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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  April 19, 2016

New Speaking Opportunities for Thought Leaders

Speaking opportunities are opening up in the media world.

Many thought leaders speak at events to raise their profile. Good news: opportunities are opening up in the media world.

According to HubSpot’s Digital Publishing Benchmarks report, as the media industry continues to be disrupted, events are helping publishers generate non-traditional revenue for the outlets, as well as attract a new and younger audience. More than 30% of publishers see events increasing their value over the next two years (that jumps to 42% for B2B media). Almost 60% are generating revenue from event sponsorship.


Related: Why Event Planners Spend More On AV Than the Speakers Who Use It


Other cool findings from HubSpot’s report that impact us:

• Thirty-four percent of B2B media send out emails daily. That could be why emails get lost in the shuffle. More than half report sending more in the past six months. Only 8% send less.

• Only 10% of B2B media say paid subscriptions are their biggest source of revenue, which explains the interest in events.

Those who benefit the most from publisher-produced speaking opportunities are the publishers’ legions of contributing writers because those people already have an “in.” But don’t let that stop you. If you have a strong relationship to an organization’s target markets, play the “I’ll be a good draw” card. Remember, the biggest asset is their database. Even if it’s free content, revenue for sponsored content makes your draw valuable.

Sponsorship.com also shares good insights about the trend in this post: Why Media Companies Are Rediscovering Event Marketing.

Just think about it.


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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.