> continuing my ongoing work as a principal engineer, without marketing externally
Then you have misunderstood the responsibilities of a principal engineer.
While I don't think there is any need to have social media accounts, publishing engineering articles is a perfectly reasonable ask as part of your work responsibilities.
If you think the blogs are little more than spam, then be the one writing better articles instead of complaining.
I agree with this. The titles of Staff and Principal, generally, include some responsibility for teaching others (writing articles is one of many good methods for this) and helping to recruit people to your team through external marketing.
Then you have misunderstood the responsibilities of a principal engineer.
While I don't think there is any need to have social media accounts, publishing engineering articles is a perfectly reasonable ask as part of your work responsibilities.
If you think the blogs are little more than spam, then be the one writing better articles instead of complaining.