Is Content Marketing really about the content of communications?

Well, i actually used to be responsible for the "content" of communications - someone else usually came up with the media/touchpoint strategy.

But since Content has gotten so important I find myself constantly responsible for media and touch point strategies. ... and less & less for the content in those media. That is strange, isn't it? Or is there a deeper meaning to this? Is there too little content in content thinking? Is it inherently media driven? Well, at least media companies will profit the most. So is it a Neo-McLuhanism: The Medium is the Content?

I should have been working in a media agency in the first place, I guess. At least they get paid for channel planning:)