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Content consumption has changed radically. We spend
less time reading articles,
more time watching videos,
and increasingly look for fast answers through AI.
These behaviors raise a key question for every company: in 2026, is it still relevant to invest in a blog strategy for your website? And the answer is: YES, absolutely.
We explain why in this article.
Thesis : In 2026, the blog is no longer just a traffic acquisition lever. It has also become a tool to structure, legitimize, and distribute brand messaging—for humans and for AI.
When the blog was only a traffic engine
For years, blogs have been perceived by companies as a lever to generate traffic (and leads) through SEO. And for good reason.
But today, the global context is changing, and the role of the corporate blog is undergoing a deep transformation.
New rules of the game
Three major trends are transforming how information is produced, discovered, and consumed—and redefining the role of blogs.
1. Saturation of 100% AI-generated content and reader cognitive fatigue
The generation of “easy” content, made possible by the arrival of early AI tools, has led to a massive production of content. And even if this novelty initially sparked interest, users are now saturated and increasingly tired of content generated entirely by AI, with no real point of view or style.
2. The shift in discovery
Video and social networks have become major entry points in the research phase. Google remains the number one search engine, but usage patterns are evolving: social networks and video dominate attention, and ChatGPT is already ranked among the top 5 most visited websites worldwide.
3. AI as a new reading interface
In search of quick answers, users are increasingly conducting their searches through AI interfaces such as Google AI Overview, ChatGPT, or Perplexity.
💡 More than 50% of consumers say they use AI-based search platforms to find information.
These observations naturally lead to a key question…
Are blogs still being read?
YES. And much more than I expected.
2025 data confirms it:
- 83% of internet users read blogs (representing 4.4 billion readers)
- 18% read articles every day
Why? Because blogs provide opinions, and their reliability reassures readers.
Sources used by AI are becoming extensions of search, with AI often acting as an intermediate step rather than a final destination.
💡 49% of users say they continue to click on traditional links after seeing an AI-generated answer.
Sources used by AI are becoming extensions of search, with AI often acting as an intermediate step rather than a final destination. And the data confirms it: the real “decline” in search is actually very limited, at −2.5% in 2025.
And up to 67% more leads for companies that have a blog.
💡 Companies that blog generate 67% more leads than those that don’t (HubSpot & Content Marketing Institute, updated in 2025).
Simply put, SEO and human readership are no longer the only objectives of a corporate blog.
The blog is no longer just a traffic lever
Even though readers still exist, some indicators are declining:
- Fewer direct clicks: 58% of Google searches in the United States end without a click to a website
- More indirect consumption (citations, mentions, references)
-
Your content is extracted, reformatted, and redistributed through AI interfaces such as Google AI Overview or ChatGPT.
These are responses you must actively influence, because even if AI currently generates less traffic, users coming from these interfaces are more qualified, closer to purchase intent, and therefore more likely to convert (especially in B2B).
How should brands use blogs in 2026?
Companies that want to use blogs as a marketing and commercial lever should focus on these four pillars.
1. A reference source for AI (LLMs, Google Overview)
AI systems need content to feed their databases and narratives. They pull this information from everywhere—and blogs can serve as a primary source for brand messaging when prospects research your company.
2. Authority and credibility lever
We often talk about building domain authority in Google’s eyes. But the challenge goes beyond search engines.
A strong blog is, above all, proof of expertise for all your audiences:
- prospects
- partners
- employees
3. A tool for sales teams
The blog should be a full-fledged sales enablement tool.
Articles are no longer just about attracting traffic, but about structuring and reinforcing sales messaging, supported by a resource hub that can be used to:
- share links during sales meetings to support a salesperson’s pitch
- pedagogically guide a prospect through decision-making
- justify technical and methodological choices
4. A source of SEO traffic
And of course, generating SEO traffic. As illustrated in this article, SEO is not dead—it has evolved. And even if SEO traffic is slightly declining, it remains one of the main acquisition channels that should not be ignored.
To go further, we invite you to read this article, which illustrates the topic very well.
Which content to prioritize (and which to stop producing)
Not all blog content is created equal anymore.
What works:
- Strong points of view: clear positions backed by experience
- Niche expertise: ultra-specialized, technical content that AI cannot generate
- Case studies and experience feedback: real-world insights, concrete proof
- “Reference” content: comprehensive guides that become the go-to resource on a topic
What no longer works:
- Content easily replicated by AI (generic articles, shallow listicles, low-depth content)
- Articles generated 100% by AI, without human intervention or a brand-specific tone of voice
Conclusion: Blogs aren’t dying. Bad blogs are.
In 2026, the blog is no longer just an SEO traffic lever. It becomes a global influence tool, serving brand messaging, credibility, and positioning. Users are tired of low-value, AI-generated content—but a serious blog strategy remains a strategic lever for any company.
And beware of the common narrative around the “death of SEO”: search still exists and represents a major share of usage. LLMs have not replaced search—they have added a new layer that transforms how information is read, synthesized, and distributed.
Additional figures
- Traffic from LLMs contributes to <5% of web revenue, versus >50% for traditional SEO
- In 2025, blogging reached new records, with over 600 million blogs worldwide and approximately 7.5 million new articles published every day
Other Sources
- https://masterblogging.com/blogging-statistics/
- https://bloggingwizard.com/blogging-statistics/
- https://www.wix.com/blog/blogging-statistics-and-facts
- https://breaktheweb.agency/seo/ai-seo-statistics
- https://searchengineland.com/how-ai-is-reshaping-seo-challenges-opportunities-and-brand-strategies-for-2025-456926
- https://www.getpassionfruit.com/blog/are-ai-search-referrals-the-new-clicks
