The subject matter relates to software application collaboration and, more particularly, collaboration between software applications via formular updates. Some such embodiments include systems, methods, and software to receive a definition of a content item from a first party, wherein the content item is operable within an application of a second party to cause data to be exported by the second party's application in a manner that can be imported to an application of the first party. Some such embodiments further include sending the content item to the second party.