What are key success factors that company or brand must meet to make content marketing a sustainable strategy?

The article “Content Shock: Why Content Marketing is not a Sustainable Strategy” discusses how the popularity of content marketing could lead to its demise. It is suggested that the belief that content marketing is effective spawns more content, leading to a glut of marketing messages that has plagued traditional media for years. After reading Mark Schaefer’s predictions about the future of content marketing, where do you stand on the following questions: Is content marketing doomed to the same fate as mass media advertising, perceived as clutter in the media landscape? Why or why not? What are key success factors that company or brand must meet to make content marketing a sustainable strategy?