Video games are the amalgamation of all other major entertainment mediums, so it's always been my opinion it's our responsibility to be experts in all sides of media and new media. What we do and don't do for a project is up to us, but they should all be considered. And as content creators, what other content can we provide?
Some developers already go above and beyond. The minimum, is you see us making gameplay trailers. What we can also do is stuff like video development logs or podcasts. Show the game in progress, show some cool bugs, neat things behind the scenes, etc. Blogging too is a form of modern journalism. Information and news from the perspective of those in the thick of it.
For us though, much of this extra content is released freely to promote ourselves and our products (as it should be). But there will always be little chances to make a few more bucks. If making an webcomic, allow people to buy a printed copy or deluxe edition including it. If you have music, make a soundtrack. You can give away a 128khz MP3 version, but consider offering a higher bitrate, lossless, or physical copies too. If you logged your entire development on video, consider offering a special edition DVD at higher quality than youtube (then get yourself on IMDB YO! ).
It should be pretty easy to find the many ways we are content creators. You just gotta do it.