Who benefits most from content marketing? Those who practice it

From David Murray @TMGmedia

Content marketing transforms communication from a defensive exercise in risk management to an aggressive attempt to express the company’s best. In this environment, every communication professional in the organization goes from cost-center to profit-center—metaphorically, from ground maintenance crew to fighter pilot, from place-kicker to quarterback, from proofreader to star columnist. 

As organizations begin to value talented writers—and videographers and photographers and graphic designers—it’s obviously good for talented communicators, who benefit from more pay and more freedom to take chances to convey authentic messages via compelling storytelling to connect with real human beings.How 

Which, as opposed to creating stiff and sterile corporate stuff, is what communicators like to do.