Content has been heralded as the future of marketing, and blogging is one of the biggest content trends to take the travel world by storm.

Trying to define what blogging is can be difficult, and trying to understand its value to your business can be even harder.

A blog used to be a person’s opinion expressed via the internet. Today, there are numerous different ways of publishing this opinion, but it all starts with the technology.

“Things have changed. When I first started in this industry I was one of the first bloggers out there,” said moderator Matt Gibson. “It was incredibly difficult to get traffic, but it has become much easier because of all of the new resources that are available. I don’t know how people even found my blog before Facebook!”

But now that both blogs and bloggers have become more mainstream, the question is how can this benefit your business? Well, in the first instance, they can offer social media marketing assistance.

“We use content, be it the written word or digital, all of the time – from the moment we wake up until the moment we go to sleep,” explained panellist Karen Osman. “But the key with content, is to make sure that it is suitably adapted to the right platform – and social media is one of those channels that really needs adaptation. And not social media as a whole, but per channel. Twitter versus Facebook versus Instagram – they all require a different type of written content. That can be length, and that can be tone.”

So as content creators for business, bloggers can create content that engages with your customers in order to successfully market your brand to your target audience.

Moderator: MATT GIBSON, CEO, Xpat Media

Panellists: KAREN OSMAN, Managing Director, Travel Ink

SHANE DALLAS, Social media influencer and travel photographer, The Travel Camel