In a former life, back when printed magazines were still a thing, I used to do some (pretty bad) tech journalism, so every time $crt_employer wanted to run, or expand their blog, I ended up going to meetings (I now do that professionally as well, actually -- it helps keep those programming-related brain cells sane). The vast majority of posts (and blogs) that I've seen were awful not because of a tortuous approval process or lack of high-level support. They were awful because communicating substantial, serious engineering information was not the main point. Or one of the main points. Or a point at all, really. It was usually just an excuse to push out some marketing and "establish a presence", and management felt that involving technical people writing on technical subject would lend that effort the kind of credibility that ads don't have.
This had repercussions over the whole publishing chain, and these efforts were doomed from the beginning. Topic selection was inadequate (topics were selected primarily so that they'd have the right "ring" to product/marketing/business development managers, rather than so that they'd be interesting for a technical audience). Editing was done with the wrong objectives and targeted the wrong metrics, and was often based solely on input from non-technical people who didn't understand what a technical audience wanted. Then this article -- on a topic that wasn't really interesting for a technical audience, and not really written for a technical audience -- was promoted mostly for a technical audience. Since the people who were doing the promotion were, inherently, in non-technical position, and they mostly consisted of a boring tech article with a mini sales pitch attached at the end, everyone ended up seeing them as marketing fluff.
It doesn't help that our industry is still stuck in this world where "technical" and "non-technical" is a very strict dichotomy, where technical people are basically like a 2020 Mr. Spock and non-technical people can barely type on a computer. That hasn't been then case in more than ten years. A lot of people who are seen as "non-technical" -- people in sales, marketing, or in management positions -- have grown up with computers. Lots of people in decision-making positions used to hold a technical position at one point. The kind of depth that a non-technical, but not tech-illiterate audience appreciates can be very surprising.