Developing White Papers is a common method for consultants to demonstrate their subject matter expertise. These tend to be lengthy and dense reports providing great detail on a specific topic. When done effectively White Papers can help a consultancy stand out, become a go to reference material for prospective customers and build the overall brand. But how effective are they at getting your C-suite executive target to read them?
For several years now PricewaterhouseCoopers (PwC) has taken a different approach producing their "10-minute" series. The promise of relevant information delivered in a ten minute read is certainly appealing. High profile topics are covered in a brief 5 or 6 page presentation like format with each page covering a specific aspect of the topic. They are able to embed relevant facts and references without diminishing the executive summary style. Consulting Magazine did abrief interview with Tom Craren, brand strategy and thought leadership leader at PwC. He makes a compelling case for re-thinking how you approach communicating your expert knowledge. Too Little or a Great Entry Point? What do you think? Do these presentation style 10-minute pieces give enough to be effective or are they an different version of a marketing brochure? By definition they cannot cover the given topic adequately but they do provide a meaningful start into an area while providing good reasons for your prospects to explore further.
For several years now PricewaterhouseCoopers (PwC) has taken a different approach producing their "10-minute" series. The promise of relevant information delivered in a ten minute read is certainly appealing. High profile topics are covered in a brief 5 or 6 page presentation like format with each page covering a specific aspect of the topic. They are able to embed relevant facts and references without diminishing the executive summary style.
Consulting Magazine did abrief interview with Tom Craren, brand strategy and thought leadership leader at PwC. He makes a compelling case for re-thinking how you approach communicating your expert knowledge.
Too Little or a Great Entry Point?
What do you think? Do these presentation style 10-minute pieces give enough to be effective or are they an different version of a marketing brochure?
By definition they cannot cover the given topic adequately but they do provide a meaningful start into an area while providing good reasons for your prospects to explore further.
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