Is content marketing dead?

It doesn't necessarily have to be competitive for software companies. Even though some do compete for the same customers, even many similar tools and software products have difference audiences. Software, for the most part, is differentiated enough that it's not quite like some CPGs where brand is the biggest factor in purchase decisions—even very similar products have slightly different feature sets and different interfaces.

If the content has slightly different audiences, the main problem then, isn't volume of content—it's the need for better distribution and targeting, which has been solved somewhat on the advertising side. Brands buy hundreds of billions worth of advertising, but it's mostly well-targeted, whereas by comparison, we just get blasted with content marketing without a ton of targeting.