Disqus - Latest Comments for JonKranz

Re: Robert Smith’s urgent demand to Elektra Records for video nasties | Dangerous Minds

Jonathan Kranz — Fri, 26 Jan 2018 12:52:19 -0000

Hah! My high school English teacher played the psychologist in Driller Killer. Weird to think that his performance was appreciated (maybe) by Robert Smith.

Re: Beyond number crunching: 4 necessary skills for today’s digital marketer

Jonathan Kranz — Tue, 25 Oct 2016 15:02:53 -0000

Thanks! Perhaps the most expressly "digital marketing" point is the first one, precisely because we would expect people who call themselves digital marketers to know the digital tools. But experience tells us that this ain't exactly so.

Re: 5 Secrets to Award-Winning Content

Jonathan Kranz — Sun, 04 Sep 2016 16:30:16 -0000

Thank you, Gambit! If you're at CMW next week, perhaps we can talk there.

Re: 5 Secrets to Award-Winning Content

Jonathan Kranz — Wed, 17 Aug 2016 12:12:34 -0000

Keith,

Ultimately, there are no hard and fixed "rules": you can do as you please. Consider this, however: adding your logo to every page sends a message; NOT adding the logo sends a message, too. One of the consistent themes in my content is the importance of customer-oriented copy, of language, themes, and ideas that speak FROM the point of view of the prospect or customer. The content I produce to promote myself must be consistent with the approach I encourage with my clients. That's why I focus on making each page (to the best I'm able) as relevant to the reader as possible, and deliberately downplay overt self-promotioon.

My approach is not and should not be everyone's. You have a different business model, a different brand, and a different way of communicating value. Your choices (logo vs. no logo, for example) should reflect your own governing principles.

Re: 5 Secrets to Award-Winning Content

Jonathan Kranz — Wed, 17 Aug 2016 09:30:11 -0000

Tetsutaro,

You're very welcome!

Re: 5 Secrets to Award-Winning Content

Jonathan Kranz — Tue, 16 Aug 2016 17:30:52 -0000

You know, it's very possible that one piece is so golden that it justifies the 1.5 years of prep work. But if there's any way you can apply everything you learned (and the good will/consensus you built) from that investment to other projects, you'll enjoy even greater rewards. Or at least greater peace of mind!

Re: 5 Secrets to Award-Winning Content

Jonathan Kranz — Tue, 16 Aug 2016 17:27:32 -0000

Thanks Steve! I'm glad you're pumped about your next blog post -- will you be able to share it with us when it goes live?

Re: 5 Secrets to Award-Winning Content

Jonathan Kranz — Tue, 16 Aug 2016 09:31:57 -0000

Eric,

Thanks!

"Knowing thy customer" is hard work. Instead, we often fall back on, "know thy own wishful thinking." The latter is easier (and more tempting), but will never produce the results of the former.

Re: 5 Secrets to Award-Winning Content

Jonathan Kranz — Tue, 16 Aug 2016 09:29:28 -0000

Kaminska,

Absolutely. Too many marketers waste time chasing "airplane shadows" (the fads inspired by high-flying brand names) instead of digging deep to establish who their customers are and what their company means to them.

Re: 5 Secrets to Award-Winning Content

Jonathan Kranz — Mon, 15 Aug 2016 15:31:09 -0000

You might find this helpful for your ebook: http://www.kranzcom.com/ebo....

Good luck!

Re: 5 Secrets to Award-Winning Content

Jonathan Kranz — Mon, 15 Aug 2016 14:22:37 -0000

Cheryl, thank you!

Re: 5 Secrets to Award-Winning Content

Jonathan Kranz — Mon, 15 Aug 2016 11:18:57 -0000

Tim,

Agreed. I think that's why it's so important to line up your strategic ducks BEFORE you execute on tactics. When you know who you're talking to, what they want, where the hot buttons are, how your expertise intersects with buyer needs, you have a foundation that makes it much easier to create engaging content faster and with greater consistency.

Re: 5 Secrets to Award-Winning Content

Jonathan Kranz — Mon, 15 Aug 2016 11:16:37 -0000

Keith,

I love lists, especially how-to lists like these. I'm not trying to be a wise-ass here, but...just as you mentioned in your first post, concrete examples would be great. They would reinforce each of the listed points while adding real-life credibility too.

