A group of bloggers got together and came up with an idea - Blog Action Day. The idea is to have a huge number of bloggers all write about one issue - the environment - on the same day to call attention to the issue. They have also asked bloggers who make money from ads on their blog, to donate their ad revenue from that day to an environmental charity. That's it. Pretty simple idea. In today's world, this makes sense, sounds reasonable and not too difficult to pull off.
But let's rewind to about 15 years ago. Before normal humans used the Internet. Back to the old rules of marketing. Doing something like this would have meant coordinating huge media conglomerates that publish most of the content people consumed daily - the New York Times, Washington Post, NBC, ABC, etc. A monumental task, perhaps impossible.
But in the modern world where we are all now playing by the new rules of marketing, something like this is not that hard. In fact, just working on a volunteer basis, these few bloggers have enlisted some of the top blogs in the world, including many I read, like GigaOM, SEOmoz, and Copyblogger. They have had over 15,000 blogs sign up. This means that their reach is over 12 million readers. Plus the event itself is garnering media attention, increasing the reach and impact by a huge amount - of course some of the coverage is negative.
How does all of this affect your business? Think about the personas you serve. Are there any issues that they care about? What does your market care about (besides your product)? HubSpot is targeting marketing professionals and small business owners - do you think this post about the environment and marketing below is interesting to them?
Originally published Oct 15, 2007 9:31:00 AM, updated October 18 2015