Get Content, Get Customers

This excerpt from a new book explains how to develop a content marketing mindset and a process to match within your organization.

By Joe Pulizzi and Newt Barrett

By now you understand the irreversible trends that are changing the face of marketing. You also understand why its possible for organizations like yours to think and act like publishers so that you can provide valuable content that makes you a trusted source for your current and future customers.

Thats the all-important beginning of developing a content marketing mindset. But, because content marketing is a relatively new concept as it pertains to all media, it will not come naturally to you and your organization. Moreover, there is a skill set that media companies have developed over centuries that is probably brand-new to your organization. As you begin to think like a publisher, you will also need to learn how to create the kind of high-quality content that emanates from great publishers and great corporations.

Developing and executing content marketing initiatives that work take time, effort, and expertise. Its extremely difficult to extract content from organizations that have no experience with content marketing.

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Inside the SaaS Buyers Mind

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DONT MISS: Finding Opportunity in the Downturn

In past downturns, high-tech companies that made these five kinds of moves emerged as leaders of the pack when the economy improved. Read more in this article from The McKinsey Quarterly.

News Update: Recovery on the Horizon?

Forrester says Q4 will see an upturn; plus, LogMeIn goes public, Oracle sells $4.5 billion in debt and VCs say their industry is broken. Read these stories and more software news of the week in the latest SandHill.com Software News Summary.

Poll: Committed to Content?

Is your organization committed to content marketing?
Take our Pulse Poll >>

Last week, readers speculated as to whether todays software companies can connect to tomorrows CIO.
Give us your opinion and see the results >>

More at SandHill.com:

What should SAP do with its $5 billion war chest?
Read the most important enterprise software industry news of the week >>

Marc Andreessen launched a $300 million venture fund.
Monitor the latest software venture capital deals >>

Microsoft to sell Razorfish.
Size up last week’s software M&A deals >>

John McEleney was named CEO of software appliance vendor, CloudSwitch.
See who’s made it to the top in our list of recent software executive appointments.

Send us your feedback on this newsletter and the SandHill.com site.

Parting Thought

“The new source of power is not money in the hands of a few, but information in the hands of many.”
— John Naisbitt

Courtesy of Malcolm Kusher, The Kushner Group

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