Excellent post Barry.
With the power of self publishing now in the hands of so many, Content Marketing appears to have been tagged as the online marketing panacea by gurus and businesses alike.
Yet, before any brand can become a continuous publisher of content that their prospects and customers will find relevant and valuable, a step back to consider what success in this emerging discipline might actually take would be a good idea. (more here: http://ow.ly/haBke )
As your post so ably points out, adding the new requirement and responsibilities of “publisher” to your title may be outside of the competencies and abilities of many. And with the rising demand to consistently create "great" content, I suspect few will be able to step up and meet this challenge.