One assumption that goes more or less unchallenged is that "content marketing" == "writing blog posts". It's what they are really good at and what they've optimized and hired for.
However, for developers, I think there is a much easier path in the form of building online tools and mini experiences that just destroy "blogging" in terms of ROI and traffic generation.
This is things like WPEngine's speed test, Site Checker's, Buffer's Pablo Image tool, ForAGoodStrftime.com, etc. purposeful, useful tools that people love to share as they are genuinely helpful.
However, for developers, I think there is a much easier path in the form of building online tools and mini experiences that just destroy "blogging" in terms of ROI and traffic generation.
This is things like WPEngine's speed test, Site Checker's, Buffer's Pablo Image tool, ForAGoodStrftime.com, etc. purposeful, useful tools that people love to share as they are genuinely helpful.