If your blog could be written by any company in your category, you have a positioning problem, not a content problem
We audited 40 SaaS blogs in a six-month period. 36 of them produced content indistinguishable from competitors. The cause was upstream of the content team.
Tighter ICPs always look like a bad idea right up until the quarter your win rate doubles
Tightening your ICP feels like leaving money on the table. The CFO will push back. The board will ask questions. Then your win rate doubles and the math finally makes sense.
Category creation is mostly a marketing-team fantasy, and most companies should stop trying
The category-creation playbook has been canonized by a handful of public successes. The base rate is much grimmer than founders think.