The stories you're underwriting cannot appear to be "sponsored" in any way; if a publisher thinks they're receiving an ad rather than an objective piece of content, our credibility is tarnished, and our ability to earn such top-tier links for our partners will suffer. We highly encourage using your in-house expertise for your on-site content so we can internally link to it, but for our specific purpose, we need to keep our stories as brand-agnostic as possible (outside of the core citation/link).