If you’re a content creator in a business niche and you’re NOT going to live events, you’re missing one of the easiest ways to grow your influence, revenue, and network.
But just showing up isn’t enough. You need to be strategic about it.
Let me walk you through exactly how to make live events your secret growth engine.
1. Pick the Right Events
Don’t just go to every conference in your industry. Be selective. Ask yourself:
- Will my ideal audience or customers be there?
- Will the people I want to partner or collaborate with be there?
- Will there be speakers who are already where I want to be?
- Will the people in attendance be critical to my business model of the future?
Smaller, niche events are often better than the giant ones because it’s easier to have real conversations.
2. Have a Plan Before You Go
Treat this like a marketing campaign.
- Make a hit list of 5–10 people you want to meet.
- Connect with them on LinkedIn before the event with a simple message: “Hey, I see we’re both going to [Event]. Would love to say hi while we’re there.” If they respond, you can add, let me know if you want to grab coffee while there. It’s an easy ask.
- Follow the event app so you can see where people are gathering.
Most creators go in blind and just “see what happens.” Don’t do that.
3. Work the Room (Even if It’s Uncomfortable)
Yes, some of this will feel awkward. Do it anyway.
- Sit at a different table each meal.
- Go to every networking event, even if you’re tired.
- After a speaker session, walk up, introduce yourself, and thank them. 90% of attendees don’t bother, so you’ll stand out.
- When you sit in a session, introduce yourself to at least one person sitting by you. They will thank you for it as they are probably uncomfortable sitting by themselves.
4. Buy the Book, Get It Signed
Here’s a power move: If the speaker has a book, buy it BEFORE the event. Bring it with you, and after their talk say: “I loved your session. Would you mind signing this? I already bought it—it’s been really helpful.”
Why? Because now you’re not just another attendee—you’re someone who invested in their work. People remember that.
When I first spoke at Hubspot’s inbound, Douglas Burdett from the marketing book podcast, was standing in the back with my book Epic Content Marketing. How could I not stop and talk to him? Since then, we became fast friends and I was on his podcast I think seven times. He did that with so many speakers.
5. Follow Up Fast
The magic isn’t just at the event—it’s what you do after.
- Send a quick LinkedIn or email note the next day: “Great meeting you yesterday at [Event]. Loved our chat about [Topic]. Let’s keep in touch.”
- If you promised to send someone a resource or an intro, do it within 48 hours.
Most people don’t follow up, which is why this works so well.
The Big Picture
Look, content creation can feel like sitting alone behind a keyboard. But the fastest way to build authority and trust is face-to-face. People buy from people they know—and live events shortcut years of online grinding if you do them right.
So don’t just attend. Be strategic. Have a plan. Make yourself known. That’s how live events turn into partnerships, clients, speaking gigs—and real friendships.
Pre-order my new book, Burn the Playbook, here ---> https://www.joepulizzi.com/books/burn-the-playbook/
Come join me at Content Entrepreneur Expo (CEX) in Cleveland August 24-26. Use coupon code CEXDAY to save $200 - https://cex.events/
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