Everything is ROI. My company has heavily invested in blogging [1] which has helped us become influential in the product space (enterprise ETL around Apache Airflow). As an engineer, every time I write a post I try to balance time vs ROI. I think it's more valuable to pump out a good post that takes 5-10 hours of effort (not counting writing the code etc) vs tons of very low effort posts when you're first getting sta…
Given that the enterprise ETL space is crowded, how do you pick and choose topics that are relevant while still unique to your company?
At the end of the day, the goal of my technical content is just to write interesting things that draw other engineers and technical people like data scientists to our blog and site. It also helps establish credibility in a crowded space. (I'd also start to like doing tutorial posts in the near future.)
I think if you have the opportunity to speak with leaders in your industry and work collaboratively on blog posts / podcasts / etc that speaks volume as well. We've done some of this already and it draws a lot of highly engaged traffic.