Content marketing has become more than just a buzzword, it's all anyone's talking about in marketing everywhere you turn. It's not new, some companies have been doing it for decades, everyone else just came in late to the game and realized with the abundance of social media, it's become critical to create and share VALUABLE (key word here, folks) content.
Content marketing can fit into almost industry, as well as B2B vs B2C. Everyone's tired of advertising, they want valuable information that may not even be just about you and your company alone.
It's a great way to attract new or current customers if you're creating content they consume and use, plus it's owned media, not paid media (unless you count hiring copywriters, etc). Content is absolutely the present of marketing and it's only going to get bigger. Customers would rather visit your Facebook page or blog where you're talking about a variety of topics relevant to your industry but not necessarily your company than visit your website alone. It's almost impossible to have an engaging social media strategy without planning a great content marketing strategy alongside it, which can overlap into other channels as well.
If you haven't yet gotten into content marketing & strategizing based on what your customers want and need, not just what you think they want - it's time to make the switch.