High-quality blog content, written by people who have a deep understanding of a subject that they want to proudly share with their peers is pretty much dead.
I built my professional career on blogging from 2004 to 2012, and attribute my 'public brand' to what I did then. What I currently see is that blog content is generated by corporate PR writers who write very good-looking content that covers a topic yet mostly meaningless. But it does, importantly, gets clicks and engagement from prospective customers. It is far cheaper and easier to get English grads to churn out content based on basic content and brand themes that to get engineers to write content that they believe in. Eventually those dedicated writers will, in turn, be replaced by AIs (see copy.ai).
Also, remember that in the early 2000s, technical people had few options to show their skills other than a personal blog. It was replaced by Stack Overflow (one of the original intentions of the platform), github repositorys and other things that are now available to show off.
Sadly, the days of technical people or other specialsts (say artisnal brewers) creating written content that a lot of people see, is largely behind us. Blogging of old is drowned out not just by video (as OP suggests, and where corporate writers struggle) but by armies of robotic (whether people or AI) corporate content generators.
I built my professional career on blogging from 2004 to 2012, and attribute my 'public brand' to what I did then. What I currently see is that blog content is generated by corporate PR writers who write very good-looking content that covers a topic yet mostly meaningless. But it does, importantly, gets clicks and engagement from prospective customers. It is far cheaper and easier to get English grads to churn out content based on basic content and brand themes that to get engineers to write content that they believe in. Eventually those dedicated writers will, in turn, be replaced by AIs (see copy.ai).
Also, remember that in the early 2000s, technical people had few options to show their skills other than a personal blog. It was replaced by Stack Overflow (one of the original intentions of the platform), github repositorys and other things that are now available to show off.
Sadly, the days of technical people or other specialsts (say artisnal brewers) creating written content that a lot of people see, is largely behind us. Blogging of old is drowned out not just by video (as OP suggests, and where corporate writers struggle) but by armies of robotic (whether people or AI) corporate content generators.