It definitely is crowded. I'd say that the strategy varies by department (in engineering, we have a lot of freedom with technical posts) so we tend to write about using flagship frameworks and platform design decisions.

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.