Two months of "Own Your Stack": what you have been reading

Guess which of our posts made the biggest splash in two months. The one about AI agents? The graphics card benchmark? No. It was a single sentence: your website does not need a cookie banner.

Since early July I have been telling you every week what we are building. Today I turn the camera around: what have you been reading? The data comes from exactly the cookie-free measurement the privacy series described — this post is its proof in practice. Nobody was tracked for it; we counted events, not people.

The one outlier — and what it reveals

Two months, dozens of posts, and a single one went through the roof: the cookie-banner post on LinkedIn. It reached more people than all the others combined.

Why that one? It did three things right that hardly any company post does:

1. It is about you, not about us. No “we built”, but “your website”.
2. It claims something you can challenge. “Doesn’t need a cookie banner” — everyone wants to object. And whoever objects, discusses.
3. It hits a pain everyone knows. Everyone clicks banners away daily. Every business owner has paid for one.

The posts that mattered most to me — the architecture, the tech — pulled far less. The lesson for any content plan: stories beat concepts, and the reader beats the sender. Even with a professional audience.

What gets read on the blog

On the website itself, the same pattern one notch quieter: in front is the most personal post — how I rebuilt my digital life with an AI agent, closely followed by the honest six-week balance sheet. And read to the end — the measurement sees who really scrolls to the bottom — are the posts with one clear, simple idea: structure beats intelligence, everything needs an API.

Balance sheets, stories, simple ideas. Not the feature lists.

The channels: borrowed carries, owned grows slowly

Three out of four readers who reach the blog from outside come via LinkedIn. Search grows slowly and steadily — older posts are starting to carry. The open channels (Bluesky and the Fediverse) start from zero and by now post themselves fully automatically.

That is the uncomfortable truth behind the marketing series: the borrowed channel brings today’s reach. We build the owned ones anyway — not because they win today, but so that nobody can pull our plug tomorrow.

What changes in September

Consequences instead of nostalgia — the autumn plan is the result of this analysis:

• More posts about you, fewer about us. The outlier showed the direction; from now on, “which pain of the reader does this hit?” decides what gets published.
• One claim per week you can push back on — like the one about the cookie banner.
• Everything planned and scheduled ahead. The whole machine — website, LinkedIn, Instagram, open networks — runs pre-scheduled, one planning day per month.

The meta point to close: this analysis was compiled by the agent — via an API from our own measurement, in one morning. Steering content with numbers instead of gut feeling is no longer an enterprise discipline. It is a script.

The Sunday question

Do you publish content anywhere regularly — and if so: would you guess the ranking of your own posts correctly? The bet is worth it. We would have lost it.

This closes the summer arc of “Own Your Stack”. The series continues — what about, your reading habits helped decide.