This success of this strategy is in adopting a customer-centric 3-step approach. First, conduct user research to find the best customers and their pain points. Second, interview subject matter experts and find a unique angle to their story. Third, create an extensive promotional plan in advance so you know exactly what to do on the day of publication.
Everyone loves to read a good story and startups that do this well are those that dominate their industry. Use the formulas in this post to quickly change your writing from "me-too" to inspirational.
An incredibly detailed look at content marketing by those companies on the Montclare SaaS 250, an index of the world's most successful SaaS companies. The good news is that everyone blogs and the majority do it badly. That means opportunity for you if you're willing to work smarter, create content focused on your customer and not your business, constantly experiment and use that learning to improve.