I've seen a few different approaches. Some companies simply have their blog buried somewhere on their website. Some start an industry-wide standalone publication that's more like a magazine/newspaper. Some build a standalone blog just for their company Some build some kind of a content hub, kind of like Hubspot that seems to mix a bit of everything. How should I choose where and how to structure my content? Where should I be directing my energy to efficiently generate leads? Does separating your blog/publication from your company website reduce the visitor's exposure to your brand too much? Does the increase in visibility of the blog/publication as well as amount of outside content offset the reduced exposure to your brand thanks to greater quantity of visitors?
Most of the times stand alone publications are made up of biased stuff put together to boost the awesomeness of publisher's products, I believe these cannot bring in a lot of leads.
A blog on the other hand can cover a diverse range of topics, you may put references to your publication and your products inside your blog.
That way, your blog will become more authentic. You can also get others talking about your blog which will eventually bring people to your product catalogue.