Content Marketing World 2018 - Session Scheduler

View, browse and sort the ever-growing list of sessions by pass type, track, and level. Filter by pass type to see which sessions your pass makes you eligible to attend.

Our CMWorld 2018 Mobile app is launched so you will be able to build your schedule there with just a click of a button. While choosing breakout sessions is not required, sessions do fill up fast. And seating is first-come, first-served, so it is a good idea to plan out your schedule ahead of time.

Download the app.

Please note that session dates and times are subject to change.

Professional Services


Jonathan Kranz (Principal, Kranz Communications)

Location: Room 23

Date: Friday, September 7

Time: 10:00am - 3:00pm

Pass type: All Access, Industry Lab/Summit, Main Conference Plus - Get your pass now!

Session Type: Industry Lab/Summit

Vault Recording: TBD

Jonathan Kranz, Principal, Kranz Communications and Author, Writing Copy for Dummies @jonkranz

All professional services share a common core: an emphasis on relationships. That’s why every piece of your content must satisfy this crucial question: What’s it like to work with you—will our relationship be energizing or enervating?

In the Professional Services Lab, you’ll learn how to create a steady stream of content that serves as an effective surrogate for your experts and their expertise. Through active, hands-on exercises, you’ll develop:

  • A “voice” for your brand/organization that reflects your service personality
  • Tips, hints and secrets for translating that voice into content
  • Identifying tactics that help you build the relationships you want
  • Skills for applying your service personality into specific content tactics

Morning Session: 10:00 AM to 12:15 PM

10:00 – 10:10 Introduction
  • Set up the day – what we are doing and why it matters

10:10 – 11:00: Showing Empathy & Understanding
  • Reflecting the needs and concerns of the buyer
  • Exercise: Mirror, Mirror

11:00: – 12:15: Making Emotional Connections
  • Creating the context for meaning
  • Exercise: Reverse Storytelling

12:15 to 12:45 PM: Lunch break

Afternoon Sessions: 12:45 PM to 3:00 PM

12:45 – 1:30: Celebrating Your Difference
  • Playing the contrarian
  • Exercise: Zig Zag Thinking

1:30 – 2:15: Making Your Case
  • Writing stronger case studies
  • Exercise: Cracking the Case

2:15 – 2:45: Practical Planning
  • Matching talent to tactics
  • Exercise: Leveraging Your Team

2:45 – 3:00
  • Wrap-up
  • More questions, more answers