Blogging is Back & the Follower is Dead (But Not How You Think) + The Long Game of Content

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The ROI on social media is dying. The ROI on your own website is exploding.

I know, I know. That sounds like something a bitter millennial blogger would say after Twitter changed its algorithm for the 47th time this year.

But hear me out.

Last week I watched a creator with 100K followers get 200 views on a post.

And my friend with 500 followers went viral with 2 million views.

The algorithm gods had spoken, and their message was clear: follower counts are meaningless now.

This isn't just another "social media is broken" rant. This is about something much bigger that's happening right under our noses.

The Death of the Follower

Remember when 10K followers meant something? When you could predict your reach based on your audience size?

Those days are as dead as chronological feeds.

Every platform has become a slot machine.

Pull the lever (post content), and maybe you'll hit the jackpot. Maybe you won't. The house always wins, and the house keeps changing the rules.

Twitter promotes AI slop and rage bait, Instagram buries your content unless you dance (literally). LinkedIn... well, LinkedIn rewards corporate cringe 😬

But here's what nobody's talking about:

While we're all fighting for scraps of attention in these walled gardens, the entire internet is being fundamentally rewired.

Watch this talk if you’re still not convinced -

The AI Revolution Nobody Saw Coming

Picture this: It's 2026. Your potential customer has a problem. They don't Google it. They don't scroll Twitter. They ask their AI assistant.

"Hey Claude, what's the best way to manage a remote team?"

And Claude responds with insights, examples, and — here's the kicker — sources. Real websites. Real content. Real humans who took the time to share their knowledge on their own corner of the internet.

Not a tweet. Not an Instagram carousel. A website.

Suddenly, that blog post you wrote in 2024 becomes a seed in the vast neural network of human knowledge.

Your website isn't just a digital business card anymore — it's your contribution to the future's collective intelligence.

The Old New Way

I realised something last week while watching everyone panic about algorithm changes: We've been playing the wrong game.

We're not supposed to be content creators. We're supposed to be knowledge gardeners.

Here's what the smartest people are doing right now (and not talking about):

They're building websites again — Not fancy ones. Simple ones. Human ones.

They're writing for humans AND machines — Creating content that answers real questions, shares real experiences, tells real stories.

They're playing the long game — While everyone else chases viral moments, they're planting seeds for the next decade.

The Playbook That Isn't a Playbook

There's no hack here. No "7 steps to LLM domination." No secret formula.

Just this: Create great content on YOUR website.

Not SEO-optimized keyword-stuffed garbage. Real thoughts. Real experiences. Real value.

Wrote a Twitter thread that resonated? Put it on your website.

Created a LinkedIn post that got engagement? Put it on your website.

Shared something valuable anywhere? Put. It. On. Your. Website.

This isn't about gaming SEO.

This isn't about link building.

This is about being findable in the future… a future where AI assistants are the primary way people discover information.

(Caveat: If you’re B2B, then you should probably use some LLM Tracking tools to measure your LLM brand presence and make a blogging strategy optimized for LLM SEO)

The Beautiful Irony

The most cutting-edge strategy for the AI age?

Start a blog. Like it's 2004.

Build an email list. Like it's 1999.

Own your platform. Like it's... well, like you have a brain.

The difference is, now you're not just building for today's readers.

You're building for tomorrow's AI assistants, next year's knowledge graphs, and the future's way of understanding the world.

Every piece of content you create on your own domain is a vote for a future where individuals matter, where human experience counts, where your unique perspective has value beyond the next algorithm update.