This is so true, but content marketing trips marketers up because they can't measure it.
They're so used to attributing every lead or conversion to one channel or another that they get freaked out when they don't see the immediate ROI on brand building content.
This is where you've got to have the guts to do things that don't scale.
People reading your posts and not clapping or responding may never turn up in your marketing report.
However, they will impact your bottom line.