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Without referring back to the channel / vehicle of the content, I think it's both, since there's a very thin line between information & story telling in the sense that story telling keeps the user engaged as long as it is relevant to their needs / search / topic / website.
@Riad did put it beautifully. It's all about story telling which keeps an user engaged by sharing information useful to the audience's needs.
It is more of information sharing with a tinge of story telling technique. As Mr. Riad has specified, stories always attract more readers than just facts.
I think it more about mixing both :)
Content marketing is information sharing. It is here where you discuss WHAT you or your company can deliver. Story-telling appeals more to the emotion. But the problem with this is, not all your readers or target market can be persuaded by stories. They want facts! Therefore, your content should be fact-based, and not flowery stories.
I think having a right mix is important. You need to write informative content which resonates with your target audience and yet have a storytelling element to be in top of mind or engaged.
Simply, stories are told in order to share information.
It is the combination of both. You would want to narrate your brand's story as though your brand is a well-defined character with life and emotion, in the ever-changing landscape of millions of brands.
The stories help you distinguish yourself, and to do that you are required to share information in toe form of content aggregation and content curation to keep influencers engaged.
