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The Secrets to Building a Dominant Event with Content Marketing

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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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Agenda What is Content Marketing? Why is Content Marketing important for event marketing? Leveraging speakers, sponsors and partners as marketers for your event Influencer marketing strategy The critical importance of the subscriber 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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The Difference? MARKETERS PUBLISHERS


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The Difference? MARKETERS PUBLISHERS


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


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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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Advancing the Practice of Content Marketing


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Advancing the Practice of Content Marketing People that actually do the marketing in large enterprises


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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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4 : 1 : 1 Sales Content Marketing Influencer Sharing


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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


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final thought: selling


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Takeaways The marketing that drives people to your event actually has NOTHING to do with the event itself. To leverage speakers and sponsors in your marketing, you have to give them amazing information to share. Event marketing is 365 days a year!


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


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