Content Marketing World Sees a 54 Percent Increase in Attendance in Cleveland

September 23, 2014

The fourth annual Content Marketing World (CMWorld), a Content Marketing Institute event, took place Sept. 8-11, 2014 at the Cleveland Convention Center and saw a huge 54 percent attendee uptick.

The event attracted 2,595 delegates from 50 countries, with 33 companies sending seven or more representatives. That is a significant jump in attendance from the 2013 event, which had just more than 1,700 delegates. The first CMWorld drew 600 delegates

The exhibit floor grew as well, with 80 exhibitors participating, which was up from 60 exhibitors last year. To accommodate start-ups, CMWorld created in an innovation zone on the showfloor that gave them a smaller footprint at a reduced rate. That option only was available to new exhibitors and was a one-time opportunity.

The exhibit hall also contained a media lounge, meet-up area, social lounge, bookstore and was where all attendees had to funnel through to get to the main keynote stage. The exhibit hall also featured the Wall Street Journal stage where panel discussions took place all throughout the day.

Steve Rotter, vice president digital marketing solutions for Brightcove, a returning exhibitor to CMWorld, explained why they participated. “Absolutely great content, great energy and for us, it’s the center of the universe for content marketing. There’s a lot of confusion in the marketing place. Content Marketing World brings it all together with people who’ve been immersed in this topic.”

An unsuspecting person walking through downtown Cleveland might wonder just what’s going on when they find themselves surrounded by hundreds of people decked out in orange clothing, a color that has become synonymous with Joe Pulizzi, founder of Content Marketing Institute and CMWorld.

You see, CMWorld doesn’t just attract attendees, it’s attended by devoted fans that are part of a larger Content Marketing Institute community. What does Pulizzi think about so many people adopting his trademark color?

“To me, this is what a community looks like.  These people care for each other and in many cases, feel something on another level for each other,” Pulizz said.

He added, “There is a real belief that we are all in this together, part of the same family.  I've never seen sharing like this before. Maybe it's this way because we've built the entire business on sharing amazing content from amazing people.  It's infectious, and now we all have the virus.  And now it's really starting to spread.”

Part of the reason CMWorld has such a devoted community is due to their weekly Twitter chats under the hashtag #CMWorld. Those chats have played a significant role in the marketing of CMWorld.

Second year attendee Erika Heald, head of social media and content marketing for Anaplan, said that one reason she attends is the opportunity to meet in person people she has talked to on the chats. She looks forward to meeting them in person and hanging out with them.

CMWorld also worked closely with Positively Cleveland to market the event. Content Marketing Institute is based in Cleveland, and they wanted to show off everything they love about their city. To do that, they had each staff member based in Cleveland contribute three or five activities they love to do in Cleveland. Not only did that give attendees insights into the city, but insights into the personalities of the staff members.

Those contributions created a snowball effect with local businesses getting involved in the promotion of the event and even sending their staff to attend the event.

Cathy McPhillips, marketing director for Content Marketing Institute, said, “people for years have said why are you doing it in Cleveland? Why do we have to go to Ohio? We have a beautiful city. It was nice for us to have a couple days showing off our city because now people say I loved the event, and I loved Cleveland, and now I do want to come back.”

That’s good news, because Pulizzi has no intention of moving the event away from Cleveland.

It goes without saying that an event that is all about content demands great content presented to attendees. More than 100 content marketing experts from around the globe spoke at CMWorld. Speakers included such brands as Kraft Foods, Facebook, SAP, Cisco Systems, GE, and Progressive Corporation.

Andrew Davis, author and marketing speaker, kicked off the event challenging attendees to create moments of inspiration through their content. Davis said, “If you want measurable ROI, think about moments of inspiration.” He also encouraged his audience to start thinking like a movie and television executive.

The final keynote speaker helped to solidify that idea. At 4:30 on Wednesday afternoon Actor Kevin Spacey took the stage and closed out the event to a packed auditorium. His tone was positive and encouraging, as he said, “For someone with more than 30 years in the business, there has never been a better moment for folks like us.” Spacey added, “the audience has spoken. They want stories. They're dying for stories."

Attendee Mike Myers, consultant of content marketing for Nationwide Insurance, was happy with the lineup of speakers in both the keynotes and the sessions. He felt it was smart to have someone like Spacey as the final speaker as it ensured people would stick around. “It was good to have someone outside of our space, but who could talk on what we do,” Myers said.

Myers was quick to add “there are folks in our space who are in their own right celebrities in our field. It’s fun to hear from them because they live it every day. They always have some kind of inspirational thing that sticks with you.” Myers recalled Andrew Davis’s session from last year, where he touched on the idea of fractal marketing. “That stuck with me the whole year,” Myers said.

Is the growth of both the industry and the event stressing Pulizzi? Hardly. He said, "I'm having the time of my life.  My favorite moment this year was shaking hands and taking pictures, while people were leaving the event.  How can you not enjoy this?  It's like I get married to thousands of people once a year.”

Great content is the heart of our trade shows and conferences. If you’re looking to improve on the content you are delivering both at the show and throughout the year; if you are looking to create a community that helps you market your events for you, don’t miss next year’s Content Marketing World. It will be held Sept. 8-11 and it will, of course, be in Cleveland.

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Partner Voices
Less than six months ago, Lisa Messina joined the Las Vegas Convention and Visitors Authority (LVCVA) as the first-ever chief sales officer after leading the sales team at Caesars Entertainment. A 12-year Las Vegas resident, Messina is a graduate of Cornell University’s School of Hotel Administration and serves on MPI International’s board of directors. TSNN had a chance to catch up with this dynamic leader and talk to her about her vision for the new role, current shifts in the trade show industry, creating more diversity and equity within the organization, and advice to future female leaders. Lisa Messina, Chief Sales Officer, LVCVA With Las Vegas becoming The Greatest Arena on EarthTM, what are some of the things you’re most excited about in your role? Our team was at The Big Game’s handoff ceremony earlier this month, and I couldn’t help but think, “We’re going to crush it next year!”  These high-profile events and venues not only drive excitement, but also provide unmatched opportunities for event planners. Allegiant Stadium hosts events from 10 to 65,000 people and offers on-field experiences. Formula 1 Grand Prix will take place in Las Vegas in November, after the year-one F1 race, the four-story paddock building will be available for buyouts and will also offer daily ride-along experiences that will be available for groups. And, of course, the MSG Sphere officially announced that it will open in September, ahead of schedule, with a U2 residency. It’s going to be the most technologically advanced venue as far as lighting, sound, feel, and even scent, and it will be available for buyouts and next-level sponsorships inside and outside. There’s no ceiling to what you can do when you’re doing events in Las Vegas.  Allegiant Stadium As the trade show and convention business returns to the pre-pandemic levels, what shifts are you noticing and how do you think they will impact the industry going forward? Our trade show organizers are very focused on driving customer experience. Most of our organizers are reporting stronger exhibitor numbers and increased numbers of new exhibitors, with trade shows proving to be almost or above 2019 levels. Now our organizers are really doubling down on driving attendance and focusing on the data to provide that individualized, customized experience to help attendees meet their goals and get the best value. Some companies continue to be cautiously optimistic with their organizational spend when it comes to sending attendees, but I think it will continue to improve. As the U.S. Travel Association makes more progress on the U.S. visa situation, we also expect a growing influx of international attendees. What are some innovative ways the LVCVA helps trade show and convention organizers deliver the most value for their events? We focus on customer experience in the same way that trade show organizers are thinking about it. We got rave reviews with the West Hall Expansion of the Las Vegas Convention Center (LVCC), so over the next two years, we will be renovating the North and the Central halls, which will include not just the same look and feel, but also the digital experiences that can be leveraged for branding and sponsorship opportunities.  Vegas Loop, the underground transportation system designed by The Boring Company, is also a way we have enhanced the customer experience. Vegas Loop at the LVCC has transported more than 900,000 convention attendees across the campus since its 2021 launch. Last summer, Resorts World and The Boring Company opened the first resort stop at the Resorts World Las Vegas , with plans to expand throughout the resort corridor, including downtown Las Vegas, Allegiant Stadium and Harry Reid International Airport. The LVCVA also purchased the Las Vegas Monorail in 2020, the 3.9-mile-long elevated transportation system that connects eight resorts directly to the convention center campus. This is the only rail system in the world that integrates fares directly into show badges and registration. For trade show organizers, these transportation options mean saving time, money and effort when it comes to moving groups from the hotels to LVCC and around the city. Also, the more we can focus on building the infrastructure around the convention center, the more it supports the customer experience and ultimately supports our trade show organizers. Scheduled to debut in Q4, Fontainebleau Las Vegas will offer 3,700 hotel rooms and 550,000 square feet of meeting and convention space next to LVCC.  What are some of the plans for advancing DEI (diversity, equity and inclusion) within your organization? We’re currently partnering with instead of working with a leading consulting firm, to lay the foundation and create a solid DEI plan and be the leader when it comes to DEI initiatives. The heart of that journey with the consulting firm is also talking to our customers about their strategic approaches to DEI and driving innovation in this space.  What are your favorite ways to recharge? My husband and I have an RV and we’re outdoorsy people. So, while we have over 150,000 world-class hotel rooms and renowned restaurants right outside our doorstep, one of my favorite things to do is get out to Red Rock Canyon, the Valley of Fire, and Lake Mead. Five of the top national parks are within a three-hour drive from Las Vegas, so there’s a lot you can do. We love balancing the energy of Las Vegas with nature, and we’re noticing that a lot of attendees add activities off the Strip when they come here.  Valley of Fire What advice would you give to women following leadership paths in destination marketing? I think it’s about being laser-focused on what you want to accomplish; building a team around you that lifts you and helps you achieve your goals; and being humble and realizing that you do it as a group. No one gets this done alone. Thankfully, there are a lot of women in leadership in this organization, in our customers’ organizations, and in this city that we can be really proud of. We’re a formidable force that is making things happen.   This interview has been edited and condensed. This article is exclusively sponsored by the Las Vegas Convention & Visitors Authority. For more information, visit HERE.