The following is based on a\u00a0Q&A session I did at Saleswhale<\/a>.<\/em><\/p>\n\n\n\n For any company, you would want to have company that\u2019s respected as industry standard. A lot of companies \u2013 intercom has posts about what intercom does, people will share content about their stuff. Buffer. Zapier. Product blogs \u2013 there\u2019s a slight difference between wanting to be the best blog and wanting to serve the product \u2013 there are probably companies that might even over-invest in the content efforts but the product is not that great, and eventually they\u2019re talking about general stuff but they can\u2019t even celebrate the product. You can spend 2-3 years making a great blog that everyone likes but if your product is not doing well, then your product blog will also kind of stagnate by extension.<\/p>\n\n\n\n I think ideally the product blog should challenge and inspire the product team to be better. What to expect\u2026 you should have some things that you\u2019re personally proud of. It shouldn\u2019t just be traffic. Optimising for traffic can lead to not good traffic \u2013 but Starbucks white girls<\/a>\u2026 I\u2019m proud of the incentives post<\/a>. Writing a very good \u201chow to\u201d post is something to be proud of, because then that piece of content is now like a living document that supports with people, and you can share it now they feel helped, you have improved their day. Sounds fluffy but it has measurable impact. Do you track the shares, yeah \u2013 actually the thing I care most about is backlinks \u2013 ahrefs \u2013 who are the people who are linking to your content?<\/p>\n\n\n\n