Content marketing presents a unique presence to the agency problem. Obviously, the goal is for conversion. This is best understood by describing the creation of content in general. On one hand, you have a journalist who is supposed to report the news and the facts. Their job is to be unbiased so that their reputation will not be tarnished.
The incentive here means a strict loyalty to what will build a certain type of audience over the long term, not what will sell a product. The type of audience they are trying to build determines the extent to which the content is politicized or radicalized.
Reputation is important, but understand that it is not loyalty to the whole truth for all reporters, necessarily and unfortunately. For some it is if they are building the type of audience that craves this sort of content. For others, they will purposefully politicize and radicalize because they are after that niche. The journalist keeps their audience in mind, with the goal being to “preach to the choir”, to some extent, one of those choirs being loyal to the idea that they are not a choir.
On the other hand, you have cost per action for impulse purchases. They want a click, or a sign-up quick, and might bend the rules, using every psychological trick in the book.
It is all for money right now for these invisible entities, even if that means throwing a 30 day guarantee on it (because most people are too lazy to ask for a refund, but it legitimizes the purchase in their mind). They give everyone a bad name, but it makes sense that this would run rampant because of the clear monetary incentive.