Software Pulse

Business Strategy for Software Executives

July 7, 2009

Joe Pulizzi and Newt Barrett

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 it’s 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.

That’s 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. It’s extremely difficult to extract content from organizations that have no experience with content marketing.


What Makes Enterprise Software Successful?

What are the barriers holding organizations back? Are software vendors doing enough? Take a short survey from, Neochange, and the SSPA and give us your opinion about the drivers of enterprise software success. All respondents will receive a copy of the findings and one lucky respondent will win a new iPod!

Inside the SaaS Buyer’s Mind

Subraya Mallya of FOYOPA Inc. gives software buyers a guide to choosing the “right” SaaS vendor. Get the inside scoop in this post to the blog on SaaS.

Publish Your Perspective! wants your opinions. Send your thoughts on the enterprise software industry to editor, Maryann Jones Thompson ( and have your opinions published on our site.

DON’T 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 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 today’s software companies can connect to tomorrow’s CIO.
Give us your opinion and see the results >>

More at

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 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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