Embodiments of the present invention provide a content publishing method and a user equipment. The content publishing method includes: obtaining, by a first user equipment supporting a device to device (D2D) function, a resource for broadcasting information of the first user equipment; and broadcasting, by the first user equipment, the information of the first user equipment on the obtained resource, so that a second user equipment obtains and sends the information of the first user equipment to a network-side device to set up a connection with the first user equipment, where the second user equipment supports the D2D function and is matched with the first user equipment.