Content marketing has changed, and it is all about the story. You must rethink the way you craft your content. Establish and illustrate your company’s values and worldview while delivering value to your readers.
So what you're saying the game is not a lot more about the marketing side of the equation than it is about pure content. It's one thing to spin out "10 things to do X" or "You won't believe what happened when ...", and a whole other problem to understand how a company's brand and vision fits into the long-term desires of their audience. Noted.