I would really have to say that what you send people too really depends upon where you want the traffic to go.
I do feel that you should never be sending your traffic to a company provided landing page. You should always have the traffic going to a page that you have had created and are in control of.
If you are doing articles where the intention is to get it ranked in the search engines, then make sure that they are high quality and that they are being funneled back to landing pages. I like to use a lead capture page myself so that I can continually follow up with the people that are really serious.
But if you are more looking for the backlink, put it to what you need the link for, a blog, sales page, video, whatever, just make sure that the traffic eventually gets back to your landing page.