Reflections from the Content Entrepreneur Expo 2024
Jen B. Green
Attending a conference is always a game-changing experience, offering new ideas, invaluable networking, and insights into trends and new technology. From May 5–7, more than 350 people gathered at the Hotel Cleveland in Cleveland, Ohio, for exactly that at the Content Entrepreneur Expo (CEX). Sponsored by Lulu and many other industry names, this conference was intended for a broad audience of creators: bloggers, podcasters, authors, newsletter writers, speakers, coaches, consultants, freelancers, and YouTubers. And it offered something for everyone.
I write novels. Unlike many other people attending CEX, I don’t have a side hustle in social media. I don’t market for other people, I don’t blog, and I’m still finding my feet as an author entrepreneur. Yet there I was, ready to meet and greet and put myself out there at CEX, where the itinerary focused on building revenue and audiences without relying on Big Tech, learning how to use AI, and connecting with other content entrepreneurs.
Comfort zones, shmumfort zones.
How did a neurodivergent and introverted author get here, you might ask? I had never heard of CEX until I was offered a ticket through my position as a volunteer with Author Nation. The opportunity meant I got to see a professional conference from the attendee side, but it also meant I got to meet other people doing adjacent work and expand my proverbial horizons.
From the big ideas to the hands-on sessions, there was so much to learn. The central idea I took away for fellow authors, however? Authors are content creators, and we should explore what works and what doesn’t as we pivot with the changing market and audience preferences. It’s not just books on a giant storefront fighting for eyeballs—or it doesn’t have to be.
Highlights
One key takeaway from many of the sessions was a phrase we have all likely heard: “Don’t build on rented land.” In this case, it means that anything you build in a space you don’t own isn’t actually yours. If your favorite platform stopped working tomorrow, would you have access to your fans? Would your access to your reader community be lost? There were multiple sessions on email marketing, memberships, and newsletters intended to help people take back their own content and audiences.
Another idea that was repeated throughout the event was the importance of diversified revenue streams. Authors are succeeding in different formats, such as on YouTube, with merchandise and experiences in their own stores, as affiliates, on crowdfunding platforms, and with paid newsletters and memberships in communities. This expands on the idea of owning your audience communication and your tech stack.
There was also a whole track on Tuesday dedicated to AI. Although we learned to “ChatGPT it!” when we got stuck setting up our digital doppelgänger—then called that out whenever a speaker paused for an answer through the rest of the conference—there were many other sessions that introduced AI tools, taught us how to better use programs we were already familiar with, or helped make current content more searchable and relevant. Most of this was new to me, but seeing how AI can do the grunt work while leaving creators free to create was compelling.
Other tracks focused on learning to drive revenue, audience growth, publishing, and social media. Each of these had a dedicated room on one day, with sessions targeted toward that topic. As an indie author and business owner, I found myself at different levels of competence on these tracks, and like many attendees, I ended up skipping around the tracks depending on which sessions drew my interest. After sessions spent learning more about community building, I felt much better equipped to build the foundation for community in my business, whether it is a subscription model or crowdfunding.
Our first session was a workshop given by Andrew Davis called, “Maximize your Speaking Success as a Referable Speaker: A Masterclass.” It really was a masterclass. I have no plans to become a full-time speaker, but listening to the methodology and tips gave me so much insight into the process. It also highlighted the importance of connecting with others, as Davis demonstrated, using real numbers, how stage-side leads after his speeches drive and increase his business. We always hear about the importance of networking, but this was a concrete demonstration of the outcome. We were later treated to another session with this speaker, and I’d highly recommend any speech by him—a fitting endorsement of the lessons he taught in his first session.
As with many conferences, meeting new people is key to getting the most out of the experience. There were big names and newbies, and everyone was open to talking and collaborating. Longer breaks between sessions and seating groups in the common space allowed attendees to speak with other creators. The social events, including an ’80s themed party, were great fun. And attending with a team of fantastic people, all of whom are knowledgeable and dedicated to the conference we will put on later this year, added a twist to our already delicious conference martini.
There were so many fantastic speakers, it feels necessary to list a few other highlights: Creator Science founder Jay Clouse gave a great session on prioritizing longform content, which is particularly relevant to novel writers and other longer-form authors who are creating intellectual property and owning their distribution channels as an enduring asset. Author Nation Managing Director Joe Solari gave a thought-provoking talk on identifying and building your audience in a challenging market. Author Bonnie Paulson shared a worksheet and hands-on session on building your online community. And the keynote speaker was B.J. Novak, an author, actor, and comedian, who was interviewed by Ann Handley and discussed audience expectations, creative integrity, and an unconventional career. There were so many good sessions that I can’t mention them all.
Other notes
The publishing track offered tips for authors who are at the very beginning of their publishing experience, ideal for those who are stepping into it fresh. As someone who has published several books already, I found the other tracks offered more new-to-me information. The sponsor booths, including Lulu, Ecamm, Teach:able, Thinkific, Memberful, and ConvertKit, were relevant and convenient. Overall, it was a mix of anecdotal and inspirational talks with practical, step-by-step sessions. The scope started with big ideas and worked down to details. There were options for everyone, no matter the type of content you create or your level.
For authors like myself, CEX felt particularly relevant to those expanding from simply selling books. There were sessions and people who could speak to each level of the process, whether you were merely observing the options or had already moved on them. Author conferences absolutely have their place in any author’s repertoire, but going outside the author conference box can spark ideas and get your creativity flowing. It certainly did for all the attendees I spoke with.
For 2024, CEX cost $395 for online access approximately two weeks after the event; $795 for access to the sessions, lunches and snacks, and evening parties; and $1,095 for an all-access pass, which included a preconference workshop and VIP networking party, in addition to the in-person sessions and recordings. CEX has been held yearly for the last three years, and though location and dates have not been announced yet for 2025, digital passes to the 2024 content were still available at press time. Watch the event’s website, https://cex.events, for updates about next year’s event and information on how to register.
Jen B. Green