Totally agree. You don't even need to invest in building engineered "tools." You can simply build guides, wikis, etc. that are "content tools." In fact, buil

Totally agree. You don't even need to invest in building engineered "tools." You can simply build guides, wikis, etc. that are "content tools." In fact, building evergreen resources like that can be incredibly powerful because it doesn't necessarily have a date stamp on it, and can build quite a lot of backlinks as a definitive resource for something. Case in point, Google for "beginners guide to SEO" and see how high Moz ranks. Rand and the Moz team get content marketing, and SEO-related terms are some of the hardest out there to rank for. Now go look at how they organize/structure that content and what they are actually writing about. It is largely evergreen. https://moz.com/beginners-guide-to-seo https://moz.com/beginners-guide-to-seo