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Is the company blog dead?

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Newsletter•MKT1•May 28, 2025
DistributionBlogContent Generation

In a world of “feeds,” you need content that’s a “show.”

“A show has an opinion, feels like there’s a start and end, feels like it’s connected together…whereas a lot of blogs feel like feeds where they’re just recapping things.”

Content is commoditized, authenticity and expertise are not

The most valuable content comes from people who actually know what they’re talking about: the operators, the specialists, the ones solving real problems. Your job is to create content that only you can create.

“But humans are the ones with the actual expertise and insights and real-life experience. So be the primary source of information.”

Where should this content live?

From blog → resources

  • Only 3% of the Cloud 100 currently have “blog” in their site navigation.
  • Most already use “resources”.
  • “Research” is trending for AI companies.

    • People don’t just want to read your version of the same written content everyone else has. They want tools, templates, quizzes, calculators — sidecar products.

    Resource centers on your website are useful for:

  • SEO and LLM discovery: Well-structured content still gets found through Google and LLMs.
  • Your non-prospect audience: Candidates, investors, analysts, and reporters will dig through your site to assess your credibility.
  • Keeping an archive: Social platforms come and go, but your website remains your source of truth.

    • Should you optimize for LLMs?

    Yes, you should think about optimizing for new platforms — it would be silly not to. But don’t lose the plot.

    At the end of the day, writing content with a strong point of view and distributing it on channels your audience cares about is what’s going to help you grow.

    Authentic opinions and points of view have always mattered.

    Can external platforms be your source of truth?

    Ask yourself:

    Are any potential gains in distribution (Substack, LinkedIn, YouTube) worth the potential losses in control (analytics, conversion tracking, audience insights, etc.) over what you own?

    When to publish & where

    Some content can be nomadic, some should live in a resource center, and everything should be distributed a lot.

    Channel-by-channel

    Substack

    On Substack? Maybe — if it’s from a person.

  • Why people like it: Built-in distribution through subscribers, discovery via recommendations, and you own your email list.
  • Use it: When founders or experts have strong points of view, want to create content, and can gain subscribers quickly.
  • Don’t use it: As a new home for your resource center or traditional company blog posts. Company Substacks usually don’t work. People subscribe to individuals, not brands — and it’s not a fit for content that isn’t word- or video-heavy.

    • Social (LinkedIn, X, etc.)

    Only on social? Yes, for some things.

  • Why people like it: Easy to publish and reach your audience where they already are.
  • Use it: Announcements, quick updates, and timely content that doesn’t need a permanent home can just live on social. (Yes, even announcements — not every exec hire needs a blog post.)
  • Don’t use it: For big ideas, original research, or anything you want to rank or repurpose. Those need a permanent home on your website.

    • Slack and other communities

    Just in a Slack community? Maybe, if that’s where your audience lives.

  • Why people like it: Direct access to a precise audience with high engagement and tight feedback loops.
  • Use it: Relationship building, early feedback, and sourcing content ideas (or actual content) straight from your community.
  • Don’t use it: As your primary content strategy. Slack, Circle, Discord, Reddit, and other community platforms aren’t built for discoverability or longevity — content disappears fast. And ultimately, you don’t own these platforms.

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