Okay. That title was over-stated. But I do think that Matt Cutts gives little clues here and there and you should pay attention. In the video below, Google talks about why some blog posts shoot up the rankings, but then settle to a lower position later. If you listen closely, you will hear him talk about different types of queries: Those that deserve freshness and those that are more evergreen. This is an important SEO concept to think about.

As you form a high-quality content marketing strategy, you should define your target clearly. If you are trying to rank content in an evergreen keyword space you should recognize that this is harder than trying to ride a news cycle. As Google points out in the video above, for queries that deserve freshness, they will allow very new content to zoom to the top. Even though this content it will probably not stay on page 1, this is great news for content marketing, branding and NewsJacking. In other words, not every ranking you chase needs to be your head term. Use this smaller opportunities for brand mentions and link bait. Google sees them too and will reward your domain.