Lately, I’ve been thinking more and more about the role of blog content given the exponential rise of AI. Is long-form content marketing still worth investing in? Does anyone read blogs anymore? Has AI already saturated the market beyond repair?
And honestly? These are difficult questions.
As a freelance content marketer and strategist, I’ve spent the past decade helping brands use content to grow their visibility, build trust and connect with their audiences. I’ve seen many changes, the rise and fall of several social platforms, automation, newsletters… the list goes on. But increasingly, now, it feels like something fundamental has shifted.
For better or worse, it’s undeniable that AI has changed the game. And while I don’t think blog content is dead (far from it), I do think we’re approaching a point where it needs to evolve, fast.
So here’s my take on where things might be headed — and how brands can rethink their content strategies to stay relevant, human and valuable.
Blog Content Is at a Crossroads
Let’s start with the elephant in the room.
AI has made it stupidly easy to publish content at scale.
Anyone can open up ChatGPT and ask it to write “10 blog ideas for my small business” or “How to use LinkedIn for marketing,” and they’ll get a passable post in seconds.
But the result?
- Thousands of near-identical and unoriginal blog posts on the same (or similar) topics
- Fewer clicks, less engagement, and lower ROI for everyone
- And a growing sense of fatigue from readers who can feel when something has been churned out without thought
Even well-written blogs are starting to blend together. And it’s getting harder to stand out.
Google Isn’t Going to Save Us Either
One of the biggest shifts I’m seeing (and feeling) is how much harder it is to win organic traffic from blog posts.
Between AI Overviews, featured snippets, and the rise of zero-click searches, Google is slowly but surely keeping users on the results page. Even if your blog does rank, it might not get clicked.
However, Google’s own algorithm is favouring content that shows real experience and authenticity — the kind of thing purely AI-written posts struggle to replicate.
So what’s the answer? Quit long-form content marketing altogether?
Not quite.
What I’d Advise Brands to Do Instead
If you’re a brand, founder or marketer wondering how to approach blog content now, here’s the honest advice I’m giving clients:
1. Stop Treating Your Blog Like an SEO Checklist
If your blog exists only to chase keywords or plug product benefits, it’s not going to hold up.
Instead, I encourage clients to think of their blog as:
- A platform for sharing stories, insights and lessons
- A resource hub that supports your audience’s real questions
- A space to build trust and give people a reason to come back
That doesn’t mean abandoning SEO — it means supporting it with content that really deserves to rank.
2. Invest in Fewer, Better, Deeper Posts
In this AI-saturated landscape, the brands that win will be the ones that say something worth reading. Not more posts — just better ones.
That means:
- Long-form, evergreen guides based on your niche and your expertise
- Original perspectives or experience-led pieces (yes, even opinionated ones)
- Real behind-the-scenes insights, case studies, or founder stories
If it could’ve been written by anyone, it’s probably not going to work.
If it could only have come from you — that’s gold.
3. Make Your Blog Part of a Bigger Picture
One of the shifts I’ve also been focusing on with clients is repurposing.
A strong blog post shouldn’t just live in isolation. It should:
- Feed into your social media content
- Become part of your email strategy
- Spark conversations or campaigns
- Act as a jumping-off point for podcasts, videos, lead magnets, or webinars
This is what’s known as “content layering” — building out multiple assets from one core idea. It makes your time and budget go further, while creating consistency across platforms.
4. Create Content AI Can’t (Yet)
The safest bet? Focus on content formats that are hard to fake:
- Thought leadership from your team or founder
- Behind-the-scenes brand insights
- First-hand accounts, challenges and lessons learned
- Deep industry analysis and commentary
- Customer stories and real data
The more human, detailed, and specific it is, the more valuable it becomes. Not just for SEO, but for audience connection.
5. Rebuild for Loyalty, Not Just Reach
We’ve all been told to build “top of funnel” content to attract new customers. But in a world where clicks are harder to come by, I’m seeing a lot of success and longevity with brands that focus inward:
- Writing blog posts for their existing customers or email list
- Creating resources that help their users solve a problem
- Using content to build loyalty and long-term trust
Sometimes, the best-performing content isn’t the one that brings in 1,000 new visitors — it’s the one that convinces 20 existing ones to stick around.
So… Are Blogs Still Worth It?
Yes. But not in the way they used to be.
I still believe blog content has huge value, if it’s written with intention. If it captures your voice. If it reflects your experience. If it connects with your audience.
Perhaps it’s more helpful to reframe it as long-form content rather than a blog, which too often carries the connotation of being quick, casual, or disposable.
But the days of “just write something with the right keywords and Google will do the rest” are over.
In short, the brands that are likely to thrive from here are the ones willing to:
- Be strategic
- Be personal
- Be real
- And be just a little braver in what they put out
Rethinking the Role of Content
If you’re feeling unsure about how to approach your blog strategy in this AI-shaped world, you’re not alone. I’ve been rethinking it too. Not just for clients, but in my own work.
And the takeaway I keep coming back to is this:
The future of content isn’t about writing more. It’s about saying something unique and worth hearing — and building a brand people actually want to listen to.
If you’d like help shaping a content strategy that feels human, cuts through the noise, and works across platforms, I’d love to chat.
You don’t need to publish more. You just need to publish better.
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