The document discusses brands becoming publishers by creating their own content marketing strategies. It lists publishers like Vice, Buzzfeed, and The Onion that work with brands to produce content. It also outlines platforms that connect brands with content creators like Skyword, Contently, and NewsCred. Examples are given of brands like Red Bull, American Express, and Google that are effectively pursuing owned media strategies. The key aspects of successful brand content discussed are creating communities, putting the brand at the center of audiences' lives, focusing on relevance, and prioritizing audience needs over products.