In an earlier post, I discussed the rapid commoditization of content marketing that is occurring in the software industry. These days everyone has the infographic-style e-books, the animated explainer videos and the interactive ROI tools. Content marketing agencies have emerged to enable even the most handicapped, old-school marketing departments to create compelling content. If you are experiencing this same level…
In my last post, I introduced a strategy that software companies can use to differentiate their ideas in the increasingly commoditized and crowded landscape of content marketing. I suggested a rather bold strategy of “open sourcing” some of your Intellectual Property (IP). By IP, I am not talking about the secret sauce that makes your algorithms work. Instead, I am…
As content marketing goes mainstream, it is growing more and more challenging for marketing organizations to differentiate their downloads from the competition. Next generation agencies that specialize purely in content development are leveling the playing field in many of the software subsectors. As a result, even the “dinosaur,” old-tech companies are putting out decent content on a regular basis. Everyone…
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