I read this awhile back in BtoB Magazine and thought that it captured the essence of the shift in the marketer’s mindset these days. The stat that 30% to 40% of the marketing team’s time is spent on content generation, research, and editing is probably right. For some clients and some roles, it’s even higher.
Furthermore, another significant chunk of time then needs to go into the merchandising of the content on the web, in lead generation programs, into channels, partners, etc. Content by itself is meaningless, it needs to be placed in a relevant and fruitful setting to drive interest and audience.
This sounds like publishing to me.