Marketing Companies Increasingly Exploit Work of Private Website Owners

This troubling trend, which has been growing for years, is intensifying as PR firms and marketing companies continue to leverage the work of independent content creators.

What once was straightforward journalism or valuable news reporting is increasingly being used as a vehicle for brand promotion, with subtle or overt advertising disguised as impartial news stories.

An article touting a “new breakthrough” in an industry may appear to be an informative report at first glance.

However, a closer look often reveals it to be little more than a carefully crafted press release promoting a product or service, written in a way that minimizes drawbacks and maximizes benefits. These pieces, dressed as neutral news, are really just disguised advertising.

This practice highlights a growing issue where agencies and companies use other people’s intellectual property—be it articles, images, or videos—without paying for it.

According to an Australian tech news website these businesses exploit the traffic and reach built by independent publishers and turn it into profit, while the creators of the content receive no compensation beyond the publication itself.

The Hidden Cost of Content Creation

Running a private website, blog, or small news outlet requires significant investment—hosting fees, domain registration, site maintenance, and countless hours spent creating, editing, and promoting content.

But many independent creators see little return on these investments, especially when relying on ad revenue or partnerships to keep their sites afloat.

Meanwhile, PR agencies and marketing firms treat the internet as a free-for-all, taking advantage of independent content creators without compensating them. These agencies profit from the work of website owners, but the creators are left without a share of that revenue

A Cycle of Exploitation

The problem extends beyond the lack of compensation—it reflects a growing sense of entitlement by PR agencies and marketing firms toward other people's content. These agencies view website owners not as partners but as tools for their own profit.

This behavior undermines the value of content creators and discourages independent writers, bloggers, and news outlets from continuing their work. Without proper compensation or recognition, smaller publishers may struggle to survive in a competitive digital space.

The Impact on Independent Publishers

As digital marketing continues to dominate, independent publishers and small content creators face increasing challenges.

Exploiting content without compensation devalues the work being done, making it harder for these creators to sustain their livelihoods.

This cycle of exploitation harms the digital ecosystem, as smaller sites and blogs are squeezed out by larger marketing agencies and firms that reap the rewards without acknowledging the labor of independent creators.

The Rise of Deceptive Practices

Adding to the problem are non-transparent freelancers, who often operate under aliases and pressure website owners to publish subpar, irrelevant articles full of hyperlinks.

Their aim is simple: to secure payment for link placement while pretending to offer “free content.” This practice adds little value to the site but allows the freelancer to profit from links without providing real, meaningful content in return.

A Call for Change

It is time to hold PR agencies and marketing firms accountable for their exploitation of independent site owners. If a company wants to use someone else’s online property to promote their client’s brand, they should pay for the privilege.

The internet thrives on collaboration, but that collaboration must be fair. Content creators—whether they are journalists, bloggers, or small news outlets—deserve respect for the work they do and the costs involved.

For PR firms and marketing agencies, the message is clear: if you want to use someone else’s platform to promote your clients’ content, pay for it.

A shift in the industry’s approach to content, credit, and compensation is necessary to ensure that the diverse voices that shape the digital landscape are not lost.