Is Blogging Still Effective for Coaches in 2025?
We hear endless theories about the most effective ways to market our business: short form content seems to take over the internet, and video and podcasts are competing for attention. What about blogs? Some say they’re still effective, some say it’s dead. But if it’s dead, why is the internet still packed with successful businesses marketing their offers through blogs? Let’s talk about it.
We all know how much the way we consume content has changed. Even ‘bad’ writers are now able to create decent content, thanks to our bestie AI. But if you’re relying on AI alone, pushing out generic content, or writing just for SEO without a real strategy… Yeah, that kind of blogging? It’s not going to end well.
Here’s why that’s great news for you, and how you can make blogging work for your coaching business this year.
Does AI make blogs ineffective?
AI tools make it so tempting to create content in 30 seconds. You can literally type in a prompt, and boom! A fully formed blog post appears. This is amazing right? Yes, but if used in the wrong way, it can create more problems than opportunities.
You might’ve seen this already, but AI-written blogs can feel robotic, repetitive, and super far from what makes you you. And this happens to be one of the most important parts of your coaching business: to show your ideal clients what’s in your heart.
You care about your clients. You see them as unique individuals, not just names on a roster. You know better than anyone that what works for one person might not work for the next. That’s what makes you a great coach: your ability to tailor your approach to each client’s needs.
But if your content is just copy-pasted AI, what message does that send? If your words sound like everyone else’s, how can potential clients trust that your coaching won’t feel just as one-size-fits-all?
But here’s the opportunity: Right now is the perfect time to double down on authentic, personal content. Because so many coaches are pushing out copy-paste AI blogs that all sound the same.
And that’s where you get to stand out.
Why blogging still works in 2025
Some things change, some things will always stay the same:
People still Google things. Every. Single. Day…
They still need answers. And they still trust businesses that show up with valuable, authentic content.
Blogging isn’t dead, it has just shifted. The brands that win in 2025 aren’t the ones posting five AI blogs a week. They’re the ones creating real, insightful, and connection-driven content that makes people excited about reading the next one.
And Google agrees. Search engines are prioritising high-quality, original content in their rankings, meaning the more human and valuable your writing is, the better it will perform.
But before I show you how to do that, let’s talk about what’s not working any more.
“Bad” blogging kills your credibility
Who would you rather buy from: a robot, or a person that you feel personally attached to? Someone who can explain your problems better than you could ever do yourself?
I think we would all choose the person. And if you wouldn’t, I don’t really know what to tell you...
Here’s what’s not getting results any more:
AI-written, keyword-stuffed blogs, lacking human touch
Informative posts that just sum up some ‘tips and tricks’ without sharing personal experiences (anyone on the internet can write that)
Surface-level content that focuses more on ‘consistently posting content’ than on providing real value
SEO hasn’t died, it has evolved
When I started writing travel blogs with my sister back in 2017 (Miles from Milan), I went all in to learn about SEO. I studied how search engines work, tested different strategies, and… It worked! Over time, our blog ranked on page 1 of Google, helping us share our stories with thousands of readers from around the world.
But the most important lesson I’ve learnt about blogs over the years, is that SEO isn’t about stuffing keywords into your posts. If it were, every AI-generated blog would make you rank no. 1.
But they don’t.
Everyone’s still out here pushing SEO keywords like it’s 2017, stuffing them into every other sentence, hoping that’s what gets them ranked. But Google’s smarter now. It’s not just looking for keywords, it’s looking for value. If you’re adding in phrases just for the sake of SEO, your content won’t just read poorly, it’ll actually hurt your rankings. Search engines are getting smarter, and if Google detects keyword stuffing, your page could be penalised or even de-listed.
These days, Google cares more about engagement and quality. How long people stay on your page, if they interact with your content, and whether your post really answers what they’re searching for.
And that’s why the whole “just cram in SEO keywords” strategy is not working any more. Keywords still matter, but only when they’re used with intention, in content that’s genuinely helpful and engaging.
Instead of worrying about keyword placement, focus on understanding the customer journey, make your content valuable, unique, and unmistakably you.
How coaches can create blogs that work in 2025
If blogging still has a place in your marketing (and spoiler: it does), here’s how to do it right.
1. Keep up with SEO (without making it everything)
Google is rewarding engagement more than just keywords, so make your content worth reading. You can do this by focusing on search intent: what’s your audience really looking for?
For example, if someone searches “how to find the right coach,” they don’t just want a list of generic tips. They’re likely feeling stuck and unsure who to trust. Instead of stuffing in keywords, create content that speaks to their concerns like what to look for in a coach and how to know if it’s the right fit.
2. Write for humans first, SEO second
Use AI to support your writing (outlines, research, drafts), but never let it replace your voice.
Prioritise clarity, originality, and your unique perspective.
Optimise for search, but always ask: Would my audience care about this?
3. Make your blog part of a bigger content strategy
One blog opens the doors to endless content opportunities. Repurpose your posts into emails, social media captions, and even video scripts.
Choose topics that matter to your audience, don’t just blog because you think you should.
4. Mix AI with your personal touch
AI can help speed things up, but it can’t capture you. Your unique coaching philosophy, your lived experiences, or the insights that set you apart. And those are exactly what draw the right clients to you.
Think about what makes your coaching different. Do you focus on a specific niche? Do you have a signature method or a way of guiding clients that’s unlike anyone else? Weave that into your content. AI can give you a starting point, but it’s your voice, your perspective, and your personal touch that build trust and connection.
So, is blogging dead?
So now we know that blogging still works. I always advise against cranking out content just to have content. Your strategy matters. Authenticity. And making it worth your reader’s time.
The brands that get results from their blogs are not the ones outsourcing everything to AI. They’re the ones showing up consistently, authentically, and with content that truly helps their audience.
And this is an amazing opportunity for you to tap into. Because while everyone else is publishing the same AI-written stuff, you have a better chance than ever to stand out with content that shows how much you care.
I get it. You’re running a business, serving clients, and juggling a million things. The last thing you want to do might be to spend hours staring at a blinking cursor, wondering how to create blog posts that connect with your audience.
That’s why I offer the initial content strategy session for free. One that feels personal, intentional, and aligned with your business (without eating up all your time).
