There is no software application that is so specialized that you can't blog about it, or write about it on the social media sites.
As proof of this software marketing assertion, you should read Ann Handley's and C.C. Chapman's case study about Indium Corporation in their book "Content Rules."
Indium makes solder paste, and they've had a lot of success with blogs and with social media sites. So, before you say that your software is too arcane - or too specialized - to promote using a blog or Facebook or Twitter, I have two words for you - solder paste.
Indium has more than a dozen bloggers, and 74 blogs. They have a separate blog for each of the keywords and key phrases that are crucial to their success in the solder paste industry.
As a result of their blogging efforts, the number of new contacts increased by 600 percent.
The authors say that the best bloggers are good listeners, and not just good writers. They have to understand the problems that customers and prospects are trying to solve. The key to success - Write like a real person, and not like a salesperson.
If you love what you're doing, then write about it on your software company's blog. It's good software marketing.
- by Al Harberg, the Software Marketing Glossary guy
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