Driving Event Revenue with Content Marketing

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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.

Negócios Tecnologia

@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

• Content Acceptance
• Talent
• Technology

@juntajoe

Search Engine
Social Media Optimization
STORYTELLING

Lead
Generation

@juntajoe

WHY IS THIS IMPORTANT FOR EVENTS?

Our Marketing is Fueled by Our Attendees,
Speakers and Subscribers

@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

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

A Rising Tide Lifts All Ships

@juntajoe

Define Your Hit List of Influencers

@juntajoe

• Last five years
– over 300
different guest
posts,
interviews or
webinars

@juntajoe

• Well over 15,000
mentions of
#cmworld
throughout the
year.
• Actively respond!

@juntajoe

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

@juntajoe

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

@juntajoe

Anyone can be a media partner…

@juntajoe

NOTE: Easier to sell content in
other forms by repackaging instead
of direct content sales.

@juntajoe

• Leverage the networks of
our media partners and
speakers
• Generally 40-50%
commission

@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

1. @juntajoe Joe Pulizzi (@juntajoe) Founder, Content Marketing Institute and Content Marketing World Co-Author, Get Content Get Customers and Managing Content Marketing

2. @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

3. @juntajoe

6. @juntajoe • Content Acceptance • Talent • Technology

7. @juntajoe

8. @juntajoe

9. @juntajoe

10. @juntajoe Search Engine Social Media Optimization STORYTELLING Lead Generation

11. @juntajoe

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

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

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

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

18. @juntajoe

19. @juntajoe

20. @juntajoe Inside the Numbers: 2011 2012 2013 (proj) Attendees: 600 1000+ 2000+ Revenue: $700,000 $1.3 mil $2+ mil

21. @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

22. @juntajoe

23. @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

24. @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.

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33. @juntajoe A Rising Tide Lifts All Ships

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