Spend any time working in advertising and you'll fall down the "content marketing" rabbit hole. There's a lot of money in selling Pepsi its own logo or making sure people can't forget about a brand but there's even more money in content marketing and that's entirely a grift.

Content marketing is like a void onion. It's layers upon layers of nothing and it all generates "passive income". Most of it exists to sell to other people who are doing content marketing as a get-rich-quick-scheme. Why bother doing a grift yourself if you can grift by selling your grift to other people and let them worry about how to make it actually work. The actual product and topic doesn't even matter. Is it investment advice? Mental health? Self-improvement? Weight loss? "Passive income"? Offer vacuous goodies like "free ebooks" to get people hooked and then continue selling and upselling them on the promise that if they just pay for one more Mastermind session, webinar, virtual retreat or coaching package, they'll figure it out eventually.