http://moz.com/blog/everything-you-need-to-know-about-sponsored-content
Readily-accepted channels for content, such as SEO and PPC, deliver the best results to users at the right time, so is it really necessary to change our game plan? Actually, if you are still using the same content delivery methods, you may be in for a disappointment, according to experts. In the next few years, expect traditional content delivery models to slowly move aside for newcomers such as sponsored content.