Comment by kgeist

Here in Russia we have a popular platform for long-form tech blogs called Habr. It's basically the go to platform for software and hardware engineers (for example, it's where Flipper Zero started). Usually, to have a good article, especially if you represent a company, you need to spend quite some time on editing your post to perfection, because the platform also has karma. Karma is important for corporate blogs - it's good for the image (Habr also has Habr Career - if readers are interested in your posts they may apply for a job at your company). Previously, when our company maintained its blog a few years ago, we even had to hire a copywriter to proof-read our posts, and a designer for the pictures. The main problem was that it took a lot of time of our engineers to write a single post (plus the back-and-forth with the copywriter/designer). We also had difficulties with finding employees who want to spend time on all of that. Not long ago Habr introduced short-form posts, exactly to allow individual writers and companies write "rambly twitter threads" without investing too much time in it (while still providing value, in small bits). This year we want to restart our corporate blog - we had a call with Habr staff a few days ago and they recommended to try the new short-form format. We haven't tried it yet, but it sounds like the both formats have their place.