I like the concept of contentricity - essentially losing track of the goal of content marketing in favour of simply pumping out as much content as possible.
The author goes on to talk about the importance of creating quaility, relevant content and ensuring it is seen by the right people (reach) rather than taking the quantity route and risking being an irrelevant source of noise.
We should all be thinking about content marketing as a way of demonstrating our expertise to our audience, giving something useful to them that will give them reason to consider using our services when the need arises.
Contentricity: To take a content-centric approach to content marketing at the expense of marketing that content. The state in which the creation of content becomes the sole purpose of a team.