Re: 5 Secrets to Award-Winning Content

Jonathan Kranz — Mon, 15 Aug 2016 11:13:59 -0000

Roger,

Thanks for bringing up the "next step" issue. I cut my teeth in direct marketing; focusing on the next step was one of the most important disciplines I learned--and it's one that's too often missing in content marketing.

This lack of "next step" thinking produces two problems: 1) It results in content without focus; and 2) It fails, as you mentioned, to direct passive readers into active engagement.

See you at CMW!

Re: 5 Secrets to Award-Winning Content

Jonathan Kranz — Sun, 14 Aug 2016 14:53:01 -0000

Dear Keith,

Me too! I have my fingers crossed that, after the formal CMW awards are distributed, I'll be invited to do a follow-up post that includes examples I wasn't at liberty to share while composing this one.

Do you examples of excellent work you'd like to share?

Jonathan

Re: 5 Secrets to Award-Winning Content

Jonathan Kranz — Sun, 14 Aug 2016 14:51:23 -0000

Dear Roger,

Thank you! Perhaps you can share some of things you discovered while judging. Are you going to CMW in Cleveland? I'll be there Monday evening through Friday. Perhaps we can meet?

Jonathan

Re: Disqus Comments

Jonathan Kranz — Thu, 30 Jun 2016 09:41:10 -0000

You might enjoy this: http://www.kranzcom.com/blo...

Re: The Content Talent Crunch: Time to Change How We Train, Hire, Nurture

Jonathan Kranz — Fri, 29 Jan 2016 11:11:09 -0000

Many hires may be natural talents, but few (even among the most talented) are natural content marketers: we all need skills, acquired through training and honed by experience. A true commitment to content marketing requires a comparable investment in training.

Re: Is Your Content Failing At The Creation Stage?

Jonathan Kranz — Sat, 14 Nov 2015 09:11:07 -0000

How would've guessed that just slinging out bucketfuls of content would be a bad idea? (Confession: I did, more than three years ago: http://www.kranzcom.com/blo... ) Sigh. But it's so much easier to push "stuff" out than to take the time, thought and energy to create high-quality material relevant to our audiences.

Re: Is Your Content Failing At The Creation Stage?

Jonathan Kranz — Sat, 14 Nov 2015 09:07:16 -0000

Gee, who could have guessed that just slinging out bucketfuls of content would be a bad idea? (Confession: I did, more than three years ago--http://www.kranzcom.co... We have to remember, if isn't relevant, it isn't worth a...post.

Re: The Walking Dead Marketing Tactics: 13 Outdated Tactics We Should Bury for Good

Jonathan Kranz — Sat, 01 Nov 2014 10:31:38 -0000

I like most of these, but I'm skeptical about the content engineering schtick (with "lean engineering" thrown in for the added fizz). Because creativity is expensive, there are always efforts to somehow automate the process, one way or another, to get around time-consuming human effort. I've yet to see any of these work. If you're going to commit to creating content, commit to paying content creators, period.

Re: A Single Version of Truth: One Key to Content Marketing Measurement Success

Jonathan Kranz — Mon, 27 Oct 2014 09:06:53 -0000

Perhaps I'm stating the obvious, but I think the problem is one of having TOO MUCH information, not too little. I think before management imposes a reporting structure that consolidates KPIs into one place, it would be wise for them to make the hard calls about what information--which metrics--they REALLY need. Truth is, when we're bombarded with info, it all becomes noise.

Re: Why Fewer People Are Using Content Marketing — and Why It’s Good News

Jonathan Kranz — Fri, 10 Oct 2014 11:44:23 -0000

Yes, the two definitions are different. While the newer one requires actual digestive thought, it is the better of the two. Frankly, I've seen too many people pumping out the SOS and calling it content. When these same people discover (to no one's surprise but their own), that their efforts don't do much, they go on to say that "content marketing doesn't work." I think the lower number of self-described content marketers reflects a higher degree of truth.

Re: Annual Reviews: Are You Really Getting the Full Picture?

Jonathan Kranz — Sat, 04 Oct 2014 09:47:27 -0000

Interesting. Brandon, what do you say to those who believe formal performance reviews should be rejected altogether in favor of informal and ongoing performance feedback?

Re: My Favorite Things About Cleveland by Pam Kozelka

Jonathan Kranz — Thu, 03 Jul 2014 08:39:03 -0000

And we haven't even scratched the details, like the amazing southwest-themed tiled circulation desk in the new wing...the sculpture in the turret rooms and in the garden between the two buildings...the garden itself, a wonderful vest pocket park with a fountain and chairs...and so on and so on.