{"id":1699,"date":"2021-10-22T06:09:22","date_gmt":"2021-10-22T06:09:22","guid":{"rendered":"https:\/\/eventible.com\/learning\/?p=1699"},"modified":"2021-10-22T08:03:15","modified_gmt":"2021-10-22T08:03:15","slug":"speakers-corner-featuring-jonathan-kranz-principal-of-kranz-communications","status":"publish","type":"post","link":"https:\/\/www.eventible.com\/learning\/speakers-corner-featuring-jonathan-kranz-principal-of-kranz-communications\/","title":{"rendered":"Speaker\u2019s Corner: Featuring Jonathan Kranz, Principal of Kranz Communications"},"content":{"rendered":"\n
\"Jonathan<\/figure>\n\n\n\n

Speaker\u2019s Corner: Featuring Jonathan Kranz, Principal of Kranz Communications<\/strong><\/h2>\n\n\n\n

Tell us about Kranz Communications – its work and projects…  <\/strong><\/p>\n\n\n\n

For the last 26 years I\u2019ve been a B2B copywriter with concentrations in high tech, healthcare, financial services, and professional services. I cut my teeth in direct response, then as the web transformed marketing in the 2000s, I moved into content marketing \u2013 before it even had a name. In fact, I believe that my 2006 article in MarketingProfs,  \u201c8 Killer Alternatives to Crummy Collateral,\u201d was one of the first, if not THE FIRST published article to make a case for what would become known as \u201ccontent marketing.\u201d<\/p>\n\n\n\n

In addition to writing, I lead customized, in-house marketing writing training programs for large organizations, and conduct workshops that translate marketing persona research into relevant marketing themes.<\/p>\n\n\n\n

What are the challenges within copywriting & content creation industry today? How is your company working towards dealing with or solving these challenges?<\/strong><\/p>\n\n\n\n

The challenge today is the same as it always has been: reaching audiences through relevance. Our problem is progress itself. The abundance of available options \u2013 a new social media platform seems to rise, like volcanic islands in the sea, every week \u2013 has many marketers chasing trends rather than focus on the essentials: who\u2019s our market? What do they want? How can we leverage their desires and fears to our advantage?<\/p>\n\n\n\n

There is no one solution. That\u2019s why I spend a lot of time listening to my clients and probing for overlooked opportunities.<\/p>\n\n\n\n

In what way has the COVID-19 pandemic affected the demand for marketing and content creation solutions? which are the trends within the sector?<\/strong><\/p>\n\n\n\n

I think COVID-19 has had more impact on our work processes<\/em> (Zoom, remote collaboration) than on the substance of our work.<\/p>\n\n\n\n

What is your biggest objective as a speaker?<\/strong><\/p>\n\n\n\n

Professionally, it\u2019s to expand my reach through direct connections with my audience. Personally, it\u2019s to relate to colleagues on a real level: beyond the buzzwords, what truly works? And how can we apply our insights to our daily efforts?<\/p>\n\n\n\n

Could you share with us the points of discussion (the input that you provided) during the panel(s) at Content Marketing World 2021? <\/strong><\/p>\n\n\n\n

I led 2 workshops, a Marketing Writing Masterclass in which we addressed the fundamentals of effective storytelling, projecting empathy, and \u201cteasing\u201d interest; and a Professional Services Forum focused on relationships: your communications serve as a stand-in for what it would be like to work with you and your firm \u2013 how do you shape these expectations favorably?<\/p>\n\n\n\n

As a leader, what are the factors both professional and personal that drive you? What keeps you going?<\/strong><\/p>\n\n\n\n

What keeps me going? The bills. . .<\/p>\n\n\n\n

Years ago, I read a wonderful book profiling a handful of cops: who they are, what they do. One of them was a ballistics expert esteemed by peers all over the world. Yet, unlike his colleagues, he was not a gun collector; the only guns he owned were his service revolver and his grandfather\u2019s old pistol. He took enormous pride in his work, but he was not an enthusiast.<\/p>\n\n\n\n

I\u2019m much the same way. I\u2019m VERY proud of my work and what I can do for clients, but I don\u2019t live for marketing \u2013 I reserve my passion for music, mycology, friends, and family.<\/p>\n\n\n\n

In your opinion, do digital events give you a similar level of feedback\/result vis-\u00e0-vis the live versions? What would you say were the biggest pros and cons of both formats? Which do you prefer?  <\/strong><\/p>\n\n\n\n

Digital wins for convenience \u2013 but nothing else. My workshops and training sessions are all built around live, active exercises fulfilled in-person; the feedback I provide, to groups and to each individual, is where the deep learning develops. Digital events have value, but just don\u2019t facilitate the same depth.<\/p>\n\n\n\n

What is your take on in-person events? Do you prefer in-person events as compared to hybrid or virtual? How soon do you think in-person events would return? <\/strong><\/p>\n\n\n\n

Think historically. Call them \u201cfairs,\u201d \u201cconventions\u201d or \u201cconferences,\u201d professionals have been gathering since the Middle Ages to swap ideas and promote trade. This isn\u2019t likely to stop. In-person events are already returning, and I think they\u2019re likely to stay. BUT now they\u2019re going to compete with virtual options.<\/p>\n\n\n\n

In your opinion, what are the top 3 challenges to returning to \u2018In-Person\u2019 events?<\/strong><\/p>\n\n\n\n

Demonstrating value: Is it really worth the time, effort, and money to participate in person?<\/p>\n\n\n\n