Is content marketing a load of bollocks?

When I was about 12 I had a very good friend who lived a few doors down called Richard. One day he came up to me after school and very excitedly announced that he had a secret to tell me. After much stage whispering and dramatic pauses he told me about a tramp living out on the outskirts of our village who he had got to know and who was relying on him to bring him food. If I wanted, I could supply some of the food and come out with him the next evening to meet “Stig”.
Very excited an