Is Blogging Still Worth It? Data from 20 Companies Reveals the Truth

In today’s rapidly evolving digital landscape, a question lingers for many businesses: Is blogging still a viable strategy, or is it an outdated practice destined for the archives? With the rise of new content formats and the perceived dominance of AI-generated text, some are considering cutting their losses and halting their blogging efforts altogether.

However, before you make that decision, consider the compelling data we’ve gathered. We recently conducted a study analyzing 20 companies, specifically comparing the outcomes of 10 businesses that ceased their blogging activities within the last 12 months against 10 that diligently maintained their content creation efforts. The results, particularly concerning their revenue and organic traffic (including the impact of Large Language Models or LLMs), offer a crucial perspective.

The Blogging Dilemma: A Comparative Study

The notion that blogging is a ‘game that’s useless’ is a sentiment gaining traction, fueled by the perceived shift in content consumption and creation. To address this, our research focused on tangible business metrics – revenue and organic traffic – to understand the real-world impact of continuing or discontinuing a blog.

Methodology: Contrasting Approaches

Our study involved two distinct groups:

• Group A: The Bloggers (10 Companies): These businesses continued to publish blog content regularly over the past year.
• Group B: The Blog Halters (10 Companies): These businesses made the decision to stop or significantly reduce their blogging efforts within the last 12 months.

Key Metrics: Revenue and Organic Traffic

We meticulously tracked the performance of both groups across two critical areas:

• Revenue: Analyzing overall business revenue trends.
• Organic Traffic: Measuring website traffic originating from search engines, with a specific consideration for how LLMs might influence search results and user behavior.

The Unveiling Results

The findings from this comparison provide a clear picture of the impact of consistent blogging. While the landscape of search and content is undeniably changing with the integration of AI, the data suggests that abandoning blogging might be a premature and detrimental move for many businesses. The subsequent sections will delve into the specific outcomes observed for each group, offering insights into why maintaining a strategic blogging presence continues to be a powerful driver for online growth and revenue.