Interview with Michael Stelzner -- Part 1

Interview with Michael Stelzner -- Part 1  |  22:06

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This is Part 1 of our interview with Michael Stelzner, author of Writing White Papers and founder of Social Media Examiner. Michael shares his insights about writing a great whitepaper and how whitepapers help cut through the clutter of today's marketing. In 2003, Michael wrote a landmark whitepaper that has been downloaded more then 80,000 times.

What Michael and Brannan discussed:

1. What is a whitepaper
2. Why whitepapers work
3. Three keys elements of whitepapers
4. Why it's worth giving away valuable information and insights
5. Overcoming the "Who are you?" objection
6. Creating an effective needs assessment

Part 2 of the interview focuses on how Michael became a whitepaper authority and used that success to launch Social Media Explorer.