E-marketing Strategy: The Rise and Meaning of Content Marketing

None of this is true. Content marketing is effective, proven and scalable according to your company's resources. Here is the best academic answer I can muster:

Content Marketing describes any marketing strategy wherein some form of content—a book, an article, a video, a story, a cartoon, an interview, etc.—is created and shared publicly in order to engage the interest of a willing audience. The foundational idea supporting content marketing is that the free sharing of valuable content with an interested and targeted audience will result in the content's creator being rewarded with word-of-mouth promotion, loyalty and sales from that audience.