Most businesses get blogging completely wrong. They obsess over keyword rankings, backlinks, and traffic numbers while missing the actual point of content marketing. I’ve watched this mistake play out for years. Companies invest thousands in SEO-optimised articles that drive plenty of visitors but few actual customers. Here’s the uncomfortable truth: In 2025, more than half of all searches will never result in a click to your website. A recent report shows that 68% of mobile searches and 57% of desktop searches are now “zero-click,” meaning users get their answer directly from the search results page without ever visiting your site.
So what’s the point of blogging anymore?
The Two Sides of Business Blogging
You need to look at blogging from two distinct angles.
The first is top-of-funnel content, articles designed to help people discover you through search. This is what most businesses focus on exclusively.
The second is bottom-of-funnel content, articles that help people who already know about you make a purchase decision.
Most businesses have this completely backward.
They pour resources into attracting new visitors while neglecting the content that actually converts those visitors into customers.
I learned this lesson the hard way at ActionCOACH. We used to chase traffic metrics until we realised something crucial: our website wasn’t converting well because we lacked the fundamental information prospects needed to make a decision.
Start at the Bottom (of the Funnel)
If your website isn’t converting visitors into leads or customers, creating more top-of-funnel content won’t solve your problem.
It’s like pouring more water into a leaky bucket.
Google’s Zero Moment of Truth (ZMOT) study revealed that today’s buyers need to get themselves 60-80% through the purchase process before they’re ready to talk to sales.
This means your website must provide enough information for prospects to move themselves through most of the decision-making journey.
What information do they need? Here’s what actually works:
- Pricing information (even if it’s just ballpark figures)
- Clear explanations of how your product or service works
- Comparison information with alternatives
- Customer testimonials and reviews
- Videos demonstrating your offering
- Answers to the questions your sales team gets asked most frequently
At ActionCOACH, we spent a year and a half building this foundation, creating comprehensive “how it works” pages, recording detailed videos, and developing resources that answered the questions prospects were asking.
The results were surprising.
Quality Over Quantity: The Real ROI
After focusing on mid and bottom-funnel content, something interesting happened.
Our overall lead numbers decreased.
But the quality of those leads skyrocketed.
Just recently, one of my clients told me about a prospect who was essentially ready to buy when she called. She’d watched our videos, read our articles, and done her research. The sale was practically made before the conversation began.
This pattern repeated itself across our business.
Our sales cycle shortened dramatically because prospects were doing their research before contacting us. They came to us already 60-80% through their decision process.
The numbers don’t lie. Content marketing costs 62% less than traditional marketing while generating about three times as many leads.
But those statistics only tell part of the story.
The real value comes when those leads are pre-qualified and ready to buy.
Building Your Content Foundation
If you want to follow this approach, start by examining your website from your customer’s perspective.
Ask yourself: “If I knew nothing about my business, would I find enough information here to make a confident purchase decision?”
For most businesses, the answer is no.
To fix this, you need multiple pathways for prospects at different stages:
For mid-funnel prospects who say “I’m interested,” provide educational content that builds understanding – videos, articles, ebooks, and comparisons.
For bottom-funnel prospects who say “I’m ready,” offer clear next steps such as surveys, applications, consultation bookings, or direct purchase options.
At ActionCOACH, we use HubSpot to track the customer journey, seeing exactly which content pieces move people closer to a purchase decision.
This data lets us continuously refine our approach, focusing on what actually drives conversions rather than just traffic.
The Future of Content Marketing
Looking ahead, several trends will reshape how businesses approach content:
Video content will become even more essential. According to HubSpot, short-form video is now the number one content format for marketers and delivers the highest ROI.
We’re seeing this firsthand. Short, 7-10 minute videos work best for new prospects, while longer-form content serves those deeper in the funnel.
Visual content like infographics and carousels will continue growing in popularity.
Gated content will lose effectiveness. Today’s buyers expect information to be freely available. Putting your best content behind forms may hurt more than help.
AI will transform content creation and analysis. Smart marketers will use AI for research and data analysis while maintaining the human element in their content.
The concept of “search” will expand beyond Google. We’re moving toward “search everywhere optimisation” being discoverable on YouTube, social platforms, and AI assistants.
The Human Element Remains Irreplaceable
Despite these technological changes, one thing remains constant: the power of personal connection.
In an increasingly automated world, authentic human stories stand out more than ever.
When you tell real stories, prospects connect with you on a deeper level. They get to know your philosophies, your approach, and your values.
This builds trust that no algorithm can replicate.
Conclusion: The Real Worth of Blogging
So, is it worth writing blog articles for SEO anymore?
If you’re just chasing rankings and traffic, probably not.
But if you’re creating content that genuinely helps potential customers make informed decisions about your products or services, absolutely.
The most valuable content isn’t what ranks highest in search results. It’s what converts visitors into customers.
Focus first on building a solid foundation of mid and bottom-funnel content. Make sure your website gives prospects everything they need to move themselves through the decision-making process.
Only then should you worry about attracting more traffic.
Real results come from quality over quantity. From prospects who arrive at your virtual doorstep, already 80% sold.
That’s the true value of business blogging in today’s world.
At ActionCOACH, we’ve helped thousands of businesses shift from chasing traffic to closing sales with content that converts. If your website isn’t turning visitors into customers, let’s talk. We’ll analyise your current content approach, identify gaps, and share strategies to build a website that drives real results.