Bit of a shame as Intercom has been doing Content Marketing right for a long time. Older stuff by Des Traynor was pretty good though (and entertaining, his talks about Product Strategy are hilarious). Might have switched to a staff writer, hence the genericism (i hope they don't let engineering write articles on their own).

I guess that is the peril of content marketing in a narrow field - eventually you run out of fresh takes but still need to attract eyeballs. Hence the Buzzfeed-style headlines.