Joe Pulizzi

the business has been very, very successful.

And so if you think about our events business, so five's coming off a content marketing world, add in another one to 1.5 off of the other events.

Content conference, our virtual events, those types of things.

And then when we look, okay, well, what's the other revenue sources?

Then we've got two sponsored webinars every month.

We've got sponsorship on the podcast that sold marketing.

We sell books directly.

We've got online training.

So all that other stuff.

ends up being the other $3.5 million.

All details of the book.

I put it, basically, we put the whole business.

Here's what we did in the book.

The whole business model behind how we launched and run CMI is in the book.

But what we did is we said, hey, we need to, this can't just be about CMI.

We looked at dozens and dozens of other companies who built an audience first and then launched a product secondarily.

And we found that there's six steps to getting this done.

So if you want to do this, anybody listening, you want to do this, you can follow the six steps.

Takes about 15 to 17 months to build an audience that you can monetize.

And then you go from there.