Content marketing is slowly becoming the most effective SEO approach. While SEO is done generally on a domain level, content marketing focuses on smaller segments or the "landing pages" of a website. Due to the increase in competition and because of the consumer preference trend to digest their daily dose of information, content marketing is a solution that allows a business to penetrate through these difficulties to become visible.
The other reason for the shift towards content marketing is that it will put you in a good position to "earn links". Link building is manipulative and can be done with ease. However, earning the respect of a niche-market cannot be manipulated; good quality speaks for itself. Search engines are starting to understand why some pages and domains are more superior to others. It is purely down to the overall usefulness of the page and domain. Usefulness comes with customer satisfaction and this is best achieved through content above anything else. Your business is not excluded from the changes in the Google Algorithm.