A company promoting itself is a good thing — until thinly-veiled ads infiltrate the company's blogs. On the heels of shovelware content, the third deadly sin of blog content marketing, are advertorials. These are thinly-veiled ads that purport to be articles but are really just advertising the company's products or services. These blog posts are the online equivalent of the "amazing" weight loss success stories found in the back of print magazines.
The biggest problem with advertorials is that they hurt credibility. A cosmetic surgery center, for example, might write an advertorial blog post entitled, "What You Need to Know Before Rhinoplasty." But the article itself actually only talks about why that surgery center is the best at the procedure and does not cover what a prospective patient would actually need to consider before undergoing the operation. Instead of being an informative piece that would inform the patient about the benefits and risks of such a procedure, the blog post is purely promotional, and the prospective patient is left searching for actual information elsewhere.