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Blog Marketing & Pay Per Post: They’re Not The Same

The vitamin supplement company Berocca has been engaged in a vaguely interesting piece of blog marketing over here in the UK recently. Taking their cue from the recent NY Times article suggesting that blogging can be highly stressful, they have put together a blogger relief pack which consists of a number of ‘stress-busting’ desk toys and, of course, a pack of Berocca. In a nice nod to the community-lead nature of blogging, the mini-site always has a link to one of the blogs that is taking part in the campaign.

This campaign, which is hardly revolutionary in its nature, probably wouldn’t deserve a mention on these hallowed pages were it not for a post written by Michael Gray recently. In this post, Michael asked whether Guy Kawasaki, who frequently reviews products he is sent and links to the manufacturers’ sites, should be the subject of a penalty in the same way that sites which operated ‘pay per post’ systems were*.