Why Corporate Blogs Matter More Than Ever
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Why Corporate Blogs Matter More Than Ever
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In this episode of Happy to Chat, Jesse and Phil make the case for why corporate blogs matter more than ever in 2026 — even as short-form video dominates and AI reshapes how people search for information.
Phil draws on his experience running Nokia's global blog (1 million unique visitors a month) and leading content at Equinix to break down what makes a great corporate blog: owning the industry conversation, not just your products; finding authentic voices inside the company; and using the blog as the hub that ties your entire content ecosystem together.
Jesse brings his own writing experience — from health blogs at One Medical to laser industry content at Coherent — to explore how SEO strategy is evolving into AEO (Answer Engine Optimization), and what it means to write for LLMs versus humans.
Topics covered:
- Why blogs outperform social media as a long-term owned channel
- The SEO vs. AEO debate: writing for Google vs. writing for ChatGPT
- Ghostwriting, thought leadership, and who should actually write your posts
- Using blogs at every stage of the marketing funnel — including ABM lead generation
- The authenticity problem: how AI-generated content is changing reader expectations
- Content calendars, evergreen posts, sequels, and what metrics actually matter