Corporate blogs are no longer worthwhile.

For years, a company blog was considered an essential part of marketing. The strategy was simple: produce content, generate organic traffic, acquire leads, and position oneself as a thought leader.

But this model no longer works. The blogs of many large B2B SaaS companies are stagnating or even losing reach. Data from Semrush shows a clear trend: the big corporate blogs are dying out.

A look at well-known corporate blogs

• HubSpot: Millions of visitors, but the figures for 2025 are reaching new lows. According to Kieran Flanagan (VP Marketing @ HubSpot), this is intentional: HubSpot is increasingly focusing on influencer marketing (e.g., The Hustle, podcasts, YouTube), removing ineffective blog pages, and adjusting its SEO strategy.

• Salesforce: Stagnation:

• Gong: Despite a successful thought leadership strategy, the blog now only receives 10.000 visits per month.
• Intercom: In a downward trend for years, currently around 25.000 visits per month.
• Miro: With 50.000 monthly visitors, it has more visitors than Intercom and Gong combined, but without growth.
• Atlasian: A positive outlier with <400.000 visits per month, it is the only blog showing growth.

Why are corporate blogs losing relevance?

1. The change in Google search

Google is increasingly relying on advertising revenue and manipulating search results to favor paid ads. Furthermore, so-called "no-click searches" are displacing traditional search results and reducing organic traffic for company blogs.

2. The rise of the «Private Web»

Experts are shifting their content to exclusive channels like Substack, newsletters, Discord, or Slack. The public web landscape is increasingly dominated by AI-generated content, while valuable analyses and insights disappear behind paywalls.

3. People trust people, not companies.

Trust in large corporations is at an all-time low. Corporate messaging often seems generic and cautiously worded. Instead, individuals – founders, employees, independent experts – are gaining influence and reach.

What works instead?

1. Use the Creator Economy

Companies should invest in already established content channels: collaborations with influencers, sponsoring newsletters and podcasts, or paid mentions in social media posts. This is a more effective way to reach relevant target groups.

2. Develop alternative organic channels

YouTube, podcasts, and online communities offer far more engagement than traditional blogs. Those who don't invest in these channels are missing out on enormous growth opportunities.

3. High-quality content instead of quantity

Instead of generic blog posts, companies should invest in the following content formats:

• Product documentation & knowledge basesHigh-quality instructions and support remain essential.
• Landing Pages & Case StudiesContent that supports decision-making.
• User-Generated Content (UGC)Content from real users is particularly authentic and promotes organic growth.

Conclusion: Is a company blog still worthwhile?

Corporate blogs won't disappear overnight, but their relevance is waning. The old SEO strategy alone is no longer sufficient. Companies need to assess whether their blog is still driving growth or simply being maintained out of habit. Successful brands adapt and focus on content optimized for today's internet landscape – not content from ten years ago.