEO Forever - Danny Leibrandt

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way. Key Takeaways: 1. Real content is king 2. Find ways to show EEAT 3. Repurpose across all platforms

Digital Marketing Trends - Experts Insights on How

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

The New Era Of SEO - How AI Has Changed SEO Forever - Danny Leibrandt

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

34-Rahul-Mande.pdf PROJECT REPORT MBA 4TH SEMESTER

DeepakTripathi733493

Monthly Social Media News Update May 2024

Andy Lambert

TL;DR. These are the three themes that stood out to us over the course of last month. 1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly. 2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth. 3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.

Recently uploaded (20)

Consumer Journey Mapping & Personalization Master Class - Sabrina Killgo

Unknown to Unforgettable - The Art and Science to Being Irresistible on Camer...

Winning local SEO in the Age of AI - Dennis Yu

How to Use AI to Write a High-Quality Article that Ranks

Turn Digital Reputation Threats into Offense Tactics - Daniel Lemin

Is AI-Generated Content the Future of Content Creation?

Digital Marketing Training In Bangalore

Generative AI - Unleash Creative Opportunity - Peter Weltman

Playlist and Paint Event with Sony Music U

AI-Powered Personalization: Principles, Use Cases, and Its Impact on CRO

How to use Short Form Video To Grow Your Brand and Business - Keenya Kelly

May 2024 - VBOUT Partners Meeting Group Session

How to Run Landing Page Tests On and Off Paid Social Platforms

Traditional Store Audits are Outdated: A New Approach to Protecting Your Bran...

Your Path to Profits - The Game-Changing Power of a Marketing OS for Your Bus...

The New Era Of SEO - How AI Has Changed SEO Forever - Danny Leibrandt

Digital Marketing Trends - Experts Insights on How

The New Era Of SEO - How AI Has Changed SEO Forever - Danny Leibrandt

34-Rahul-Mande.pdf PROJECT REPORT MBA 4TH SEMESTER

Monthly Social Media News Update May 2024

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

15. @JoePulizzi

16. @JoePulizzi

17. @JoePulizzi

18. @JoePulizzi http://contentmarketinginstitute.com/blog/blog-guidelines/

19. @JoePulizzi

20. @JoePulizzi

21. @JoePulizzi 5% Acceptance

22. @JoePulizzi

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

35. @JoePulizzi

36. @JoePulizzi Sales Influencer Sharing Content Marketing

37. @JoePulizzi

38. @JoePulizzi 38

39. @JoePulizzi

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

43. @JoePulizzi

44. @JoePulizzi content performance

45. @JoePulizzi

46. @JoePulizzi

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

55. @JoePulizzi

56. @JoePulizzi

57. @JoePulizzi

58. @JoePulizzi

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

Content Marketing and Events: Setting Up the Model and Driving Revenue

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Viewers also liked

Viewers also liked (20)

Similar to Content Marketing and Events: Setting Up the Model and Driving Revenue

Similar to Content Marketing and Events: Setting Up the Model and Driving Revenue (20)

More from Joe Pulizzi

More from Joe Pulizzi (20)

Recently uploaded

Recently uploaded (20)

Content Marketing and Events: Setting Up the Model and Driving Revenue