It really depends on what type of business and content do you have. Even though it sounds like a cliche, the content must provide a real value to the customers (and prospects). If it's only about the company and products, it's a waste of time. A good content marketing is about the customers and not the company. That's how the businesses can build real relationships and audience. Take Buffer, Hotjar, Groove as an example.
On the other hand, there are companies that don't need to do almost any content marketing, for example like my company. We have a mental health software and social media or blog isn't a place where our potential customers hang out too much. So we take it easy, post something from time to time and have only a few blog posts that generate some leads for us.