You must have heard of Izabella, the teenager who, on her first time on Facebook, hit the wrong button while setting up an event and found herself having invited the whole nation to her birthday. With the newspapers slumbering in the usual scarcity of news at the beginning of the year, her story made headlines, so almost every major newspaper or newscast reported one way or another on the event, which had already reached a national scale. Some of them even invited her on the set in search of fresh angles, of some details still unearthed by the media frenzy surrounding the teenager from the Black Sea port of Constanta.

Two months after the event ended, which however did not result in a national celebration, our life goes on in much the same way. Even today I still don’t know who Izabella is and I wonder whether this episode wasn’t a locally fabricated hoax, of such a nature as to fill the need for newsworthy content that defines the beginning of January.

But, surprise! Izabella’s Birthday, a story that lasted two weeks, sparked more interest among ordinary people than the release for public consultation of the new Fiscal Code, according to the results of a simple Google Trends query that compared the communication high points of the two events. And this despite the fact that the new Fiscal Code will change all our lives, starting this very year.

Try to compare any subject in the life of your company with the episode of Izabella’s birthday. I’d venture to make a bet – Izabella’s birthday has aroused more interest than anything else. And I dare to take the bet further; remember the episode of the dress that half of the planet was seeing blue, and the other half golden? Or the controversies around the release of the movie “The Interview”, which culminated in North Korean cyber attackers hacking Sony’s servers?

In 2015, any piece of news we will tell the world will have to compete not only with the thousands of identical pieces of news that may only differ in the figures they cite, but also with non-news – inconsequential events without any impact on people’s lives or future. This is the result of a phenomenon that has commodified information to such an extent that the conventional definition of news no longer holds when the story is just about anything unusual.

But there is an upside to this situation. Any brand, any company, any institution can become its own media channel. We no longer sell only products and services, but especially information associated with these. Indeed, 2015 is the year of structured content delivered at 360° in earned, owned, and paid media. Be happy! Izabella’s birthday is over, the year of content has started!