In practice, [advocacy on behalf of a community] means identifying what your community needs to prosper, and either providing that directly or advocating for its provisioning. There are many ways to do this. You can lobby for changes the community needs (e.g., by publishing content illustrating those needs and defining how change should happen); you can facilitate discussions (e.g., by hosting and supporting safe, productive forums); you can challenge the status quo (e.g., by bringing in ideas from outside the community and fostering discussion); and so on. It means acknowledging that your content is a means to an end, and making sure the ends are good ones.
It also means making hard choices, because advocacy isn’t always in the interest of your business. Especially in today’s SEO and ad-laden world, publishing only that which serves your community is unlikely to be the fastest way to a dollar. Content that is superficially sensational or contrary (but actively harmful) can bring more pageviews; while content that smartly challenges the ideas or values of a community (i.e., encourages rigor) can draw ire. You have to be able to look past the short-term risks to see what years of trust and support are worth.
— “Represent,” by Mandy Brown, on A Working Library.
Publishing is no longer just a two-way street with a few highly-regarded publishers leaving everyone else categorized as a reader. Nowadays (and this is technically old news, I know), everybody is a “publisher,” in the same way that ubiquitous, easy-to-use, point and shoot cameras made everybody a “photographer” in the early 2000s.
Going forward though, what separates a real (capital-P) Publisher from an I-Just-Got-This-Wordpress-Blog-And-I’m-Going-To-Write-About-My-Feelings “publisher,” is (1) relevance, quality, and originality of thought, and (2) communal advocacy. And, as Mandy points out in her blog, writing superficial content just to bring yourself more pageviews isn’t always the best way to do that. Unless, of course, you’re only interested in pageviews.