True story: I received an email from a marketer who told me she had read our blog and enjoyed it, but she was wondering if I would replace a few of the articles I linked to in the blog to a whitepaper she had written. Her whitepaper, of course, was a better source to link to than the HubSpot resources on inbound marketing. In return, she'd link to our blogs.
I immediately sent the message to my spam folder and promptly forgot about it until we started discussing some of the worst marketing examples we’ve run across in our day-to-day. Her request was an obvious ploy. These kind of marketing tactics work only in very particular situations — generally, you already need to have a well established reputation in your industry — and when they backfire, they can ruin a marketer's reputation not only with other marketers but with future clients, too.