{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"The Eventapalooza Podcast","title":"The 362 Days That Actually Matter","html":"","width":"100%","height":180,"duration":1022,"description":"Joe Pulizzi built Content Marketing World into a 4,000-person event by treating three days on stage as the least important part of the calendar.\nJoe Pulizzi is the founder of Content Marketing Institute and Content Marketing World, and the author of Epic Content Marketing, Content Inc., and Burn the Playbook. He joins the podcast to walk through how he built and scaled Content Marketing World from 660 attendees to over 4,000, why staying anchored in one city mattered more than expansion, and how the event's revenue model was built on far more than ticket sales.\nWhat You'll Learn\nCity loyalty compounds: Staying in the same host city year after year builds goodwill with local vendors, hotels, and officials that a rotating event can never access.\nAttendees aren't buying information: People show up to conferences for an experience, not just session content, so the arrival moment matters as much as the agenda.\nThe event is 362 days, not three: Year-round content and communication with the audience is what actually drives attendance and loyalty, not the event itself.\nOn-demand content sells better bundled: Standalone on-demand video packages underperformed, but folding them into an all-access ticket at a modest markup worked well, especially with corporate buyers.\nBusinesses are the better sales target: Corporate accounts have budget and don't negotiate as hard as individual buyers, making them a more efficient audience to court.\nGroup attendance compounds itself: Once one person from a company attends, it becomes far easier to bring the next 30 or 40 employees from that same company.\nInternational expansion can cost more than it earns: A profitable satellite event in Sydney still generated less value than putting the same effort into the flagship event.\nFeeder events exist to funnel, not to profit: Small break-even workshops in cities like Boston, Toronto, and London served as low-cost qualification events that fed the main conference.\nTime-Stamped Highlights\n(00:35)...","thumbnail_url":"https://img.transistorcdn.com/LV8XNOcV7CCYB6z6KUcoCMznPn1-EfoPoaAfm_UD1kI/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9jNGNm/M2IzMDM0NDQwZGY3/ZjZhMjQxNWVkZTEx/NzAwOC5qcGVn.webp","thumbnail_width":300,"thumbnail_height":300}