Let’s talk about something keeping content creators up at night.

The numbers from August 2025 are sobering: a majority of publishers report 1–25% traffic losses from Google’s AI Overviews, while some sites have seen much larger drops in specific cases.

When users see an AI summary, only ~8% click through to websites roughly half the normal click rate.

But here’s what’s not being talked about enough: blogs still drive business. Recent industry data shows ~76% of marketers rely on blogging for lead generation, and brands that prioritize blogging are far more likely to report positive ROI.

The game hasn’t ended. The rules have changed.

We’re not competing for clicks anymore, we’re competing for attention in an AI-summarized world.

Three things working right now:

Depth over length. Generic how-to posts are struggling. Original research, exclusive case studies, and POVs that AI can’t cheaply replicate are thriving.

Multi-format distribution. One great article → LinkedIn post, 60-sec video, podcast segment, email newsletter. One insight, multiple touchpoints.

Community over traffic. 1,000 engaged readers who trust you > 10,000 random visitors who bounce in 10 seconds.

Reality check: if your content can be replaced by ChatGPT, you don’t have a strategy problem you have a value problem.

The creators winning right now aren’t mourning the old playbook. They’re building direct relationships, creating content AI can’t summarize away, and showing up where their people actually spend time.

What’s your approach? Are you adapting for the AI era, or doubling down on what’s always worked? Drop your thoughts below would love to hear what’s working (or not) for you.