"Set yourself up as an expert in your field w/ content." <-- underrated variant: identify and showcase internal or related experts
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Similarly, since companies often have profiles larger than that of customers or e.g. OSS contributors, feature them when you can.
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Partially that's for reciprocity, partially it is to associate yourself with worthwhile folks, partially to be a hub of your ecosystem.
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One reason I've hesitated to do this in the past is that it seems like adding more work to the already overworked, ie asking them to blog.
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I get that, but think bloggers are cheap relative to software engineers. Hire someone to talk to them and write up convo, etc
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