Tools vs. Content

Creating tools is attractive because of their potential — they scale, develop into platforms people use, and garner regular attention (hopefully). But brands aren’t set up to create tools effectively and efficiently. At the end of the day, they still create content. And too many brand-created tools and platforms will die a slow death rather than compel people to engage with them. Perhaps, but brands should consider creating tools not as content, but to create content. Read more here. http://www.mdaniels.com/tools-vs-content/