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How to Share your Expertise in Creative Format
- Christa Heibel
- 27 April 2016
Christa and I get very excited when we are asked to share our expertise. I get even more excited when the form of that sharing is the written word. Recently, we were asked to write white papers for a client, focusing on Healthcare and Contact Centers.
Christa and I have a combined 50 years experience in the contact center space – everything from start-up to Directors. So, when we were asked to write a paper on the future of healthcare in the contact center, we jumped at the chance. Healthcare and contact centers are one of the fastest growing industries.
Know Your Audience
Before you can begin to write, you must know your audience. I’ve read white papers in the optical industry and they were heavy with medical terminology and technique-ease. But the audience for these papers were eye doctors, who wanted and needed a higher level of understanding. If your audience is more targeted to layman, then the language needs to reflect that.
Make It Easy
Writing white papers is always fun and challenging. The client wanted something short – under 5 pages and not the traditional white paper. They wanted punchy, informative and easy to read. That meant a lot of data and statistics told in a visually appealing manner. Our challenge was not to get to data focused, but to tell a story.
Tell A Story
No matter how many statistics you have, you are still telling a story. To make your statistics come alive, insert a case study that demonstrate the data. Your story should flow from one point to another.
Design is Everything
If content is King, then design is the Empire. A good designer can make your simple words brilliant. The work needs to be professional and appealing or your readers will lose the focus of the paper. See the final product we did for Intelepeer. Notice how the images and design make this an easy to read paper that will appeal to the decision makers.
Read here to learn more about CH Consulting Group as a partner and our approach. If you have a white paper or a website you need reviewed, reach out to Christa to learn more about her experience and how she may be able to assist you navigate business strategy, growth and any other contact center customer experience and strategy need you have.
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