To blog or not to blog
approx 5 minute read
Hello? Is anyone even reading this?
The irony of writing a blog article about whether businesses should still publish blog articles is not lost on us.
But it’s a valid thing to discuss, especially with the rise in zero-click searches and AI chat answering any queries you may have previously searched a blog to find the answer for.
Right now, we have ChatGPT churning out 47 articles a second, search results spoon-feeding answers above the fold, and Google throwing in AI overviews. So…
Is there any point to blogging anymore?
Is anyone even reading this?
(Hopefully yes. Otherwise this is a very elaborate way to talk to ourselves.)
Also, we actually know people still read this. But more on that later.
Let’s explore.
1. Do we still need blogs?
Remember when blogs were basically online diaries? Full of personal experiences and rants about printer ink.
Then came the golden age of thought leadership. Marketers showed up, SEO muscled in, and blogs became keyword-packed business content with just a hint of personality.
Since then, the humble blog has kept evolving.
Today, it’s a trust-building tool. A place to show your expertise. A way to answer the questions your customers are already searching for.
Search might look different now. With AI summaries, featured snippets, and zero-click results, people get answers faster. But blogs still matter.
Not just because they bring traffic. Because they bring context.
They show your voice. Your story. Your know-how. They’re proof there’s a real human, or team of humans, behind the brand.
So no, you’re not just shouting into the void. You’re making yourself visible in a scroll-happy world.
And yes, Google’s still watching. Clipboard in hand. After all, where do you think all that generated content and AI snippetry comes from?
So, should we still be publishing fresh, new, authentic and relevant content on our website? The answer is definitely YES.
But how to best go about it?…
2. Should I let AI do it for me?
Tempting, isn’t it?
“Hey bot, write me a blog about marketing for florists with a touch of whimsy and an SEO twist.”
Five seconds later, voilà.
A perfectly polite, decently structured article appears. No coffee required. No existential dread. No typos.
But here’s the thing.
AI is a brilliant starting point. It can give you a first draft. A list of ideas. A nudge when you’re stuck.
But AI content is also generated from a mix of pretty average content from across the internet.
Are you average? Or uniquely you?
If you hit publish without giving it your voice, your experience, your angle, it’ll it’ll just sound like every other AI-written blog.
Average. Fine… But average.
Polished. But predictable. And slightly too fond of the phrase “in today’s fast-paced digital landscape.”
Your customers don’t want to read something that feels bland. (To be honest, they didn’t want to read the bland content that humans wrote either!!)
Here’s what they do want – YOU. Your insight…
3. What does a human author offer that AI cannot?
For starters, humans have weird stories. Awkward truths. Opinions.
Your voice. Your take. Your unique comparisons and quirky examples. Your customers. Your case studies.
AI is a great research tool. A content amalgamator.
But it lacks experience, emotion, perception. Something you have to offer in droves, given half the chance.
For example:
AI can write a guide to choosing the right signage.
You can write about the time your banner stand fell on the mayor during a local expo.
AI can say “consistency is key on social media.”
You can say “We once forgot to schedule posts for two weeks and a client thought we’d gone to Tibet.”
AI can tell you how to improve email open rates.
You can share what subject line actually got 40% more opens in your latest campaign.
(It was “Free cake.” Works every time.)
That’s what readers connect with. Real stories. Real results. Real humans behind the keyboard.
Also, let’s not underestimate the power of tone. The slight sarcasm. The offbeat simile. The niche pop culture reference.
These are the things that make content yours.
They don’t just inform. They make people want to work with you and your company, specifically.
So, should you let AI write your articles for you? No. That defeats the object.
Let the tools help you, sure. AI can be a great writing companion. But your thoughts should be just that. Yours.
But do people actually read them?
Valid question. There’s no point adding authentic human content if no one is going to check it out.
But here’s the thing. People do still consume articles and blogs.
In fact, a 2024 study reported that 77% of internet users regularly read blog posts.
Granted, they may not always read every word. But they scan. They browse. They notice.
- Blogs also feed your newsletter.
- They fill your social posts.
- They answer questions your sales team gets asked.
- They boost your search presence.
- They build your credibility.
- And they give visitors a reason to stay longer on your site. (Which, surprise surprise, is also good for SEO.)
Fun fact: Even now, with all the AI this and TikTok that, content marketing (that’s blogs + email marketing) still brings in the highest percentage of visitors to Nettl.com.
So no—this isn’t just fluffy stuff to make your site feel busy. It works. It still works.
Plus, when a potential customer stumbles onto your site at 10:46pm, half-researching, half-procrastinating, and they see you’ve written something smart or helpful or genuinely funny… that sticks.
You feel more real to them.
More trustworthy.
Less like a faceless brand.
More like someone they might actually want to give money to.
So, should you still blog?
Short answer: yes.
Long answer: yessssssssss.
Caveat: only if you do it well.
Not because it’s trendy. Not because your web agency told you to.
But because you’ve got something to say. Something worth sharing. Something that makes your audience feel smarter, understood, or mildly amused.
And if you can’t think of what to say? That’s where a good writer, or a decent AI draft and an even better edit, comes in. As a starting point if nothing else.
Because AI can help you identify what sort of topics your audience are interested in. It can help pose some questions for you to answer.
It doesn’t need to be perfect. Just make it you. Tell a story. Share a tip. Offer a perspective that only your business can.
You never know who’s reading.
And if no one is?
Well, at least Google still is.
But in the meantime, maybe speak to us about how we can get more visitors in front of your content.
