If you’re still publishing generic blog posts targeting informational queries at the top of the funnel — stop.

It’s 2025, and that approach no longer drives meaningful business results.

Those “what is” and “how to” articles might look good on your content calendar, but in reality:

They’re nothing more than AI food — quickly crawled, rarely ranked, and almost never converting into business outcomes.

The Harsh Truth About Informational SEO Content

Most businesses still believe that writing blogs for every keyword will generate leads. But when you’re targeting top-of-funnel queries, you’re reaching people who:

  • Are not ready to buy

  • Don’t know or care about your brand yet

  • Can find the same information on YouTube, Reddit, or from AI tools

The result? You end up with dozens of low-value articles, little to no engagement, and no measurable impact on sales or authority.

What You Should Publish Instead

If you’re going to invest in content, make it worth the effort.

1. Create Data-Driven Assets

Original data, research, or insights attract backlinks and citations while positioning your brand as a trusted source.
When you publish something truly valuable, others reference and share it — naturally building authority.

2. Publish Thought Leadership

Put your subject matter experts front and center.
Real insights, genuine perspectives, and lived experience are things AI cannot replicate.
That’s the kind of content that earns attention and builds credibility.

3. Share Case Studies and Proven Results

Show how you’ve delivered measurable outcomes for clients or your own business.
Case studies are the most persuasive form of content because they demonstrate capability, not just knowledge.

Where to Publish Informational Content Instead

Top-of-funnel content still has value — just not on your blog.
Use platforms that actually offer reach and visibility:

  • YouTube for tutorials, explainers, and educational content

  • Podcasts for expert conversations and brand storytelling

  • LinkedIn or X (Twitter) for short-form insights and thought leadership

These platforms amplify reach, while a blog post targeting “what is SEO” will likely sit unnoticed.

Final Thoughts

Stop creating content just to fill your blog. Start producing content that moves the needle.

SEO isn’t just about ranking or traffic — it’s about building authority, trust, and tangible business growth.

Before publishing your next post, ask yourself: Will this drive links, leads, or brand value?

If not, it’s just another piece of content feeding the AI machine.