It’s no secret that Content Marketing has been the “mad-dash marketing” theme in recent years. For good reason. Content Marketing works when done right — especially for B2B marketers looking to help prospects research a complex product or service. But, word got out and we humans tend to spread (and tweak) any promises of instant profit like wildfire.
The Hype Cycle
Content Marketing has followed the Gartner Hype Cycle to a “T.” The Peak of Inflated Expectations included a flood of marketers looking to become the ultimate content-generating machines — pumping out as much content as possible. After all, during the hype, one could point to exploding editorial calendars, busy blogs and never-ending lists of ideas — all to get a collective hype-driven “hurray” from their superiors. Those same marketers were hoping their slew of content would skyrocket Google rankings.
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