How Blogs Need to Evolve in the Age of AI

Blogs need to evolve in the age of artificial intelligence. While blogs are still an important part of website content and can be effective sales tools, the reasons for writing them and the way we write them need to change. More than ever, blogs need to showcase the experience and expertise of the business. Now blogs need to be written about real-world experiences using case studies of actual clients. The cause of this pivot is AI. To learn more about how AI has impacted blog writing, new strategies for blogs, and what blog elements should stay the same, keep reading.

Estimated reading time: 5 minutes

How AI Changes the Game

The biggest change AI forces is for informational blogs. Informational blogs teach the reader about a specific subject. Titles of these blogs sound like “The Ultimate Guide to Changing a Tire”, “15 Ways to Prepare Eggs for Breakfast”, and “How to Build a Wooden Bird House”.

New informational blogs are no longer necessary, as there are already lots of articles on the topic. Anyone interested in a topic simply needs to search the internet using an AI-enhanced platform. The search will produce all the information anyone could need, scraped from already published articles and blogs on a subject in seconds. 

AI overviews appear at the top of the search results page and are fast becoming the preferred results. Most people think, “Why scroll down to click on an organic listing when the information you want is staring you in the face?” Most people trust the information in AI Overviews because they are unaware that the information is not always accurate. It’s amazingly fast and convenient. 

Most new informational blogs are simply noise and unnecessary. Unless you have new research results to share, it’s unlikely that your blog will rank anywhere. As a result, few people will ever read it.

How Blogs Need to Change

So, what type of content will visitors read? People will always be interested in things that affect them. Other people’s experiences can resonate with your visitors, so writing about the experiences your customers had with your product or service is a good idea.

For instance, I have a client who is a general contractor. We recently changed our blog strategy to case studies showcasing our experiences on job sites. Our latest blog tells the story of unplanned events with a bedroom renovation. It chronicles the event and how we quickly adjusted the scope of our work. In the end, the bedroom turned out differently than planned, but we made the home stronger and healthier, and the client was very happy.

The story may not match the experiences of visitors considering hiring this general contractor, but unexpected events during a home improvement project are something almost everyone can relate to. Plus buy showcasing how our experience and expertise enabled us to overcome the challenges, get creative, and deliver a better-than-expected final product will convince prospects to hire us.

AI simply can’t write this type of content, and by using this format, the blog becomes a sales tool that can drive jobs and revenue.

What Needs to Stay the Same

Not everything needs to change. Here are some essential elements that you should always include in your website content.

Experience, Expertise, Authority and Trust

Keeping the components of EEAT in this content is important for both prospects and SEO. Experience and expertise will always establish authority. Authority will always instill trust. And only when a prospect trusts you will you get into the customer’s consideration set. To learn more about EEAT, please read our blog post “If You’re Hungry for Higher Google Rankings, it’s Time to Eat.”

Internal Linking

Internal linking will still help search engines understand how your website is structured, which pages are the most important, and how this blog relates to other content.

Important Content and a Closing Slug

Always ensure you provide the intersection between helpful content and effectively selling your products and services. There is no shame in turning content into a sales tool.

An Author Block

This establishes your authority in your industry and tells readers why the author is qualified to write the blog.

Conclusion to How Blogs Need to Evolve

AI is changing so much of the commercial landscape. As changes sweep through the marketing communications, an evolution must take place to stay relevant and connect with prospects. Blogs continue to be an important part of any effective content strategy. To learn more about why blogs are important for both sales and SEO reasons, please read our blog, “How Posting Blogs to Your Website Will Boost Your Business.” As part of those changes, blogs need to evolve in the age of AI. Informational blogs are out. Now, experience-based blogs showcasing expertise with actual customers are more relevant and are better at resonating with prospects. SK Website Works writes blogs for a diverse group of clients. We tell their stories, connect with their website visitors, and help turn prospects into customers.

SK Website Works is a website company that focuses on user experience. We build new websites and provide SEO services to keep websites running clean and search engines happy. Plus, we create content that showcases our clients’ experience and expertise. It’s how we establish their authority. That builds trust between our clients and their prospects. And customers only buy from brands they trust. Call us to discuss what SK Website Works can do for you.