I used to work with a lot of content marketers when it started to get hot. SEO was doing particularly poorly for a period (Google used to resist seo rather than reward it) and people realized that if you started writing "authentic" content, then people would organically link to it and it would increase your ranking.
Then social media furthered this problem by people mindlessly sharing content they never read but just looked engaging.
Marketing robots where just churning out content on blogs because eventually you would just hit search engine gold by nail the correct topic for some long tail search term. In my own domain, the atrocious "Towards Data Science" is a great example of this (except their "brilliant" innovation was to replace marketing robots with people eager to pad their resume). The content is largely garbage, but it looks about right and is easily shareable.
Today, whether you like it or not, if you want to make people to see your blog at all you have to think at least a bit like a content marketer to get seen at all. Consider Jay Alammar's fantastic blog [0], which is very high quality content, but still requires a tremendous amount of polish and marketing to survive. All of this has made it impossible to create the network required for a "global conversation among creative weirdos". Real content does get made, but has to be produced with the effort of a real marketer.