Why blogs no longer work

A blog on its own isn’t enough anymore.

As AI has completely reshaped how people find, consume, and act on information.

For years, banks and credit unions relied on publishing blog posts for SEO, but AI search and increasingly Google and Bing results are now summarizing, clustering, and rewriting blog content rather than sending people directly to it. That means a well-written article sitting on your website may never be seen, even if it ranks on page one of Google.

AI changes how people search and get answers

Instead of typing ‘business savings strategies’ into Google and clicking through ten results, a business owner might now ask ChatGPT ‘What’s the best way for a business to build a cash buffer?’ AI systems don’t just show blogs, they synthesize across multiple sources including templates, tools, case studies and articles.

If your bank or credit union only has a traditional blog, you risk being diluted or excluded.

Authority and structure now matter more than keywords

AI models pull from structured, attributed, and high-quality content. Tools, calculators, whitepapers, and long-form guides are more likely to be referenced than short, keyword-optimized posts. A blog that looks like everyone else’s won’t carry weight with AI systems as they prioritize unique, authoritative, and expert-linked resources.

AI prioritizes interactive and evergreen assets

Interactive tools (financial health checks, calculators, benchmarking dashboards) are sticky. They generate data, encourage sharing, and provide signals to AI crawlers that your site has high engagement and real-world value. AI is alsomore likely to reference these because they go beyond text.

What to do to remain relevant

1. Build structured content hubs, not just blogs
Create resource centers organized around business owner pain points (e.g., cashflow, hiring, exporting). Each hub should include guides, FAQs, case studies, and tools in one place. This makes your content easier for AI systems to understand and cite.

2. Invest in interactive tools and diagnostics

Move beyond static articles. Offer things like

• Business financial health     check tools
• Cash flow forecasting     calculators
• Grant and funding     eligibility checkers
• Export readiness assessments

These tools attract backlinks, are highly shareable, and position the bank as a solutions provider, not just an information source.

3. Double down on expertise and attribution

AI favors expert-authored and institutionally credible content. Attribute your articles to named bankers, economists, or small business specialists. Include research, data, and links to official sources (e.g., government grants, compliance guides). This increases the chance AI cites your material.

4. Create multi-format content
Produce video explainers, downloadable playbooks, podcasts, and infographics.AI systems increasingly scan transcripts and structured datasets. A blog alone misses out on these other pathways to visibility.

5. Use AI yourself to personalize content delivery

Banks and credit unions should embed AI-powered assistants into their sites. Instead of a customer clicking through 20 blogs, they can ask, ‘What funding options are right for my business? and the assistant delivers tailored answers, backed by your content. This keeps traffic in your ecosystem rather than losing it to Open AI or Google.

Next steps

• Audit your blog and identify     where content can be grouped into structured hubs with tools, data, and     multimedia.
• Develop 2–3 interactive     tools for your most in-demand topics (cash flow, savings, funding).
• Attribute articles to real     experts and link to credible external sources.
• Start experimenting with     your own AI assistant on your site, trained on your content, so business     owners stay with you rather than turning to external AI tools.

And of course, talk to us.

We can provide all the content, tools and templates to remain relevant.

And ensure they are AI friendly.

Including fresh new content every month.

Plus unique custom content.

Plus a content marketing strategy and curriculum tailored to your business segments.

All from$1,499/month.

Really?

Yup.

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