Content Brands report · November 2026
B2B SaaS Blogging Benchmarks 2026: Is B2B SaaS Still Blogging?
What 219 B2B SaaS companies actually published, and what it means for your 2027 plan.
John BoniniFounder, Content Brands
"I saw a stat that LLMs mostly cite third-party sources. Should we still be blogging?"
"My boss wants us to invest more in YouTube than our blog next quarter. Is that the right call?"
"Leadership is obsessed with Reddit. We just hired someone full-time to focus on it. Should we be pulling resources from the blog, too?"
These are real questions I've fielded from prospects over the last six months. And they're fair questions.
Organic traffic from search is declining. Marketing teams are smaller. And more and more data suggests LLMs favor content that lives off your site. AirOps found 85% of brand mentions in AI search come from third-party sources, not the brand's own domain. Teams have to prioritize.
But like anything else, there's nuance.
So I wanted to see what SaaS companies are actually doing. Are most of them pulling back on blogging in favor of other channels? AI has made content easier to produce than ever. But with the way people find content changing, is all that content still going on the blog, or is it going somewhere else?
That curiosity is what this report is about: a baseline for how B2B SaaS companies are using a medium that's been core to building businesses online for more than two decades.
Here's what I found.
Key findings
Content Brands analyzed 37,630 blog posts from 219 mid-market B2B SaaS companies across three 12-month periods: the year before ChatGPT launched (Nov 2021–Oct 2022), last year (Nov 2024–Oct 2025), and this year (Nov 2025–Oct 2026).
Volume
Half (50%) of mid-market B2B SaaS companies published more blog posts this year than last year. 28% published less, 9% stayed flat, and 13% published nothing.
Only 2 of 219 mid-market B2B SaaS companies have no blog at all, but 1 in 8 didn't publish a single post in the past 12 months.
Total blog output across 187 B2B SaaS companies rose 37% in the past year and 151% compared with the year before ChatGPT launched (7,053 posts to 17,692).
Median blog output rose from 42 to 62 posts per company per year.
Ten companies added about half of all new posts, but the other 177 still published 20% more than the year before.
What they publish
52% of B2B SaaS blog posts are how-tos, explainers, or comparisons: formats any competitor could write.
Comparison and best-of posts more than doubled, from 6% of posts before ChatGPT to 14% this year, while how-tos and explainers fell from 46% to 37%.
81% of B2B SaaS blogs published at least one "vs." or "alternatives" post this year, up from 47% before ChatGPT. Of those, 9 in 10 named a competitor or compared themselves against one.
Posts about AI grew from 1 in 100 before ChatGPT to 1 in 5 this year.
What's missing
Only 2.4% of B2B SaaS blog posts say something a competitor couldn't (original data, a first-person account, a stated opinion, or a client story), down from 3.2% before ChatGPT. A third of companies published none in the past year.
B2B SaaS blogs are still almost entirely text: 1 in 10 posts embeds a video, 1 in 500 embeds a podcast episode, and fewer than 1 in 100 include a transcript.
How the work changed
The median B2B SaaS blog post grew 55% longer, from 1,285 to 1,991 words.
Posts per author rose 73% (8.1 to 14.0 a year), a signal of AI-assisted writing, though not proof.
58% of B2B SaaS blog activity this year went into updating old posts rather than publishing new ones.
29% of posts now put the year in the headline, up from 12% before ChatGPT. More than a third of dated posts from 2022 now say "2026."
The full infographic
My take
Going in, I expected to find companies pulling back on blogging.
That's what my conversations pointed to. Most of the teams I talk to are focused on LinkedIn thought leadership, newsletters, video, and podcasts. The blog has become a place to park podcast transcripts and syndicated newsletter issues. It's not the center of gravity it was five years ago.
So I figured the numbers would show it. Attention moved to LinkedIn for executives and to YouTube for demos and conversations. Blogs would fade.
That's not what happened. Output went up. A lot.
And it's not the podcast transcripts or newsletter reposts I expected. Fewer than 1 in 100 posts include a transcript, and 1 in 500 embeds a podcast. Whatever teams are making on other channels isn't making it back to the blog.
I probably shouldn't have been surprised. AI makes it easier than ever to publish, and the easiest thing to publish faster is consensus content: how-tos, explainers, comparisons. That's exactly what the data shows.
The problem is that everyone else is doing the same thing. And that's the kind of content LLMs don't need to cite. When the web is already full of answers to a question, the answer is baked into the model.
Volume went up. It just went to the wrong place.
So why is only 2.4% of what companies publish original? I see two reasons.
