As advertising and content blend more closely together, walking the line between the two has become an art in-and-of itself. Content marketing can be a great way to not only engage readers, but also secure new sources of online revenue for a publisher.

But content marketing can come back to haunt a brand, as we saw with the backlash created by an advertorial sponsored by the Church of Scientology on, which led the company to issue new guidelines for its sponsored content business.

In mid-April at FOLIO: & min’s newest event, the MediaMashup Show, Andrew Hanelly, TMG/McMurry’s vice president of Digital Experience, offered best practices on how to quell reader blowback in the wake of a content marketing campaign gone wrong. Check out his tips for navigating the tricky business of online content marketing below:

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