Isn't that the name of the game in this brave new world? Tie your marketing message to some relevant piece of information that people will want to share. It's like product placement in movies, only informational.
Plenty of PaaS vendors post "how to" articles that contain information about a relevant topic, but are tied to the product they're selling. I don't see this as being any different.
It's the oldest form of marketing there is: mutual benefit marketing. The reason it's the oldest is because it works for both parties, hence, the name.
Plenty of PaaS vendors post "how to" articles that contain information about a relevant topic, but are tied to the product they're selling. I don't see this as being any different.