“…launching a side project may take less time and effort than writing a blog post, while returning an outcome that is equal to dozens of blog posts in most cases. ”

“Give Something Valuable Away in Order to Sell Something Related.”

“…a value that is related to our core business that we build on the side without losing our main focus.”

“It’s more likely you’ll use a good product many times than read a good blog post many times. This repeated usefulness is what makes software products so valuable. With a blog, you need to continually produce content at a high level and high rate to keep people coming back. This is possible, it just takes longer,”

“Side projects come with many other benefits. You can use them as a way to test new ideas instead of confusing your product offering by adding a new feature to your core product.”

“It is not rocket science: People don’t really care about your business unless you give them a reason to. But they start to care once you start doing the legwork that helps them or creates value.

“… this means focusing on creating awesome stuff that doesn’t even feel like marketing in the first place.

https://medium.com/swlh/side-product-marketing-is-the-new-king-a75c4ed0c0c5