Foundational blogging

Updated January 2026

Content is king, but the blogging landscape has changed

For years, “content is king” has been the default advice in digital marketing. And while the phrase has been overused to the point of cliché, the core idea still holds: people trust brands that communicate clearly, consistently, and with purpose.

But the way content works (and where it lives) has changed dramatically.

Last year brought a lot of back‑and‑forth about whether blogs are still worth the effort. Social platforms increasingly penalize external links. Audiences spend more time inside closed ecosystems. And many teams feel that if content isn’t native to the platform, it won’t be seen at all.

At the same time, AI tools now scrape, summarize, and surface information from across the web. Up‑to‑date, well‑structured content on your own site is becoming one of the most reliable ways to ensure your expertise is actually discoverable. Not just by people, but by the systems that now mediate how people find information.

Here are the two sides of the argument.

Why some teams feel blogs aren’t worth it

There are real reasons people hesitate:

• Social platforms deprioritize external links, making distribution harder

• Audiences often prefer short‑form, in‑platform content

• Blogs require time, consistency, and a clear point of view

• Without a strong reason to visit your site, traffic can be low

• Many brands end up publishing for the sake of publishing, not for impact

These concerns are valid. A blog that exists only because “we’re supposed to have one” rarely performs well.

Why blogs still matter — especially now

Despite the challenges, blogs continue to play a critical role in a modern content ecosystem:

• AI indexing: Search and AI tools rely heavily on fresh, structured, authoritative content. Blogs feed that system.

• Ownership: Your site is the only space you fully control — no algorithm, no platform volatility.

• Depth: Social posts spark interest; blogs provide clarity, nuance, and context.

• Evergreen value: A strong blog post can work for you for months or years, long after a social post disappears.

• Credibility: When someone is evaluating your expertise, your site is where they look for substance.

  
  

For many brands (especially B2B) the blog is about building a body of work that reflects how you think, how you operate, and how you help.

So, what’s the practical approach in 2026?

A blog shouldn’t compete with your social content. It should support it.

Think of it as the home base for your thinking: the place where your frameworks, explanations, and deeper insights live. Social platforms become the distribution layer: short, skimmable, native content that points back to the fuller picture when it makes sense.

A practical approach looks like this:

• Use social to share the headline, the insight, or the takeaway

• Keep the full explanation, examples, and nuance on your site

• Update posts regularly so AI tools recognize them as current

• Treat your blog as a library, not a newsfeed

• Publish when you have something useful to say, not on a forced schedule

  
  

This is the model I follow at SiVA. I don’t publish constantly, but I publish intentionally. And when someone wants to understand how I think, the blog gives them a clear, grounded place to start.

Your takeaway

Blogs aren’t dead, they’ve just changed purpose.

They’re no longer the center of your content strategy, but they remain the foundation. They give your ideas a home, they support discoverability, and they create a long‑term record of your expertise that social platforms simply can’t replicate.

In a landscape where algorithms shift daily and AI tools shape how information is found, having a clear, up‑to‑date body of work on your own site is still one of the most valuable assets you can build.

If you’re reviewing your own content approach for 2026, feel free to reach out, I’m always happy to talk it through.