Software Pulse

Business Strategy for Software Executives

May 27, 2009

Ambal Balakrishnan

The 4Ps of Content Marketing

With a back-to-basics approach, software companies can leverage leading-edge content marketing opportunities in order to better connect with their constituencies.

By Ambal Balakrishnan, ClickDocuments

The Content Revolution is here. Publishing and distribution have been democratized. Content - whether produced by enterprises or individuals - is being published and distributed in dozens of forms for multiple platforms. The unforeseen growth of channels, forums and new media outlets has caused content distribution to become highly fragmented.

For software companies, the rules of marketing have changed, once again. Yes, the new content tools and vehicles are very cool. However, marketers shouldn’t be too quick to jump on the latest new media bandwagon. Developing a successful content marketing strategy involves going back to marketingÂ’s basics and mapping the new tools and content types appropriately.


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CommunityOneJune 1 - 3, 2009 | Moscone Center, San Francisco, CA

Whether you're focused on creating robust Web apps, building a scalable infrastructure, or thinking about cloud computing, you'll find free and open-source software (FOSS) technologies and tools worth getting excited about at CommunityOne, made possible by Open Solaris and The Sun Cloud. Join us for 1 day or the full week. Click here to learn more and register now.

A Closer Look at Open “PaaS”

Chris KeeneChris Keene of WaveMaker Software makes the case for why open source will play an important role in the way enterprises adopt cloud computing tools. Read more about open Platform as a Service (PaaS) in this post to the Blog on cloud computing.

The Case for On-Demand BI Solutions - Part 2

Evangelos SimoudisEvangelos Simoudis of Trident Capital wraps up his analysis of the need for SaaS BI solutions with a look at the unique value such applications could provide. Read more 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: How Cloud Computing Challenges CIO Roles

The shift to cloud computing is gaining momentum. CIOs who can sustain their companiesÂ’ infrastructure while nurturing innovation can gain a competitive advantage. Read this expert analysis in this roundtable from The McKinsey Quarterly.

News Update: Cloud Ups and Downs

Outages cause concern as vendors cheerlead the model; plus, SOX gets its day in court, OpenTable IPOs and Tucci's next big things. Read these stories and more software news of the week in the latest Software News Summary.

Poll: Importance of Content Marketing?

How important is content marketing to overall software marketing strategies today?
Take our Pulse Poll >>

Last week, readers weighed in on the prognosis for enterprise software.
Give us your opinion and see the results >>

More at

SAP braces for change.
Read the most important enterprise software industry news of the week >>

Mark Logic secures $12.5 million in additional funding.
Monitor the latest software venture capital deals >>

VMware to buy $20 million stake in Terremark.
Size up last week’s software M&A deals >>

Patrick Brandt was named CEO of Telligent Systems.
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 ability to speak eloquently is not to be confused with having something to say.”
— Michael P. Hart

Courtesy of Malcolm Kusher, The Kushner Group



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