The first is the curse of knowledge. The people with the most influence at these companies are too close to their own thinking. They're close to the problem and close to the customer. So they can't see what's actually original: the frameworks they use without thinking, the data they sit on, the opinions they've earned. It all feels obvious to them. They assume everyone already knows it.
So they default to what feels safer. What does Ahrefs say people are searching for? What do the tools say we should write about? They don't lead with their own perspective, because they're not comfortable doing that.
The second reason is workflow. The process for the content we've all published for two decades is well established. Find a keyword. See what competitors wrote. Check what the tools say to optimize for. Write the post. Now AI does most of it, and the process is faster than ever.
Original content needs a different process: interviewing subject matter experts, running your own research, turning customer stories and your own experience into content. It also needs different skills, like hosting an interview or getting on camera. Most teams have never built that muscle.
So they start where it's easy, with a data point in an SEO or AI search tool. That's a race to the bottom, because everyone is starting from the same data in the same tools.
The gap between what teams make and what ends up on the blog isn't new either. Teams publish a piece and move straight on to the next one.
Most teams have a long list of channels to feed, and smaller teams than they used to. Keeping every plate spinning is a lot. So publishing gets all the attention. Distribution and repurposing get left behind.
And for most teams, distribution means sharing the new post on the company LinkedIn page. That's not distribution.
That's a mistake. If you're investing in video or a podcast, those conversations are full of stories, examples, and points of view. They should be expanded on in blog posts, LinkedIn posts, and newsletter issues. Most of that value never leaves the recording.
It's a bigger mistake now than it used to be. With AI search, consistency matters more. When you say the same things across every channel, people and LLMs start to connect you with a topic. That's how you get known, remembered, and cited for it.
So here's my challenge.
You're already using AI. The data makes that pretty clear: posts got longer, output went up, and each author is publishing 73% more. But most teams are using it to make more of the same content everyone else publishes.
Use it to make the 2.4% instead.
This report is an example. I didn't have a research team. I used Claude to collect and analyze every public blog post from 219 companies. The data was sitting out in the open. It just took asking a question nobody else had asked.
What's the version of that in your space? What could you analyze that's already public, and would back up the story your brand is trying to tell? Job postings for the role you sell to. Reddit and community threads where your buyers complain.
Start small. Building a real system for original content takes new workflows and new skills. But you don't need all of that to start. Use the tools you already have to make something only you could publish.
The question isn't whether to keep blogging. It's whether, on any channel, you're publishing something ownable that people will remember and AI can cite.
Methodology
Who's included. Every vendor in four G2 categories (marketing automation, sales engagement, social media management, and help desk) with 100 to 2,000 reviews, founded before 2022, excluding large public and enterprise companies. That's 219 companies in all.
What I could measure. 187 had readable blogs with dated posts. Two have no blog and are counted as not publishing. The other 30 had undated posts, non-English blogs, dates reset by a site migration, or block automated access.
How posts were counted. Posts are dated by their on-page publish date. Translations and bulk migration dates are excluded. Counts reflect posts still live today, so blogs that deleted or merged old posts will look smaller in earlier years. "Published more" or "less" means a change of more than 10% from the previous year; smaller changes count as flat.
How posts were categorized. Post types are classified by headline keywords, so treat them as directional. "Original" posts are those whose headlines signal original data, a first-person account, a stated opinion, or a client story.
Video, podcasts, and transcripts. These figures come from a random sample of about 1,500 posts per period and count embedded players only.
Data collected in October 2026.
FAQ
Are B2B SaaS companies still blogging in 2026?
Yes. Only 2 of 219 mid-market B2B SaaS companies have no blog, and half published more posts this year than last year. Total output across 187 companies rose 37% year over year. But 1 in 8 companies didn't publish a single post in the past 12 months.
How many blog posts does a typical B2B SaaS company publish?
The median mid-market B2B SaaS company published 62 blog posts in the past year, up from 42 the year before. That's a little over one post a week.
What kinds of blog posts do B2B SaaS companies publish?
52% of posts are how-tos, explainers, or comparisons. Comparison and best-of posts ("X vs. Y," "X alternatives," "best X tools") more than doubled since ChatGPT launched, from 6% to 14% of posts. Only 2.4% of posts say something a competitor couldn't.
Has AI changed how B2B SaaS companies blog?
The data points that way. Posts about AI went from 1 in 100 to 1 in 5. The median post got 55% longer, and posts per author rose 73%. Those are signals of AI-assisted writing, not proof.
Content Brands
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