Have you thought about slowing down or even stopping your company’s blog?
You’re not alone.
A lot of businesses are beginning to wonder if blogging still matters in the age of AI, video content, and social media virality. It’s easy to feel like blogging is an old game that’s lost its magic.
But here’s the truth: blogging is far from dead — and the data proves it.
According to NP Digitals, recently conducted research at 20 companies over a 12-month period.
10 of them stopped blogging completely.
10 kept publishing regularly.
Then we compared their results — focusing on SEO traffic, LLM (AI model) traffic, and overall revenue growth.
And the findings were eye-opening.
What the Data Shows
1. SEO Traffic Took a Big Hit
Companies that kept blogging saw an 18.2% drop in SEO traffic (a natural fluctuation).
But those that stopped blogging lost a massive 39.7% of their search traffic.
When you stop creating new content, Google and other search engines gradually stop seeing your site as fresh or relevant — and your organic visibility suffers.
2. LLM Traffic Surged for Active Blogs
Here’s where it gets really interesting.
With AI and large language models (LLMs) like ChatGPT increasingly referencing web content, companies that kept publishing saw an 85.8% increase in LLM-driven traffic — meaning their content was more often cited, surfaced, or referenced by AI tools.
Those who stopped blogging? Barely moved the needle — just a 6.5% gain.
Regular blogging doesn’t just help with SEO anymore. It helps your brand stay visible in the AI ecosystem that’s shaping the future of search.
3. Revenue Growth Followed the Same Pattern
Businesses that kept blogging experienced 9.1% revenue growth over the year.
Those that stopped blogging saw their revenue drop by 10.4%.
The connection is clear: consistent content creation builds steady growth. Stopping can slowly eat away at your traffic, leads, and revenue.
So What Should You Do Next?
Don’t pause your blog.
Even if you can’t publish daily, aim for consistency over intensity.
Regular content publishing leads to:
Smaller SEO drops
Bigger LLM traffic gains
More stable and predictable revenue growth
Your blog is more than a marketing tool — it’s a long-term asset. It keeps your brand alive in search, fuels your AI visibility, and builds trust with your audience week after week.
