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 TheAtlantic.com, 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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