There is a on-going conversation about the amount of content being created and whether and when we might reach "peak content" after which point, the quantity will start to fall. 

James Ellis in the article below frames the argument very well by looking at content through the eyes of a recruiter. His view is that the variety of audiences (or personas if you prefer) that need to be addressed by an organisation means that having a one-size-fits-all approach to content does not work any more. 

He's absolutely right of course but I think his point is valid beyond his niche of recruitment. He suggests that this variety of individuals differentiates recruitment content from marketing content and for many B2C businesses the "largest possible audience" may well be the goal. However, in our world of Business-to-Business, the "right audience" is unquestionably the goal even if it's only a "handful of people".