It's what's inside that counts - take website content for example.
If you are a business with a website or blog site you should use your content as a tool to build relationships.
Using your website content to build relationships with customers old and new.
You should aim to inform, inspire and deliver information that is relevant and what people want to read or see. In most cases, you need to write for your reader, think like your reader and ask, why are they reading your content? How can you build on that?
Once upon a time...
Content marketing is about good story telling - sending the right message, to the right people at the right time (the classic marketing phrase).
You can do this by giving your readers quality, valuable and informative information in a way that is easy to understand with a clear call to action if desired.