In general, Our clients prioritized content marketing marketing because its popular this nowadays and been proven as an effective method to rank your site pages in search results. Why do we hate content marketing? I think its not that, its the brand's implementation to content marketing. I'm not surprised that several clients are just publishing stories and it will be like this approach "Dude, How often can we publish the content to boost the site's rankings in the search results?" and that will be the most overlooked mistakes from the clients. Here are some factors to be considered to create an effective content to the users:

Who is the real target users/audience?
Where can we find them?
How the story will use for the business goals?
And So on...