I watched the video. It made me think of the content mills of the 2000s.
For one, he talks about companies making money from their content, but downplays the need for quality and readability. In fact, he thinks anyone with basic English skills can do this. (Shudder.)
He doesn't seem to realize that the search engines and consumers are now way too sophisticated for the old model to work. Modern content marketing only works if you produce quality content that your target audience wants to read.
He also mentions a shortage of writers. According to my clients, it's not a shortage of writers. It's a shortage of good writers. Anyone can write, but few can write well enough to engage prospects and move them up the sales funnel.
So yeah, I just can't see how this could work in 2016. (At least not with the results he's claiming.)