The most effective content marketing strategy is the one that is tailored to your business objectives. It is about what is going to shift the needle for your business, where it is today. Often this means, spending the time to understand what is important, and what content will help deliver on that objective. Creating it, optimizing & distributing the content. And seeing how it is delivering, with your analytics & attribution.
This means that what may not look like a good strategy or content to an outside observer can be wildly successful for the company itself.