ENGINEERING AS MARKETING: CREATING FREE TOOLS TO DRIVE GROWTH

Summary from the TLDR Marketing newsletter

Engineering as marketing consists of building tools that help generate awareness and acquire new users. This strategy enables brands to diversify from traditional marketing channels and solve more than one use case for your target audience. Engineering as marketing can take several formats, including interactive templates, calculators, and data sets. To do this well, first identify user needs from user interviews, keyword analysis, or support tickets. Build a simple tool that solves a single use case, then promote it across the appropriate channels.