Tomorrow I’m rolling out a new content campaign that, on the surface, doesn’t look like a content campaign.

Why?

Because it’s not a blog post.
And it’s not a whitepaper.
It’s not a video or infographic or webinar or guide.
It’s not one of dozens of things we think of as “content”.

Because it’s a tool.

Code as Content
If there’s one idea I like to turn to over and over. One that capitalizes on the solve part of their problem principle in a way that’s both effective but also evergreen, it’s this:

“Code is content.”

Don’t just write a post about beginner SEO, build a tool that helps solve one challenge they’ll face.

Don’t just write about bitcoin trends, build a live tracker folks can follow.

Or, in our case, don’t just write about presidential candidates’ email marketing tactics, build a dashboard that illustrates them in real-time.

Solid Combination
I love tools and have had some really good success with this form of content.

It adds interactivity. It can be used over and over again without any additional work. They’re great for SEO. And, at times, they’re easier to create than a long-form content piece.

So tomorrow’s rollout of Presidential Senders isn’t my first tool, and it certainly won’t be my last.

More Thoughts & Such

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February 16, 2024   Read this post →

A Little of Both
January 3, 2024   Read this post →

Put it On Paper
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An Ode to Awe
October 16, 2023   Read this post →

Change Has to Be Sold
September 27, 2023   Read this post →

Knowing When to Stop
July 21, 2023   Read this post →

The Language of Uncertainty
July 21, 2023   Read this post →

Solving…Problems
July 7, 2023   Read this post →

Who am I? Who do I want to be?
June 29, 2023   Read this post →

Somewhere Between Don & Steve
June 28, 2023   Read this post →