Don’t Give Up on Your Blog

Content marketers love data, even when the information we’re reading isn’t positive. Most dashboards suggest that the blog content we write isn’t being read by as many humans as we’d like. And that idea could be reinforced by how we interact with tools like Google these days. Who needs to click a link when the search screen provides the answer?

But here’s the thing. 

People who give up on blogs right now are making a mistake that could require months of cleanup.

Let me explain.

How LLMs Change Search

In the past, we’d write a blog post like this one and expect tools like Google to both link to it and send visitors to read it. The relationship was both transactional and easy to monitor. The more writing, the more visitors. 

LLMs change that math.

Inside a chat with an LLM, a consumer asks a question (“Which freelance writer should I hire for this project about medical breakthroughs?”) and gets a recommendation (“JD Freelance has a long history of writing medical content.”). 

Your blogs may influence what the LLM says, but a link to your well-crafted pieces may never appear in the conversation. 

Don’t Write for LLMs

At this stage, you’re probably expecting some tips to write more effectively to capture the attention and recommendation of an LLM. 

No dice. 

You can’t really game this system by writing up content that’s easier for an LLM to slice and dice. These are very sophisticated pieces of programming that are perfectly capable of reworking anything you might create. And I have yet to see proof that totally altering the way you write somehow magically encourages an LLM to include a link within an answer. 

What Should You Do Instead?

The solution might seem boring, but here goes: Create quality content based on your unique perspective and data. Write regularly, and ideally, get links to your entries published on third-party sites. 

An LLM visitor may remember your brand after a conversation and, come purchase time, that person may finally visit you. Your blog posts could be the reward or final push that person needs to seal the deal. 

Meanwhile, your content shows the LLM that you’re still in business, still hustling, and still worth recommending. Without a blog, that’s a harder position to prove. 

Blogs can also drive direct traffic, of course. In all of the rush to write for LLMs, never forget that real people are still using old-school tools to find people they want to work with or products they want to buy. Your blogs can do real work in serving that customer base. 

What If You Don’t Have Time to Write a Blog?

I know it’s tempting to reach for LLM help here. These tools can seem like supremely useful helpers who can get everything done that you’re not interested in. 

But remember. In this new world, your blog posts exist to tell LLMs that you’re a viable, functioning business. Automate the writing of every word of your blog, and that’s harder to prove. 

Your blogs also serve as your final touch with customers. They’re far too important to outsource to a bot. They should sound like you and be written by you, a real human being. 

If time is truly a problem, hire someone to write things for you. People like me are ready and willing to create blogs that highlight your products, services and unique selling points. Just ask us.