“Think like a publisher” is a mantra that most content marketers, even entrepreneurs, repeat as they plan e-books, white papers, blog posts, videos and other collateral. They hire former journalists to write and produce, but when it comes to publication, a lot of them fall short of their goals. The secret, according to BrightEdge CEO and co-founder Jim Yu, is to operate the publishing arm of the marketing department in a B2B organization as an actual revenue-rich business.