Blogs have impact

Real perspective still drives results,

especially when others are leaning on automation

A lot of brands are discounting blogs because of AI. But those who continue might be making a strong strategic decision.

If you caught Sian Power's recent post on LinkedIn (Is the company blog still relevant?), you'll know I'm not here to romanticize blogging - I'm here to make it useful. Blogging isn't dead, but lazy blogging might be dying. It's still one of the most powerful tools for building your brands voice, it's credibility, and it's connection. An important piece of this is to ensure you're pairing connectivity with analytics.

Distribution is shifting: platforms like LinkedIn now favor internal content, and audiences are less likely to click out to long-form posts. That’s led some marketers to rethink the role of the blog altogether: asking whether it’s time to replace it with social articles or short-form updates.

But it's not an overhaul, it's a reframing.

Blogs remain your on-site hub: searchable, long-lasting, and foundational. What’s changing is how we guide people toward them, and how we position them within the broader content ecosystem.

The most successful bloggers aren’t doing what everyone else is doing. They’re leaning into the least common strategies, and seeing the strongest results.

And here's the opportunity: While many brands are pulling back, a gap is opening. According to Orbit Media’s 2025 survey, marketers who continue to blog - especially those using less common methods - are seeing stronger results.

What’s working now

Here’s what the data shows:

• The average blog post is now 1,333 words. Longer posts tend to perform better

• Marketers who publish more often (at least 2–4 times per month) are more likely to report strong results

• Posts that include original research, contributor quotes, and visuals (like charts or carousels) outperform the rest

• Collaborative formats (interviews, roundups, expert contributions) build trust and spark engagement

• Marketers who use AI to assist (not replace) their writing process are more likely to see success

  Orbit Media’s 2025 survey

The takeaway: success comes from depth, consistency, and originality, not shortcuts

How to use AI well

AI can be a powerful tool in your blogging process. But it works best when it supports your thinking, not when it replaces it.

Here’s how to use it without losing your edge:

• Start with your own draft: Use AI to brainstorm, outline, or rephrase, but keep the core message yours

• Use AI to suggest edits: It’s great for tightening structure or checking tone

• Don’t outsource your voice: Posts written entirely by AI are the least likely to perform well

• Add real data:  Share what you’ve seen, measured, or learned, even if it’s small-scale

• Include expert voices: A single quote from someone credible can elevate your post

• Use visuals that extend the story: A chart, a carousel, or a short video can make your post more engaging and easier to share

  
  

Why real voices matter

As people are exposed to more and more AI-generated content, what stands out is what feels real. That doesn’t mean raw or unedited, it means intentional. It means content that reflects lived experience, a clear point of view, or a challenge you’ve actually faced.

This is especially true for executive influencers. When leaders share what they’re seeing, thinking, or testing, it builds trust. It also creates content that AI can’t easily replicate, because it’s rooted in perspective, not prediction.

If you’re building a brand that values credibility, this is your edge.

Analytics needs a seat at the table

It’s tempting to treat analytics as the afterthought to creativity. Something you check once the campaign’s out the door. But for brands that want to grow, analytics should be baked into the process from the start. Reviewing what’s working (and what’s not) isn’t just about performance metrics, it’s about refining your voice, understanding your audience’s evolving needs, and making sure your content is doing the job it was designed to do.

• Spot what’s resonating: Are people engaging with your thought leadership posts but skipping your product updates? That’s a signal

• Refine your tone and timing: Analytics can reveal when your audience is most active, what formats they prefer, and which messages land best

• Avoid content fatigue: If engagement is dipping, it might be time to reframe, remix, or retire certain themes

• Build credibility through consistency: Tracking performance helps you stay aligned with your brand promise, so your audience knows what to expect and why it matters

This is about building a brand that listens, learns and evolves.

Where to go next

If you’re looking to build content that’s original, collaborative, and credible, especially through executive voices, Influencer’s Edge is a great place to start. It’s packed with practical ways to turn lived experience into content that connects.