Jim Murray, a man whose prose I enjoy in spite of his location in Canadia (that's not a typo; if Jim's Canadian, he must be from Canadia), re-published a post about how he promotes himself and what he does. In that article, he takes a gentle swipe at content marketing. I think he should have taken more of a smack.
His post dates to 2014. While that may be pleistocene to current "content" marketers, his pitch would have been valid generations ago - back when content was referred to as collateral, product literature, and sales aids.
Then and now
Thirty years ago, I worked with SMBs to refine their use of printed, audio, and video material to a) generate leads, b) overcome objections raised by prospects, and c) meet the specific expectations of a prospects' various influencers (the people who are asked for advice and analysis but aren't a product's end users). One difference, of course, was that, back then, the vendor was in charge of who got what. Another was that the information wasn't fluff.
We don't make things irresistible in a vacuum. We follow the same advice that we give to our clients.