Until it was understood that vanity metrics

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Marketing looks at contents as a distinctive element of its client, a sort of indirect realism where semantics and sensory predicates build the house where the client will want to support the domicile of his personality. Content-mkt-2022-IMAGE Hype cycle according to Gartner We are in 2012. Several people had predicted the end of the world for that year. Something really ended on that date, the fall of the omnipotence of traditional media but also of our ingenuity on the internet. The start of the content marketing hype cycle (Gartner's model that graphically represents the maturity, adoption and application of specific technologies) in 2012 shouldn't have surprised anyone. hype gartner cycle Figure: Hype cycle chart according to Gartner Within the universe of the internet, the development of social networks is particularly significant.

It's such a rapid development that Time Magazine USA Email List calculates  that by the end of 2012, users of the most popular social network, Facebook, are likely to reach the figure of one billion. It is unthinkable that the pace of this development would not dramatically affect other media as well, and especially the more established and older media as a whole. By then, it would have become clear that shoppers would be spending less time paying attention to traditional advertising due to the rapid proliferation of smartphones and streaming.




Publishers, desperate to stay afloat, filled their web pages with dubious "vanity metrics," such as shares, views, unique users. alone would not have decreed the success of a marketing campaign. Then came content marketing, which posed a simple solution: What if brands only told stories that users truly want to see, hear, and read? The first examples were inspiring. It was precisely 2012 when Kraft began to focus its entire marketing department on content, a move that in a relatively short time quadrupled the marketing ROI (return on investment) compared to what the company achieved with targeted advertising. Later, even large companies and niche B2B companies proved that they could participate in this party.