Blogs are one of the most prevalent form of online communication platforms, as well as one of the most resilient and adaptable ones. They have been around since the late 90s and have taken so many different forms that sometimes it is hard to identify them as such. Some of them, like the ones you will discover in a bit, are even being used as corporate websites by companies who put content and thought leadership at their core.
Today, regular content sharing around a specific topic is still the main purpose of blogs, making them a key element of healthy social media strategies and one that seem to be, unfortunately, disappearing from airline’s strategies.
While one might think of blogs as relics of the past — and it is true that there are very many abandoned blogs — the truth is that many airlines run very active and engaging blogs that are content powerhouses. These are not only used to share content with followers and to talk about destinations, but also to invite users to take part in the content creation process and collect images and stories generated elsewhere.
Changing the point of view
Looking at the case studies, it is also clear that there is no “one size fits all” solution for airline blogging. But it is also clear that, whatever the objective, blogs do have an important role to play in an industry where inspiring and convincing people to travel is the key to driving results.
The abandonment of blogs by some airlines has probably been caused by a shift in focus to more popular social platforms such as Facebook and to measure the success of content by the immediate number of likes, shares and comments it receives. Blogs, however, do not work like that: they are not Facebook statuses, their purpose is to convey and house large amounts of information that can be read and shared over long periods of time. The life of a blog post can be several years, while a Facebook status or a tweet will be very hard to find after just a few months.
Ultimately, there is no right answer to whether blogs should be used in the overall marketing/content strategy — the correct way to think about it is, of course, to ask: what is the purpose and what am I looking to achieve?
Meanwhile, we hope you enjoy this roundup of the best airline blogs from across the world: