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What Is the Future of How-To Content? Our Take for 2026

Benjamin O'Daniel

How-to content has been considered the gold standard in content marketing for the past 25 years. The formula: Create helpful content for free and build reach—and customers along with it. But does this formula still work? What’s next for all this content? Should companies still create this type of content?

We discuss this in this podcast episode. From our perspective, how-to content is under massive pressure to justify itself. For three reasons, all related to current AI developments.

Spoiler: This won’t be an obituary for how-to content. But it will be a clear call to rethink existing content strategies. Summary here—deep dive in the podcast.

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These Three AI Developments Are Putting Pressure on How-To Content

Traffic Is Collapsing

How-to content generates far fewer clicks than it did one or two years ago. The reason: AI Overviews and AI Mode summarize the articles. Users no longer need to click. ChatGPT or Meta AI often don’t show any links at all when it comes to pure how-to content (classic tips, procedures, recommendations). So the content yields much less. We know of projects that have lost over 50% of their traffic. Others remain stable—but these are often isolated cases, attributable to very strong brand loyalty, for example.

AI Content Is Flooding the Web

Over the past three years, some companies have massively scaled content with AI. While there are repeated reports that this can lead to penalties from Google because it violates spam guidelines, ultimately it doesn’t stop these market players from trying it. This ultimately makes Google results even more “clogged” than they already were. More and more competition meets fewer and fewer clicks. This drags performance down further.

AI for Cost Savings

A reflex that has simultaneously taken hold: If how-to content yields less and less, why should you still invest in this content? Many content experts report on LinkedIn, for example, that they are under cost or pressure to justify themselves. With AI, many general content pieces can be created at a decent level. That’s enough for many companies. In-house specialists also use AI to reduce workload or increase their efficiency. Not a bad approach in itself. But it often leads to even more interchangeable how-to content.

What About “Topical Authority”?

There are also many advocates in the industry who still champion how-to content. Two arguments are frequently cited:

  • Topical Authority: Companies need “Topical Authority.” This is said to be a key factor for successful Google rankings and also brings backlinks—according to how-to content advocates. However: “Topical Authority” has never been officially confirmed by Google. Backlinks are generally becoming rarer.
  • Destination for the Website: Users need a reason to visit a website on their own. For example, through direct access or as a link via a newsletter. We consider this argument very valid. However, it must then be communicated internally as an objective—not as a Google traffic generator. Otherwise, it can lead to a lot of disappointment and pressure to justify.
Ratgeber Content 3 Gründe für aktuellen Druck in 2026

Content Strategy for the Future

Clear Formats

How-to content must clearly differentiate itself from general AI content in the future. This works when it has a clear format. When creators or experts stand behind it, sharing their insights and experiences. Only then can you build your own audience. Such content formats exist in the YouTube world, but also with podcasts or newsletters. They appear regularly, have a specific thematic focus, and are clearly recognizable in their execution.

Content Close to the Product

Content that is close to products and services also has good prospects. For example, proprietary tests or case studies. With content around the product world, we often see that AI can be used very effectively. For instance, to convert product data into text. It’s also less critical here if AI systems summarize the content. After all, you are then a relevant source and are cited as a brand (Brand Mention, see GEO KPIs).

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Benjamin O'Daniel
SEO and GEO expert Benjamin O'Daniel is responsible for all strategic content topics. He analyzes the existing visibility of companies, whether it be Google rankings or mentions in AI systems such as ChatGPT, Copilot, AI Mode, or Perplexity. Benjamin O'Daniel focuses on content and sources or links. He analyzes existing content, from landing pages and product pages to blog articles. He develops content strategies and roadmaps, content templates, and concrete suggestions for content optimization. Benjamin O'Daniel is a lecturer in the Online Editing program at TH Köln, where he is responsible for the Content Marketing seminar.