Traditional marketing departments have their activities revolved around campaigns. A promotions calendar is drawn up every year to be populated by various campaigns (seasonal, tactical, branding etc). Established brands will have their brand promise, values, positioning, attributes drawn up. But more often than not, these (like corporate values) tend to be hung on a wall and are seldom referred. Even when referred, they are words that are interpreted differently by different staff, often in a way that justifies their proposed actions.
Content Marketing is an approach that requires all content to contribute to a singular narrative. Very much like a cable channel like Animal Planet or Discovery Science, Content Marketing reinforces a branding that allows consumers to know what to expect when they engage the brand. This must be a consistent narrative across platforms, geographical locations and time.
It must therefore not be approached with independent campaigns but as a holistic long term strategy. Redbull has set the benchmark for having a pipeline of content released consistently across multiple platforms, thereby allowing their much documented brand story to go on and on. In fact, they are a content and media company in their own right.