Yes, you should still educate. No, not on your blog.
Educational content has a place — but your company blog is not it anymore.
Not in a world where informational searches stop at AI overviews and summaries, without a click to your site.
In such a world, top-of-the-funnel (ToFu) educational blog posts meet crickets. Dusty old volumes rotting on lonely library shelves.
So what’s a B2B content marketer to do? Give your educational content a proper home within your website, but separate from your blog. Let your blog come into its own with a distinct personality and purpose.
Here’s what we recommend:
If you’re looking at the infographic above and thinking this is nothing new — you’re right, it isn’t. The only radical thing about our proposal isn’t in what to do but in what not to do.
”TL;DR:
Stop using your blog for publishing educational content. Put the educational content in structured, comprehensive courses within your website that are completely separate from your blog. By doing so, you give your blog space to hone a distinct perspective and personality — keys to making your brand memorable and compelling to potential customers.
Why you should stop using your blog for B2B educational content (and where to publish it instead)
1. Publishing educational content as standalone blog posts is like writing chapters of a book on scattered sheafs of paper.
There’s no order, hierarchy, or cohesiveness in the way it’s presented. Even if you get readers intrigued, they wouldn’t be sure how to find all the other ‘chapters’ you’ve written on that topic.
2. Bots crave and reward structure.
Compared to random, siloed posts, a comprehensive resource with clear structure will (theoretically) score higher on algorithms’ and AI models’ assessment of your expertise, authority, and trustworthiness on a given topic.
3. Overreliance on educational content puts you in a never-ending race to publish more — even if that “more” is mediocre and pure machine bait.
And before you know it, your blog gets filled with content that merely shares information but doesn’t actually teach anything or help anyone. These kinds of posts have proliferated in 2025. The result is blogs that feel like faded photocopies of pages from library books.
4. Prioritising education forces you to adopt a facade of neutrality on your blog.
Marketers and customers alike know that no company blog is neutral — the agenda is to drive sales, no matter how many other noble objectives we may have. So how about we own up to it? Place educational content in a separate, clearly labeled portion of your website dedicated to learning (e.g., “mini-courses” or “academy”). Create a boundary between your blog and your educational content.
Educational content is still important in B2B marketing as you want to reach different people throughout the buying journey — product users, managers, decision-makers. You want to win champions for your product/service across these levels. And besides, today’s junior and mid-level professionals — those more likely to consume your educational content — will become tomorrow’s decision-makers.
By organising your educational content — videos, articles, templates, FAQs, etc. — into mini-courses in a separate space from your blog, you make them easier to browse and bookmark. You encourage readers to explore more content by guiding them through a learning journey. And yes, you definitely still can use that content to increase your visibility on search engines, AI Overviews, and generative AI tools.
So what kind of content should you put on your blog in this AI era?
Marketing is about influencing people’s decisions and behaviour so that they become your customers. It’s about capturing space in your target customer’s mind and memory, so that they recall your brand when they consider how to solve their problems.
Use your blog as a strategic lever to achieve this goal by publishing:
Thought-provoking content.
Here’s a quick test when ideating for persuasive or thought-provoking posts. Write your main message in a sentence, then write the opposite argument. Are both sides defensible? Or is the opposite of your idea obviously wrong? If the latter, your idea is probably more educational than persuasive. Nothing wrong with that, but it no longer belongs on your blog.
Aspirational content.
This is the FOMO content of B2B marketing. Aspirational content shows your audience the new reality they could achieve once they’ve solved their pain points. Think of customers you’ve helped or companies you admire. What mistakes did they make; what risks did they take? How did they solve their problem?
But don’t stop at sharing their stories — share insights that your target audience can take away from them.
💡 Tip: Use With Content’s idea generator to find compelling angles. Here are examples:
”To be clear: persuasive content still teaches. Aspirational stories share lessons. But they are not neutral resources aimed primarily at education — and should not be disguised as such.
The real challenge for content marketers in 2026
Half the battle takes place before you write a single word or capture a single shot. This year (2025), B2B marketers have told us how much pressure they’re facing to churn out volumes of content for algorithms’ sake. We see marketers starting out hopeful when new leaders call for more effective marketing strategies — only to be shackled by decisions that favour instant metrics and mirages of value. We see worthwhile content getting buried under machine-gratifying posts.
But we’ve also seen the ways marketers are fighting to make content truly worth their customers’ time and attention. Their fight is ours, too.
You can achieve three things in this battle when you separate educational content from your blog:
- Fulfill leadership’s demands to publish at scale and get visibility on search engines and AI tools.
- Enhance the collective value of your educational content.
- Liberate your blog from the volume race and make it a platform for resonance, provocation, aspiration, and advocacy.
We’re rooting for you. 🤍
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