A quick google search of "content marketing" delivers over eight hundred million results. Eight hundred million. There haven't been that many good ideas in the history of man.
"Content" usually has the mental nutritional value of sawdust or cabbage soup. It doesn't do anything for anyone but exists because people say it must. There are good examples of content but there's also just so much bad stuff out there. And it's done not because it needs to exist but out of a sense of obligation.
I really hope what Thom Yorke says is true and it all swings back in the other direction. Somehow I don't think there's a big enough cork to stuff into the content bottle.
(Riffing off of Scamp's "Are 'Content Marketers' Smoking Crack?")