How (some) good corporate engineering blogs are written

I've been comparing notes with people who run corporate engineering blogs and one thing that I think is curious is that it's pretty common for my personal blog to get more traffic than the entire corp eng blog for a company with a nine to ten figure valuation and it's not uncommon for my blog to get an order of magnitude more traffic.

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To try to understand what companies with good corporate engineering blog have in common, I interviewed folks at three different companies that have compelling corporate engineering blogs (Cloudflare, Heap, and Segment) as well as folks at three different companies that have lame corporate engineering blogs (which I'm not going to name).

At a high-level, the compelling engineering blogs had processes that shared the following properties:

I've been comparing notes with people who run corporate engineering blogs and one thing that I think is curious is that it's pretty common for my personal blog to get more traffic than the entire corp eng blog for a company with a nine to ten figure valuation and it's not uncommon for my blog to get an order of magnitude more traffic.

...

To try to understand what companies with good corporate engineering blog have in common, I interviewed folks at three different companies that have compelling corporate engineering blogs (Cloudflare, Heap, and Segment) as well as folks at three different companies that have lame corporate engineering blogs (which I'm not going to name).

At a high-level, the compelling engineering blogs had processes that shared the following properties: